Three years after nearly being sold to shore up its parent’s balance sheet, the pet food division of MBRF, Brazil’s largest chicken exporter, is pursuing market leadership at home and expanding its international footprint, betting on premium products to drive growth.
MBRF Pet, currently Brazil’s second-largest pet food producer according to an industry ranking, is pushing into higher-margin categories while accelerating overseas sales. International markets already account for nearly 20% of revenue, and the company has begun exporting to the US, the world’s largest pet food market.
“We’re not number one yet,” Stanley Andrade, head of MBRF Pet, said in an interview with The AgriBiz. The company’s strategy, he said, is designed to “take the top spot in the coming years.”
The division was put up for sale in 2023 as BRF sought to shore up its finances. A roughly $986 million (5.4 billion reais) follow-on share offering ultimately eliminated the need for a sale, allowing the business to resume its growth plans.
Andrade said the potential divestment reflected the company’s financial position at the time rather than a shift in the unit’s strategic importance.
Brazil’s pet food market is currently led by GrandFood, which generated about $800 million in revenue in 2025, according to a ranking compiled by Petfood Industry.
MBRF Pet ranked second in the same survey. Andrade declined to discuss the rankings in detail, citing their reliance on unaudited data. He acknowledged that MBRF Pet is not yet the country’s largest producer but said its established brands and nationwide distribution network provide a platform for expansion.
The company produces more than 3 billion meals for dogs and cats annually, distributes its products through tens of thousands of retail outlets across Brazil and employs more than 1,400 people directly.
Its portfolio includes GranPlus, Guabi Natural and Biofresh, established brands in the premium and super-premium categories, as well as Balance, which is sold through supermarkets.
Premium Products Drive Growth
In Brazil, where it operates four factories, MBRF Pet is focusing on expanding its share of higher-end products, which typically command better margins.
“Our strategy is to grow much more through added value than through volume,” Andrade said.
The company redesigned its business strategy over the past two years, prioritizing premiumization over sheer production growth.
MBRF does not disclose separate financial results for its pet food division, and Andrade provided limited financial details. He said higher-value products, primarily super-premium lines such as Biofresh and Guabi Natural, have increased their share of total sales volume by five percentage points.
International Expansion
Alongside its domestic ambitions, MBRF Pet is stepping up investment overseas.
The company invested approximately $2.5 million (13.6 million reais) to increase storage capacity at its Paraguayan facility by 165%. The plant has become an export hub, supplying international markets as well as Brazil.
MBRF Pet now operates in 20 countries, up from 15 two years ago, and aims to expand its presence to 26.
International sales already generate nearly 20% of revenue and have risen 18% year to date. Uruguay, Paraguay, Chile and Colombia are the company’s main overseas markets.
Its latest move is an entry into the US, the world’s largest pet food market.
According to the American Pet Products Association (APPA), US sales of cat food and treats exceeded $18 billion in 2025.
The appeal of the US market lies in its premium-heavy consumption profile. According to MBRF Pet’s research, super-premium products account for 51% of US pet food consumption, compared with less than 10% in Brazil.
Initial exports to the US are being supplied by the company’s wet pet food plant in Bastos, São Paulo state. Its dry pet food facility in Paraguay has also secured authorization to supply the market.
For now, the company is focused on finding distribution partners and gaining a deeper understanding of US consumers before determining which brands will lead its expansion.
“We’re currently looking for partners to enter the market and understand how it works. We’re confident we can compete with several brands in the super-premium segment,” Andrade said when asked which products MBRF Pet would use to build its US presence.
This story was translated from the original Portuguese with the assistance of artificial intelligence and reviewed by The AgriBiz editorial staff.
