Consumption data from Worldpanel by Numerator shows that beef is the protein of choice in this country. The most popular cuts are shoulder loin, ribs, sirloin and rump, and in order to provide excellent service to this customer, Friboi Reserva’s meat line focuses on meat quality and selection. Stephanie Perrin, Media and Communications Manager at JBS, explains that the cuts are made by expert butchers to ensure a uniform product with no excess fat.
— Friboi Reserva delivers fresh, flavorful cuts from the butcher to the kitchen. This reduces prep time, eliminates waste, and guarantees a tender, delicious end result, even for those without much experience in the kitchen.
The manager details the line’s differences, which combine cutting formats with practical tray packaging, designed to reduce costs, deliver great value for money and make your daily life easier, without compromising quality.
— The new line comes to make the consumption experience even more practical and intuitive. Additionally, clear cooking information is provided, increasing access to cuts and making quality meat more available.
The strategy to democratize access to information is led by Valdir, a character Friboi launched this year. He has been prominent in content distribution and media insertion throughout 2025, especially with Rede Globo’s new culinary reality show, Chef de Alto Aprendiz. More recently, we expanded the brand’s presence on social networks using native formats in TikTok and Reels.
— Valdir was chosen to represent an experienced master butcher who combines skill and passion for the profession. He combines the traditional knowledge of the butcher with a consultative attitude to translate. On a daily basis, he guides customers, suggesting cuts and cooking methods, and turning meat purchases into moments of interaction and learning. Juliana Melo, Executive Creative Director of Ginga Agency, a partner in this effort, explains.
Trust and convenience
The Friboi Reserva line is exclusively sold at Friboi+ butchers located inside major supermarkets in the country. The program has a dedicated technical team that ensures excellent service and provides a differentiated experience to consumers.
What can you expect from a Friboi+ butcher? Melo says:
— The complete experience: professional service, fresh and standardized cuts, an organized environment and exclusive products such as Friboi Reserva. We are a butcher shop that provides information, trust, and convenience, not just purchasing.
Perrin emphasizes that the program brings together carefully selected meats with guaranteed provenance and experts who understand the subject, ensuring options for every consumption occasion.
— The big difference is that we combine trust, technical service, and practicality. The stores are staffed by trained and experienced butchers, with cuts carefully selected according to Friboi’s quality standards, and a modern, welcoming environment designed to facilitate the selection of the ideal protein for each occasion.
For more information, visit @friboibrasil on Instagram and @friboireserva on TikTok.
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