JBS Tone of Voice — Global & Quality

Tagline: "Making the Best Better"

Industry: Protein

Sector: Food & Beverage

How JBS Communicates

JBS communicates with a global, quality and scale voice using quality-focused and global language. Their sentences are primarily declaratives in the present tense. Their messaging is figurative. Their tagline, "Making the Best Better", captures this voice. The central tension in JBS's communication is scale vs. sustainability, which shapes every message they craft. Their mission is to be the best in what we set out to do.

Tone Words

JBS's brand voice is defined by the following tone words: Global, Quality, Scale.

Communication Style

  • Language Style: Quality-focused and global
  • Sentence Type: Declarative
  • Tense: Present
  • Expression: Figurative

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 quality-focused and global, typically using declarative-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 quality-focused and global language, with figurative messaging, in declarative-style sentences, using the present tense.

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