Oil extends gains as Middle East supply concerns persist

At a food trade show in Saudi Arabia, Brazilian meatpacker JBS revealed that its Seara brand generates USD 500 million in annual revenue in the Middle East. This revenue figure, recorded in 2023, has seen a dramatic increase in brand recognition, according to an Ipsos poll. The percentage of consumers recognizing the Seara brand in the region has risen from 22% in 2022 to an impressive 92% last year.

Seara's success in the Middle East is attributed to a combination of local production and the development of products tailored to local consumer preferences. The company operates three plants in the region, two in Saudi Arabia and one in the United Arab Emirates. The recent Jeddah plant, commissioned in 2025 as part of JBS's USD 85 million investment plan for Saudi Arabia, is expected to double production and reach 30,000 metric tons by the end of 2026.

This facility serves not only Saudi Arabia but also neighboring countries such as Kuwait, Oman, and the UAE.

As part of the Saudi Food Show in Jeddah, Seara unveiled a new visual identity for the Middle East. The new packaging reinforces the brand's signature orange and features a visual hierarchy to make it easier for consumers to identify different product categories on store shelves. JBS highlights that the use of the tagline "The quality will surprise you" emphasizes the product quality as a core pillar of Seara's positioning in the region.

William Barbosa, CEO of Seara Middle East and North Africa (MENA), expressed JBS's commitment to the Middle East market. He emphasized that the company has been in the region for over 30 years and that producing locally allows for products that are more closely aligned with local habits and preferences. The Saudi Food Show offers JBS the opportunity to stay connected with customers and partners, further developing this significant business.