American government announced a policy to encourage the consumption of animal proteins, to the detriment of ultra-processed foods
01/09/2026
The United States government announced on Wednesday (January 7) a set of new dietary guidelines for American citizens, valid until 2030, that encourage the consumption of “real food.” The idea, according to the government, is to increase consumption of proteins and whole foods, at the expense of ultra-processed foods, which could benefit sales of Brazilian beef to the US.
Brazil is the main supplier of beef to the American market, which is experiencing a strong decline in cattle supply. This situation, coupled with the announcement of the new dietary guidelines, could open up more space for giants like JBS and MBRF, owner of the American company National Beef.
“American households must prioritize diets built on whole, nutrient-dense foods—protein, dairy, vegetables, fruits, healthy fats, and whole grains—and drastically reduce their consumption of ultra-processed foods,” said US Health Secretary Robert F. Kennedy Jr. in a statement about the new guidelines. “Our government declares war on added sugar,” he said. The recommendation is that animal protein should be consumed at every meal.
Valor has learned that the initial assessment of Brazilian meatpackers is that the measure will, in fact, stimulate meat consumption in the US. This should boost Brazilian exports, which were already at a record high in 2025.
Lygia Pimentel, director of the consulting firm Agrifatto, noted that it is not yet possible to determine the guidelines’ effective impact on Brazilian exporters, but she added, “it is certainly positive marketing to reinforce meat consumption.”
“The US has been at its lowest [beef] production-to-consumption ratio in the domestic market since 2005, so they need to continue sourcing [meat] from abroad. And Brazil comes in as an important partner,” she said.
For Gustavo Cruz, chief strategist at RB Investimentos, the new guidelines helped boost JBS NV’s shares on the New York Stock Exchange. The company’s shares closed up 1.25% on Thursday.
“The tendency is for Americans to prioritize protein,” said Cruz. He believes another factor that has helped increase demand—and, consequently, sales for companies in the animal protein segment—is the popularization of diets and weight-loss drugs.
According to the US Department of Health, the country is facing a crisis that justifies efforts to promote whole foods. Almost 90% of the country’s health spending is allocated to treating chronic diseases, many linked to diet and lifestyle. More than 70% of American adults are overweight or obese, and almost one in three teenagers has prediabetes.
In addition to potential benefits for Brazilian exporters, the new guidelines pleased American agribusiness. “At long last, we are realigning our food system to support American farmers, ranchers, and companies that grow and produce real food,” said the Secretary of the US Department of Agriculture (USDA), Brooke Rollins.
Zippy Duvall, president of the American Farm Bureau, emphasized that the measures reaffirm the importance of rural producers.
*By Rafael Walendorff and Nayara Figueiredo — São Paulo and Brasília
Source: Valor International
https://valorinternational.globo.com/