The year also marked the launch of Seara’s first promotion in five years, called Home with Seara, aimed at retailers and consumers. Another innovation, Seara Top Grade Butcher Channel, was implemented at over 250 stores at the end of its first year at Seara.
These achievements are reflected in the brand’s value, which saw higher regular consumption (72%), preference (up three-fold since 2015), share of shelf, home penetration (77%), repurchase rate (74%) and recall: Seara is now the second ranked Top of Mind brand in its sector. In relation to quality, customer complaints were down by 20%, on Brazilian and foreign markets.
On the foreign market, the success of the DaGranja range (100% natural) in the Middle East has opened the doors for exports, which are now also focused on organic, gourmet and the Incredible Seara range.
Partnerships with companies that are already locally consolidated have helped Seara to gain penetration in these markets. One example is an alliance with Carrefour to expand the Company’s online offerings to the United Arab Emirates (UAE). Seara products are now also available at the online Carrefour store, where consumers can conveniently purchase a wide range of products that include whole chickens and chicken parts, in addition to prepared items, with just the click of a button.
On the Brazilian market, Seara purchased a plant in Seberi (RS) in order to boost its pork processing capacity. Another business acquired was the Frigorífico Marba (SP). as part of the Company’s strategy to expand into products with higher added value and established brands on the market. Also worth noting is expanded production of Nhô Bento free-range chickens, a higher number of farms using environmental enrichment (techniques that raise animal comfort in an environment) and start-up on organic chicken production at Nova Veneza (SC).
In the area of research and development, Seara is committed to investing 1% to 2% of its annual revenue. Projects developed by the Company allow for advancements in animal welfare and sustainability, while traceability projects are preparing to use blockchain technology.
In another line of action, the Super Agro project is bringing technology to the rural sector, providing updates to aviaries and to farms raising hogs and automation to improve performance and quality of life for integrated producers, in addition to recognizing good practices.