JBS sees protein consumption boom as a structural shift

JBS Global CEO Gilberto Tomazoni said during the Cagny conference in New York that the growth in protein demand represents a structural and lasting shift in the food industry. According to the executive, the company has consolidated its position as a global food platform, focusing on convenience and nutrition brands to meet new demographic demands, with particular emphasis on Generation Z and the pursuit of healthy longevity.

The multinational’s strategy is based on geographic and portfolio diversification, operating in beef, pork, poultry, fish, and eggs across 180 markets. In the value-added segment, brands such as Australia’s Primo stand out, with snack sales totaling nearly €18 million over two years, and Huon, whose salmon sales grew 200% between 2024 and 2025. In the United Kingdom, the Richmond and Fridge Raiders brands have recorded growth of more than 73% since 2019, leading the protein snacks segment.

From a financial standpoint, JBS Global CFO Guilherme Cavalcanti highlighted the strength of the company’s cash flow, which has enabled debt reduction and approximately US$ 3.4 billion in investments to expand capacity in prepared foods, aquaculture, and strategic markets such as the MENA region.