Seara reaches US$ 500 million in Middle East revenue

Seara, a brand controlled by JBS, has reached an annual revenue milestone of US$ 500 million in the Middle East and North Africa (MENA) region. The company’s success is attributed to a business model that integrates local processing, exports, and a product portfolio customized to regional consumer habits.

The brand operates three manufacturing units in the Middle East: two in Saudi Arabia and one in the United Arab Emirates. As part of a broader US$ 85 million investment plan by JBS in Saudi Arabia, the Jeddah plant has been operational since 2025. This facility is projected to double its capacity to 30,000 tons per year by the end of 2026, supplying markets including Kuwait, Oman, and the United Arab Emirates.

According to data from Ipsos, Seara’s brand recognition in the region rose from 22% in 2022 to 92% in 2025, with an 82% consumer approval rating regarding flavor. The company recently showcased its new visual identity and packaging for the Arab market at the Saudi Food Show in Jeddah.