THE UNITED KINGDOM, London. BRF Europe has launched an online foodservice platform as the Brazilian-owned meat giant pumps resources into a new strategy to expand in Europe’s growing foodservice market.
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 companywide 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 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. The company 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 $470 mill.