Friboi and APAS train one butcher per day and strengthen qualifications in the retail sector
The initiative has already trained more than 300 professionals from over 80 supermarket chains.
In a strategic response to the shortage of skilled labor in the food retail sector, Friboi, a JBS subsidiary, in partnership with the São Paulo Supermarket Association (APAS), has advanced the professionalization of butcher shop operations in the country. Launched during the 2025 APAS Show, the "Valued Butcher" program has trained an average of one new professional per day over the past year.
The initiative has already trained more than 300 professionals from over 80 supermarket chains, strengthening the sector's technical skills and contributing to gains in operational efficiency, customer service, and profitability at the point of sale.
The demand for skilled professionals remains high. Today, in the state of São Paulo alone, there are more than 4,000 open positions for butchers. This role ranks third among the most in-demand jobs in the food retail sector, representing approximately 13% of available positions, behind only cashiers and stock clerks.
“Right now, we have a difficulty in the sector with the availability of skilled labor for the butcher shop sector. And within the program, we are able to train these professionals. This partnership with Friboi also raises the technical level of service and strengthens the consumer experience at the point of sale ,” says Erlon Ortega, president of APAS.
The program offers practical and immersive training. Participants, nominated by supermarket owners associated with APAS, undergo training at JBS facilities, where they observe everything from receiving the animals to the processing and industrial operation stages. The training includes knowledge of techniques for handling beef cuts, meat handling with reduced losses, retail operations, sales, and the purchasing experience.
According to Renato Costa, president of Friboi, the initiative addresses a structural need in the sector and reinforces the strategic role of the butcher shop operation within the supermarket. “Beef represents about 80% of a butcher shop's sales. And, given the sector's difficulty with the availability of skilled labor, we are using Friboi's more than 70 years of expertise to train professionals who are more technically prepared and capable of delivering a better consumer experience,” he states.
According to the executive, the expectation is to expand the program to other regions of the country. “We are not just training professionals. We are contributing to the professionalization of one of the most relevant functions in food retail. When industry and retail work together to improve operations, the gains appear in efficiency, consumer confidence, and profitability at the point of sale,” says Renato.
Friboi+: a value strategy for retail.
The initiative also reflects the brand's strategy with the Friboi+ program, a sales channel that is a complete solution for butcher shops in the food retail sector to improve operations. This is achieved by offering the highest quality meats, with specialized training for butchers, guaranteed supply, product mix and brands for all consumption occasions and all consumer profiles. In addition, there is standardization of cuts, improved ambiance, communication tailored to each consumption occasion, and continuous staff training. The model was highlighted by JBS at an event held during APAS Show 2026.
According to research by Nielsen IQ, large stores operating under the Friboi+ concept now register total sales up to 30% higher than those with traditional butcher shops on the premises. Friboi+ is already present in points of sale throughout the country and trains thousands of professionals annually.
In 2025, the strategy was reinforced with the launch of a robust marketing campaign featuring the character Valdir, a master butcher created to symbolize technical expertise in the butcher shop. According to Kantar data, the campaign contributed to a 7 percentage point increase in purchase consideration for the Friboi Reserva line and a 9 percentage point increase in brand awareness. This year, the campaign featured a special appearance by Tânia Maria, actress from the award-winning film "The Secret Agent".
According to the latest forecast from the European Commission, pork production in the EU is expec...
The Taskforce will work closely with the Livestock Export Program (LEP), which is jointly funded ...
The Brazilian Association of Meat Exporting Industries (Abiec) has signed a memorandum of underst...
