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The company, well-known for its meat, unveils new products for the premium market with its 1953 brand


Sao Paulo, May 7, 2018 – Friboi, Brazil’s best-known meat brand, is attending APAS, the country’s biggest supermarket event, where it is unveiling a range of new products in its ever-increasing portfolio. This year, the JBS stand is strategically located in the White pavilion, next to the event entrance. Visitors will be able to learn more about the complete Friboi range on screens located around the entrance and inside the entrance hall, with information about the Company’s products.

Friboi is also unveiling its 1953 brand for the premium segment, with cuts produced by cross-breeding different European breeds. The name 1953 is a reference to the year JBS was founded and the launch is part of the Company’s 65th anniversary celebrations. The portfolio includes cuts focusing on standardization and different trimming techniques, including Baby Beef, Rib Eye, Chorizo Steak, Rump, Eye of Rump, Skirt, Sirloin, Filé Mignon, Chuck Eye Roll, Sirloin Steak, Short Loin, Shoulder Steak, Brisket and Short Rib.

“The APAS Show is a great opportunity to showcase our vast range, which serves a variety of requirements and meets the needs of our most demanding customers. 1953 is our way of offering retailers premium meats. We believe in the potential of this niche market and will continue working to ensure consumers have better access to this type of product”, explained Ailton Firmino, executive director of Sales at JBS Carnes.

1953 products are controlled from source and the production process uses the highest possible quality standards. Under the slogan “The Evolution of Taste”, products focus on tender, tasty and succulent meat. The brand is mainly available in Sao Paulo, Brazil’s biggest consumer market. 750 of the 900 stores offering the cuts are concentrated in Sao Paulo. The other stores are located in Rio de Janeiro and Curitiba. The 1953 brand is expected to account for 30% of the Company’s premium beef sales.

Over the four days of the event, Friboi, Brazil’s leading beef brand and top-of-mind among Brazilian consumers, is offering products with guaranteed sourcing and rigorous quality control processes. It will be presenting its entire portfolio, including fresh beef, jerked and dried beef, industrialized products, hamburgers, ATP trays and other products. The Company will also be taking all of its Friboi branded products, each of which is specifically positioned to serve all market segments.

For example, the Do Chef Friboi brand has been expanded and will be launching a complete range of fish products for retailers. The items are available frozen, in 800 gram and 1 kg packs, from certified producers, to guarantee food safety and quality. The products are also available in bulk and interleaved packaging for the food service segment.

Friboi is also presenting its Maturatta Friboi branded products at the APAS Show, recognized nationwide for their high quality. Nine cuts are available for grilling on the barbecue: Filé Mignon, Cupim, Skirt, Sirloin, Rib Eye, Loin, Entrecote, Eye of Rump and Point End Brisket.

Friboi Reserve, the brand that offers a select range of meats and special cuts, will appear on a modern set that appeals to a more connected audience looking to transform simple moments into special occasions. These are exclusive products for clients taking part in the 10 out of 10 Butcher project.

Bordon will also be showcased at the industry’s biggest event, highlighting its main products:

  • Beans: both versions of the tasty and practical Bordon beans are sold ready-to-eat in microwaveable packaging: beans with Bacon pieces or with Sausage pieces. These products do not contain any preservatives and need no refrigeration, just warming. Both products are available in 12 x 300 gram boxes.

  • Mayonnaise Salad: the mayonnaise is now available in two 300-gram versions, one with pieces of Chicken and Vegetable and another with pieces of Vegetable. They are ready to serve and need no refrigeration. Each box contains 12 units.

  • Ham: sold in 320 gram tins, products include Garlic, Spicy Sausage and Bacon flavors, shipping in 24-unit boxes.

APAS runs from May 07 to 10 at Expo Center Norte, in the city of São Paulo.


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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