How JBS USA Is Growing Its Prepared Foods Business: A Q&A with Sergio Nahuz
Introduction
At JBS, prepared foods is one of our most important growth priorities. Through continued investment in products, brands, and capabilities, we see this business as a significant driver for the future. Sergio Nahuz, President of Prepared Foods at JBS USA and Pilgrim’s, shares his insights on where the prepared foods industry is headed—and why he believes its biggest chapter is still ahead.
Article Snapshot
Prepared foods is a key growth area for JBS USA, with investments in brands, innovation, and manufacturing capacity aimed at meeting rising consumer demand for convenient, high-quality protein products.
Key drivers:
- Strengthening consumer demand for protein due to nutrition trends, GLP-1 use, and younger generations incorporating protein into more eating occasions.
- Just Bare surpassing $1 billion in annual retail sales in 2025, establishing itself as a leading player in the fully cooked chicken category.
- Strategic investments in Georgia and Iowa expanding JBS’s prepared foods platform across chicken, pork, and beef, serving both retail and foodservice customers with speed, innovation, and scale.
Q&A
Q: For readers unfamiliar with JBS's prepared foods side, can you describe what that business entails?
A: While JBS is a market leader in fresh beef and pork, our prepared foods business tells a compelling story about modern American consumption patterns. Our portfolio includes:
- High-quality protein options for diverse occasions through brands like Just Bare (clean label growth), bacon, deli meats, sous vide, Italian meats, and fully cooked products for retail and foodservice.
- Commitment to growing the business in ways that benefit consumers, partners, and JBS's sustainability goals.
Q: There’s been talk of a "protein craze." What are you observing, and is “craze” an accurate term?
A: I wouldn't label it a "craze." Instead, we're witnessing:
- A structural shift in nutritional guidance emphasizing protein's role in healthy diets.
- Increased GLP-1 medication use promoting higher protein intake for muscle preservation during weight loss.
- Millennials and Gen Z prioritizing protein earlier and more consistently than previous generations.