SÃO PAULO, Brazil – JBS SA plans to promote through Feb. 21 its value-added protein products at Gulfood, a leading food fair in Dubai, as part of the company’s strategy to grow market share in the Middle East. JBS will showcase its Seara 100% Natural chicken line, which the company developed specifically for the Middle East, and hold a regional unveiling of its 1953 Friboi premium beef brand.
Called Seara DaGranja in Brazil, the company’s 100% Natural chicken products are available in chicken breasts, breast strips, drumsticks and thigh filets. The products comply with Islamic requirements and meet animal welfare standards for vegetarian feed and antibiotic-free. Seara also will be presenting Perfect Cuts poultry products, which launched recently in the United Arab Emirates. The line includes chicken breasts, cubed chicken, thigh and marinated products.
The 1953 Friboi brand includes more than 50 premium beef cuts produced by a blend of European cattle breeds. The line already is available through 5,400 sales outlets in Brazil.
Finally, JBS will also exhibit its Bordon brand of prepared foods which includes products available in both pouches and cans. The Bordon unit recently launched a brand refresh of its traditional corned beef line and has plans to start exports of lunch meats.
Bordon expects to launch another 20 items in its Middle East portfolio by 2021 to including sausages, meatballs and new corned beef flavors. The brand also intends to triple production over the next three years.