Seara debuts halal antibiotic-free chicken line into Middle East

By Ashley Williams contact

- Last updated on GMT

Seara aims to establish its position in the Middle Eastern market
Seara aims to establish its position in the Middle Eastern market
JBS’ business unit Seara is set to become the first Brazilian company to introduce 100% antibiotic-free chicken that meets halal requirements and Islamic rules into the Middle East region.

Available in Dubai, United Arab Emirates (UAE) from November, the 100% Natural chicken line will include whole breasts, drumsticks, breast strips and thigh fillets.

According to Seara, the SKUs were made exclusively for the Middle East as the company aims to establish its position in the market and strengthen its relationships with distribution channels.

Seara has ensured the chickens did not receive any type of antibiotics throughout their lives and tested the products with local consumers before their launch.

Seara has been growing in the Middle East in recent years through alliances with important partners in multiple distribution channels​,” said Seara’s managing director for the Middle East and Africa (MENA) Guillermo Henderson.

The company's goal is to strengthen these relationships through products and innovations that meet local needs and preferences, aligned with global trends​.”

Seara’s halal antibiotic-free chicken line-up was selected by industry professionals, chefs and packaging experts to participate in this year’s SIAL Innovation Selection process in Paris, France. The panel deemed the line as “one of the most relevant production innovations​” at the trade show.

Following the selection, Seara’s director of marketing and new business development for MENA Marcos Delorenzo said the company’s objective was to constantly bring “more innovation and variety​” to its portfolio in the MENA region.

In Brazil, the 100% Natural line-up was launched in 2015 under the brand Seara DaGranja. Seara’s poultry segments are available in 150 countries and have international production certification.

Related topics: Industry & Markets, Brazil, Poultry

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