Sao Paulo, January 13, 2017 – The Added Value Product (AVP) category took on an increasingly important role in the Brazilian beef chain in 2016. This was a positive development for JBS, which achieved very positive results through its Top Grade Butcher channel (Açougue Nota 10). Last year, this sales channel saw volumes rise 10% on the previous year, leveraging the extensive JBS portfolio of trademarks with cuts from the Friboi, Reserva Friboi, Do Chef Friboi, Maturatta Friboi, Angus Friboi and Swift Black brands.
The program was launched in 2001 and so far includes 600 stores in 20 States and over 130 supermarket chains, emphasizing the importance of developing new products and offering consumers a high quality product, keeping a close eye on the whole process from animal welfare to product delivery. “The Top Grade Butcher program is intended to develop a special sales channel that builds loyalty among retailers and offers solutions for supermarket butchers. Our clients choose to sell only JBS products and, in exchange, they receive management support, which guarantees inventories are held at the correct volume and standard, at fair prices, thereby avoiding losses and improving each business’s results”, said Artêmio Listoni, executive director of Sales at JBS Carnes.
The Top Grade Butcher program is based on four main pillars: raw material (standardized quality and reduced losses); operation (hygiene and cleanliness, handling and packaging and added value); services (on-demand production and results management) and assistance implementing results-oriented management (category management, pricing suggestions for the consumer mix, the ideal mix for each store and market/competition information). In order to reinforce its relationship with retailers, over the past quarter JBS has applied these concepts to stores in partner distribution channels involved in the program and located in São José do Rio Preto, Belo Horizonte, Recife, Rio de Janeiro and Salvador, which are being used as a template for all the ideal management practices that should be implemented at supermarket butchers.
“We have worked hard on developing new products under specific trademarks like Maturatta Friboi and using category management, we have been able to offer additional alternatives to both the end consumer and our direct customers”, said Listoni. The executive also said the company always views quality from the consumer’s standpoint: “We want to produce meat that presents zero quality issues”.
This year, JBS’s targets include delivering new products, developed to increase results in the value added category, focusing on quality and new product launches.
JBS, a company with over 60 years’ experience, is a food company that manages production platforms and commercial offices in over 20 countries. The company has over 230 thousand staff worldwide, exports to more than 150 countries and serves over 300 thousand active clients globally. JBS has a diverse product portfolio that includes dozens of brands that are known throughout the world. The company is also active in other sectors related to its core business, such as leather, biodiesel, collagen, soaps, glycerin and casings and owns waste management, metal packaging and shipping businesses that support its global operations.
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