Brazilian meat giant's foodservice web drive
Last month, BRF, which claims to be one of the world’s largest food companies, said growth in foodservice for its EU subsidiary was key to a company-wide strategy of meat trade globalisation.
BRF Europe has now taken its first step in satisfying this ambition by launching a dedicated online portal through which food distributors and businesses can connect, source product information and access marketing tools.
“The idea behind our new BRF Foodservice platform is simple: our clients’ success is our success,” said Colin Norton, CEO of BRF Europe and Eurasia.
“Innovation and collaboration are cornerstones to progress. Through inviting foodservice clients to our online platform, we are helping them to tap into the knowledge we can offer on global food trends, on creating new dishes and a tailor-made experience by downloading items that will assist in the creation of menus and marketing materials.”
Maximising strength
The BRF FS (foodservice) portal is positioned as a professional business partner for poultry – a key area of expertise for BRF, which has poultry operations in Asia, Europe, the Middle East and South America.
BRF is pushing two of its popular poultry ranges: Sadia and Perdix. The website includes a ‘Choice of the Month’ feature, which highlights a new foodservice product from BRF’s range. The site currently offers 25 products.
It also promises to provide control across its entire value chain with chickens raised without cages, free from antibiotics and hormones, and to standards that adhere to the recommendations of the European Food Safety Authority (EFSA).
Animal welfare credentials are good too: the business recently climbed up to the second-highest rank on the global Business Benchmark on Farm Animal Welfare (BBFAW) report.
Separately, BRF has recently created the world's largest halal company, OneFood. The business also completed talks to acquire Turkey's largest poultry producer, Banvit, for $470m.
