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BRF Pet bets on the natural Super Premium Category

3+ MIN

26/06/2023

BRF Pet bets on the natural Super Premium Category

The plant located in Ivoti, Rio Grande Sul, concentrates the production of the brand's feed, which bets on the natural super premium concept. In addition to it, other of the 20 lines in the portfolio are also manufactured on site. The flag's differential, which is the use of fresh ingredients, is present in the choice of suppliers, in the transport of the finished product. This differential strictly follows a market trend. Multispecies families boost natural market Previously seen as a trend for the future, natural pet food has already become a current demand. In the North American market, for example, 37% of pet parents already opt for natural feed. In addition, the humanization of pets has interfered, including the choice of ingredients for th eproduction of pet food BRF Pet in numbers Biofresh's journey begins before the arrival of BRF Pet. The brand belonged to HercoSul, which was acquired by the native food company in 2021. Another step in the expansion was the purchase, at the same time, of Mogiana, which is part of the current portfolio. As a whole, the conglomerate counts with 1,300 employees, 48 of whom have been working with the company for two decades or more, and 30% of the total staff are women. With regard to production structures, the company hcounts with five industrial plants, four in Brazil and one in Paraguay. There is even potential for expansion. 'This is a consequence of market demand. We occupy the leadership in the segment. but we are always looking for opportunities to continue growing', says Denis Nakashima, head of marketing at BRF Pet . If there is a desire to lead the feed segment in the future, in an extract from it, this objective has already been achieved. With its brands in the super premium natural segment, Biofresh and Guabi Natural, BRF is already at the top of the market. Among the two dozen brands produced, there are some that are exclusive to the foreign market. The company exports to more than 20 countries, including markets such as Russia, Nigeria and Oman. But the Latin American market is the main target, where it operates in 11 countries. Biofresh serves 3,600 pets. In the second half of 2022, the brand showed an increase in real revenue of 26%, compared to the same period of 2021. With the aim of being closer to each of these pets, BRF Pet has its own fleet of 44 vehicles and the help of more than 60 distributors. On the factory Once at the manufacturing plant, the products don't even leave the truck before being tested by the company's laboratory. Based on the analyses, which can take hours depending on the content and quantity purchased, the company establishes its first barrier.
Sometimes, entire loads are even returned. 'We already signed return notes that indicated that the cargo would be destined for human consumption', reports Irina Munaro, technology and innovation consultant and responsible for the plant, highlighting the rigor imposed on the analyses. The machines are present throughout the entire production process – from the grinding of meat to the packaging. Fresh ingredients stay refrigerated until minutes before use. When filling, a technology used by BRF Pet to ensure greater durability for the products is the injection of nitrogen gas. This gas is responsible for reducing the action of oxygen, which prevents the pet food's oxidation process of pet food. Duly packaged and ready for being distributed, before the product enters the truck and hits the road, there is still one last step left. The conditions of the vehicle are studied and also the possible presence of pests, which would make transportation unfeasible. Currently, BRF Pet is already experiencing a moment of modernization of its fleet, having recently started its first route served by electric vehicles. The next innovation in the radar concerns partner distributors: it´s a test that will make it possible to recognize that other loads were loaded in that compartment and, with this information, avoiding any risk of cross contamination. By Panorama PetVet

