Marfrig to supply beef for the first patties bearing the Rainforest Alliance Certified™ seal
The Rainforest Alliance Certified seal attests to good social, environmental and animal welfare practices in beef production
São Paulo, October 15, 2015 – Marfrig Global Foods, Brazil’s first meatpacker to have achieved Rainforest Alliance certification for Chain of Custody, will supply beef to make hamburger patties that will bear the Rainforest Alliance Certified seal. The green frog seal is internationally recognized as a symbol of environmental, social, and economic sustainability for agricultural and forest products. The patties made exclusively with beef sourced from certified farms will be launched by The Frozen Butcher at the Anuga Food Fair in Cologne, Germany. The Frozen Butcher is a brand of premium beef products owned by Zandbergen World’s Finest Meat, one of the leading meat distributors in Europe.
In the Brazilian market, demand for beef bearing the seal is still higher among the A and B income classes of consumers, unlike in other countries that have a stronger culture of environmental preservation. “The main difference between products produced from certified beef and other products is not noticeable on the supermarket shelves, which is why we still have a lot of work to do in terms of raising awareness among consumers,” said Mathias Almeida, Sustainability Manager at Marfrig Beef.
According to Almeida, the benefit of Rainforest Alliance certification is that it helps to ensure that the product was made in compliance with rigorous criteria of social and environmental responsibility, based on the protocol defined by the Sustainable Agriculture Network (SAN), an international group of nonprofit organizations working to conserve biodiversity and to foster sustainable rural development.
In Brazil, the Carrefour supermarket chain was the first to partner with Marfrig to sell Rainforest Alliance Certified beef. In terms of exports, the main destinations of Marfrig's certified products include Germany, the Netherlands and Nordic nations. “Forequarter cuts are sold to Zandbergen World’s Finest Meat, while hindquarter cuts are sold directly to supermarkets and marketed under the Marfrig brand,” said Alisson Navarro, Marfrig Beef’s Export director.
“Marfrig stands out in this market for being the world's first meatpacker to use Rainforest Alliance Certified beef,” said Navarro. According to the executive, the opening of the Chinese and U.S. markets represents a good opportunity to boost sales of certified meat.