JBS, a protein-based food company in Brazil, has acquired two facilities in the MENA region for the production of prepared foods. With a plant in the Kingdom of Saudi Arabia and another in the United Arab Emirates, the company sees itself expanding in the manufacturing and distribution of prepared foods and a leader in the Halal market. It has its own distribution network to place its products in KSA, UAE and Kuwait. To oversee the new market is CEO, Mohamed Mahrous.
Mr. Mahrous has over 30 years of experience and has led important players in the food industry in the region. “JBS has a complete portfolio of quality products and can become a leader in the region, focusing on consumer trends and new habits, while advancing the vision for MENA as a hub for Halal products to the entire world”, said Mr. Mahrous.
“The acquisitions are part of JBS’s plan to increase its total sales in the Middle East and North Africa in the next five years. The repositioning of the brand will also include changes in the layout of the packaging, an increase in the diversification of the products offered in the premium, mainstream and plant-based lines, in addition to the brand’s entry into different sales channels and digital platforms.”
Wesley Batista Filho, JBS Global President of Operations in Latin America and Oceania, added, “JBS already has a strong commercial presence in the Middle East through exports, but we have decided to strengthen our position with a robust local operation.” - JBS media
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