To guide innovation and ensure our portfolio aligns with and anticipates global trends, JBS USA closely listens to what consumers have to say. In addition to market surveys, the Company has a variety of communication resources, particularly digital, that enable us to engage consumers, as well as customers and other stakeholders. To simplify these conversations, we organize customer and consumer resources into protein-specific, customer-focused and consumer-focused websites and communication channels. In addition to websites and profiles on social media, the Company provides Customer Service hotlines and an e-mail contact. See more in Chapter 1/Innovation..
Many business units have developed websites with resources geared toward customers, allowing them to create personalized accounts. Through these websites, they can access information about point of sale materials, packaging specifications, brands, premium programs, value-added products, food safety, quality and animal welfare.
There are also brand-specific sites and social media channels through which consumers can learn more about the Company’s products, brands and value chain. Those interested, can interact with the Company’s profiles, while also using the “contact us” forms on websites to learn more about the brand and gain a better understanding of the food product they are interested in.
In 2019, JBS in Australia continued to grow its marketing strategy, embracing the power of digital communication channels to expand opportunities to engage with customers and consumers around the world. Most of the beef brands now have their own individual websites, that connects and is attached to the Company’s main marketing initiative: aussiebeef.com.au, a website regularly publishing relevant and updated content on beef products, along with tips on cooking and serving them. In addition to the website, aussiebeef.com.au has a strong social media presence, including on Facebook, Instagram and WeChat.
Primo Foods uses all of the main tools of communication, whether traditional, digital, person-to-person, e-mail, website searches, telephone (i.e. customer service) or social media platforms, including private and public messages. Depending on the query, responses are provided to different teams, such as sales, marketing, quality and customer service. There were 15% fewer consumer complaints at Primo Foods in 2019.