JBS’s brands Huon and Genu-in make their debut at Gulfood in Dubai

At Gulfood 2025, the world’s largest food and beverage fair in Dubai, United Arab Emirates, JBS is presenting Huon, a brand in the aquaculture segment, and Genu-in, which specializes in collagen peptides and gelatins. They are part of the company’s premium portfolio and will be on display alongside other brands such as Friboi and Seara. This edition of Gulfood also celebrates JBS’s strengthening in the region with the inauguration of the prepared foods factory in Jeddah, Saudi Arabia. The plant will quadruple the company’s manufacturing capacity for value-added products in the country.

Genu-in uses bovine skin from the JBS production chain as an input. This is one of the brand’s differentiators, since it acquires 100% of its raw materials from a single source and is able to ensure control of the supply chain and production processes in order to preserve the quality of the final product. Collagen peptides are of utmost importance because they naturally activate the human body’s collagen production, which gets lost with age.

Huon is making its debut at Gulfood by presenting its salmon brand to the world. The intention is to explore opportunities by accessing potential new customers in untapped markets. Huon was acquired by JBS in 2021 as part of its strategy to expand its global protein platform.

Another product experience is taking place through Seara. The brand is presenting two products designed to meet the “out of home, in home experience” trend, i.e. they bring the restaurant experience to the consumer’s home. “Broasted Bone in” is a breaded spicy chicken similar to the ones found in fast food chains. The “Cooked Chicken Shawarma”, on the other hand, is 100% breaded chicken breast, a traditional item in snacks consumed in the region.

Friboi, the Brazilian leading beef exporter, will be highlighting its portfolio aimed at meeting the main demands of the market and reinforcing the brand’s strategy of offering products for the various consumption territories – from “day to day” to “special occasions” and the food service channel. Friboi will be highlighting its 1953 Friboi premium line, which brings high added value experiences to MENA consumers. The 1953 Friboi products have beef cuts from European breeds, with superior tenderness and juiciness. Each stage of production follows extremely careful processes to produce meat of the highest standard.

At this edition of Gulfood, JBS will have a 192 square meters stand where it will also present product portfolios from its other brands and will be joined by representatives from various units and offices around the world. Gulfood began on February 17 and runs until February 21.