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Twelve stations will be serving cuts including ribs, rib eye and rump steak from the only beef brand attending the event


São Paulo, November 23, 20181953, the premium beef brand and part of the Friboi® portfolio, is sponsoring the second edition of the “O Braseiro – Entre Cortes” event, an open food and open barbecue festival being held tomorrow (24) at the Swift Culture and Education Complex in São José do Rio Preto (SP).

During a typical barbecue, participants will have an opportunity to experience the high quality of 1953 products, known for the tenderness and succulence, at twelve brand kiosk available during the event, where they can try cuts such as chorizo, baby beef, ribs, skirt, rib eye, rump steak, filet mignon and others. The festival will also have the 1953 Lounge, reserved for guests.

“We believe in the potential of this premium market and want to ensure consumers understand more about this type of product. O Braseiro will be an excellent opportunity to present the 1953 brand to the a demanding and highly experienced local audience”, said Ailton Firmino, executive director of Sales at JBS Carnes.

1953 is a reference to the year JBS was founded and the launch is part of the Company’s 65th anniversary celebrations. The brand was created to being high quality, premium beef that was previously restricted to boutiques and the food service sector directly to end consumers. The raw materials available in the 1953 portfolio are controlled from source and the production process uses the highest possible quality standards.

Under the slogan “The Evolution of Taste”, 1953 has 14 cuts produced using more refined standardization and trimming. The products are currently available at over 900 supermarkets nationwide.


2nd edition of O Braseiro – Entre Cortes

When: November 24, 2018, from 12 pm to 9 pm.

Where: The Swift Complex in São José do Rio Preto

For further information:

About JBS
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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