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Initiative is a celebration of the first butcher’s shop for 1953 Friboi, the premium Friboi meat brand. The Pão de Açúcar store will have a production and trading area exclusively for dry aged meat and other premium cuts


São Paulo, June 11, 2019 The range of products offered by the Pão de Açúcar supermarket chain is set to grow when it starts offering premium beef. Beginning this Tuesday (11), the Real Parque store in São Paulo (address below) will have a special and exclusive area where it will produce and sell dry aged meats in partnership with 1953 Friboi, the premium Friboi range. The initiative will also mark the launch of the first 1953 Friboi butcher’s shop, which includes Friboi sharing all its expertise managing every phase of the dry aged category with Pão de Açúcar.

The dry ageing technique uses carefully controlled temperature, humidity and ventilation parameters to age fresh beef for four to eight weeks. This process encourages natural enzyme and biochemical reactions that produce a tender and uniquely flavored product. In the exclusive Pão de Açúcar dry ageing area, customers can purchase dry aged and ready-to-use products from the 1953 Friboi range, or choose their own cut and request a dry ageing period that will produce a completely customizable experience – in a first for any major retail chain in Brazil. Consultants specializing in 1953 Friboi will be on hand to help customers choose the best product for any occasion, whether it is a barbecue among friends or a special dinner date.

Pão de Açúcar, well known for its discerning product mix, decided the 1953 Friboi range would be the ideal partner for its venture into dry ageing. “Pão de Açúcar has a unique mix of meat products. We have several cuts of meat and exclusive products from specific breeds of cattle, such as the Rubia Galega, demonstrating the variety we have on offer. Our butchers are also specially trained. As part of our specialist approach to meat, it made sense to offer dry aged products because customers increasingly want a fresh approach and unique flavors, especially in São Paulo”, said André Artin, Business Development manager at Pão de Açúcar. Now the dry aged by Pão de Açúcar areas are being launched, we expect to see a rise in share at stores equipped with the special drying ageing areas.

Pão de Açúcar customers can choose from a wide variety of fresh and dry aged 1953 Friboi cuts, Prime Rib Tomahawk, T-Bone, Porterhouse and New York Bone In, Shirt Ribs, Rib Strips, Steamed Ribs, Minga Pork Chops, Premium Short Ribs, Ribs and Tomahawk Ribs. The other fresh options are: Shoulder Steak, Flat Iron, Short Ribs and Chuck Eye Roll. The price of dry aged cuts vary from R$ 129 to R$ 169 per kilo, depending on the level of maturation.

All products will carry the 1953 Friboi signature. The brand was launched by Friboi in 2018 to meet growing demand for premium beef. These products, with cuts made from European breeds (British, Continental or Adapted) crossbred with Zebu breeds, bring premium Friboi meat previously only available to the food service sector to retailers’ shelves. “Premium meats are becoming more popular on Brazilian tables, bringing a restaurant experience to people’s homes, whether it is a dinner date or a barbecue with friends. This partnership with Pão de Açúcar will reinforce our strategy of investing in the retailer market and we will continue making every effort to provide people with wider access to these products”, said Renato Costa, president of Friboi.

The 1953 Friboi name is a reference to the year JBS was founded. 1953 products are controlled from source and the production process uses the highest possible quality standards throughout the value chain, from selecting the best animals – using advanced technology, to standardization and selection of the best cuts.


Dry-Aged Meats by Pão de Açúcar

Pão de Açúcar Real Parque

Where: Av. Magalhães de Castro, Nº 6118, São Paulo – SP

About Friboi
Friboi has been revolutionizing the market for over 40 years by decommoditizing Brazilian beef and building brands.  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, Friboi 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. The Company’s products are sold in over 150 countries and currently has 35 production units in Brazil.


Corporate Communications Department
+55 11 3144-7997 | 5364 | 4996