(Bloomberg) -- JBS SA, the world’s largest meat supplier, will discontinue operations at its US plant-based unit Planterra and focus on growing markets for alternative proteins in Brazil and Europe.

The shutdown comes amid softening consumer demand for plant-based proteins. Maple Leaf Foods Inc. recently decided to reduce the size of its plant-based segment after a review found demand will grow less than industry experts initially expected. In the US, Beyond Meat Inc. shares have tumbled more than 75% this year in a response to weaker sales.

JBS’s plant-based protein efforts will focus on Brazil and Europe, two markets where its gaining market share, a spokeswoman said.

Last year, JBS acquired Vivera BV, the third largest plant-based company in Europe. In Brazil, it sells plant-based products under its Seara brand. 

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