Noronha Pescados is seizing opportunities with flexible solutions

Noronha Pescados has always had an eye to the future, seeing potential and seizing opportunities. Originally a fishing business, they shifted direction in 1983, selling the fishing boats to refocus the business on processing and distribution of fish. Today, they operate under the Noronha Pescados and Noronha Coated brands, with children’s product lines Maritos and Cocoritos, as well as the new Popeye Seafood brand, aimed at the export market. While their main market is Brazil, their focus on quality, is supporting a move into the US and Africa markets. And they have their eyes on Europe and the Middle East.

In 2017, Noronha Pescados recognized the value automation could bring to their processing line, to help them stay ahead of the competition in a challenging industry. “We started with a small Marel salmon line, just the Pinbone Remover 2612, then added the Filleting Machine CT 2630, Trimming table ATS8, the I-Cut 11 PortionCutter, then another I-Cut, another pinbone remover, and the TargetBatcher; the line grew in capacity,” said Guilherme Blanke, President of Noronha Pescados. The Marel line is a complete solution, enabling higher yield, better quality, and faster volume processing. “We saw a 2 – 3 % productivity gain in filleted salmon yield and a reduction in the labor required. Marel's line brings gains that make a big difference at the end of each month and year.” said Blanke.

Flexibility is the key to growth

“Noronha is very proud to have the largest product mix in Brazil. We work with frozen fish and fresh salmon – which accounts for about 25% of our total processing – shrimp (peeling, cooking, packaging), and other products in the frozen foods plant,” said Blanke.

Today, Noronha Pescados has a growing export business and two processing plants, one for secondary processing (frozen foods) and one for convenience foods, specifically coating. In early 2025, they added chicken to their convenience product range. “In the coated products plant, we work with shrimp, tilapia, fish bites, fish sticks, steaks, and nuggets across the coated product range for both chicken and seafood,” said Blanke.

Convenience of a single supplier

Before installing the convenience line in 2022, Noronha outsourced coating to another factory with a low production capacity and a more artisanal product. Never a company to stay static, Noronha saw an opportunity for growth and decided to build their own coating facility. The new facility would elevate their products and build a strong reputation to help penetrate a competitive market.

To meet their strategic ambition of a broad product line of high-quality, Noronha needed equipment with the flexibility to coat and fry everything from fish fillets to chicken nuggets with reliable consistency and then freeze coated products ready for packaging. “Innovation was always our challenge. The JBT line lets us diversify, with different coatings and presentations,” said Blanke.

Noronha installed the Stein 100 Series Breading Applicator used as a first step pre-dust, the Stein APB-16 Batter Applicator, a universal applicator capable of handling batters from traditional and tempura with ease, the Stein E Series Economy Breading Applicator, re ady for granular free flowing coating materials and Japanese style bread crumbs, and the Stein ECoFRY E Fryer EC400-4E, a conveyorized, oil immersion fryer for even and efficient frying.

They also purchased a Frigoscandia GYRoCOMPACT ® 400 Classic Spiral Freezer. The GYRoCOMPACT uses vertical controlled air flow to minimize product movement, combined with the self-stacking belt this creates a closed freezing zone to keep product temperature even, and keep energy use low, even with maximum product capacity. All crucial to ensuring the quality of Noronha end products.

Noronha chose JBT for their industry reputation, and ability to provide both coating and freezing solutions. The seamless operation between coating, frying and freezing, along with a simplified installation that comes from using a single supplier, ensured Noronha’s team went into the process with confidence. The coating line has more than lived up to expectations. “We are currently processing 1,000 tonnes per month. But we plan to expand to around 1,800 to 2,000 tonnes, ” said Guilherme Blanke. “The market is constantly evolving; our plan is always to grow and diversify. With this equipment we gain productivity, reduce costs, and diversify our product line.”

Fundamental in strategic expansion

In 2025, JBT and Marel joined, becoming JBT Marel, combining our portfolios, our expertise and our teams. As a company who had invested in both JBT and Marel solutions we asked Noronha what they thought of us becoming JBT Marel. “The JBT and Marel lines are fundamental in establishing our process at Noronha, ensuring both quality and productivity. With productivity and quality key differentiators in our business, JBT Marel allows us to offer the best cost-benefit ratio. That’s fundamental to our expansion strategy,” Blanke.

Two are better than one

Two key advantages of JBT and Marel joining are the expanded, integrated portfolio we can offer our customers, and the service support network. As JBT Marel, we look forward to making the tough decisions even easier by being not only a one-stop-shop for all processing needs, but also a partner ready to support business growth, whichever direction Noronha chooses to go.

“Take advantage of everything JBT Marel lines offer. Use your creativity, explore the market, grow, and develop your business based on your ideas and the possibilities these lines provide.” Blanke. “JBT Marel’s involvement from pre- to post-sales is key to strengthening our partnership.”

The JBT Marel team are excited to continue our partnership with Noronha Pescado. We can’t wait to see how they continue to seize opportunities, develop product lines, and add to their successes.