The company’s 1953 brand boasts a mouthwatering portfolio of steaks and beef cuts, including filet mignon and picanha, and was formerly a foodservice-exclusive line.
A rising middle class in Brazil has fuelled demand for quality, prompting JBS to launch its luxury 1953 in supermarkets. And company hopes are high: JBS estimates retail roll-out of 1953 could generate 30% of sales volume in the first quarter of 2018.
“The nobler meats have occupied a relevant place in the table of Brazilians, who have increasingly taken the experience lived in restaurants to their homes, whether for a dinner or at the barbecue with friends,” said Renato Costa, president of JBS Carnes in Brazil.
“We believe in the potential of this niche in retail and we are working to strengthen consumer access to this type of product.”
The 1953 brand is eponymously named after the year JBS was founded.
Only beef sourced from the finest international heifers and top-of-the-range male cows end up in the 1953 brand, said the company. JBS also employs advanced processing technologies to butcher the cattle in such a way as to develop tender, juicy and delicious beef that can be sold at top restaurants nationwide in Brazil.
Now, the range will be available in over 400 stores across São Paulo and Rio de Janeiro.
“We did a great job building a beef brand in a segment that, until then, was commodity,” added Costa.
“Since then, we have sought to evolve cuts and products that offer a new experience to the consumer. We want to not only serve those who are looking for premium food for all times, but to satisfy the highest desires of a differentiated product, promoting a new customer experience.”
Pushing the product
JBS will start promoting its premium beef range with point-of-sale material, recipe ideas and cooking demonstrations at selected supermarkets in Rio and São Paulo.