JBS expands platform to Middle East, North Africa
A new CEO has been announced for the region
12 May 2022
2 minute read
By: Leading global protein-based food giant JBS has acquired two plants in the MENA (Middle East and North Africa) region to produce prepared foods. The company has also named Mohamed Mahrous as CEO for the region. The announcements are part of the company’s strategy to expand its presence in the manufacturing and distribution of prepared foods, making JBS a leader in the Halal market.
The plants are located in Saudi Arabia and in the United Arab Emirates, and produce value-added products. Additionally, JBS has created its own distribution network to place its products in Saudi Arabia, United Arab Emirates and Kuwait, expanding to new channels and strengthening relationships with clients.
The newly appointed CEO Mahrous has over 30 years of experience and has led important players in the food industry in the region, the company said in a press release.
“JBS has a complete portfolio of quality products and can become a leader in the region, focusing on consumer trends and new habits, while advancing the vision for MENA as a hub for Halal products to the entire world," he said.
“The acquisitions are part of JBS’s plan to increase its total sales in the Middle East and North Africa in the next five years," he added. "The repositioning of the brand will also include changes in the layout of the packaging, an increase in the diversification of the products offered in the premium, mainstream and plant-based lines, in addition to the brand’s entry into different sales channels and digital platforms."
“JBS already has a strong commercial presence in the Middle East through exports, but we have decided to strengthen our position with a robust local operation," said Wesley Batista Filho, JBS Global President of Operations in Latin America and Oceania.
