Gilberto Tomazoni: Increase in protein consumption represents a structural change
By offering solutions ranging from raw protein to innovative ready-made meals, in a portfolio comprising more than 150 brands, the Company is occupying increasing shelf space in major global retailers.
In its third consecutive participation in the annual meeting of the Consumer Analyst Group of New York (CAGNY) JBS reinforced its positioning as a global food company focused on the consumer, structured on trusted brands and operational excellence. JBS Global CEO, Gilberto Tomazoni, highlighted that the future of food lies in protein, a market that has demonstrated a solid structural demand driven by preferences related to well-being and health, as well as demographic changes.
According to Tomazoni, a deep understanding of how people eat and how their habits evolve is the starting point for all the Company's actions, which today serves millions of consumers in 180 markets. “Protein plays a central role in everyday life and JBS is strategically positioned at the intersection of three major macro trends: convenience, trust and nutrition,” he explained.
By offering solutions ranging from raw protein to innovative ready-made meals, in a portfolio composed of more than 150 brands, the Company occupies increasing shelf space in major global retailers. Tomazoni explained that consumers are increasingly seeking ready-to-cook or ready-to-eat solutions that fit into their routines, without compromising safety and quality. “ Today, demand is driven by the desire for balanced diets, muscle maintenance, and healthy longevity, especially among younger people, such as Generation Z, who demonstrate a higher intention to consume protein than previous generations ,” he stated.
Geographic and protein diversification is the central pillar of JBS's strategy, which operates with beef, pork, poultry, fish, and egg protein. Furthermore, the ability to produce directly in consumer markets allows the Company to quickly adapt its portfolio to regional demand, especially for foodservice and higher value-added products.
Brand Strength
According to Wesley Batista Filho, CEO of JBS USA, the Company uses its global multi-protein platform to mitigate cyclical risks and ensure continuity of supply in a complex global scenario. Among the global examples mentioned by the executive, in Australia, Primo reaffirms its position as the number 1 brand in the country, with a presence in 81.7% of Australian households.
The brand's snack line has become the fastest-growing innovation in the category, totaling US$19 million in sales in just two years. In the salmon segment, Huon, acquired in 2021, has consolidated itself as the number 1 Australian premium brand, registering 200% sales growth when comparing 2025 to 2024.“Our definition of innovation is understanding where the consumer is and then developing things that truly make their lives easier and become part of their habits ,” explained Batista Filho .
In the context of innovation and added value, Seara consolidates itself as the most innovative brand in Brazil, leading category growth by creating and scaling new consumption occasions. During the presentation, it was highlighted that the brand is number one in segments such as frozen foods, pizzas, bacon, and hamburgers, achieving a 93% presence in Brazilian homes. This leadership reflects the success of strategic launches such as the Air Fryer line and lifestyle collaborations, such as the line with Netflix.
In the United Kingdom, the convenience strategy has boosted the Richmond and Fridge Raiders brands, which together have accumulated growth exceeding 73% since 2019. Richmond has 93% brand recognition, while Fridge Raiders leads the protein snack segment. In Mexico, JBS demonstrates the strength of its diversified portfolio with the Alamesa brand, focused on prepared products such as Taquitos and enchiladas, which recorded a 116% growth in sales volume between 2021 and 2025. The Del Día brand showed a 21% increase in breaded chicken during the same period.
Financial Pillars JBS Global CFO
Guilherme Cavalcanti, presented the financial pillars that support the growth strategy, focused on discipline, margin expansion, and reduced volatility. The executive emphasized that JBS's evolution has allowed the company to become a consistent dividend payer, with solid free cash flow generation that supports new investments and balance sheet deleveraging. Cavalcanti highlighted that the current capital structure and investment-grade rating by the three global agencies allow the Company to execute strategic projects, totaling approximately US$3 billion in recent investments to expand capabilities in prepared foods, aquaculture, and high-growth markets, such as the MENA region (Middle East and North Africa). Tomazoni reinforced that JBS's management model and unified culture are what allow it to deliver Consistent results across cycles – for each protein and those experienced in each geographic area where the Company operates. The executive reiterated the commitment to creating long-term value: “JBS has a scalable platform capable of meeting the next phase of global protein demand in a sustainable and diversified way ,” he stated.
Spain further consolidated its leading position, while slaughter figures in Germany remained almo...
FriGol will now be responsible for purchasing the animals and marketing the products, while Distr...
The agreement falls within the guidelines of the Mexico Plan, promoted by the federal government ...
