Perdigão back to shelves

Three years after suspending the sales of some categories of brand Perdigão to the Administrative Council for economic Defense (Cade) authorise his creation, the BRF resumes today sales of smoked ham and pepperoni with the brand. The company also already has authorization to resume sales of swine cuts with the brand Perdigão for holidays, such as fillet and tender.
With the return of Perdigao to these categories, the brand will expand its access of 60% to 83% of the Brazilian market of processed foods and frozen, said yesterday the National Sales Director of the BRF, Rafael Ivanisk, the journalists. The expectation is that ham and pepperoni are smoked in major retailers in two weeks.
In 2014, the market for processed and frozen moved $ 11.8 billion, according to Ivanisk. Of this total, Perdigão has an interest of 16%. Before the decision of the Cade, this piece was 35%, he said.
Currently, Sadia, who is also the BRF, is the market leader. Ivanisk not detailed which is the growth expected for Perdigao with the resumption of the products. "But the Perdigão is fundamental for the achievement of the goal of growth of the BRF," he pointed out.
He said that the prices of products of Perdigão that return to the market will be, on average, a "little above" those of competitor Seara, the JBS. "Much will depend on the region and category, but what I can say is that in general average, will be a little above [harvest], but in some squares can be equal," he said. Ivanisk made a point of stating that the prices of products of the brand Perdigão were not defined by competition, but marked out by the Sadia brand.