Major Brazilian meat processor JBS has denied rumours that it is in talks to buy vegetable producer Goiás Verde.

Daily newspaper O Estado de S. Paulo yesterday (23 January) reported JBS is negotiating the purchase of Luziânia-based Goiás Verde. According to the paper, JBS wants the company, which owns the fourth best-selling brand of peas in the country, as part of its plans to increase its range of ready meals.

Discover B2B Marketing That Performs

Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.

Find out more

However, the company, which posted a third-quarter net loss of BRL67.5m (US$38.1m) in November, has refuted the claims.

A statement said: “JBS S.A. communicates to its shareholders and to the market in general in accordance with good and transparent corporate governance practices that this company is not negotiating any acquisition and denies news content circulating in the Brazilian press [yesterday].”

Just Food Excellence Awards - Nominations Closed

Nominations are now closed for the Just Food Excellence Awards. A big thanks to all the organisations that entered – your response has been outstanding, showcasing exceptional innovation, leadership, and impact.

Excellence in Action
Winning five categories in the 2025 Just Food Excellence Awards, Centric Software is setting the pace for digital transformation in food and FMCG. Explore how its integrated PLM and PXM suite delivers faster launches, smarter compliance and data-driven growth for complex, multi-channel product portfolios.

Discover the Impact