Brazil to premiumise meat exports

By Oscar Rousseau

- Last updated on GMT

Brazilian producers want to focus more on value-added produce
Brazilian producers want to focus more on value-added produce
Senior figures in Brazil want the country to start producing more value-added meat products to enhance its position as one of the world’s biggest pork and poultry traders. 

The country exports millions of tonnes of animal protein every year, but these products are seldom found on supermarket shelves, something Blairo Maggi, Brazilian Minister of Agriculture, Livestock and Supply, wants the industry to address fast.

We’re a major provider of foodstuffs, but at a wholesale level, not at a retail level​,” said Maggi at the opening of the SIAVS Pork and Poultry trade show in São Paulo, Brazil.
We need to add value to our meat products, really we do, and we have to have direct contact with consumers all over the world. We need to be present on supermarket shelves, but of course there are some challenges to do this​.”
The challenge is convincing the world that Brazilian meat is safe for consumption, following allegations of compromised meat quality. This claim, however, was vehemently denied by the Brazilian Animal Protein Association (ABPA), which accused the federal police of mistakenly stating rotten meat, instead of protein past its sell-by date, had in fact been sold. 

Repercussions of this crisis – and that is how Brazil described the scandal – will be felt for some time. But as Brazil still expects record-breaking exports this year, one eye is on how the country can collectively optimise its position as a meat export superpower.
Two of the country’s biggest meat processors, BRF and JBS, which collectively produce more than half of Brazil’s meat, say value-added products are essential.

We see the future for Brazil being in value-added products and we’re investing around $200m in innovating new products to feed our global consumers​,” said BRF vice-president Alexander Almeida.
This sentiment was echoed by Gilberto Tomazoni, CEO of JBS Foods, who said: “Our portfolio is highly focused on value-added product; the more value you can add, the more competitive you are​.”
While the JBS executive did not disclose any plans for further expansion like BRF did, both meat processors clearly have a big appetite for producing supermarket-friendly meat.
This is likely to please Maggi, who is now encouraging Brazilian meat producers to manufacture more value-added food products as the government aims to unlock new markets and clean the country’s tarnished image.

Related news

Show more

Related products

From trust grows success

From trust grows success

K+G Wetter | 09-Oct-2017 | Data Sheet

The award winning company Wünsch’s Fleischspezialitäten sets new quality standards for meat products – using machines made by K+G Wetter.

Related suppliers

1 comment

Have JBS Contact Me

Posted by Jerome Donohoe,

Alexander Almeida of BRF or Gilberto Tomazoni of JBS contact me on how they can value add to their beef while demonstrating to their consumers the health of their animals used in meat production. Jerome 414-699-9332 USA

Report abuse

Post your comment

We will not publish your email address on the website

These comments have not been moderated. You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment. Any comment that violates these terms may be removed in its entirety as we do not edit comments. If you wish to complain about a comment please use the "REPORT ABUSE" button or contact the editors.