The brand will also officially announce the “Brazil’s Best-Selling Meat” seal  and launch a range of beef skewers


São Paulo, May 6, 2019 – Friboi, one of Brazil’s leading beef producers, will launch its Friboi Play app at the APAS Show 2019, the biggest supermarket fair in Latin America. The app offers interactive content and media, providing consumers with an augmented reality experience of five Friboi brands: Friboi, Maturatta Friboi, Reserva Friboi, Do Chef Friboi and 1953 Friboi.


After scanning the product’s label, customers can view recipes and suggestions for preparing each of cuts and access further information on each of the Friboi ranges. Simply download the app – available on Apple Store and Google Play.


Friboi will also present the “Brazil’s Best-Selling Meat” seal at APAS, confirming the Company’s ranges lead the market nationwide. Backed by Nielsen, the consultancy company, the gold seal will appear on products in the Friboi, Maturatta Friboi, Reserva Friboi and Do Chef Friboi ranges. This initiative is the result of a wide-ranging survey carried out in 2018, which compared the results from 50 beef brands sold by around 6,000 points of sale in Brazil.


“The ‘Brazil’s Best-Selling Meat” seal is a great source of pride for the Company and the result of a project that began six years ago, when we revolutionized the market launching the Friboi brand. The official seal unveiling at the APAS Show, alongside the launch of the Friboi Play app, was a strategic decision based on the fact the fair is an opportunity to strengthen relations with customers and explore new businesses and we wanted to share this achievement with everyone”, said Renato Costa, president of Friboi.


Launches: focus on various proteins


In order to strengthen relations with partners and new potential customers, Friboi is also seizing the opportunity at the APAS Show to launch new product ranges for several different proteins, to please all types of customers.


The Friboi Beef Skewer range will make your barbecue experience even more convenient. The pack with six skewers of select, diced beef is handcrafted, seasoned and ready to bake or grill. There are seven options to please everyone:  beef, beef and bacon, ribs, kofta, sirloin, filet mignon and beef medallion. The products will be available across Brazil from May.


The premium 1953 Friboi range is also innovating to please the most demanding customers with its new Lamb range. The brand is revolutionizing the premium beef concept and investing in new Patagonia Lamb cuts, such as: Sirloin, Brisket, Ribs, Leg, Rack of Lamb, Short Rack and T-Bone.


Maturatta Friboi is also launching the Chorizo Steak and Rib Eye Steak, ideal barbecues cuts for customers that want practicality and convenience. The new range will be produced and distributed across Brazil, hitting the market during the first half of the year. Lastly, the Do Chef Friboi seafood range is introducing the Codfish Fillet, which is sold frozen and already de-salted. This is the first cod-based product in the brand’s seafood range.


High level of interactivity at the fair


To provide a more complete and immersive experience to fair attendees, the 205 m² Friboi stand will include a dedicated interactive area with information on the new seal, where staff will be available to demonstrate how all the new features in the Friboi Play app work. The stand will also have five touch screens with exclusive content about Friboi products.


“We are committed to constantly adding value to the Friboi brand and launching this new app is another step toward that goal. We want to offer consumers a unique experience, providing much more than a cut of meat and visitors to the fair can try out this new experience first hand”, said Ailton Firmino, executive director at Friboi.


Quality first


Friboi remains committed to showcasing its extensive portfolio of high added-value products to visitors at this year’s fair. The evolution of the 1953 Friboi beef range – with controlled sourcing and the highest possible quality standards throughout the whole production process – is a good example of the Company’s commitment, which it plans to highlight at the fair.


Today, the brand has over 50 cuts in its portfolio and is available at over 5,400 outlets across 15 states. The Company believes the APAS Show will be a great opportunity to showcase and further strengthen growth of the 1953 Friboi brand. “We believe in the potential of this niche market and will continue working to ensure consumers have better access to this type of product”, explained Ailton Firmino.


Activities and interaction with visitors


The Friboi stand will also have other attractions visitors can interact with. A Friboi Meat Academy totem – a platform offering information about beef, such as cooking courses and tips as well as recipes from renowned chefs – will be available to visitors. Visitors can also use the totem to access the Barbecueometer (Churrascômetro, in Portuguese), which calculates the ideal amount of meat and drink for a barbecue with family and friends.


To welcome guests and highlight product quality, Friboi is also organizing an initiative called Barbecue Time (Momento Churrasco, in Portuguese), which has become one of its trademark occasions at industry events. From 7 pm to 10 pm, guests will have the chance to taste an authentic American barbecue using the smoked brisket. 


The APAS Show is open from 2 pm to 10 pm, from May 06 to 09 at Expo Center Norte, in the city of São Paulo.



About Friboi
Friboi has been revolutionizing the market for over 40 years by decommoditizing Brazilian beef and building brands.  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, the company 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. Friboi is sold in over 150 countries and currently has 35 production units in Brazil.


Corporate Communications Department
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