JBS, a global leader in protein-based food, will be present at Gulfood 2022, one of the world’s largest annual food and beverage trade shows to be held in Dubai (United Arab Emirates). The event, which runs from February 13 thru 17, will bring together over four thousand companies from 120 countries, and the company will have a large stand to showcase its brands and portfolio and to roll out its new products designed for the MENA (English acronym for the Middle East and North Africa) markets, a company statement reads.
The MENA region is currently one of the leading importers of meats from Brazil and one of the key priority markets for JBS. By taking part in the trade show, the company and its brands aim to build closer relationships with partners, close new commercial deals, and discuss new strategies for selling and launching products.
At the 2022 edition of Gulfood, Seara will launch the new Shawaya range for both consumers and trade in the region, becoming the first brand to offer both frozen whole chicken tenders and marinated with local ingredients and flavors. This is a continuation of the strategy that started in Brazil at end of 2021 with the launch of Frango de Padaria (Bread Shop Chicken), one of Seara’s key innovations. Friboi, in turn, is promoting for the first time in the region its premium Black Friboi and 1953 ranges, offering gastronomic experiences with tasty products and a halal guarantee.
The Seara Shawaya – Chicken for Roasting range offers Frozen Whole Chickens that come marinated in 4 exclusive varieties that meet consumers’ needs who are also looking for greater convenience in the category of whole chickens, one of the region’s largest categories in Retail and Food Services. The products come already marinated with local spices like Kabsa (cinnamon and anis), Hot Curry (coriander and cumin), and Italian (rosemary and basil) flavors, all ready to go directly from the freezer to the oven or air fryer. And for those consumers that like to spice and marinate to their own taste, the range also offers a frozen Whole chicken Tender that comes without spices and is pre-marinated with Brine to offer greater succulence and flavor.
In addition to this launch, the brand will showcase a new portfolio of over 120 products produced at two local plants, taking into account the importance of Middle Eastern culture and cuisine. The new ranges introduce a complete portfolio of Seara breaded chicken, chicken burgers and beef burgers, minced meats, sausages, meatballs, frozen vegetables, frozen seafood, and frozen fruits, among others. All the new products will be exhibited at the trade show, strengthening the strategy of Seara of offering the region innovative, high-quality products.