Inside the heart of plant-based innovation: Vivera opens its doors to a group of plant-based enthusiasts

During a trip to the Netherlands organised by GreenWorld—an agency that curates tours focused on plant-based eating for vegan and flexitarian consumers—we accompanied a group of fourteen enthusiasts to Vivera’s R&D offices and production site in Holten. For GreenWorld, Vivera and Atlante, it was a concrete opportunity to collaborate: to share the research behind the products and to show the “behind the scenes” of one of Europe’s leading brands in meat-free alternatives.

Vivera, a European leader distributed exclusively in Italy by Atlante

After welcoming the group to Vivera’s R&D headquarters, we opened with a presentation on the brand’s history and values, the logic behind its range development, and the quality and sustainability standards that guide every choice. We then focused on the Italian market, explaining how Vivera’s assortment is structured in large-scale retail (GDO), how Italian consumers are evolving, and how they differ from those in Northern Europe.
The next section was dedicated to our social media work. Our strategy combines collaborations with creators selected for value alignment, “real-life” recipes that show performance and usage, and advocacy content that makes topics such as sustainability and sector news accessible -including the recent European Parliament proposal on “meat sounding”. Our social presence reflects Vivera’s manifesto, #eatopenminded: choosing better for yourself and for the planet is within everyone’s reach.

Inside Vivera’s production site: process, quality and sustainability

The group had the opportunity to tour part of Vivera’s production facility in Holten, following the product lifecycle from the reception of ingredients through processing to packaging. Where possible, raw materials come from organic agriculture (around 25% today, with the goal of progressively increasing this share). Seeing first-hand the level of technology, quality controls, hygiene and traceability made clear the complexity of producing plant-based foods in line with European standards. Sustainability is built in along the chain: for the Dutch market, products are shipped in reusable plastic crates instead of traditional cardboard, significantly reducing paper use and waste across the supply chain.

Innovation on the plate: tofu as a key ingredient for the future of plant-based

The day concluded with a tasting lunch showcasing the brand’s latest innovations for both international and Italian markets. The undisputed star was tofu—a product Italians have loved for years and that is increasingly appreciated abroad thanks to its excellent nutritional profile and clean-label recipe. The lunch was the perfect opportunity to let a panel of enthusiasts try Tofusion Japanese Style, Vivera’s latest launch at Esselunga: a 100% plant-based product combining tofu, vegetables and spices, inspired by Japanese cuisine. Tasting brought the journey full circle—from strategy, to the production line, to the product experience on the plate.