The Brazilian Animal Protein Behemoth JBS decided to shut down its plant-based protein startup Planterra. The sudden news incited this study in search of understanding why such decision was taken at a moment that this industry seemed to be blooming. Throu. Management in Perspective, [S. l.], v. 4, n. 2, 2023. DOI: 10.14393/MIP-v4n2-2023-71467. Disponível em: https://seer.ufu.br/index.php/RevistaMiP/article/view/71467. Acesso em: 3 jan. 2026.