EU - Brazil Foods (BRF) has appointed a new European Executive completing the new cycle in the company strategy, focused on innovation, investment in high added value products and the reinforcement of its international development.
BRF is the 7th largest food company in the world and leading producer of refrigerated and frozen protein.
“In 2013, our global executive team has initiated a new cycle for the company”, explains Roberto Banfi, new Chief Executive Officer of BRF for Europe and Eurasia. “The objective of this cycle is to make BRF more market oriented, to evolve our offering from standard, commodity products to advanced, higher added value processed products, and to establish stronger commercial relationships with our regional clients and partners”.
Innovation with Scale
Although Brazil remains the stronghold of BRF sales, the company is aligning to generate geographic growth in five key geographic regions: the Americas, covering mainly the South Cone of Argentina and Chile, Europe & Eurasia, Middle East and Africa (MEA, the second largest market for our BRF and a very strong brand recognition for Sadia products) and Asia, a region with over 4 billion consumers.
“In Europe, BRF aims to be among the top five frozen protein players, transforming our business from standard to customized & branded solution, with a very strong focus on quality, and innovation with scale”, describes Marcos Delorenzo, recently appointed as Marketing Manager for Europe and Eurasia.
One of the key areas of focus of BRF in Europe in the new strategic cycle will be to leverage the magnitude of the BRF global production and R&D platform to deliver increased customisation of its products for its customers, in particular in the food services segment.
The EU is a mature market, with very demanding and educated consumers trending towards convenience, on-the-go solutions and QSR chains. At the same time, Western European retail is consolidated and strong on private labels, whilst Eastern European retail is fragmented, with weaker private labels.
“This diversity provides an excellent opportunity for BRF in Europe,” continues Christophe Vasseur, General Manager West and South Europe. “Because of the scaling abilities of our production platform, R&D and supply chain, we are able to offer our channel customers in each market, whether in the B2B or food services sectors, highly customized products at competitive prices”.
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