Seara’s Global Vision: Unveiling the Halal Market Journey with its Export Director

Seara is not just a name; it’s an emblem of Brazil’s rich agricultural heritage. From the pulsating heart of this vibrant nation, Seara has consistently championed the fusion of tradition with innovation. As a leader in the food sector, it has woven the essence of Brazilian flavors into a tapestry of products that have found their way to global dinner tables.

Today, we’re privileged to dive deeper into the success story of this culinary titan, straight from the heart of its operations. We sat down with an integral figure behind this global reach, Mr. Marcelo Siegmann, the Export Director from Seara. Through this enlightening conversation, we journey into the intricacies of international trade, the challenges of exporting Brazilian gusto, and the passion that drives the company forward.

Join us, as we unveil the layers behind Seara’s global success and the visionaries steering its course.

1. Could you please let us know a bit about yourself and how you got started with Seara, one of the largest halal products companies globally?

   I started my career at Seara 10 years ago, as director of the Europe and Eurasia divisions, and, since 2020, I have served as Director of Exports. Altogether, I have more than 20 years of experience in exporting Halal poultry outside Brazil, with experience in several countries, such as the United Arab Emirates, Holland and South Africa.

2. Can you tell us about the history of Sears and its growth into a global company over the decades?

Seara was founded in 1956, in the city of Seara, in Santa Catarina, in the south of Brazil and, after going through the management of some companies, it was acquired by JBS in 2013, with the strategy of adding value and building the Company’s brands. In recent years, Seara has become Brazil’s largest chicken exporter. In addition, JBS is currently the largest chicken producer in the world, with operations in North America, Europe and Brazil.

In 2012, before the acquisition of JBS, Seara earned BRL 15 billion, with a presence also in the area of ​​processed foods, such as pizzas and lasagnas, in addition to the sale of fresh poultry. Ten years later, that number practically tripled, reaching R$ 43 billion. For JBS, the acquisition of Seara meant strengthening, mainly, local poultry production.

As a result, Seara currently has 60 production units and almost 90,000 employees, exporting to 140 nations, in many of which it is a leader.

3. What sets Seara apart from other companies in the Halal food industry in Brazil and around the world?
   Seara produces Halal products in all its poultry plants that export products. Working with different brands and requirements from different markets, our pillars of action at Seara are quality, innovation, technology, and sustainability. The focus of operations is the management of strong brands, with high added value, and the development of a mix of products.
   No wonder, currently Seara is in the position of the largest Brazilian exporter of chickens. We export 150,000 tons a month to more than 130 countries, such as Saudi Arabia, Japan, Europe, USA, England and the Philippines. It is also worth noting that our products are on the shelves of supermarket chains in several countries, such as Singapore, Japan, Chile, Ghana, Mauritius, Kosovo, as well as the Middle East.

   In Brazil, Seara has more than 200,000 customers and our products are present in 90% of Brazilian homes. According to a survey by Kantar, in 2022, 88.7% of our consumers will already demonstrate an intention to repurchase Seara products. For this reason, we continually invest in innovation and technology to serve consumers with excellence.

4. How does Sears ensure the quality, safety, and Halalness of its products?

   The Halal market grows significantly each year and is among the three largest export destinations in Brazil. Therefore, for us, the halal product is a synonym for quality, a guarantee of origin, and food safety. In this way, we dedicate and invest a lot to ensure that our products meet and lead the demands and trends of our consumers.

   As a food company, healthiness is one of the priorities of Seara, which aims to offer products whose quality provides flavor and moments of great satisfaction. It is worth pointing out that Seara has a complete portfolio of foods to meet all the needs and desires of its consumers, and these products excel in quality from the beginning.

   In the last year, Seara units throughout Brazil won international certifications for good animal health and safety practices. In 2022, 15 plants received certification issued by QIMA/WQS, and the brand’s quality area has been working on animal welfare management with teams from the other 23 units for the same purpose.

   The company QIMA/WQS has protocols recognized by the GFSI (Global Food Safety Initiative) and approved by government entities in more than 85 countries, such as the United States and Canada, for example. The certification indicates proper management of the animals. The auditors are trained by the Professional Animal Auditor Certification (PAACO), an internationally recognized organization in animal welfare, which encourages humane handling.

5. Can you share some of the challenges Seara has faced in expanding globally and how the company overcame them?

There will always be challenges in the business world, however, to be able to overcome them, it is necessary to understand that to be a global company, it is essential to act as a complement to local production. Global production cannot clash with local production. With this, friendly relationships are created, which will undoubtedly yield good results for the Company, as well as for consumers.

6. Which is the largest market for your Halal products?
   Currently, the largest market for Halal products is Saudi Arabia, followed by the United Arab Emirates, Qatar and Egypt. It is worth highlighting that Seara operates in all these regions, exporting to these countries, in addition to China, Europe, and Japan, among others.

7. 
   It is important to note that Muslims in European countries, for example, currently have ample confidence in Halal products coming from Brazil. This is the result of the transparent way in which we operate and the quality of our products, factors that have helped us to gain the trust and credibility of consumers around the world.
   
   Can you tell us about any new Halal products or initiatives that Seara is currently working on?
   Seara constantly invests in a series of innovative products, to improve its line of services. It is important to point out that all the company’s plants produce Halal items, to serve all audiences, without distinction. All products are carefully designed to bring practicality, confidence, and innovation to consumer’s tables, always with the flavor and quality capable of surprising our customers.

   It is also important to mention that because we have a strong commercial presence in the Middle East, through our exports, we decided to strengthen our position with a robust local operation in the region. Therefore, in 2022, we acquired a factory in Saudi Arabia and one in the United Arab Emirates, to expand our participation in this market.

8. How has the global pandemic affected Seara’s operations and what measures have you taken to adapt?
   Fortunately, our productions were not affected during the Covid-19 pandemic. To ensure the health of our employees, during the pandemic, we took every precaution to keep people safe, with the use of masks and constant hygiene of the work environments, in addition to the use of individual protection equipment (EPIs).
   
   Where can potential Muslim consumers find your Halal products and what strategies do you use to reach out to them?
   Our products are exported to more than 137 countries and, through partnerships with distributors and retailers, our items are available to the general public on supermarket shelves or food service chains. We also invest in marketing strategies, to increase the visibility of our halal products, in addition to active participation in fairs and international events in the food sector.
   
   What type of companies could be your potential business partners in terms of Halal products?
   All types of retailers, food service chains, and processors can become our partners, as it is not a specific rule to be part of the Halal market. With that, there is ample possibility for these companies to join us to distribute Halal products to consumers.
   
   Would you like to give any message to Halal consumers and your potential business partners?
   Seara has a great commitment to the Halal Market and acts with care and respect in religious matters within its plants. This is a market that is continuously expanding and we see a lot of potential. Brazil is recognized for being the largest exporter of Halal protein in the world, and the growth of this market presents great potential for the country as an exporter.