Bordon, Brazil’s brand leader in the canned protein (beef and poultry) segment will relaunch its
traditional Corned Beef range in the Middle East and all international markets with a new visual identity.
Bordon is also developing twenty new options in the Middle East product portfolio over the next three
years, all of which will cater to regional preferences and comply with Islamic requirements.
“We have consulted with clients in six Middle Eastern countries, which are our main export destinations,
and they all mentioned that the brand’s visuals were a strong point. We then took steps to modernize
the logo and labeling, keeping the main elements consumers identify with while highlighting the brand’s
attributes, such as the higher protein content. The process of creating the art and all the point-of-sale
material with the new visual identity is being supported by an agency in Dubai, which has made a big
contribution to understanding the best way of communicating with consumers on the Arabic market'”
explained André Amorem, executive manager for Prepared Foods at Friboi.
Bordon has also started color-coding its products. The Corned Beef can with the purple border is the
traditional product, while the silver border indicates low salt content and the blue border is for low fat
content. The blue label cans have a purple, gold or orange border which identifies the type of protein
(beef, chicken and turkey, respectively).
Bordon has also started exporting Luncheon Meat, known as Fiambre or “cutting meat" in Brazil, which
is widely used abroad to make snacks and aperitifs. Bordon is also unveiling sausages, meatballs and
new Corned Beef flavors for the Middle East. “With all these new options, we expect to triple our
production volumes by 2021,” added Amorem.
In 2019, JBS will also have a Prepared Foods Sales manager at its commercial office in the city, which will
be responsible for developing new product categories and sales channels in the Middle East.
