The company expects to triple brand output by 2021
Bordon, Brazil’s brand leader in the canned protein (beef and poultry) segment will relaunch its traditional Corned Beef range in the Middle East with a new visual identity, which it will use in all its international markets. Bordon is also developing twenty new options in the Middle East product portfolio over the next three years, all of which will cater to regional preferences and comply with Islamic requirements.
Bordon has also started color-coding its products: the Corned Beef can with the purple border is the traditional product, while the silver border indicates low salt content and the blue border is for low fat content. The blue label cans have a purple, gold or orange border which identifies the type of protein (beef, chicken and turkey, respectively).
Bordon has also started exporting Luncheon Meat, known as Fiambre or “cutting meat” in Brazil, which is widely used abroad to make snacks and aperitifs. Bordon is also unveiling sausages, meatballs and new Corned Beef flavors for the Middle East. “With all these new options, we expect to triple our production volumes by 2021,” said André Amorem, executive manager for Prepared Foods at Friboi.
He also said that the process of creating the art and all the point-of-sale material with the new visual identity is being supported by an agency in Dubai, which has made a big contribution to understanding the best way of communicating with consumers on the Arabic market. In 2019, JBS will also have a Prepared Foods Sales manager at its commercial office in the city, who will be responsible for developing new product categories and sales channels in the Middle East.
Bordon’s new products have gone into production in January 2019 and should reach shelves in a number of countries, including the ArabEmirates, Lebanon, Egypt, Jordan and Egypt, in February and March. Other international markets, such as Europe, Africa and Japan, already import Bordon products.
