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JBS expands access for premium segment cattle breeders


Sao Paulo, October 2, 2018 – 1953, the premium beef brand JBS launched at the start of the year, has included the Senepol breed in its multibreed classification protocol. Originally from the Caribbean island of Saint Croix (the Virgin Islands), the brred has been produced across Brazil for the past 18 years.

Eduardo Pedroso, executive director of sourcing at JBS, says high quality meat is not restricted to a particular breed of beef cattle or to a particular production system. “By including new breeds in our multibreed protocol we are increasing our premium meat offering and ensuring breeders have more democratic access to the segment. Standout characteristics such as early maturity, longevity and tolerance to heat alongside the quality of the meat mean the breed dovetails perfectly with the 1953 protocol”, said the executive.


Brazil is currently the largest genetic center for Senepol in the world. “This breed grows quickly, which helps livestock breeders by significantly reducing the fattening cycle. It is also easy to provide the carcass fat coverage the meatpacking industry prefers much earlier in the cycle”, said Pedro Crosara Gustin, president of the Brazilian Association of Senepol Cattle Breeders (ABCB Senepol).


1953 Protocol

1953 products are controlled from source and the production process uses the highest possible quality standards, from selection of the best animals – as part of a very stringent procurement policy that only includes well-finished heifers and bullocks – and involves advanced technology as well as standardization and selection of the best cuts.. The 1953 protocol is exclusively for forward sales and rewards producers with up to an additional R$ 13 per arroba. The bonus criteria include mandatory contracts based on a pull demand strategy.


About JBS
JBS is one of the world’s leading food industry companies with approximately 230 thousand employees in over 20 countries. The Company owns a portfolio of brands that are acknowledged for their excellence and innovation, including 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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