JBS SA hired a senior executive from Procter & Gamble Co. as the world’s largest meat producer tries to build its brands beyond Brazil.
Tarek Farahat, 51, a former president of P&G for Latin America, will take over as global president of JBS’s recently announced Marketing & Innovation Management Team, the meatpacker said in a statement Monday. Farahat, a member of JBS’s board since June 2013, will be responsible for positioning JBS brands including Swift and Pilgrim’s in the U.S. and Seara in Brazil.
JBS Chief Executive Officer Wesley Batista said in May the company is seeking to diversify into segments such as packaged and branded food products. In the first half of 2015, JBS has become one of the 17 top media advertisers in Brazil through newspaper and television ad campaigns, beating competitors such as BRF SA and Nestle SA, according to polling company Ibope Media.
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