The long-standing rivalry between JBS (Batista family) and Marfrig (Molina family) has entered a new chapter in the Middle East, where both companies are stepping up investments in the halal market, driven by the growth of the Muslim population. The segment already moves close to US$ 2 trillion annually, and global halal meat consumption is expected to exceed US$ 1.5 trillion by 2027, according to Nielsen.
With different strategies, Marfrig is preparing the IPO of Sadia Halal in 2027, while JBS is expanding its industrial and commercial footprint in Saudi Arabia and the Gulf. JBS has earmarked R$ 500 million for new plants and to strengthen the Seara brand in the region, aiming to double poultry production by year-end. According to Bank of America, the MENA meat market already imports volumes comparable to Asia, at around 127,000 tons of chicken per month.
Saudi Arabia has become the focal point of the dispute, with per-capita chicken consumption of 45–50 kg per year and an active policy to attract food investments. Since 2021, JBS has invested US$ 85 million in plants in Dubai, Dammam and Jeddah, the latter inaugurated in 2025 with plans to double capacity. Although the region accounts for just 0.6% of JBS’s global revenue, it offers strong growth potential.
Marfrig, meanwhile, has consolidated Sadia Halal—a brand recognized in the region since the 1970s—with plants and logistics centers in Saudi Arabia, the United Arab Emirates, Kuwait, Oman and Qatar. The new company will be listed on the Riyadh Stock Exchange with participation from the state-owned Halal Products Development Company (HPDC), linked to Saudi Arabia’s sovereign wealth fund PIF, which could acquire up to 40% of the capital. Over the past 12 months, Marfrig’s halal operations generated US$ 2.1 billion in revenue, 7.3% of the group’s total.
