VPJ Alimentos launches Brazil’s first square burger with 150g of Angus beef and ambassador Edu Guedes, proposing to transform the product into a complete meal at the table.
VPJ Alimentos, a reference in the super-premium meat market, has chosen chef Edu Guedes as ambassador for Brazil’s first square burger, a launch that proposes a shift in category perception by repositioning the burger as a complete meal, not just a quick snack.
Developed with 150 grams of 100% Angus beef, a breed recognized worldwide for its flavor, tenderness and superior quality, the product is available at Pão de Açúcar stores. It’s a high-standard alternative for lunches and dinners, combining convenience, standardization and nutritional value in VPJ Alimentos’ mission to democratize Angus beef in Brazilian families’ daily lives.
Edu Guedes as spokesman for change
The choice of Edu Guedes goes beyond a traditional advertising partnership. VPJ sought in the chef a figure who represents Brazilian cuisine, with a strong connection to families, especially homemakers looking for quick, nutritious, reliable and tasty solutions. With authority built on television and digital platforms, Edu takes on the role of spokesperson for a proposal considered disruptive, adding credibility and popular identification.
The strategy positions the square burger as the “center of the plate,” moving it into the home meal environment.
We want consumers to have increasingly better access to quality Angus beef, in a practical, economical and healthy way Valdomiro Poliselli Júnior, president of VPJ Alimentos
Certified quality and tradition
With over 25 years of operation, VPJ Alimentos has consolidated its reputation in the prime meat segment based on traceability, rigorous management and quality control from the origin of the animals to the consumer’s table. The company works with efficient breeds in producing tender meat with marbling presence and pronounced flavor, such as Aberdeen Angus cattle, Duroc pigs and Dorper sheep, ensuring high standards for its products.
VPJ is a pioneer in using the Angus Gold Seal, a meticulous certification with quality attributes evaluated by technicians from the Brazilian Angus Association. Its burger portfolio includes several lines. The Steakburger line, for example, focuses on producing blends, as does the innovative and authentic Chef’s Square Burger, aimed at meals.
Burgers made from specific cuts, such as those in the Black Angus Burger, Duroc Pork and Dorper Lamb lines are also part of its extensive product mix. The Black Angus short rib burger was voted the best in Brazil in a blind taste test, standing out for its juiciness, barbecue flavor and surprising texture.
Photo: Press Release
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