JBS targets Arab market with Seara range

By Aidan Fortune contact

- Last updated on GMT

JBS will have a strong presence at this year's Gulfood show in Dubai
JBS will have a strong presence at this year's Gulfood show in Dubai

Related tags: Beef, processing, Poultry

Processor JBS is hoping to unlock the potential of the growing Arab market with a strong presence at this year’s Gulfood show in Dubai.

Its main products for the event will be the 100% Natural Seara line, and the new 1953 regional Friboi premium beef brand.

The line 100% Natural, which in Brazil is called Seara DaGranja, follows the requirements of Islamic norms and is available in the Arab market in four chicken cuts: breast, breast strips, thigh and fillet thigh and overcook. The products are in line with the most stringent international quality standards, with a certificate of animal welfare which certifies that the birds have not received any type of antibiotic or hormones during the production stages. In addition, the ration used throughout the breeding process is 100% vegetable. At the fair, Seara will also present the Perfect Cuts line, also newly launched in the United Arab Emirates and featuring cuts such as chicken breast, brisket, thigh and marinade, as well as new portfolio items.

Friboi, the largest Brazilian meat exporter to the Middle East, will take to Gulfood the 1953 Friboi, launched in commemoration of JBS's 65th anniversary in 2018 and which already has more than 50 cuts of premium beef from a blend of European breeds.

JBS will also be presenting its Bordon range, one of its brands of prepared foods and whose products come packaged in pouch and cans. The goal is to promote the traditional line of corned beef, which will start to have a new visual identity, and start the export of luncheon meat, known in Brazil as ham or "cut meat​". By 2021, Bordon is also planning to launch 20 other items that will make up its Middle Eastern portfolio - such as sausage, meatballs and new flavors of corned beef - with the expectation of tripling production volume over the next three years.

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