JBS transforms the consumer shopping experience and boosts retail sales
The company focuses on structured in-store execution models, combining category management, training, operational standardization, and solutions that help the retailer.
In an environment where purchasing decisions are increasingly made in-store, JBS has been deepening its strategy of working together with retailers to transform the consumer experience at the point of sale and, at the same time, improve category performance. The company is betting on structured in-store execution models, combining category management, training, operational standardization, and solutions that help retailers sell more, more efficiently, and with less waste.
“The Friboi and Seara programs for the retail sector synthesize JBS's global strategy in its relationship with its clients: helping supermarkets offer the best service to consumers, with greater productivity and less waste. Today, the competition is not just for shelf space, but for relevance in the purchase decision – and this is built with execution, service, and consistency,” says Gilberto Tomazoni, JBS Global CEO . “We want to see our clients grow and become more efficient, because this allows us to grow together ,” he adds.
Based on the fact that a large portion of purchasing decisions happen at the point of sale, JBS has structured operating models that go beyond simply supplying products. These models now include diagnosis, implementation, and monitoring of results in partner retailers' stores, focusing on operational efficiency, loss reduction, and increased average ticket size. In practice, the impact is seen in the cash flow.
According to Nielsen data, large stores with Friboi+ butcher shops register total sales 30% higher than those of stores with traditional butcher shops. This superior performance is also repeated across different sizes of retailers. Present in thousands of points of sale in the country, the Friboi program combines standardization of cuts, butcher shop environment, communication tailored to the occasion of consumption, and continuous training of staff.
Friboi+ trains thousands of professionals every year, directly impacting service quality and consumer confidence. In 2025, the strategy was reinforced with the launch of the character Valdir, a master butcher who symbolizes expertise behind the counter. The campaign contributed to a 7 percentage point increase in purchase consideration for the Friboi Reserva line and a 9 percentage point increase in brand awareness, according to Kantar data.
The logic extends to other categories. Seara has been working in a structured way with its clients to improve execution, product display, and results at the point of sale, especially in higher value-added segments where convenience and quality have driven consumption.
One of the main highlights is the Seara Butcher Shop Grade 10 program for pork, already present in hundreds of stores. Based on training, execution, and standardization, the model is now the main driver of growth in the category and accounts for more than half of Seara's pork revenue in the Brazilian market. The 93% retention rate of participating customers reinforces the consistency of the strategy.
The company is also moving forward with initiatives such as Rotisserie Seara , focused on ready-made and more convenient products, and Empório de Frios , which trains operators in cutting, slicing, storage and organization, enhancing the consumer experience at the counter.
Beyond execution, product innovation plays a complementary role in the strategy. The launch of premium chilled chicken trays incorporates modified atmosphere technology, which preserves freshness, reduces liquids, and improves presentation. For retailers, the solution reduces handling needs and improves operations. For consumers, it enhances the perception of quality and convenience.
Seara is also evolving its portfolio based on two relevant consumer trends: convenience and nutrition. On one hand, products geared towards quick preparation, especially for air fryers . On the other, the expansion of the Seara Protein line, aligned with the growing demand for foods with higher protein density.
For the company, the progress of these initiatives reflects a structural shift in the sector. Growth is driven less by volume and more by added value and experience. The combination of a diversified portfolio, understanding consumer behavior, and in-store execution allows the company to capture opportunities related to convenience, trust, and nutrition.
This movement will be reinforced at APAS 2026, when JBS will present to retailers its solutions focused on category organization, in-store activation, and the development of higher value-added products. “When execution improves, the entire chain wins. The retailer increases profitability, the consumer buys better, and the industry strengthens its brands ,” says Tomazoni. “It is this alignment that sustains long-term growth.”
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