A Brazilian food processing company, Seara specialises in the distribution of meat products to a global market. UK General Manager Alexandre Mattos discussed the company’s recent expansion and product innovations, in conversation with Antonia Cole.
Innovation and continuous improvement have propelled Seara’s success, UK General Manager Alexandre Mattos said: “From expanding our range in the ‘90s with value-added products to our latest convenience launches and new factory, we invest in new and exciting food options that cater to evolving consumer preferences.
“These strategic efforts reflect our ongoing dedication to maintaining and enhancing our market position. Diversifying our product range was crucial as it laid the groundwork for our entry into international markets, initiating our transition into becoming a global player.”
Founded in 1956 in Santa Catarina, Brazil, Seara has grown over the years through various acquisitions and new products. This has accelerated production capacity and global reach, allowing the company to compete on a greater scale.
Seara supplies multichannel products and services across the retail, food ser vice, food manufacturing, wholesale and distribution sectors. With more than 60 production plants, 60,000 employees and nine offices, the company exports to more than 150 countries across the globe.
“Our ability to adapt to market demands and invest in future growth has been key to our success,” added Mr Mattos. “By
staying attuned to consumer needs and industry trends, whilst maintaining a commitment to quality and sustainability, we have been able to ensure enduring success in the global food industry.”
Leading trends
Seara is the first Brazilian company to export chicken to Europe for over 40 years. The company’s export operations are a major success factor, with high-quality products such as chicken chunks, dippers and the new Karaage line being popular in the UK.
Karaage is a Japanese-style fried chicken that is popular in UK pubs and bars. The launch highlights Seara’s dedication to innovation and ability to cater to specific market needs, offering culturally relevant food options.
Regional Manager Manager of UK and ROI
“Our commitment to quality, a versatile product range, innovation and sustainability guarantee exceptional value for our partners and consumers worldwide,” explained Mr Mattos. “Superior taste and texture, alongside easy preparation, mean that our food meets various serving needs. We ensure our products adhere to stringent European standards, reinforcing our leading position within the market.”
The company follows the evolving trends of the marketplace by identifying and catering to the needs of consumers. For example, as people have returned to work after the pandemic, the demand for frozen and chilled foods has grown. Seara’s products are easy to prepare and can be used in a variety of dishes, offering a healthy and convenient option for busy consumers.
With a skilled and experienced team, as well as being members of the British Frozen Food Federation (BFFF), the British Sandwich Association and Carbon Neutral Britain, Seara is able to connect with customers and listen to their needs in order to propose the most effective solutions.
“We have been members of the BFFF for a long time and are proud to be part of such a dynamic community,” continued Mr Mattos. “The BFFF Awards not only recognise market achievements, but also provide us the opportunity to showcase our latest products to a wider audience.
“A prime venue for networking, the event allows us to identify the latest trends and innovations, driving forward growth. The collaborative environment encourages meaningful discussions with potential partners, suppliers and customers. Last November marked the 75th anniversary of BFFF, adding prestige and making our participation even more rewarding and memorable.”
Operating responsibly
In Rolândia, Southern Brazil, Seara has recently opened a state-of-the-art factory. The new facility features the latest technology in order to optimise production, enhance quality control and ensure high food safety standards. Additionally, the company has opened new feed factories, capable of producing over one million tonnes of animal feed a year, as well as improving quality and efficiency.
The factory has efficient waste management systems, water recycling processes and energy-saving measures in order to support Seara’s sustainability goals.
Environmental responsibility is at the core of the company’s operations, which is why it developed a Global Sustainability Strategy in 2023.
This initiative addresses environmental management, product integrity, employee health and safety, and animal welfare.
SuperAgro is a training programme for Seara’s farmers that provides the tools and knowledge for sustainable farming.
More than 1,000 people have been trained in the company’s range of programmes to enhance skills and uphold quality standards. Seara also launched its first edition of the Women’s SuperAgro Programme in 2023.
“As well as supporting our supply chain, we encourage the use of solar energy among integrated producers,” commented Mr Mattos. “By December 2023, 55 per
cent of integrated producers’ farms had adopted solar energy in facilities. The rate is even higher for poultry-producing farms, reaching 60 per cent.”
Additionally, Seara encourages the use of biodigesters for hog breeders, which can reduce energy bills by 60%.
In 2023, Seara invested in a post treatment effluent system with an advanced combination of reverse osmosis and ultrafiltration to convert wastewater into usable water. Implemented in three operational units, the project resulted in the production of over 155,000m3 of water.
“We also prioritise animal welfare across all operations by implementing regular audits and certifications,” continued Mr Mattos. “100 per cent of broiler chicken, hog and turkey units are evaluated and certified by
PAACO auditors. In 2023, 14 units renewed their certifications. This ensures that our practices align with market and customer expectations regarding animal health and welfare.”
Strengthening relationships
From the care of stock to final processing stages, Seara oversees its entire supply chain, creating full traceability. With certified suppliers and long-standing partnerships with dedicated farmers, the company is able to guarantee high standards of freshness and quality.
Seara’s vision for the future is clear: provide sustainable and high-quality food to the world. The company is devoted to making every bite reflect its commitment to excellence. Additionally, Seara’s focus
on strengthening relationships with suppliers ensures a responsible and transparent supply chain. The company fosters a supporting and rewarding environment for all employees, facilitating personal growth and development throughout Seara.
“We actively support industry events including the British Curry Awards, the IFE trade fair, Distributors Roadshows and the Anuga trade fair,” said Mr Mattos. “We play an active role in celebrating and recognising industry achievements, highlighting our commitment to advancing the frozen food industry globally.
“This industry is dynamic and ever-changing, which is really exciting. Witnessing the growth of Seara is incredibly fulfilling. The drive to continuously improve and see our efforts translated into success motivates me to start each day with enthusiasm.”
