{
  "id": 10462258,
  "title": "Seara generates USD 500m in Middle East revenue",
  "url": "https://urgent.news/2026/09/28/seara-generates-usd-500m-in-middle-east-revenue",
  "topic": "finance",
  "section": "Finance & Markets",
  "published": "2026-09-28T14:28:34.000Z",
  "source": {
    "name": "ANBA News Agency",
    "slug": "anba-news-agency",
    "url": "https://anba.com.br/en/seara-generates-usd-500m-in-middle-east-revenue/"
  },
  "original_language": "en",
  "account": "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.\n\nSeara'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.\n\nAs 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.\n\nWilliam 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.",
  "summary": "Brazilian meatpacker JBS said its Seara brand generated USD 500 million in revenue in the Middle East last year, as the company participated in the Saudi Food Expo in Saudi Arabia earlier this week. The company operates factories and is making significant investments in the country. The post Seara generates USD 500m in Middle East revenue appeared first on ANBA News Agency .",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 3,
    "also_reported_by": [
      {
        "outlet": "CNA - Business",
        "title": "Stocks fall as Middle East stalemate boosts oil",
        "url": "https://urgent.news/2026/09/28/stocks-fall-as-middle-east-stalemate-boosts-oil",
        "published": "2026-09-28T00:53:03.000Z"
      },
      {
        "outlet": "The Conversation AU",
        "title": "Jim Chalmers blames likely interest rate rise on Middle East war",
        "url": "https://urgent.news/2026/09/28/jim-chalmers-blames-likely-interest-rate-rise-on-middle-east-war",
        "published": "2026-09-28T07:03:57.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}