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Seara and Friboi will be organizing Happy Hours during the event, which is being held in Cologne, Germany, to build closer relationships with customers


São Paulo, October 4, 2019 – JBS has announced it will be exhibiting at the next edition of Anuga, the world’s biggest food fair, which is being held between October 5 and 9 in Cologne, Germany. The Company, represented by Seara and Friboi, will be promoting its portfolio of premium and high added-value products and will be taking the opportunity to improve its relationships with current customers.

Seara will be unveiling five new products in the Seara Professional range of breaded products, which is aimed at the European market. The website, launched at the start of the year, provides further information on other cooked and baked products the Company sells in Europe, including nuggets, premium breaded products and hamburgers.

The Company is also bringing its recently launched Seara Nature range to the fair. This is a 100% natural range of products made with no artificial preservatives and using only whole parts of meat. Visitors to Anuga will also have the opportunity to discover the Seara Gourmet Incrível Burger, made from 100% vegetable protein including soybeans, beets, garlic and onion.

Friboi and Swift Food Service

Friboi will take advantage of Anuga 2019 to unveil its new range of premium products. The range, called Grill SteakHouse, includes cuts of beef from cattle raised in Brazil’s Mid-West combining two different breeding systems: grassfed and grainfed. Together, these two system produce beef with unique characteristics,  resulting in a high-quality, succulent and uniquely flavorful product.

The Company will also be promoting its renowned 1953 Friboi and Friboi Black brands in Europe. Both brands have received the seal of the International Taste & Quality Institute (iTQi), one of the world’s most rigorous certification organizations. Friboi launched the 1953 Friboi brand in 2018 to celebrate JBS’s 65th anniversary. The cuts come from a blend of European breeds, which provides a more tender meat with a unique flavor.

Friboi Black offers consumers an unparalleled gastronomic experience which is based on a tightly controlled production chain, involving everything from genetic selection to high energy cattle feed. This produces beef that comes close to perfection for even the world’s most demanding palates. Other brand portfolios, including Anglo, Bordon and Mouran, will also be on display during all five days of the fair.

During the fair the Company will also announce the official launch of the Swift Food Service platform – – part of the Friboi Prepared Foods area, serving the European and US food service segments. The website includes a Timeline and information on Sustainability, Social Responsibility, Food Safety, Animal Welfare, as well as a multiprotein catalogue with information about every product available on the European market.


JBS will also be organizing a number of special events for customers, representatives and visitors across the five days of the event. For example, Seara is organizing a Happy Hour on October 5 and 7 where it will be serving its principal products. Friboi will also be holding an event on October 7 to promote its brands’ premium cuts, served by the Barbacoa Barbecue restaurant.

Seara will have a 129m2, two-storey kiosk at the Brazilian Animal Protein Association (ABPA) stand. Friboi will have a 100 m2 kiosk with a ground floor and mezzanine area at the Brazilian Association of Meat Exporting Industries (ABIEC) stand. In 2019, Anuga is celebrating the 100th anniversary of its first edition, which was held in Stuttgart, Germany.

About JBS

JBS is one of the world’s leading food industry companies with approximately 230 thousand employees in 15 countries. The Company owns a portfolio of brands that are acknowledged for their excellence and innovation, including Friboi, Moy Park, Pilgrim’s Pride, Primo, Seara, Swift, Gold’n Plump and others, serving over 275,000 customers of more than 190 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 welfare 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.


About Seara

Seara has been on Brazilian shelves for over 60 years. It is a Brazilian food brand that is fully committed to product quality and offers a wide range of fresh pork and poultry products as well as prepared and processed foods. Sold nationwide, Seara currently supplies ready-to-eat products to millions of Brazilian homes annually, catering to a wide range of different tastes. These products include Chicken, Pork, Breaded Product, Hamburger, Ready-to-eat Dishes, Cold Cuts and Vegetables, Pizzas, Sausages and the special Seara Monica Gang brand. Seara Alimentos sells to over 130 countries (such as Saudi Arabia, Germany, United States, United Arab Emirates, China and Japan) and holds several international certificates for production excellence, including the BRC (British Retail Consortium), SWA (Supplier Workplace Accountability), Global GAP (Global Agriculture Chain Certificate), Swiss Law, ISO 14001, Halal Certification, Certificate of Conformity (ESMA Halal National Mark), among others.


About Friboi

Friboi – the JBS beef business unit – has over 40 years’ experience and revolutionized the market by decommoditizing Brazilian beef and building a leading brand. 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 plants in Brazil.



Corporate Communications Department

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