Marfrig launches Carbon-Neutral Beef line in partnership with Embrapa
- The initiative creates a sustainable cattle production chain
- The Viva brand positions Brazilian beef in a new value level in the domestic market
São Paulo, August 27, 2020 - Marfrig and the Brazilian Agricultural Research Corporation (Embrapa) today announced the launch of the brand Viva, a new beef line with sustainability attributes. Developed by Embrapa, carbon neutral beef (CCN) is a certification for cattle raised using integrated livestock-forest (silvopastoral) or integrated crop-livestock-forest (agrosilvopastoral or ICLFS) systems.
To create Viva, whose name will be on various beef cuts for both grilling and daily cooking, Marfrig invested around R$10 million. The funds were invested in research, property certification, brand building, drafting of beef cut standards, disclosures, royalties, etc. The line will be sold starting this month exclusively in ten select stores of Pão de Açúcar in the city of São Paulo, and later rolled out nationwide.
The products of the Viva brand come from animals raised within a livestock-forest production system that neutralizes methane emissions under a protocol developed by Embrapa. This emission offsetting is guaranteed by the certification and by the verification via independent audits. The protocol also guarantees unique, high-quality products and that all animal welfare principles are complied with in the production system.
Sustainable Production – “By encouraging sustainable production, we create value for the company and the business chain. In addition, the development of carbon neutral beef, in partnership with one of the most renowned research and innovation centers in agribusiness worldwide, Embrapa, reaffirms our commitment to four of the 17 Sustainable Development Goals (SDGs) of the UN Agenda 2030,” said Miguel Gularte, CEO of Marfrig. The goals are: climate action, life on land, responsible consumption and production and partnerships for the goals.
From the viewpoint of producers, the advantages of livestock-forest integration are clear not only in terms of gains for the environment, but also for animal welfare and productivity. “The CCN certification crowns our dedication to an integrated project that we first launched in 2009,” said Arthur Pollis, president of Santa Vergínia Agro, the first rural property in Brazil certified with the CCN seal and a Marfrig cattle supplier in the state of Mato Grosso do Sul.
To Embrapa, the production of carbon neutral beef strengthens the domestic market and, in the future, beef exports to demanding countries by differentiating Brazilian products in terms of sustainability attributes. “The partnership with Marfrig positions our beef at a whole new level in terms of value perception in the local and international markets, and meets the growing demand for sustainable production practices and actions that guarantee animal welfare, with a focus on integrated systems that help to mitigate and reduce greenhouse gases,” said Adriana Regina Martin, executive director of innovation and technology at Embrapa.
Susy Yoshimura, Sustainability Director at Pão de Açúcar, said that, besides the conscientious consumption aspect, it is important to reinforce the curatorship of more sustainable products by encouraging the value chain to innovate production processes with lower social and environmental impact. “It is a privilege, in partnership with Marfrig, to be able to offer exclusively the launch of the Viva brand in our portfolio and to expand carbon neutral options for our clients who seek high quality products with sustainable attributes,” she said.
Presentation of the brand
50 questions, 50 answers on Carbon Neutral Brazilian Beef (CCN)
Launching of the product line