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2/20/24, 11:36 AM Dubai Municipality and JBS to Transform Food Sector at Gulfood 2024
Spotlight on Dubai’s Digital Transformation in Food Safety and Sustainability

Dubai Municipality is stepping into the limelight at Gulfood 2024 with an arsenal of digital programs and

services designed to elevate Dubai’s food sector. At the heart of their showcase is the Dubai Food Systems

Excellence Program, a pioneering initiative that promises to set new benchmarks in food safety, quality, and

sustainability. Complementing this is the IRS System for Import, Export, and Registration Services, a

digital platform that streamlines the procedural aspects of the food trade, ensuring efficiency and compliance
with international standards. These efforts are a testament to Dubai’s ambitious vision to become a global

leader in the food industry by harnessing the power of digital technology.

JBS’s Culinary Innovations: A Nod to Personalization and Quality

Amidst the digital transformation narratives, JBS stands out with its culinary innovations designed to meet the

evolving tastes and preferences of consumers in the Middle East. The company is launching its Seara Mixit

line of premium chicken strips, offering a trio of spice choices that cater to the growing demand for

personalized flavor experiences. This product line, alongside the Frango Tempurá Seara range of breaded

products, offers consumers a taste of restaurant-quality meals from the comfort of their homes. With a
reported 30% growth in the consumption of spiced chicken strips in key markets such as Saudi Arabia, the

UAE, and Kuwait, JBS’s new offerings are well-positioned to capture the market's pulse. Additionally, Friboi,

the leading beef exporter to the region, will showcase its premium ranges, 1953 Friboi and Black Friboi,

further underscoring the company’s commitment to quality and innovation.

Fostering a Future of Food Excellence

The participation of Dubai Municipality and JBS at Gulfood 2024 is more than just a showcase of products and
services; it is a forward-looking endeavor to shape the future of the food sector. Through digitalization and

innovation, both entities are setting the stage for a new era in food safety, sustainability, and culinary

excellence. As the event unfolds, industry stakeholders and consumers alike will be looking to Dubai and JBS

to lead the way in navigating the complexities of the global food landscape, setting new standards and

expectations for what is possible in the realm of food and beverage.

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