Huon and Genu-in, from JBS, Make Their Debut at Gulfood

JBS is presenting its brands Huon, in the aquaculture segment, and Genu-in, specialized in collagen peptides and gelatins, at Gulfood 2025, the world’s largest food and beverage trade fair, held in Dubai, United Arab Emirates. These brands are part of the company’s premium portfolio and will be showcased alongside Friboi and Seara, among others. This edition of Gulfood also marks a milestone for JBS in strengthening its presence in the region, with the inauguration of its prepared food factory in Jeddah, Saudi Arabia. This facility will quadruple the country’s capacity for manufacturing value-added products.

Genu-in uses bovine hide sourced exclusively from JBS’s supply chain. This unique feature ensures full control over the supply chain and production processes, preserving product quality. Collagen peptides naturally stimulate the body’s collagen production, which declines with age.

Meanwhile, Huon makes its debut at Gulfood, presenting its salmon brand to the global market. The brand aims to explore new opportunities by reaching potential customers in untapped markets. Acquired by JBS in 2021, Huon is part of the company’s strategy to expand its global protein platform.

Seara will also introduce two new products aligned with the “out-of-home, in-home experience” trend, bringing restaurant-style food to consumers’ homes. The Broasted Bone in is a spicy breaded chicken similar to those found in fast-food chains, while the Cooked Chicken Shawarma is made from 100% breaded chicken breast, a traditional snack in the region.

Friboi, the leader in beef exports, will highlight its product portfolio designed to meet key market demands, reinforcing its strategy of offering a wide range of products—from everyday meals to special occasions and the food service sector. Friboi will showcase its premium line, 1953 Friboi, delivering high-value experiences to MENA consumers. This exclusive line features European breed beef cuts known for their superior tenderness and juiciness, with meticulously controlled production processes to ensure top-tier quality meat.

At this year’s Gulfood, JBS will have a 192 m² booth, where it will also showcase portfolios from its other brands and host representatives from various business units and offices worldwide. Gulfood runs until February 21, featuring over 5,000 exhibitors from more than 120 countries.

• Institucional