Friboi marks and Seara are together $ 634 million, says survey

Friboi marks and Seara, both JBS, are among the most valuable in Brazil, according to a survey conducted by Millward Brown Vermeer, consultancy linked to the British group WPP in partnership with the magazine ISTOÉ Dinheiro.
This is the first time the Friboi appears in the ranking drawn up annually by the consultancy that, according to the study, worth $ 198 million. According to the publication, "the Friboi, JBS, managed to create a brand from a commoditized product, like the beef".
Maria Eugenia Ramirez, Executive Manager of marketing at Friboi, says that "today, the brand is pegged to anything that has quality."
Already the harvest obtained the fourth highest appreciation of the ranking, jumping six positions. According to the study, the brand is worth today Us $ 436 million, an increase of 52% in relation to the result of 2014 when, according to consultancy, was worth $ 287 million.
"This is the result of all our efforts of brand positioning and commitment with the operational results to leave Seara increasingly stronger and more well evaluated by consumers," said Gilberto our review, CEO of JBS Foods.
JBS is a food industry present in more than 200 countries, with production platforms or commercial offices. The company has 215 thousand employees around the world, exports to more than 150 countries and has more than 300 million global customers.