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Marfrig and BRF Boost Brand Strategy as Sadia Enters the Global Beef Market

Sadia becomes the leading global beef brand. In Brazil, the companies are expanding the Sadia-Bassi and Perdigão-Montana partnerships to encompass all beef cuts

São Paulo, October 21, 2024 –

Marfrig and BRF are strengthening their brand partnership to bring premium beef cuts to all of Brazil and expand their reach internationally, elevating Sadia’s brand power with its large-scale entry into the global beef market. As of January 2025, Sadia will be the primary brand in this segment worldwide, as announced at SIAL Paris 2024, one of the food industry’s largest fairs.

“This move aligns with our strategy to create synergies between BRF and Marfrig, enabling us to expand Sadia’s global presence, offer more options for our customers, and leverage business growth internationally,” says Miguel Gularte, CEO of BRF. 

Sadia’s international beef line will feature a full range of cuts, including whole and portioned cuts, steaks, offal, and Frozen Cooked Beef products, offering greater convenience for consumers' daily routines.

Furthering these synergies, Marfrig and BRF are also expanding the integration of their flagship brands in Brazil beyond burgers to the full portfolio of beef cuts. Sadia, Brazil’s most valuable food brand¹, will endorse the complete Bassi line, while Perdigão, the most present brand in Brazilian households², will label all beef cuts under the Perdigão Montana brand starting in November 2024. 

Sadia consumers in Brazil and internationally will now have an even more comprehensive selection of protein options, spanning poultry, pork, beef, and plant-based products for every occasion. 

“For Marfrig, Sadia’s global brand strength is pivotal for growth in the international market. And in Brazil, the extension of Bassi and Montana lines, now partnered with Sadia and Perdigão, further boosts sales and reach through BRF’s robust distribution and national presence,” adds Rui Mendonça, CEO of Marfrig for South America. 

¹Source: Kantar BrandZ 2024

²Source: Kantar Worldpanel Division | Brand Footprint 2023b

About Sadia  

Brazil’s most valuable food brand, Sadia is top of mind for frozen meals, bologna, calabrese sausage, and holiday meals and was voted the country’s most trusted brand in 2023. Since the 1940s, Sadia has been a fixture on Brazilian tables, positioned as a reliable partner in all moments, from the everyday to the exceptional. Known for its pioneering spirit and strong market presence, Sadia’s complete portfolio brings quality and flavor to every mealtime.

About Perdigão

In Brazilian homes for nearly a century, Perdigão believes in human connections to celebrate meals, whether for special occasions or daily moments. With the tagline “Eat Together,” Perdigão’s portfolio offers various options for different audiences and occasions, from breakfast to lunch, snacks, and dinner.

About Bassi

For over 40 years, Bassi has been part of Marfrig, one of the world’s leading beef companies and largest burger producers, offering gourmet beef cuts sourced from European and Nelore cattle. Known for impeccable presentation and refined taste, Bassi is the choice of renowned chefs for unforgettable dining experiences. The range includes cuts such as picanha (Brazilian rump cap), ribeye, sirloin, tenderloin, flank steak, rump cap, specialty burgers, portioned options, and imported cuts from Uruguay and Argentina.

About Montana Steakhouse

Montana Steakhouse is Marfrig’s brand for traditional beef cuts, known for high-quality standards, flavor, tenderness, juiciness, and unique fat marbling. A grilling expert, Montana Steakhouse adds a special touch to both grand celebrations and casual BBQs. 

About Montana 

Montana offers consumers delicious, quality beef cuts for those who value convenience and flavor in their everyday meals.