Seara launches first grilling operation at Rock in Rio 2026
The JBS protein brand Seara is running its largest festival event ever by serving grilled food inside the Rock in Rio stage area on April 4, 2026.
Seara, the protein subsidiary of JBS, will host a grilling event within the Rock in Rio venue during the 2026 edition starting April 4. This marks the first time the brand has attempted to serve grilled food on such a scale at the festival. The operation includes items for grills, crispy chicken wings, hot dogs, and Seara Protein products featuring higher protein content. Tannia Fukuda Bruno, director of Marketing for Seara, stated the goal is to demonstrate protein versatility across different consumption occasions. Market data indicates rising demand for protein, with retail trends research showing 49% of consumers increased their intake this year, while chicken consumption occasions grew nearly 20% over the last 12 months. Seara has been the official sponsor of Rock in Rio for four consecutive years. Brand preference indicators among Rio de Janeiro consumers rose from 12% to 26% between August and October 2024.
