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JBS turns to consumer goods giant P&G for marketing head

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From Pampers to protein.

JBS, the world's biggest meat group, revealed it had poached Tarek Farahat, a senior executive at Procter & Gamble, to be head of marketing in a rejig which will see the Brazilian group increase global oversight of its portfolio.

Mr Farahat, a non-executive board member at JBS since 2013, joins the company full time after 26 years at Procter & Gamble, of which the last 16 years have been spent in Latin America, where he was regional president for the US-based consumer goods giant.

"We are very excited that Tarek is joining our team," said Wesley Batista, the JBS chief executive.

Mr Farahat said that he was "excited about the marketing and innovation opportunities JBS has both in Brazil and worldwide".

Takeover role

Mr Batista added that Mr Farahat - an Egyptian, who has also served with Procter & Gamble in the Middle East, Venezuela and in Europe - "has an impeccable track record of building brands around the world, including in Brazil".

Mr Farahat's spell at Procter & Gamble included, as head in Brazil, overseeing part of integration of the group's $57bn takeover of Gillette nearly 10 years ago – a role which earned him a mention in the Harvard Business Review.

Harvard Business Review quoted a "seamless" integration of Gillette into P&G in Brazil, thanks largely to diligent preparatory work.

Mr Farahat told the Review that he was "lucky" in that both Gilllette and P&G had "wonderful pools of talent"" in Brazil.

"All I had to do was mix them."

JBS itself has a strong record as an acquirer of companies.

Foods reshuffle

Mr Batista said that the appointment was part of a "new organisational structure to support the company's growth and profitability", and would also see the formation of a "global operations management team".

This will be headed by Gilberto Tomazoni, formerly chief executive of JBS Foods, the development of which he led from the merger of JBS assets in Brazil with Seara Brasil, acquired two years ago.

Joanita Maestri Karoleski, head of the JBS Foods pork unit, will takeover as head of JBS Foods as a whole.

JBS shares stood 2.8% lower at R$16.52 in late deals in Sao Paulo.

By Agrimoney.com

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