Interviews

7+ MIN

21/06/2022

The Interview - Vladmir Maganhoto

Dear Vladmir, it is a great honor for us to be able to interview you. As part of BRF, a company with more than 85 years of history and a great team of more than 90 thousand employees, could you give us a brief personal and company introduction? BRF is present in more than 117 countries. Its purpose is to offer quality food, increasingly tasty and practical, for people and their pets around the world, through the sustainable management of a long and complex living chain, which provides a better life for everyone, from farm to table. Owner of iconic brands such as Sadia, Perdigão, Qualy, Biofresh, Balance and GranPlus, the Company bases its actions on the fundamental commitments of safety, quality and integrity. The company bases its strategy on a long-term vision and aims to generate value for its more than 100,000 employees around the world, more than 350,000 customers and approximately 10,000 integrated producers in Brazil, all its shareholders and for society. The phrase "Better life" is the purpose that guides the company, we would like you to tell us what that precious motto means to you? Our purpose is to offer quality food, increasingly tasty and practical, for people all over the world. We do this through the sustainable management of a long and complex living chain that provides a better life for everyone, from farm to fork. Our story began 87 years ago. Since then much has changed in the world and we have also been changing to continue evolving and writing our history. We are part of a large ecosystem and we know that our role in the world only makes sense if we contribute to a better life for those who are also part of it. Regarding the market growth in your country, Brazil, how much do you think the demand for Pet Food ingredients will continue to grow? How do you think the Pet Food market will look like in a few years? The pet market has enormous growth potential. We estimate a double-digit increase per year, reaching retail sales of more than R$ 40 billion. Our expansion into Pet Food is one of the main growth paths of the Company's strategic plan, Vision 2030, to triple its size by 2030. Specifically in this segment, we are the 3rd largest player and we´re working to be one of the two big players by 2025. Adding the acquisitions of Mogiana Alimentos and Grupo Hercosul, BRF Pet reaches approximately 10% market share, according to data provided by ABINPET – Brazilian Association of the Pet Products Industry. BRF Ingredients states that "a better future will demand quality food", and in line with that belief there is a phenomenon of "humanization of pets"… what feeding trends do you think will prevail for our four-legged friends? What are the trends that could last over time? As mentioned in the question itself, there is indeed a greater connection between owners and their pets, and this close interaction between them is absolutely genuine. Through our brands, we are investing heavily in products with high nutritional value, which benefit the health and longevity of dogs and cats. A good example of a trend in the Pet Food segment is natural products. According to Mintel's 2021 report 'A year of innovation in pet food and products', Pet Parents are increasingly looking for more natural food options for their animals. In addition, according to the survey, the owners showed a preference for foods that contain safety and functional benefits for the animals. The survey also reflects consumer concerns about transparency regarding food ingredients used in production. In our portfolio, for example, we have the Guabi Natural and Biofresh brands, two benchmarks in the natural pet food market. The recipes are developed by experts in animal nutrition and add the most nutritious ingredients to each ingredient, without GMOs, artificial colors or flavors. In addition, BRF Pet has a robust portfolio of brands for a wide universe of owners and pets that includes the Balance, Faro and Herói brands, which are aimed at the supermarket channel, while Three Dogs, Three Cats, Primocão, Primogato, Apolo and Átila, Guabi Natural (market leader in the Super Premium Natural segment), GranPlus (deputy leader in the High Premium segment), are aimed at the largest sales channel in Brazil: specialized pet stores (pet shops and veterinary clinics). With this robust portfolio, we can offer quality, reliability and adequate nutrition for different profiles of Parents and their pets, in different sales channels in Brazil and in the world. As Director of BRF, could you tell us if you are developing any new products for the Pet Food industry? After completing the integration of operations with Hercosul and Mogiana Alimentos, earlier this year, we are now focused on expanding our Pet business. For the second half of the year we will work on the execution of our growth plans, such as: launching new natural products for dogs and cats; increase