São Paulo, October 31, 2019 – The 1953 Friboi brand, created to meet growing demand for premium, high-quality beef, has broadened its portfolio by launching a new range of Lamb products with the Simunovic certificate for the retail and food service sectors. The brand has started by importing over 200 tons of lamb to meet demand for this kind of product.
The selected cuts, which come from the south of Chilean Patagonia, are among the best in the world. Animals bred in the region are allowed to range free on natural pasture and are fed with natural fodder, rather than animal feed, to produce some of the world’s best lamb.
“Consistency is the secret to a successful premium brand. We need to be assertive to please very demanding consumers, which is why we took the time to find a product that adheres to a distinctive and specific protocol”, said Ailton Firmino, executive director of Sales at Friboi.
The new product range includes a mix of seven different cuts: short rack, French rack, leg, shoulder, chops, rump and t-bone. All products are carefully produced starting with raw material selection on the farm which is then transformed into perfect cuts that with food safety and quality assurance. The cuts are frozen and vacuum-packed.
“1953 Friboi was created to provide customers and clients with prime, affordable cuts previously available only through the food service channel. This new range creates a new experience, meaning consumers can now eat lamb at home as part of their everyday menu. We are constantly looking at opportunities to diversify our portfolio and promote the brand’s trademark mission to continuously improve flavor”, said the executive.
The new Lamb range is a new addition to the 1953 Friboi portfolio. The premium brand has been growing consistently since launching in early 2018. Compared with the first eight months of 2018, the sales volumes ahve risen 20% over the same period in 2019. The company will now focus on maintaining growth by releasing new products.
Friboi has been revolutionizing the market for over 40 years by decommoditizing Brazilian beef and building a brand. The company owns some of Brazil’s best known beef brands and has a broad product portfolio with the company’s own name brand and market leader Friboi, as well as Maturatta Friboi, Do Chef Friboi, Reserva Friboi, 1953 Friboi and Swift Black, targeting a variety of different markets. As part of its focus on certified sourcing and food quality and safety, from animal welfare to end product delivery, the company has implemented best sustainability practices across the entire value chain and constantly monitors its cattle suppliers using satellite imagery, georeferenced farm maps and official government figures. Friboi is sold in over 150 countries and currently has 35 production units in Brazil.
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