With three factories in the region and a 92% brand recognition, the company is showcasing its portfolio at the Saudi Food Show in Saudi Arabia.
Seara, a JBS subsidiary, already has a business in the Middle East with annual revenues of around US$500 million. This level, projected for 2025, reflects the scale achieved by the brand in the region, where it combines local production and distribution with products developed to meet the habits and preferences of consumers.
Seara maintains three factories in the Middle East, two in Saudi Arabia and one in the United Arab Emirates. In recent years, business growth has been accompanied by a surge in brand recognition: the index rose from 22% in 2022 to 92% in 2025, according to Ipsos. Approval of the products based on taste reaches 82%, another indicator of the connection built with the local consumer.
Local production has also scaled up thanks to investments made in recent years. In Saudi Arabia, the Jeddah plant, operational since 2025, is part of JBS’s US$85 million investment plan in the country. The unit is expected to double its production and reach 30,000 tons by the end of 2026. In addition to serving the Saudi market, it already supplies countries such as Kuwait, Oman, and the United Arab Emirates, expanding the regional reach of the operation.
It is in this context that Seara was participating in the Saudi Food Show in Jeddah, Saudi Arabia, from September 27th to 29th. Present at the event since its first edition, the brand presented its new visual identity for the Middle East. The new packaging reinforces Seara’s characteristic orange color and adopts a visual hierarchy developed to facilitate the identification of different categories on store shelves. The redesign is accompanied by the tagline “The quality will surprise you,” which reinforces the quality of the products as one of the pillars of the brand’s development in the region.
“The Middle East is a market we have known for over 30 years and where we have built a significant business for Seara. Producing locally brings us closer to consumers and allows us to develop products more connected to their habits and preferences. The Saudi Food Show is an opportunity to be close to customers and partners and continue developing this business,” says William Barbosa, CEO of Seara for the Middle East and North Africa (MENA).
JBS’s relationship with Saudi Arabia began more than 30 years ago with the export of poultry. Since then, the company’s presence in the country has evolved with investments in local production and the expansion of its food supply, serving customers in the retail, foodservice, and wholesale channels.
In its debut in Jeddah, the Saudi Food Show brings together more than a thousand exhibitors, representatives from over 95 countries, and approximately 100,000 products. The city is one of Saudi Arabia’s main commercial centers and expands opportunities for connection between global suppliers and companies operating in the region’s food market.