in production capacity; logistics optimization and factory automation. We are committed to our innovation plan and to meeting the needs of our customers and the market. With this move we will have a complete portfolio of brands and products, mainly in the premium and super premium segments, reinforcing our operations in the specialized channel. In addition, we will use all of BRF's robust platform to obtain relevant competitive advantages, such as obtaining grains at more competitive prices. We are committed to becoming one of the leaders in pet food in the country. Our Vision 2030 project is underway and we are focused on bringing the best products to this market, which has enormous growth potential. We are excited to take the next steps and consolidate our position as one of the main market players in Brazil and worldwide. BRF is also a company committed to the environment, could you tell us what actions you take to promote and develop sustainable management? Sustainability is in the BRF Culture, in our 2030 Vision, in the business strategy and in the day-to-day management of our activities. For BRF, sustainability is a journey that has not yet begun. We are committed to continuing and inspiring each person to be an agent of change. Our ambitions reflect the awareness of our responsibility. We know that it is always possible to do more to provide a better life for people and the planet, in line with our Purpose, and to increase our transparency and reinforce our ambitions, we have established global and transversal Commitments with ESG (Environment, Social and Governance). , connected with the Company's Growth Vision. We are ready for a sustainable growth journey, thanks to the consistency of our management, strategy and competitive advantages (brands, people, digital transformation and operational excellence in the integrated chain). We work on several fronts to improve our performance, including projects to reduce water in equipment, infrastructure modernization and application of the Lean philosophy (lean production) in factories, valuing waste control without prejudice to the sanitary field. Through actions such as the reuse of water (avoiding new extractions from the environment), the prioritization of surface catchment (with greater renewability of the resource), the treatment of wastewater for its release and the return of about 95% of the water captured from the environment. In addition, we also invest in green projects. The issuance of green bonds allowed the Company to increase its investment capacity in green projects, focusing on categories such as energy efficiency, renewable energies, sustainable forests, reduction of greenhouse gas emissions, water management, packaging, reduction of the use of raw material or waste management. On the wake of pandemic, we have seen a growth in online sales. How did the company manage to adapt to this marketing trend? Does BRF consider it favorable, and do you think incorporating it in the future? The evolution of the e-commerce in the pet segment is a movement that has intensified in recent years, mainly with the acceleration of digital use since the start of the pandemic, but also with the entry of large players in the country on large platforms. usability, relevant investments and offering differentiated services. BRF Pet has been supporting these partner customers and investing to grow together and even exceed expectations in the pet food category. This is a favorable trend for Pet Parents, mainly due to the convenience and practicality generated by access to services such as delivery, pick-up and through subscription programs. It is also favorable for the industry, which ensures that its products are available and accessible with a click of the owner. As we were commenting before, and also as a significant change since confinement, as well as the demands of pet parents when it comes to feeding them. How do you think this benefited the Industry? Do you believe that companies are ready for this requirement? Pet Parents are increasingly demanding, they seek information and knowledge to choose the best food for their pets. As with human nutrition, they began to understand that good nutrition promotes a longer and healthier life, as well as helping to prevent diseases and improve the quality of life of dogs and cats. This trend, added to the great level of humanization existing in the relationship between owners and pets in Brazil, favors our industry, and in particular BRF, which has the same purpose of providing a high nutritional level and quality of life to pets. In addition, we have a solid portfolio of innovations, which seeks the best in technologies and ingredients, combined with extensive technical experience in animal nutrition to provide increasingly innovative foods with high nutritional value to meet the entire dog feeding process. and cats, including dry food and wet food and treats. Source: All Pet Food

