Rising Protein Consumption Represents Structural Shift, Says JBS CEO

Orlando, Florida (USA), February 17, 2026 – In its third consecutive participation at the annual Consumer Analyst Group of New York (CAGNY) conference on Tuesday (17), JBS reinforced its positioning as a global consumer-focused food company built on trusted brands and operational excellence. JBS Global CEO, Gilberto Tomazoni, emphasized that the future of food lies in protein, a market that has demonstrated strong structural demand driven by health and wellness preferences as well as demographic shifts.

According to Tomazoni, a deep understanding of how people eat and how their habits evolve is the starting point for all of the Company’s actions, which today serves millions of consumers across 180 markets. “Protein plays a central role in everyday life, and JBS is strategically positioned at the intersection of three major macro trends: convenience, trust and nutrition,” he explained.

By offering solutions ranging from fresh protein to innovative ready-made meals, within a portfolio of more than 150 brands, the Company continues to expand its shelf presence among leading global retailers. Tomazoni noted that consumers increasingly seek ready-to-cook or ready-to-eat solutions that fit their routines without compromising safety and quality. “Today, demand is driven by the desire for balanced diets, muscle maintenance and healthy longevity, especially among younger consumers such as Generation Z, who demonstrate higher protein consumption intent than previous generations,” he said.

Geographic and protein diversification is a central pillar of JBS’s strategy, with operations spanning beef, pork, poultry, fish and eggs. In addition, the Company’s ability to produce directly in consumer markets allows it to rapidly adapt its portfolio to regional demand, particularly in foodservice and higher value-added products.

Brand Strength

According to Wesley Batista Filho, CEO of JBS USA, the Company leverages its global multi-protein platform to mitigate cyclical risks and ensure supply continuity in a complex global environment. Among the global examples cited, in Australia, Primo reaffirmed its position as the country’s number one brand, with penetration in 81.7% of Australian households.

The brand’s snacks line has become the fastest-growing innovation in its category, totaling US$19 million in sales in just two years. In the salmon segment, Huon, acquired in 2021, has consolidated its position as Australia’s number one premium salmon brand, recording 200% sales growth between 2025 and 2024. “Our definition of innovation is understanding where the consumer is and then developing products that truly make their lives easier and align with their habits,” Batista Filho explained.

In the context of innovation and value-added products, Seara has consolidated its position as Brazil’s most innovative brand, leading category growth by creating and scaling new consumption occasions. During the presentation, it was highlighted that the brand ranks number one in segments such as frozen foods, pizzas, bacon and hamburgers, reaching 93% household penetration in Brazil. This leadership reflects the success of strategic launches such as the Air Fryer product line and lifestyle collaborations, including the line developed with Netflix.

In the United Kingdom, the convenience strategy has boosted the Richmond and Fridge Raiders brands, which together have accumulated growth of more than 73% since 2019. Richmond has 93% brand recognition, while Fridge Raiders leads the protein snacks segment. In Mexico, JBS demonstrates the strength of its diversified portfolio through the Alamesa brand, focused on prepared foods such as taquitos and enchiladas, which recorded 116% volume growth between 2021 and 2025. Meanwhile, the Del Día brand achieved 21% growth in breaded chicken during the same period.

Financial Pillars

JBS Global CFO, Guilherme Cavalcanti, presented the financial pillars supporting the Company’s growth strategy, focused on discipline, margin expansion and volatility reduction. He emphasized that JBS’s evolution has enabled the Company to become a consistent dividend payer, with strong free cash flow generation supporting new investments and balance sheet deleveraging.

Cavalcanti highlighted that the current capital structure and investment-grade ratings from the three major global agencies allow the Company to execute strategic projects, totaling approximately US$3 billion in recent investments to expand capacity in prepared foods, aquaculture and high-growth markets such as the MENA region (Middle East and North Africa).

Tomazoni reinforced that JBS’s management model and unified culture are what enable the Company to deliver consistent results across cycles—both within each protein category and across the geographies in which it operates. He reiterated the commitment to long-term value creation: “JBS has a scalable platform capable of meeting the next phase of global protein demand in a sustainable and diversified way,” he stated.
 

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