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Using the 1953 brand, livestock breeders can optimize production by cross-breeding a variety of European and Zebu breeds and receiving bonuses of up to R$ 13 per arroba


Sao Paulo, March 19, 2018 – 1953  the brand JBS launched at the start of the year to celebrate its 65th anniversary – has expanded premium beef offerings available to consumers by including major retail chains among the various outlets used to distribute this category of product, which was previously restricted to food service and boutique channels. The decision was taken after the Company saw sustained demand growth for this type of product, which last year rose 70% by volume compared with 2016. JBS expects to double this figure in 2018.

As part of its strategy, JBS carried out field and laboratory tests with support from the State University of Campinas (Unicamp) to define the new 1953 protocol. The results show that high quality meat is not restricted to a particular breed of beef cattle or to a particular production system. Breeders who produce different European breeds of beef cattle, whether they are British, continental or adapted, and cross them with Zebu breeds like the Nelore, can produce high quality meat, improve their incomes and increase availability of premium beef.


“Our goal is to revolutionize Brazilian consumer standards using cuts produced by cross-breeding different European breeds and giving livestock farmers the opportunity to become premium brand suppliers”, said Eduardo Pedroso, executive director of Sourcing at JBS Carnes. “Producers can now boost their productivity without losing access to the bonuses paid by the high quality meat channels”, he added.

The new protocol means various breeds can be combined, accurately adjusting the type of animals bred to the management and nutrition system. The premiums paid to breeders who sign up to the 1953 protocol, delivering young, well-finished heifers and bullocks, can reach up to R$ 13 per arroba. “We want to encourage them to be 1953 suppliers and focus on the agreements reached through term contracts”, said Pedroso.

Kicking off the initiative, JBS has eight production units certified to work with livestock breeders who are interested in signing up to the 1953 protocol. They are: Vilhena (RO), Marabá (PA), Juara (MT), Pontes and Lacerda (MT), Diamantino (MT), Barra do Garças (MT), Campo Grande (MS) and Iturama (MG).

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.


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