Formulation

10+ MIN

13/08/2021

Animal Flours: Alternatives to Enhance formulations for Dogs and Cats Foods

Between 2013 and 2018, there was an increase of almost 7 million domestic animals in Brazil, according to IBGE and the Instituto Pet Brasil. This report also revealed the preference of families for dogs, there are more than 54 million in all regions of the country. However, the number of cats was the one that grew the most in the period studied, there were more than 23 million pets in 2018. The significant growth of the domestic animal population in Brazil supports the growth of the PET product market, which, in 2018 alone, moved more than 34,000 billion Brazilian reais. More than R $ 15 billion was spent on food alone! The opportunity for pet food producers to win a share of this market is very clear. But just as important as selling is offering products that ensure the quality of pet food from consumers willing to show their love by spending more and more on animals. To develop and deliver adequate rations for the health and well-being of PET, all the care is little. Producers must know the nutritional needs of each species and choose the best ingredients so that their products are a balanced diet option for animals, since there are several composition options such as beef, chicken, pork, fish, cereals, vegetables, vitamins and minerals. Next, we are going to read more about the nutrition of dogs and cats and how their nutrient demands must be considered for the correct formulation of the rations. The nutritional needs of dogs Like all pets, dogs need a balanced diet to lead healthier lives. Here are the essential components of the diet of these pets. Proteins: have the function of building muscle tissue, transporting substances and communication between organs, and strengthening the immune system. They can be of plant or animal origin, the latter of high biological value. While they are puppies, dogs need to grow. In their later years, when they tend to lose muscle mass, they need to make up for this loss. Therefore, in these phases, the diet must be rich in protein to respond to these needs of the animal. Still, according to the guide "Your dog's nutritional needs" produced by the National Research Council (NRC), puppies up to 5 kg should consume about 56 g of protein each day. For adult dogs, with a body mass of about 15 kg, the recommendation is that they consume 25 g of protein. For elderly dogs, the NRC indicates a formulation with higher protein content, around 75g of protein per 1000 kcal. Fats: responsible for maintaining healthy skin and coat, helping brain and vision development, and playing an important role in the structural function of cells. Puppies fed low-fat diets develop thick, dry fur and skin and are more vulnerable to infection. The NRC guidance also reveals that dogs with a body mass of up to 15kg should consume 14g of fat daily. In the case of older dogs, whose metabolisms are less efficient, lower calorie diets and lower fat content are essential to prevent obesity, a recurring problem in this age group of the animal. Animal oils such as poultry oils and pork fat - which use fresh raw material - are great sources of lipids for canine formulations. Being of animal origin, they have a high digestibility and palatability, in addition to guaranteeing essential fatty acids for the development of the pet. Carbohydrates: they are the main source of energy in dog food. This rule applies to all stages of development of the animal. In terms of energy, the NRC guide says that puppies with body mass up to 5 kg need 990 kcal / day. Active adult dogs with a body mass of approximately 20 kg need 1353 kcal / day and active elderly dogs with a body mass of 20 kg need 1093 kcal / day. Fibers: guarantee a good functioning of the intestine. In special cases, abundant fibers should be part of the diet, as is the case in dogs with constipation problems. In general, the NRC reports that the daily diet of an adult dog can contain up to 50% carbohydrates of the total mass of the food, including between 2.5 and 4.5% fiber. A minimum of about 5.5% of the diet should come from fat and 10% from protein. Vitamins: they are related to the health of vision, skin, antioxidant activity, clotting factors, among others. According to the guide, some vitamins are necessary in the diet of dogs, such as vitamins A (379 µg), D (3.4 µg), E (8 mg) and thiamine (0.56 mg). Vitamin A is directly related to the prevention of diseases in the vision and respiratory diseases and with an increased susceptibility to infections. Dogs fed diets lacking in vitamin E show signs of skeletal muscle deterioration, reproductive failure, and retinal degeneration. Thiamine deficiency can lead to brain damage and other neurological abnormalities. In addition, vitamin K is responsible for blood clotting, and the B-complex vitamins are involved in the activation of ions and the synthesis of neural tissue. Minerals: participate in metabolic reactions, nerve impulses, muscle contraction and promote healthy bones and teeth. According to the NRC, calcium (1.0 g) and phosphorus (0.75 g) are essential for strong bones and teeth. The guide describes that dogs need magnesium (150 mg), potassium (1.0 g) and sodium (200 mg) for the transmission of nerve impulses, muscle contraction and cell signaling. In addition, the NRC notes that many minerals that are present in only small amounts in the body, including selenium (90 µg) and copper (1.5 mg), act as auxiliaries in a wide variety of enzymatic reactions. A calcium deficiency in the diet can result in severe bone loss, skeletal abnormalities, and pathological fractures. Excess mineral, on the other hand, can also cause skeletal abnormalities, especially in large puppies. Cats Cats are carnivorous animals, so most of the nutrients they need are of animal origin. Below we highlight the composition of the ideal diet for domestic cats. Proteins: provide essential amino acids for various vital functions, such as the synthesis of antibodies, enzymes (which regulate numerous metabolic functions), hormones, tissues, as well as providing a source of energy and promoting an appropriate pH balance for the body of these animals. Protein raw materials of animal origin are more digestible for cats, such as poultry, cattle, pork, fish and eggs. These sources have high-quality complete proteins, capable of supplying all the essential amino acids. Taurine, for example, is an essential amino acid for cats, the minimum daily requirement is between 35 and 56 mg for an adult cat. This amino acid helps prevent eye and heart disease. According to the 'Your Cat's Nutritional Needs' guide prepared by the National Research Council (NRC), 10g of protein / day is recommended for kittens with approximately 800g of body mass. For adult cats with a body mass of around 4 kg, 12.5 g / day of protein is recommended. Fat: it is involved in cell integrity since it is an essential part of plasma membranes. In addition to participating in metabolic regulation, they add shine to the animal's coat. In addition, fats improve the taste and texture