Company introduces Rebanho Araguaia project during summit at the McDonald’s Hamburger University
Sao Paulo, July 15, 2019 – Friboi, the JBS beef business unit, has signed an agreement with Araguaia League (Liga do Araguaia) to promote and increase sustainable livestock farming and assist producers in the Médio Vale do Araguaia region, in the state of Mato Grosso.
As part of the Rebanho Araguaia project, the League can organize cattle breeders while Friboi provides the financial support to hire management consultants and increase pasture usage, not only to increase productivity, but also to help protect the local biome.
As a result, cattle breeders will be in a better position to invest in production, which helps increase productivity, improve animal quality and, more importantly, support sustainability efforts.
This partnership will enhance sustainable meat production in the Cerrado region and meet the demands of important players who increasingly want to buy sustainable products. The goal is to transform one of the main cattle producing regions in the country, which has around 60 producers affiliated with the League, into a benchmark for best global practices. Together, these cattle breeders help protect around 150 thousand hectares of pasture.
The Araguaia League, with Friboi’s support, arranged a Field Day (Dia de Campo) at Água Viva Farm to showcase its entirely sustainable production process. The event, held on June 6 and 7, was a demonstration for executives from a number of major companies, such as McDonald’s, showing why farming in the Cerrado region should be recognized for its best global sustainability practices.
There is an organized group of innovative cattle breeders in Médio Vale do Araguaia who have set the bar in sustainable farming. By partnering with the Araguaia League, Friboi can ensure this meaningful and responsible work will continue across the region, bringing sustainability, environmental protection and successful farming to local suppliers.
JBS at the Latin America Sustainable Beef Summit
The Rebanho Araguaia project was also discussed at the Latin America Sustainable Beef Summit, which was held at the McDonald’s Hamburger University in São Paulo between July 10 and 12. The event welcomed industry leaders from Brazil, Argentina, Paraguay, Colombia and Mexico. They all have one aspect in common, which is their commitment to further evolving sustainable cattle breeding.
The JBS-sponsored summit also had several roundtables discussing beef industry sustainability. These panels were an opportunity for industry leaders to exchange information and ideas about best biodiversity practices, the responsible use of antibiotics and the best techniques for deploying carbon sinks, among other major topics.
Friboi – the JBS beef business unit – has over 40 years’ experience and revolutionized the market by decommoditizing Brazilian beef and building a leading brand. The Company owns some of Brazil’s best known beef brands and has a broad product portfolio with the Company’s own name brand and market leader Friboi, as well as Maturatta Friboi, Do Chef Friboi, Reserva Friboi, 1953 Friboi and Swift Black, targeting a variety of different markets. As part of its focus on certified sourcing and food quality and safety, from animal welfare to end product delivery, Friboi has implemented best sustainability practices across the entire value chain and constantly monitors its cattle suppliers using satellite imagery, georeferenced farm maps and official government figures. The Company’s products are sold in over 150 countries and currently has 35 production plants in Brazil.
JBS is one of the world’s leading food industry companies with approximately 230 thousand employees in 15 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 275,000 customers of more than 190 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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