The Brazilian company is advancing its expansion strategy in the Gulf region with a strong focus on production and brand positioning. MBRF announced new initiatives to consolidate its presence in Saudi Arabia, including the construction of a processing plant in Jeddah with an estimated investment of US$ 160 million, and Sadia’s sponsorship of Riyadh Season 2025/2026, the country’s largest entertainment and cultural festival.
The company also acquired a stake in Saudi poultry producer Addoha, launching local poultry production and introducing the Sadia Fresh line, with the goal of capturing 10% of the chilled chicken market. According to Marquinhos Molina, CEO of BRF Arabia, Sadia’s presence at the festival will strengthen cultural ties with younger consumers and enhance the brand’s relevance in the country.
The Jeddah industrial project is aligned with Vision 2030, the economic diversification plan promoted by Crown Prince Mohammed bin Salman. Meanwhile, the Saudi sovereign fund Salic, which holds around 11% of MBRF’s capital, remains a strategic partner in the company’s regional expansion.
Source: The AgriBiz
