Customers and Consumers
At JBS USA, we are committed to meeting the needs of our customers and consumers by providing them the necessary resources to make informed purchasing decisions regarding our products and innovating to meet their evolving expectations. We provide information about our product options, their nutritional content and the various production processes available, such as traditional, antibiotic-free, grass fed, organic and natural. To meet the expectations of our customers and the dynamic lifestyles of our consumers, we engage in continuous dialogue to ensure we provide innovative products that align with their values and meet their needs.
To enhance our ability to more effectively communicate about our diverse product offerings, we have assembled a variety of comprehensive, easy-to-use resources for our customers and consumers to learn more about our products. To help facilitate ease of use, we split customer and consumer resources into protein-specific, customer-focused and consumer-focused websites and communication channels.
At JBS USA, we primarily sell our products to customers who market our product through foodservice or retail channels directly to consumers. As such, the majority of our marketing information is focused toward these key customers.
Many of our business units have developed customer resource websites, which allow each customer to create a personalized account. Through these accounts, customers gain access to information on point-of-sale materials, packaging specifications, brands, premium programs, value-added products, food safety and quality and the way the animal was raised.
We also maintain brand-specific websites and social media channels where consumers can learn more about our products, our brands and livestock and poultry in general. Many of our consumers who are interested in our non-traditional products, such as antibiotic-free and organic, are active on social media and engage with us through these forums, as well as through our websites’ “contact us” forms to learn more about the brand and gain a better understanding of the production practices utilized.
We target our social media posts to geographically align with our current distribution so that consumers can easily learn more about the products they have access to. Through these channels, we provide recipes, basic cooking instructions and nutritional information. On our websites, consumers have the ability to search for recipes by cut or cook method. We also provide product allergen information and recommended food safety handling practices for meat and poultry products.
Our approach to innovation is driven by consumer insights, customer needs and market growth opportunities. Our sales, marketing and research and development teams work to provide solutions that enhance customer confidence, reduce costs, increase profits and improve quality. Our innovation teams around the globe share trends, innovative solutions and technology advancements to leverage our collective expertise and lead category growth.
JBS USA enjoys an extremely diverse product portfolio that is fully aligned with demand growth. We are a global leader in up-market niche products, as well as prepared foods and value-added products. JBS USA is the No. 1 provider of grass fed beef in the U.S. and Australia, the No. 1 provider of organic chicken in the U.S., the No. 1 provider of organic beef in the U.S., a leading provider of natural beef in the U.S. and Australia, a leading provider of wagyu beef in Australia, a leading provider of natural pork in the U.S., a leading provider of open pen pork in the U.S., a leading provider of no antibiotics ever chicken in the U.S., a leading provider of antibiotic-free beef and pork in the U.S., the No. 1 prepared foods provider in Australia and New Zealand and the No. 1 value-added and prepared poultry provider in the U.K. Our diversified portfolio of products allows JBS USA to provide an array of high-quality products tailored to meet the complex needs of customers and the discerning tastes of consumers.
The corporate marketing teams at JBS USA are responsible for developing customer and consumer information. In general, the marketing efforts are led by the Director of Marketing or Chief Marketing Officer for each business unit. The Director of Marketing or Chief Marketing Officer reports directly to the President of the business unit or the Vice President of Retail Sales, Pricing and Marketing.
Our innovation teams are cross-functional and include experts in marketing, product development and meat science.
It is important to provide our consumers with accurate information about how the livestock and poultry that enter our facilities are raised and processed. Many of our consumers do not have firsthand knowledge of what life on a ranch, farm or feedyard is like—for either the animals or the family farmers and ranchers who care for them.
Our commitment to transparency includes providing information on how the livestock and poultry we purchase are raised. As such, we provide answers to common questions consumers may have regarding trending topics such as the use of GMOs (genetically modified organisms), feed ingredients and antibiotic use. We are hopeful this sustainability report provides additional valuable insights to our consumers.
Finally, our approach to consumer engagement also includes addressing misinformation and providing consumer education. This is challenging, as meat and poultry product packaging has become crowded with marketing claims that are not well understood by consumers, including “free-from” claims, such as antibiotic-free and no added hormones, or production system-based claims, such as organic. At JBS USA, we believe that each production system has the opportunity to be sustainable and can always be improved to enhance its sustainability. We are proud to offer a suite of meat and poultry products that demonstrates our commitment to deliver a variety of products that meet the needs of our customers and consumers.
While some products follow specific standards and individual labeling requirements based on consumer preference, we strive to ensure that all production systems result in high-quality, sustainable protein options that can be enjoyed with friends and family. As an example, to provide further clarity on the diversity and differentiation within our sustainable product portfolio, we have compared the production attributes of two sustainable chicken and beef products we are proud to provide our customers and consumers.
|Cattle originate from a ranch and spend the first 7-13 months of life on grass|||||
|Individual animal origin is traceable back to the ranch and third-party verified|||||
|Cattle genetics: Bos Taurus, European Breeds|||||
|Cattle are transported to feedyard at 14 months of age|||||
|Cattle are housed in feedyard until 19-21 months of age|||||
|Sick cattle are treated and provided care||*|||
|Cattle housing, handling and health protocols are verified by a third-party animal welfare audit|||||
|Veterinary care is provided by a licensed veterinarian|||||
|Cattle diet contains corn oil instead of beef tallow|||||
|Cattle diet contains Menensin and Tylosin|||||
|Cattle are implanted with a hormone pellet in their ear at arrival to feedyard|||||
|Heifers are fed a hormone to suppress estrus|||||
|Cattle are fed a beta agonist the last 30 days before harvest|||||
|Cattle diets are formulated by a nutritionist with a Ph.D. in Ruminant Nutrition|||||
*Treated cattle are removed from the program.
In addition to our websites and social media platforms, consumer-specific phone lines and email accounts offer another venue for transparency. Through these communication channels, our teams monitor direct product feedback, interact with consumers to address questions or concerns, maintain a database to track trends and provide performance reports to team members. In 2018, the trending topics our teams addressed included animal handling, food safety, labeling claims, cooking instructions and where to purchase our products.