GTF, owner of the Canção Alimentos brand, aims to increase the share of exports in its total revenue, even amidst a scenario of tighter margins for the poultry industry.

During SIAVS (International Animal Protein Exhibition), company CEO Rafael Tortola stated that the strategy involves expanding the product mix for export, adding value to cuts, and strengthening relationships with international clients.

Currently, about 65% of the company's production is destined for the domestic market and 35% for exports. The goal is to raise this share to 40% next year.

According to Tortola, the priority is not merely to capture new markets but to expand the company's presence in countries where it already operates.

"Our idea is to continue serving markets where we are already established and to enhance our product mix. We are increasingly working with boneless cuts, which add value and meet the demands of different markets," he stated.

The executive explained that products such as boneless drumsticks and thighs—traditionally exported to Japan and South Korea—are gaining ground in other destinations, allowing the company to expand the portfolio offered to clients.

The company's strategy also prioritizes long-term contracts over spot transactions.

"What we seek is to build customer loyalty. We maintain a steady supply throughout the year, regardless of price fluctuations across markets. This approach strengthens the brand and allows us to capture greater value for our products," he said.

In the domestic market, GTF is also focusing on convenience products. Over the past two years, the company has expanded its range of individually quick-frozen (IQF) products and bolstered its line of breaded items designed for air fryer preparation.

According to Tortola, this move aligns with changing profiles among Brazilian families, who seek convenience without compromising on quality.

Challenging landscape


Despite positive outlooks for Brazilian exports, the CEO assesses that 2026 has been a more challenging year for the poultry industry.

"Brazil is expected to post record production and export figures, but margins have tightened," he stated.

Factors putting pressure on profitability include rising logistics costs caused by conflicts in the Middle East—particularly around the Strait of Hormuz—as well as higher prices for diesel and packaging materials.

According to Tortola, ocean freight rates rose by approximately US$ 400 per ton for some shipments bound for the United Arab Emirates, the company's main market last year. While some of this increase was passed on to customers, it was not enough to offset the rise in costs.

More selective investments


Even with the growth in domestic production, GTF anticipates a more moderate pace of investment in the coming years.

According to the executive, high interest rates, rising working capital costs, and economic uncertainty are likely to curtail new expansion projects.

"I don't foresee a drop in production, but rather a slowdown in new investments. Companies are likely to maintain current capacity and continue seeking new markets, albeit with greater caution," he stated.

Tortola believes the poultry industry will continue to grow in the long term, driven by the competitiveness of chicken meat and international demand; however, companies will focus on boosting efficiency and adding value to products rather than rapidly expanding installed capacity.

Source CNN Brasil: https://www.cnnbrasil.com.br/agro/mercado-de-leite-no-brasil-recuperacao-gradual-de-precos-em-2026/