India, May 16 -- Following the landmark merger of JBT and Marel earlier this year, the newly formed company makes a strong impression at IFFA 2025-one of the leading international trade fairs for the meat and protein processing industry.
A unified vision at IFFA
Marking their first major European customer engagement under the new identity, JBT Marel made a resounding debut at IFFA 2025. The newly combined company now represents over 11,000 employees globally, operates across an expansive $3.8 billion enterprise, and is listed on NASDAQ-offering a powerful transatlantic footprint.
"This is one of our first major customer touchpoints in Europe as JBT Marel," said Joyce Beumer, Vice President Marketing at JBT Marel. "It's an exciting moment. Together, we bring a broad portfolio and global service capabilities to the market-this is only the beginning."
A full-line portfolio on display
Spanning an impressive 1,680 square meters, the JBT Marel booth was a visual and functional representation of the company's end-to-end processing capabilities. From primary processing and deboning to meat preparation and the finished butcher shop setup, the layout mirrored an actual production line in motion.
"We're a full-line solution provider," Beumer explained. "Our business structure covers poultry, meat and prepared foods, fish, and also our Diversified Food & Health division, which includes juice and beverage processing. What we have built here at IFFA is a clear walkthrough of that journey-from live animal handling to packaged product."
Innovations that redefine the industry
A cornerstone of JBT Marel's market approach is innovation-not only in technology but also in customer collaboration. "Innovation is embedded in our DNA," Beumer emphasized. "It's not just about our offerings; it's about creating partnerships that help our customers succeed and lead in their markets."
This includes automation, smart processing systems, service and product valorization-especially critical in high-value meat segments like pork and beef. Among the showcased solutions were Deboflex and MLR systems, designed to automate and optimize cut and deboning stage.
Customization & strategic flexibility
While JBT Marel sets global standards in processing solutions, flexibility remains a key strength. "We are a global leader, yes, but customization is crucial," said Beumer. "Every customer has unique needs, and our solutions are designed to adapt. That's why strong, ongoing partnerships are so vital to us."
Expanding in a dynamic European Market
With the merger, the company is leveraging its enhanced portfolio and service network to meet evolving market demands and customer needs
"We see trends like increasing product variety and a heightened emphasis on sustainability," Beumer noted. "These align perfectly with our strategy. The combined capabilities of JBT and Marel allow us to respond quickly and meaningfully."
While the company already works with a robust network of global agents and distributors, events like IFFA offer a valuable opportunity for relationship-building and market insights. "IFFA is one of our most strategic exhibitions in Europe," Beumer confirmed. "It's not just about showcasing technology-it's where we listen, learn, and grow."
Future-focused: Post-IFFA priorities
JBT Marel will double down on key pillars: solutions, services, automation, and digitalization. Tools like the new butcher shop configurator and immersive VR/XR experiences help customers visualize and enhance their operations with cutting-edge technology.
The company is also deeply committed to sustainability, a theme that ran throughout their IFFA presence. "Sustainability is not a buzzword for us-it's embedded in our strategy and our day-to-day work with customers," Beumer stated. "We aim to lead by example and help others do the same."
A confident step into the future
With a strong showing at IFFA 2025, JBT Marel has confidently entered a new chapter as a global force in food processing technology. Blending innovation, adaptability, and sustainability, the company is poised to shape the future of the industry.
"Everything we're doing is about helping our customers thrive-today and tomorrow," concluded Beumer. "And with our new combined strength, we're more equipped than ever to do just that."
Published by HT Digital Content Services with permission from FoodTechBiz.