São Paulo – Brazilian food company JBS acquired two food processing units in Arab countries, one in the United Arab Emirates and another in Saudi Arabia. The company also announced the creation of its own distribution network in both countries and Kuwait and appointed executive Mohamed Mahrous as CEO for the region.
According to a press release by the company on April 30, the announcements are part of its strategy to expand its presence in the manufacturing and distribution of prepared foods, making it a reference in the Halal market, which is suitable for Muslims.
The executive Mahrous has experience leading significant businesses in the food sector in the Middle East. In a company statement, he said JBS has a complete portfolio of quality products and can become a leader in the region. He also spoke of making the Middle East and North Africa (MENA) region a hub for the global presence of JBS halal products.
The executive added the acquisitions are part of JBS’s plan to increase its total MENA sales in five years; the brand’s repositioning will also include changes in the packaging layout, an increase in the diversification of the products offered in the premium, mainstream, and plant-based lines, and the brand’s entry into different sales channels and digital platforms.
Pictured above, a company plant in Brazil.
Translated by Elúsio Brasileiro
