JBS CEO Gilberto Tomazoni has said the future of food lies in protein, with demand driven by health and wellness preferences as well as demographic shifts.

Speaking at the Consumer Analyst Group of New York conference, he said a deep understanding of how people eat is the starting point for all of the company’s actions.

“Protein plays a central role in everyday life, and JBS is strategically positioned at the intersection of three major macro trends: convenience, trust and nutrition,” he said.

"Today, demand is driven by the desire for balanced diets, muscle maintenance and healthy longevity, especially among younger consumers such as Generation Z, who demonstrate higher protein consumption intent than previous generations.”

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