JBS and Bertin bet in the domestic market
DCI 05/18/2009
Foreseeing the recovery of the beef sector, JBS Friboi and the Bertin Group launch strategies to gain room in the domestic market. With an increase of 4,777% of loss in the quarter, due to losses abroad, JBS bets in the domestic sales to resume growth in the 2nd half of the year.
According to Joesley Mendonça Batista, the CEO of the company, the situation in Brazil is good because of the help of the foreign exchange rate, the reduction of competition and the recovery of the herd. Besides, the company hopes to benefit from the anticipation it made regarding the redirection of meat to the domestic market. According to the executive, the slaughtering volume in the domestic market has increased. For the company, which started the year using only 55% of its installed capacity, the goal is to end the current quarter with 80% of this potential. Frigorífico Bertin, the second biggest one in the Country, also wants to further increase its participation in the domestic market. In order to consolidate the brand with the final consumer, the company invested R$ 40 million (US$ 19 million) in marketing and will launch 83 products as of August. According to Marcos Scaldelai, Marketing Officer of Bertin, the new lines will be composed of 70 fresh products and another 13 industrialized products. To increase the dispute in the national market, the meat sector gained another player: the new plant of the slaughterhouse Marba, in Taquaritinga. The company, headquartered in São Bernardo do Campo, in the Metropolitan Area of São Paulo, operates in the production of sausages. The plant, opened yesterday, will have 33 thousand square meters of built area, 12 thousand meters of which have already been concluded for the immediate start-up of the production of jerked beef, very similar to dried meat.