Brazil launched poultry genetics brand

Launch of the Brazilian Breeders occurred during the International Poultry and Pork Show. Project is led by ABPA and Apex-Brasil.

Thais Sousa

São Paulo – The Brazilian poultry genetics production chain launched this Wednesday (28) its new brand for international promotion Brazilian Breeders. The brand is led by Brazilian Animal Protein Association (ABPA), Brazilian Trade and Investment Promotion Agency (Apex-Brasil), as well as producers. The brand will bring together Brazilian companies that operate in the egg and poultry market.

The launch occurred during the International Poultry and Pork Show (Siavs), which runs till Tuesday (29) in São Paulo. ABPA chairman Francisco Turra says the expectation is that genetics exports will grow by 15% this year. And even more in 2020, with a goal to raise by 30% the Brazilian exports of the product.

Ricardo Santin talked about the new Brazilian poultry genetics brand: Brazilian Breeders

The Middle East accounted for 29% of the market for poultry genetic material exports from Brazil year-to-date through July, up 4% from 2018. “The Arab countries are importers and we want them to see this [brand promotional] video too. Many of them has already exported genetic material from Brazil because they trust not just the meat but also the [genetic] production we have here,” ABPA vice-president and Market director Ricardo Santin told ANBA.

Aviagen president for Latin America Ivan Lauandos believes that the new brand will enhance Brazilian image. “Every Brazilian poultry product is well known for its high quality, excellent biosafety. We’re had in the highest regard abroad. I believe Brazilian Breeders is another step towards promoting Brazilian genetic material. It’s a great step, this work done by the companies, ABPA and Apex-Brasil to strengthen the Brazilian product image,” he told ANBA after the launch.

Aviagen operates with poultry genetics and is based on the United States, but 14 of its units are in Brazil. The company now owns a 63% share of the Brazilian production of poultry genetics for broilers. “What we’re doing here [in Brazil] is the breeding. We receive the grandparents and arrive at the matrix and the chicken. We got no genetic improvement – which is done only in Europe and the United States,” he explained.

“We always see Brazil as the Latin America’s supplier together with the United States and as a backup for the Middle East if their main supplier has any problem – since the logistics is so far. But many of our clients send fertile eggs to the Middle East, so we’re indirectly exporting to them through our clients,” described Lauandos.

According to Ricardo Santin, ABPA will start using the Brazilian Breeders brand in the next international events, including shows in Dubai, United Arab Emirates. The first international promotion is expected to be during Anuga to take place in Germany in October.

Quick facts

International Poultry and Pork Show
From 11 am to 5 pm – August 29
Parque Anhembi – Av. Olavo Fontoura, 1209, Santana – São Paulo
Find out more at:

Translated by Guilherme Miranda

Thais Sousa / ANBA

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