BRF wants to accelerate growth of halal sales through formation of dedicated business unit

BRF wants to accelerate growth of halal sales through formation of dedicated business unit

BRF has formally launched what it claims to be the "world's largest" halal meat company, OneFoods.

OneFoods was previously called Sadia Halal, plans for which the Brazil-based meat giant first announced last summer. The business has operations in more than 40 countries in the Middle East, North Africa, Europe and Asia, BRF said. It has a market share of approximately 45% in the markets in which it operates a direct distribution platform and offers branded product portfolio, namely Saudi Arabia, United Arab Emirates, Kuwait, Qatar and Oman. 

The group's products are sold under brands including Sadia. Pedro Faria, BRF's global CEO, claimed Sadia is the "number one" halal food brand in the Middle East. "This is a fantastic asset that shows how close we are to consumers and just how confident they are in the quality and origin of our products," he suggested. 

The business is headquartered in Dubai and employs around 15,000 people. It will be headed by Patricio Rohner, the general manager of BRF's operations in the Middle East and North Africa. 

"By creating a local company to consolidate our operations in Islamic markets, we moved further up the production chain to get closer to our consumers, which should support the accelerated growth of OneFoods," Faria predicted. 

"[OneFoods'] goal is to accelerate the transition process and forge closer relationships with consumers in all its markets, by replicating the leadership it has attained in the Middle East through its brands, distribution, integrated chain, low costs and high-quality and innovative products," Rohner added.

Products are supplied by ten halal-certified plants, eight of which are located in Brazil, one in the United Arab Emirates and one in Malaysia.