JBS's Huon and Genu-in debut at Gulfood
This edition of Gulfood also celebrates JBS’s strengthening in the region, with the inauguration of a prepared food plant in Jeddah, Saudi Arabia. The unit will quadruple the manufacturing capacity of value-added products in the country.
Genu-in uses bovine skin from the JBS production chain as an input. This is one of the brand's distinguishing features, which, by acquiring 100% of its raw materials from a single source, is able to ensure control over the supply chain and production processes to preserve product quality. Collagen peptides naturally activate the human body's production of collagen, which is lost with age.
Huon is making its debut at Gulfood by presenting its salmon brand to the world. The intention is to explore opportunities by accessing potential new customers in unexplored markets. Huon was acquired by JBS in 2021 as part of its strategy to expand its global protein platform.
Another product experience is being offered by Seara. The brand is introducing two products that are designed to meet the "out of home, in home experience" trend, that is, they bring the restaurant experience to the consumer’s home. The Broasted Bone in is a spicy breaded chicken dish like the ones found at fast food chains. The Cooked Chicken Shawarma is made with 100% breaded chicken breast, a traditional snack item consumed in the region.
Friboi, a leading exporter of beef, will highlight its portfolio aimed at meeting the main demands of the market and reinforcing the brand's strategy of offering products for various consumer territories - from "everyday" to "special occasions" and the food service channel. Friboi will highlight the premium 1953 Friboi line, which brings high added value experiences to MENA consumers. 1953 Friboi products feature beef cuts from European breeds, with superior tenderness and juiciness. Each stage of production follows extremely careful processes to produce top-quality meat.
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