parallax background



1953 products focus on tender, tasty and succulent meat and are already available from retailers in Rio de Janeiro 


Sao Paulo, March 20, 2018  Friboi is at this year’s Super Rio Expofood, showcasing its 1953 brand, which includes a wide-ranging portfolio of premium quality beef for retailers. Visitors will have an opportunity to try the new products, which are made using cuts from crossbred European breeds. By the end of the first quarter, the new range is expected to account for 30% of premium sales, by volume, in the company’s beef segment.

The name 1952 is a reference to the year JBS was founded and the brand launch is part of the Company’s 65th anniversary celebrations.  The portfolio includes 14 cuts with unique standardization and trimming: Baby Beef, Rib Eye, Chorizo Steak, Rump, Eye of Rump, Skirt, Sirloin, Filé Mignon, Chuck Eye Roll, Sirloin Steak, Short Loin, Shoulder Steak, Brisket and Short Rib.

“Our appearance here at the Super Rio Expofood is an opportunity to build a closer relationship with qualified retailers, as the state of Rio de Janeiro of is home to many of JBS’s main partners. With 1953, we have developed an innovative premium beef offering which was previously restricted to the food services sector and boutiques but is now available to consumers. We believe in the potential of this niche market and will continue working to ensure Brazilians have netter access to this type of product”, explained Ailton FIrmino, executive director of Sales at JBS Carnes.

Over the past year, JBS has seen sustained growth in demand for premium cuts of beef, which rose 70% be volume compared with 2016. JBS expects to double this figure in 2018.

The raw materials available in the 1953 portfolio are controlled from source and the production process uses the highest possible quality standards. Under the slogan “The Evolution of Taste”, products focus on tender, tasty and succulent meat. In Rio de Janeiro, the brand can already been found at Guanabara supermarkets. 1953 products are also available in Sao Paulo from over 750 retail stores.

Friboi is also presenting its Maturatta Friboi branded products, recognized nationwide for their high quality, during Super Rio Expofood. Nine cuts are available for grilling on the barbecue: Filé Mignon, Cupim, Skirt, Sirloin, Rib Eye, Loin, Entrecote, Eye of Rump and Point End Brisket. Visitors to the fair can try out recipes made using Do Chef Friboi and Bordon branded products.

The JBS stand covers around 200 square meters and is located in pavilion 4, stand C29. Super Rio Expofood is open from 3pm to 10pm, from March 20 to 22 at the Rio Center, Rio de Janeiro.

About JBS
JBS is one of the world’s leading food industry companies with approximately 235 thousand employees in over 20 countries. The Company owns a portfolio of brands that are acknowledged for their excellence and innovation, including Doriana, Friboi, Moy Park, Pilgrim’s Pride, Primo, Seara, Swift, Gold’n Plump and others, serving over 350,000 customers of more than 150 nationalities worldwide. The company’s focus on innovation also reflects its management approach to related businesses in areas such as leather, biodiesel, collagen, personal hygiene and cleaning products, natural wrappings, solid waste management solutions, metal packaging and transportation. JBS has adopted best sustainability practices throughout its value chain and constantly monitors its suppliers using satellite imagery, georeferenced maps of supplier farms and monitors official data from government agencies; the company also focuses on the highest possible food safety and quality standards. The success of JBS’s operations is closely tied to our animal welfare practices, which are rigorously applied and have received an increasing share of investments to further improve the Company’s efforts in this area, in line with best practices.


Corporate Communications Department
+55 11 3144-5364 | 7997 | 4996