JBS Tone of Voice — Global & Quality
Tagline: "Making the Best Better"
Industry: Protein
Sector: Food & Beverage
How JBS Communicates
JBS talks at the scale of global food production. "Making the Best Better" pairs vast reach with a promise of continual improvement — quality-focused, industrial, confident. The voice is scale-driven and matter-of-fact, framing size and consistency as the whole argument.
Tone Words
JBS's brand voice is defined by the following tone words: Global, Quality, Scale.
Communication Style
- Language Style: Scale-driven
- Sentence Type: Statement
- Tense: Present
- Expression: Imaginative
JBS Brand Story
Brazilian company JBS has grown into the world's largest meat processor through aggressive acquisition and global expansion. The company operates across beef, pork, chicken, and prepared foods on five continents. JBS brands in the US include Pilgrim's Pride and Swift. Scale advantages in commodity protein enable competitive pricing while branded products command premiums. The company's commitment to net-zero emissions by 2040 addresses environmental concerns.
Brand Message
World-class protein production
Brand Mission
To be the best in what we set out to do
Brand Positioning
Core Concept: Continuous improvement
Central Tension: Scale vs. Sustainability
About JBS
JBS N.V. is a Brazilian multinational company that is the largest meat processing enterprise in the world, producing factory processed beef, chicken, salmon, sheep, pork, and also selling by-products from the processing of these meats. It is headquartered in São Paulo. It was founded in 1953 in Anápolis, Goiás. As of 2025, JBS have over 250 production facilities around the world and its products reach consumers in 180 countries. J&F Investimentos is a 42% indirect shareholder in JBS S.A., which is listed on American stock markets as JBS. J&F Investimentos is wholly owned by Joesley Batista and Wesley Batista. The company has been regularly criticized on various grounds, including allegations of labor law violations and environmental factors such as for sourcing meat from farms that purportedly contribute to the destruction of the Amazon rainforest.
Frequently Asked Questions About JBS
What is JBS's tone of voice?
JBS uses a global, quality, scale tone of voice. Their communication is scale-driven, typically using statement-style sentences in the present tense. Their tagline "Making the Best Better" exemplifies this voice.
How does JBS communicate with customers?
Brazilian company JBS has grown into the world's largest meat processor through aggressive acquisition and global expansion. The company operates across beef, pork, chicken, and prepared foods on five continents. JBS brands in the US include Pilgrim's Pride and Swift. Scale advantages in commodity protein enable competitive pricing while branded products command premiums. The company's commitment to net-zero emissions by 2040 addresses environmental concerns.
What is JBS's brand message?
JBS's core message: World-class protein production Their mission: To be the best in what we set out to do
What is JBS's slogan?
JBS's slogan is "Making the Best Better". It carries their global, quality, scale voice.
What is JBS's mission?
JBS's mission: To be the best in what we set out to do
What makes JBS's brand voice unique?
JBS stands out through their global, quality, scale communication style. Their central brand tension, "Scale vs. Sustainability", shapes how they communicate across the Food & Beverage sector.
What language style does JBS use?
JBS uses scale-driven language, with imaginative messaging, in statement-style sentences, using the present tense.
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