April 15, 2011
Pioneiro Alimentos advances in Middle East with halal certification
Brazilian poultry processor, Pioneiro Alimentos, has attained halal certification for its products, thus, enabling the company to reach out more to markets in the Middle East which is the largest importer of Brazilian chicken in 2010.
The company has created a specific export brand for countries in this market, and already has contracts with buyers in Iraq and Jordan. Pioneiro is hopeful that being one of the first Brazilian poultry processors with halal certification will help establish its brand early with new markets in the Middle East, said Polly Thibes, the company spokeswoman.
Besides the certification that ensures birds were slaughtered according to Islamic precepts, Pioneiro has adapted its export brand for the new market. The Mana Foods brand, which Pioneiro had used for most overseas sales, has been changed to Al Mana, and Arabic language is used for the halal seal inscriptions and packaging. The cuts of chicken that include the halal seal are breast, middle and wing tip, thigh bone and the traditional shawarma, which is known as "Greek barbecue" in Brazil.
Pioneiro also plans to begin advertising the brand in Arab countries, and participate in industry fairs by setting up displays and brand recognition booths for Pioneiro and Al Mana. The company is also eyeing export growth to Japan and China and the latter demands halal products as well. The growing number of Muslims in China has led regional distributors to ask processors like Pioneiro for more halal-certified products.
Although the company does not share revenue details, it said that out of 220 tonnes of poultry produced per day, 10% of production is exported, with 2% accounted by the Arab market. Pioneiro expects exports to rise to 15% by year's end, with the Middle East accounting for 5% of export sales.
Pioneiro Alimentos is based in Joaquim Távora, Paraná state. The company has four processing plants, with 900 direct employees and 2,500 indirect employees.
