JBS announced the purchase of two frozen food factories in the Middle East, one in Saudi Arabia and the other in the United Arab Emirates. Along with the acquisitions, the company created its own distribution network with three local partners to bring products to both countries, as well as to Kuwait.
In addition to the deal, the value of which was not disclosed, JBS appointed Mohamed Mahrous as CEO (executive chairman) of the region. According to the company, Mahrous has more than 30 years of experience and has held senior management positions at local food companies.
The announcements are part of the Brazilian company’s strategy to expand its presence in the production and distribution of prepared foods to become a reference in the Islamic market.
In the statement, Mahrous says that the objective is to expand sales in the Middle East and North Africa over the next five years, within a repositioning strategy that involves changes in product packaging, greater diversity in premium lines, production lines and new channels. sales, including digital.
According to Wesley Batista Filho, CEO of the leading group in the protein market, JBS already has a good commercial presence in the Middle East through exports, but decided to strengthen its position in the region with a “robust” local operation.