The partnership will offer a portfolio of Friboi and Seara branded products in a deal that could generate up to R$3bn per year. The first shipments of products under this agreement will start in the first quarter of this year.
“This agreement reflects the maturity and evolution of our trade relations with China,” said Friboi president Renato Costa. “We have seen changes in the Chinese consumer profile regarding protein consumption and a growing concern for food quality, product traceability and enhanced food safety. To meet this demand, we have developed on the ground teams, and dedicated partnerships and projects in China.”
As well as growing JBS' brand presence in the Chinese market with the focus on beef, the major objective of the agreement for JBS is to have direct access to the consumer through more than 60,000 exclusive WH Group points of sale in the country. “It will be an opportunity for us to evolve in our supply chain in an unprecedented business model for JBS,” added Costa.