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The goal is to provide consumers with a new experience and the brand is expected to represent 30% of sales volumes in this category in 1Q 2018


São Paulo, January 4th, 2018 – JBS is launching the 1953 brand to meet rising demand for premium beef. The new brand, which sells cuts from a blend of European breeds, will reach retailers this month – the Company’s premium cuts were only previously available to food service customers (restaurants).

“Prime cuts of beef are becoming more popular among Brazilian consumers, who are increasingly looking to bring a restaurant style experience into their own homes, either for dinner or when barbecuing with friends. We strongly believe in the potential of this niche retail market and we are working hard to make it easier for consumers to access this type of product”, said Renato Costa, president of JBS Carnes in Brazil.

The name 1953 is a reference to the year the Company was founded. “This brand is based on the best genetics from a range of global breeds and allies traditional, high-quality meat production with high technology and cutting edge processes applied across all our plants”, said Costa.

1953 products are traceable from source and the entire production process employs the highest quality standards, from selecting the best animals – based on a very demanding procurement policy that only considers well finished steers and bullocks – and advanced technologies, as well as standardization and selection of the best cuts.

The brand products give great emphasis to tender, tasty and succulent meat. “We have done a lot of work to build this beef brand in a segment that used to be based on meat as a commodity. Since then, we have been evolving to produce cuts and products that offer consumers a new experience”, explained Renato Costa. “Apart from meeting demand from customers who want premium foods all the time, we also want to fulfill demand for a differentiated product and provide people with a new experience”, he added.

The new brand will be available through 400 retail outlets in São Paulo and Rio de Janeiro and is expected to represent 30% of the Company’s premium beef sales in the first quarter of 2018.

1953 portfolio

The portfolio of 1953 products includes 14 high standard cuts: Baby Beef, Rib Eye, Chorizo Beef, Cap of Rump, Eye of Rump, Skirt, Top Sirloin, Filet Mignon, Chuck Eye Roll, Sirloin Steak, Flank, Shoulder Steak, Shoulder Heart and Ribs.

In January, JBS will begin POS promotions with commercial material, recipe sheets, wobblers and banners, as well as tastings and personalized refrigerators for supermarket chains.


About JBS

JBS is one of the world’s leading food industry companies with approximately 235 thousand employees in over 20 countries. The company owns a portfolio of brands that are acknowledged for their excellence and innovation, including Doriana, Friboi, Moy Park, Pilgrim’s Pride, Primo, Seara, Swift, Gold’n Plump and others, serving over 300,000 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 and has adopted a number of animal wellfare procedures.


Corporate Communications Department
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