Friboi, one of the world's largest beef producers from Brazil, is seeking to deepen its presence in the Vietnamese market. Its latest move is participation in Food & Hospitality Vietnam 2026, held from 24-26/3 at the Saigon Exhibition and Convention Center (SECC). This event connects Vietnam's F&B and hospitality sectors, bringing together around 400 participants.

A Friboi representative shares insights on their market entry strategy in Vietnam. Photo: *Friboi*

According to a company representative, Vietnam is increasingly becoming a key market in the premium imported beef segment. This market demands stability and long-term supply capabilities, moving beyond its role as a mere consumer market for imported food.

In Vietnam, industry growth is no longer solely measured by volume. As culinary services become more professional, imported beef suppliers are evaluated on product consistency and their ability to meet long-term standards in professional kitchens. With over 101 million people and rising beef consumption, Vietnam is a significant developing market. However, scale alone is not enough to ensure sustainable value. Suppliers seeking to establish a foothold must combine quality with consistency, balancing premium positioning with operational discipline.

Friboi representatives at a private partner event on 24/3. Photo: *Friboi*

This message was emphasized at a private dinner celebrating Friboi's strong relationship with Vietnam and honoring key partners. The brand highlighted its market entry strategy: the quality of Brazilian beef and operational standards for each cut.

Friboi, a member of the JBS group, is known as an export brand with over 30 production facilities and 70 years of industry experience, present in over 150 countries.

A key aspect of Friboi's positioning is its careful supplier selection and comprehensive supply chain control. According to the brand's message, Friboi's units operate under a strict Supply Chain Protocol, which includes animal welfare and quality control.

(Source: Friboi)