September 17, 2009

Big News for Brazilian Business

I've always believed that emerging markets, like Brazil, India or China, will need to build strong global brands and not only become commodity powerhouses.  So, I was very happy to hear yesterday's announcement that JBS-Friboi (Brazil's beef giant which acquired Smithfield Beef last year and Swift & Co. back in 2007) just acquired Texas-based Pilgrim's Pride and merged with Betin - another Brazilian meat company - to form the World's largest meat producer. Big news for Brazilian business.

From a purely marketing standpoint, the question is...
Will JBS-Friboi be able to build a company with global brands that resonate emotionally with consumers aroung the globe?

Brands managed by Brazilian companies, many of them amazingly successful locally, haven't been that successful becoming truly global.  I'm curious to see if JBS-Friboi will change the game...

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