With an eye on young Chinese, JBS is taking premium brands to Asia’s largest food trade show
27 | 04 | 2023
Aware of the growing demand by young Chinese people for premium protein, JBS is highlighting at SIAL China 2023, Asia’s largest food and beverage trade show, the 1953 Friboi and Black Friboi lines. With an entourage of 40 executives in Shanghai, the company is showcasing its premium and diversified portfolio to expand its presence in the Chinese retail sector
The demand for premium protein has risen in recent years in China, while product consumption habits are increasingly diversified. Among younger consumers there is a growing trend in the consumption of steak-type beef and, to address this demand, JBS is introducing at SIAL China the Friboi premium brands.
The 1953 Friboi line includes cuts made from raw materials originating from European breeds like Angus, Hereford, Devon and Charolais. The quality of the products is the result of technology, high standard protocols and leading-edge processes that guarantee beef with a high level of superior marbling, tenderness and succulence. Black Friboi, derived from a breed of cattle originating in the United States, is an exclusive line focused on creating an unforgettable sensory experience that reinforces the evolution of the quality of Brazilian beef.
“China is a strategic market for JBS, with lots of opportunities to be explored. We want to expand our presence in the country’s retail sector further, which is why we are emphasizing our premium, higher added-value brands”, says Gilberto Xandó, CEO of JBS Brazil .
In the case of pork and poultry, using Seara the company is seeking to expand its coverage of the Chinese market in several provinces, attending different sales channels with excellence in service, quality products and competitive prices. In addition to 1953 Friboi, Black Friboi and Seara, BS is also participating at SIAL China with other strong brands already represented on the Chinese market, like Swift and Pilgrim’s.
SIAL China is taking place in Shanghai, a global center of finance and innovation, bringing together 4,500 exhibitors and 150,000 professionals from all over the world. With a 300-square meter stand at the trade show, JBS has taken to Shanghai representatives of the company’s businesses in Brazil, the United States, Europe, Australia and China itself. The aim is to boost the company’s ability to serve the diverse Chinese market through B2B distributors, foodservice and the retail sector.
Escrito por: Oxigenweb