After its success on the domestic market, the range offers antibiotic-free cuts of poultry raised on
100% vegetable feed and will be available this month in Dubai
São Paulo, November 6, 2018 – This month, Seara Alimentos will start exporting Seara DaGranja products and will be the first Brazilian food company to offer natural chicken in the Middle East. The range of poultry cuts complies with strict and sophisticated international quality standards and is accompanied by animal welfare certification that attests to the fact no antibiotics were used at any stage during poultry breeding. Additionally, all feed using during breeding is 100% vegetable.
The Seara range of natural chicken will be known as Seara 100% Natural in the Middle East. Four products, which have developed for regional tastes in line with Islamic rules, will be available this month in Dubai, in the United Arab Emirates. The company expects to expand operations soon and plans to start exporting to other Emirates, such as Abu Dhabi and Sharjah.
“This will be the first marketplace outside Brazil where this new product will be available. Prior to starting exports to the Middle East, Seara tested products and concepts with local consumers and the results were very promising. The goal is to continue innovating and increasing the variety of our portfolio”, said Marcos Delorenzo, Marketing and New Business director at Seara MENA (Middle East and North Africa).
“The DeGranja range is already a success in Brazil. Since its launch in 2015, sales have risen annually ahead of the average 26% reported across the category in 2017. We believe this trend will gain strength as what these products have to offer is attractive to an increasing number of consumers looking for natural foods that provide information about their origin. These changing habits match the results from our studies”, said Ivan Siqueira, executive Director of Fresh Products on the Domestic Market.
Seara’s natural chicken, known in Brazil as Seara DaGranja, and as 100% Natural in the Middle East, won a significant international award during the latest edition of SIAL, one of the biggest food industry events and an important indicator for future industry trends, in Paris. The range was highlighted in the Innovation Selection 2018 display, which showcases the industry’s biggest innovations.
“The MENA is an important market for Seara and next year we plan to expand sales of the 100% Natural range into other markets around the world”, said Antonio Augusto Di Toni, executive director for Exports.
Seara’s major awards in Brazil
In August, the Seara Rotisserie range and the Seara DaGranja chickens dishes won 1st and 3rd places respectively in the Most Innovative Food Product category for 2018, during the FilnnovationAwards, organized by FISA (Foodingredients South America), the biggest award won by a Brazilian company in the South American ingredients, products and supplements industry.
JBS is one of the world’s leading food industry companies with approximately 230 thousand employees in over 15 countries. The Company owns a portfolio of brands that are acknowledged for their excellence and innovation, including Friboi, Moy Park, Pilgrim’s Pride, Primo, Seara, Swift, Gold’n Plump and others, serving over 350,000 customers of more than 150 nationalities worldwide. The company’s focus on innovation also reflects its management approach to related businesses in areas such as leather, biodiesel, collagen, personal hygiene and cleaning products, natural wrappings, solid waste management solutions, metal packaging and transportation. JBS has adopted best sustainability practices throughout its value chain and constantly monitors its suppliers using satellite imagery, georeferenced maps of supplier farms and monitors official data from government agencies; the company also focuses on the highest possible food safety and quality standards. The success of JBS’s operations is closely tied to our Animal welfare practices, which are rigorously applied and have received an increasing share of investments to further improve the Company’s efforts in this area, in line with best practices.
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