Cibi e Bevande
Bordon Revitalizes International Brand and Launches New Products for the Middle East
"We have consulted with clients in six Middle Eastern countries, which are our main export destinations, and they all mentioned that the brand's visuals were a strong point. We then took steps to modernize the logo and labeling, keeping the main elements consumers identify with while highlighting the brand's attributes, such as the higher protein content," explained .
Bordon has also started color-coding its products: the Corned Beef can with the purple border is the traditional product, while the silver border indicates low salt content and the blue border is for low fat content. The blue label cans have a purple, gold or orange border which identifies the type of protein (beef, chicken and turkey, respectively).
Bordon has also started exporting Luncheon Meat, known as Fiambre or "cutting meat" in Brazil , which is widely used abroad to make snacks and aperitifs. Bordon is also unveiling sausages, meatballs and new Corned Beef flavors for the Middle East . "With all these new options, we expect to triple our production volumes by 2021," added Amorem.
He also said that the process of creating the art and all the point-of-sale material with the new visual identity is being supported by an agency in Dubai , which has made a big contribution to understanding the best way of communicating with consumers on the Arabic market. In 2019, JBS will also have a Prepared Foods Sales manager at its commercial office in the city, who will be responsible for developing new product categories and sales channels in the Middle East .
Bordon's new products have gone into production in January 2019 and should reach shelves in a number of countries, including the Arab Emirates, Lebanon , Egypt , Jordan and Egypt , in February and March. Other international markets, such as Europe , Africa and Japan , already import Bordon products.