of food, making it tastier and more attractive. Among the unsaturated fatty acids, some polyunsaturated are characterized by being essential for the health of cats, such as those of the omega 3 family. According to the guide, 4 g / day of total fat is recommended in the diet of kittens with a body mass of about 800 g. For adult cats with a body mass of about 4 kg, 5.5 g / day of total fat is recommended. Carbohydrates: they are the main source of energy in dog food. Apparently, they are not essential in the diet. When there is adequate protein and fat content in their diet, they provide glycerol and glycogen amino acids for the animal to obtain the necessary energy. This is one of the reasons that cats are classified as true carnivores. Minerals: are involved in almost all physiological reactions in cats. They act in the formation of enzymes, the pH balance, the absorption of nutrients, the transport of oxygen, among other functions. Vitamins: participate in metabolic regulation and normal growth of animals. Some of them also have other functions, such as the prevention of night blindness (vitamin A) and antioxidants (vitamin E). The daily recommendation of the NRC guide, mainly includes vitamins A (63 µg), D (0.4 µg), E (2.5 mg), K (82 µg), B1 (0.33 mg), riboflavin ( 0.27 mg), B6 (0.16 mg), B12 (1.4 µg), among others. Animal Flours to enrich pet food As we have seen before, an important part of the feed for dogs and cats is of animal origin, hence the importance of choosing the raw material well to produce a quality food. That is, industrialized from ingredients that, in fact, satisfy the specific needs of nutrients to supply the different physiological states of pets. An important aspect for making decisions about ingredients is the identification of the nature of the inputs used and their relative digestibility and bioavailability. In the same way, we must take into account contamination by microorganisms such as Salmonella ssp and metabolites produced by fungi such as mycotoxins, which are very harmful. For all these reasons, raw materials of animal origin are the most suitable to enrich the formulation of feed, due to their high content of digestible proteins, the balanced presence of essential amino acids and the absence of anti-nutritional factors. Next, we will present some of these raw materials, animal meals that are recommended to compose high quality food for dogs and cats. Flour from bird viscera Meal from poultry viscera is produced by cooking, pressing and grinding the viscera, offal, cartilage and pieces of meat. According to a study by Greg Aldrich, published in Petfood Industry, meals made from chicken entrails and those produced exclusively with chicken meat have the same nutritional value for dogs and cats. In other research, published on Engormix, Dr. Greg found that meat meal and chicken offal are highly digestible by cats and dogs, contain the necessary essential amino acids, and have no anti-nutritional factors. In the same analysis it was concluded that flours, especially for cats, should contain less than 14% and 11.5% ash, for meat and chicken offal respectively. He also warned that they are susceptible to oxidation. Therefore, it is important to take into account the levels of peroxide and acidity when composing the food. Rather than feeding pets, Greg Aldrich states that poultry fat is well accepted by pets as its taste is preferable to other sources of fat. Developed with an eye on all these aspects, Bird Viscera Flour (Low Ash) is, therefore, a great alternative for the composition of food for dogs and cats. After all, in addition to its high palatability and digestibility, it contains a lower ash content and a higher crude protein content (73%), essential for the growth of pets. Chicharrón meal Another animal meal that stands out as an alternative for its application in dog food is Chicharrón meal. This ingredient is produced through the cooking, pressing and grinding the skin and the pork mask in natura and chicharrones. Chicharrón meal is produced with fresh and high quality raw materials, which are not considered by-products of the pig supply. It is also a rich source of protein, at least 80%, and essential amino acids. It is worth mentioning that this flour has a high palatability and digestibility, with a great consistency, little mineral matter and is naturally pleasant and attractive to the taste of animals. Thus, Chicharrón meal is also a good alternative for the composition of dog and cat food. Feather Flour Feather meal is another ingredient that can be used in the industrialization of food for dogs and cats. A great advantage of this ingredient is the high concentration of protein, at least 80%. Precisely for this reason, it is used in pet food, increasing the protein content. The flour is developed so that it does not present antinutritional factors, reducing the chances of an allergic reaction in the animal, which is proven by an article by Anton Beynen, published in All About Feed. Beynen revealed that dry foods with 14% feather meal in their composition are well accepted by dogs. To take advantage of all the nutritional qualities of Feather Meal in the manufacture of feed, it is important to remember the importance of choosing reliable suppliers that maintain quality processes, using clean and fresh feathers obtained in the poultry supply production chain and with low mineral content. Feather meal and blood Feather and blood meal can also be used in feed for dogs and cats, because in addition to presenting all the advantages of feather meal, blood improves palatability, increases the balance of amino acids and, according to a study published in the Revista Brasileira de Zootecnia makes them reach satiety more quickly. Blood also enriches the formulation of pet food, because proteins such as plasma and hemoglobin are very important to improve the regulatory functions of metabolism, such as absorption, transport and synthesis of nutrients. Feather and Blood Flour is an interesting alternative from a nutritional point of view and, like the others, it must be purchased from a reputable supplier so as not to compromise the health and quality of life of pets. Conclution There is no doubt that the health and well-being of dogs and cats comes first when the consumer chooses the food. Therefore, the manufacturer cannot hesitate to choose the most nutritious ingredients to produce a feed that truly meets the needs of the animals. To do this, knowing each of these flours and finding trusted suppliers is a very important step in the development of suitable feed. Since only by choosing quality inputs, the producer will be guaranteed the delivery of feed containing highly digestible and palatable nutrients, which ensure growth, healthy development and quality of life of the animals. Source: BRF Ingredients

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BRF Pet bets on the natural Super Premium Category

The Interview - Vladmir Maganhoto

Animal Flours: Alternatives to Enhance formulations for Dogs and Cats Foods

Maria Clara Francisconi Alano

Maria Clara Francisconi Alano