The MENA region is currently one of the leading importers of meats from Brazil and one of the key priority markets for JBS. By taking part in the trade show, the company and its brands aim to build closer relationships with partners, close new commercial deals and discuss new strategies for selling and launching products.
At the 2023 edition of Gulfood, Seara will launch the new Shawaya range for both consumers and trade in the region, becoming the first brand to offer both frozen whole chicken tenders and marinated with local ingredients and flavors. This is a continuation of the strategy that started in Brazil in end of 2023 with the launch of Frango de Padaria (Bread Shop Chicken), one of Seara’s key innovations. Friboi, in turn, is promoting for the first time in the region its premium Black Friboi and 1953 ranges, offering gastronomic experiences with tasty products and a halal guarantee.
The Seara Shawaya – Chicken for Roasting range offers Frozen Whole Chickens that come marinated in 4 exclusive varieties that meets consumers needs who are also looking for greater convenience in the category of whole chickens, one of the region’s largest categories in Retail and Food Services. The products come already marinated with local spices like: Kabsa (cinnamon and anis), Hot Curry (coriander and cumin) and Italian (rosemary and basil) flavors, all ready to go directly from the freezer to the oven or air frier. And for those consumers that like to spice and marinate to their own taste, the range also offers a frozen Whole chicken Tender that comes without spices and pre-marinated with Brine to offer greater succulence and flavor.
In addition to this launch, the brand will showcase a new portfolio of over 120 products produced at two local plants, taking into account the importance of Middle Eastern culture and cuisine. The new ranges introduce a complete portfolio of Seara breaded chicken, chicken burgers and beef burgers, minced meats, sausages, meat balls, frozen vegetables, frozen seafood and frozen fruits, among others. All the new products will be exhibited at the trade show, strengthening the strategy of Seara of offering the region innovative, high-quality products.
As for Friboi, the top-selling Brazilian beef brand on the overseas market, it will offer attendees a premium experience with the Black Friboi and 1953 ranges. Black Friboi consists of the brand’s most premium halal portfolio derived from the top genetic Black Angus in the USA: only 1% of the cattle meet the selection criteria, which include breeding on exclusive farms in Goiás committed to special feeding using locally produced cereals and grains to supplement the different growth and maturity phases of the cattle, thereby guaranteeing tasty meat with a high standard of quality.
Using the slogan “the evolution of the palate”, the 1953 Friboi product range includes more than 50 premium cuts of beef using raw materials from European breeds. Attending to consumers with demanding palates, the quality of the products involves technology and leading-edge processes. The range also enjoys certification by the International Taste & Quality Institute (2018), the world’s highest category of flavor and quality.
On the unique JBS stand of 300 m² available at Gulfood 2023, other products of the Pilgrim’s, AMH, Novaprom, Rigamonti and Swift portfolios will be exhibited, with the presence JBS representatives from United States and Australia. Also attending will be representatives of the company’s other global units, like Novaprom, JBS Casings, Rigamonti and Planterra. At the venue, visitors will be able to savor delicious dishes prepared from Seara and Friboi products.
About JBS
JBS is global leader in protein-based food production. With a global platform diversified by type of products (poultry, pork, beef and lamb), the Company has over 250,000 team members in production units and offices on all continents, in countries like Brazil, the United States, Canada, the United Kingdom, Australia, and China, among others. In Brazil, JBS is the country’s largest employer, with over 145,000 team members. Worldwide, JBS offers an extensive portfolio of brands recognized for excellence and innovation: Seara, Swift, Pilgrim’s Pride, Moy Park, Primo, and Just Bare, among many others, which find their way every day onto the tables of consumers in 190 countries. The Company is investing in correlated businesses like leather, biodiesel, collagen, personal hygiene and cleaning, natural wrapping, solid waste management solutions, recycling, metallic packaging and transport, with emphasis on the circular economy. JBS conducts its operations allocating priority to high quality and food safety, while adopting the best sustainability and animal welfare practices across its entire value chain and, in March 2023 it assumed the commitment to become Net Zero by 2040. This means that JBS will zero the net balance of its greenhouse gas emissions, reducing the intensity of the direct and indirect emissions and offsetting all residual emissions. JBS was the first global company in the protein sector to take on this commitment, with the intention of feeding people around the world in an increasingly sustainable manner.
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SOURCE JBS
