The 27 Tons of Friboi Meat from JBS That Mark Brazil's Entry into the Vietnamese Market with the Potential of 101 Million Protein-Hungry Consumers

The 27 Tons of Friboi Meat from JBS That Mark Brazil’s Entry into the Vietnamese Market with the Potential of 101 Million Protein-Hungry Consumers

Written by Jefferson Augusto

Published on 07/07/2025 at 12:14

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During Meeting in Rio, Brazilian President and Vietnamese Prime Minister Celebrate Trade Agreement That Marks Strategic Advance of JBS in Southeast Asia

JBS began, this Saturday (5), the first export of Brazilian beef to Vietnam, with a shipment of 27 tons processed at the Friboi facility in Mozarlândia (GO). The symbolic ceremony took place in Rio de Janeiro, alongside the Brics Summit, and was attended by President Luiz Inácio Lula da Silva and Prime Minister Pham Minh Chinh of Vietnam.

The meeting officially marked the opening of the Vietnamese market for Brazilian beef and also Brazil’s market for tilapia from Vietnam. The two leaders posed with boxes of products representing the trade exchange: one with beef from Friboi and another with fish fillet from the Vietnamese Navico. The action reinforces the importance of cooperation between the countries in the agribusiness sector and strengthens Brazil’s presence in Asia.

According to Planalto, President Lula reaffirmed Brazil’s interest, while holding the rotating presidency of Mercosur, in advancing with a direct trade agreement with Vietnam. The Vietnamese Prime Minister, in turn, emphasized the relevance of Brazilian investments in the country, particularly in rural production and in animal protein processing.

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JBS Strategy in Southeast Asia Gains Strength with New Meat Export

JBS considers this movement much more than entering a new market. In an official statement, the company highlighted that the opening of Vietnam represents a strategic step in a region with strong economic growth and increasing demand for animal protein. In addition to Mozarlândia, the Friboi plant in Goiânia has also been authorized to export to the Asian country.

With over 101 million inhabitants and an estimated GDP growth of 7.6%, Vietnam stands out as one of the most promising markets in the region. In 2024, the Asian country imported about 300,000 tons of beef and buffalo meat, mainly to meet the consumption of an expanding middle class.

During the event, JBS’s Executive Director of Corporate Affairs, Marcela Rocha, stated that this achievement benefits the entire chain of the Brazilian agribusiness, from rural producers to suppliers and industry workers. She reminded that the sector represents approximately 20% of the national GDP and plays a fundamental role in regional economic development.

JBS Already Operates in Vietnam and Expands Presence with Brazilian Meat Export

The operation of JBS in Vietnam is not new. The company was the first in the cattle and livestock sectors to invest directly in the country. Since 2014, the company has maintained a leather finishing plant in Dong Nai, aimed at the footwear and upholstery sectors. The unit employs over 600 local workers, with 60% of production destined for the Vietnamese domestic market.

Now, with the entry of Brazilian beef into the country, JBS expands its operations in the food export field, betting on the integration of Brazilian agriculture and rural production with Asian consumption. The goal is to consolidate Brazil as a strategic and long-term supplier for the region.

In addition to the commercial advances, the governments signed a memorandum of understanding for cooperation in the areas of science, technology, innovation, and digital transformation, reinforcing the bilateral partnership.

The information was announced in an official statement by JBS and confirmed by outlets such as Poder360 and Portal DBO, during coverage of the Brics Summit in Rio de Janeiro.

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The 27 Tons of Friboi Meat from JBS That Mark Brazil’s Entry into the Vietnamese Market with the Potential of 101 Million Protein-Hungry Consumers

During Meeting in Rio, Brazilian President and Vietnamese Prime Minister Celebrate Trade Agreement That Marks Strategic Advance of JBS in Southeast Asia

JBS Strategy in Southeast Asia Gains Strength with New Meat Export

JBS Already Operates in Vietnam and Expands Presence with Brazilian Meat Export

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The 27 Tons of Friboi Meat from JBS That Mark Brazil’s Entry into the Vietnamese Market with the Potential of 101 Million Protein-Hungry Consumers

During Meeting in Rio, Brazilian President and Vietnamese Prime Minister Celebrate Trade Agreement That Marks Strategic Advance of JBS in Southeast Asia

JBS Strategy in Southeast Asia Gains Strength with New Meat Export

JBS Already Operates in Vietnam and Expands Presence with Brazilian Meat Export

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