São Paulo, May 01, 2019 – Friboi is attending the Acricorte Fair, an event taking place on May 9 and 10 in Cuiabá (MT), where it will have a stand to develop its relationships with cattle breeders and sponsor two barbecue stations.
The Company partnered with the Brazilian Nelore Breeders Associations (ACNB) to hand awards top the best products at the 2nd stage of the Nelore Quality Circuit, which was held at the company’s facility in Pontes and Lacerda (MT) in April. This stage of the circuit was organized in partnership with the Nelore Breeders Associations of Mato Grosso (ACNMT) and sponsored by Matsuda Sementes e Nutrição Animal.
“1,807 Nelore animals were presented during the Circuit’s Pontes e Lacerda event. This result confirms the high level of carcass maturation and quality, both critical characteristics of high-standard beef production. ACNB is very pleased to be partnering with Friboi, a Company that values breeders who help increase productivity in Brazilian cattle farming”, said Nbih Amin El Aouar, ACNB president.
Friboi will be running barbecues at two stations during the Fair, serving cuts from the 1953 Friboi and Maturatta Friboi ranges. The cuts are prepared using cattle from premium suppliers. The barbecue will be run by the fair’s organizer on May 9 and then move to the company’s stand on the following days.
The Nelore Quality Circuit has been sponsored by the Brazilian Nelore breeders Association (ACNB) since 1999 and this is the first time Friboi has been a co-sponsor. This will double the scale of the event, which will now have 23 stages across 10 states and will evaluate approximately 20 thousand carcasses. This is the biggest edition of the event since it began, 20 years ago. The next stage will be held in São Miguel do Guaraporé (RO), on May 21 and 22.
In addition to the barbecue, Friboi will also be promoting its 1953 Friboi and Maturatta Friboi brands, using beef from the Nelore Quality Circuit. The products are made using advanced slaughter techniques will be available for sale the following weekend at Compes, a supermarket chain in Cuiabá (MT).
The country’s first digital cattle procurement platform
At the Fair, Friboi will also reinforce the launch of its brand new digital cattle trading and service platform called Friboi Pecuarista, available now for smartphones (Google Play and Apple Store) and on the internet.
“The system simplifies contact between suppliers and the Friboi Sourcing area and is more democratic, giving all farmers the same fast, high quality access to the company”, said Fábio Dias, director of Supplier Relation at Friboi.“We pioneered changes to the sourcing process when we introduced Cattle Futures and have increased the use of carcass grading and remuneration protocols. Now we are putting this relationship and our services in the palm of every farmer’s hand, providing a third option via our digital, over-the-counter market”, said Dias.
Brazil’s Best-Selling Meat
From May, all Friboi products will carry the Brazil’s Best-Selling Meat seal on their packaging. Endorsed by Nielsen, the golden seal will be stamped on products from the Friboi, Maturatta Friboi, Reserva Friboi and Do Chef Friboi ranges. The initiative is based on the findings of a survey carried out in 2018, comparing the results obtained by 50 beef brands sold at around six thousand points of sale in Brazil.
Friboi has been revolutionizing the market for over 40 years by decommoditizing Brazilian beef and building brands. The Company owns some of Brazil’s best known beef brands and has a broad product portfolio with the Company’s own name brand and market leader Friboi, as well as Maturatta Friboi, Do Chef Friboi, Reserva Friboi, 1953 Friboi and Swift Black, targeting a variety of different markets. As part of its focus on certified sourcing and food quality and safety, from animal welfare to end product delivery, Friboi has implemented best sustainability practices across the entire value chain and constantly monitors its cattle suppliers using satellite imagery, georeferenced farm maps and official government figures. The Company’s products are sold in over 150 countries and currently has 35 production units in Brazil.
Corporate Communications Department
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