Focusing on premium lines, JBS takes global platform to SIAL China 2024

JBS, one of the world’s largest food companies, will showcase its extensive global product portfolio at SIAL China 2024, the largest food and beverage fair in Asia. Given the rising trend in premium meat consumption in the Asian country, the company will feature its 1953 line from Friboi, which includes cuts from European breeds, as well as the Portoro line from Australia and 5 Star Beef from the United States, offering prime cuts from purebred cattle with notable marbling, tenderness, and flavor.

Data from Kantar on meat consumption trends in China (“2022 Steak Consumption Trend Insights”) indicate a growing trend in protein consumption in the country, particularly in the demand for premium products. With a wide variety of proteins and both fresh and prepared foods, JBS aims to serve different regions of the Asian country and meet the needs of various sales channels, focusing on service excellence and product quality.

In addition to reinforcing the company’s capability to cater to the diverse Chinese market through B2B distributors, foodservice, and retail, the goal is also to showcase JBS’s product portfolio. At the booth, visitors will also have the opportunity to learn about innovations from JBS USA (Beef and Pork), JBS Australia, Pilgrim’s, and Novapron.

SIAL China 2024 will take place from May 28 to 30 in Shanghai, and is expected to gather 5,000 exhibitors and 150,000 professionals from around the world. This year, the company will have a 370-square-meter booth at the fair, which will feature representatives from the company’s businesses in Brazil, the United States, Europe, Australia, and China itself.

• 1953 Friboi
• 5 Star Beef
• Brand
• Portoro