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The brand has a new visual identity, plans to expand into the retail sector and expects to increase sales by up to 25%


Sao Paulo, April 16, 2018  The Do Chef Friboi brand, well-known for its range of special products for the many needs of its highly demanding customers, has expanded its business and launched a full portfolio of frozen fish products for the retail and food service sectors. As a result, the brand expects to increase sales by 25%.

The products that have been selected are some of the most sought-after in the world such as legitimate Portuguese cod, wild Alaskan fish and a variety of Uruguayan and Chilean fish. The fish portfolio offers a range of products, such as Alaskan pollock, dogfish, cod, Chilean and Alaskan salmon, hake, tilapia and catfish. All items are available frozen, in 800 gram and 1 kg packs, from certified producers, to guarantee food safety and quality.

“We want to offer out customer accessible fish options and break down the myth that fish is only eaten on special or commemorative dates. Our idea is to offer a range of high quality products for Brazilian consumers’ everyday needs”, said Ailton Firmino, executive director of Sales at JBS Carnes.

Initially, the new Do Chef Friboi range will be available from major Brazilian retailers, wholesalers and wholetailers. List prices vary from R$ 15 to R$ 60.


Apart from fish, the Do Chef Friboi ranges includes another three product ranges: beef, lamb and vegetable products.  The beef range includes cuts such as sirloin, rib eye, cupim, tenderloin, skirt, rump, top sirloin, short ribs, short rack ribs, long rack ribs, rack ribs, master rack of ribs, strip ribs, belly ribs, rib eye end and sliced cupim. The lamb range includes sirloin, brisket, neck, ribs, leg, rack of lamb, short rack and t-bone rack. The Chef Friboi Vegetables brand offers a full range including potatoes, cassava, polenta, broccoli, cauliflower, peas and a selection of legumes.


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 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 Well-Being 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.


Corporate Communications Department
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