Uruguay steps up beef promotion in the EU market

Uruguay is stepping up the promotion of its beef in Europe, focusing primarily on Germany and the Netherlands, two key European markets for Uruguayan meat. Uruguay’s National Meat Institute (INAC) has launched a large-scale advertising campaign aimed at strengthening the country’s position as a supplier of natural and fully traceable beef.

The campaign is built around the “Made in Nature” concept, highlighting the distinctive features of Uruguay’s livestock production. Much of the country’s cattle is raised on natural pastures, while hormones are not used in production. Uruguay also preserves one of the largest grassland ecosystems in the region, which has become an important competitive advantage for its beef industry.

The focus on Europe also reflects changing consumer priorities, with buyers increasingly paying attention to food origin, sustainable production and animal welfare. Uruguay has an additional advantage after being classified as a low-risk country for deforestation under the EU Deforestation Regulation (EUDR), strengthening the positioning of its beef under the European market’s new environmental requirements.

The Netherlands is the main gateway for Uruguayan beef into Europe, accounting for around 40% of the country’s beef exports to the continent, with the port of Rotterdam serving as the primary entry point. Germany is the second-largest market and remains an important destination due to its major long-standing importers and extensive distribution across retail and foodservice channels.

In Germany, the campaign is expected to reach more than 3.5 mln consumers across the country’s ten largest cities, including Berlin, Hamburg and Munich. Promotion includes social media, print and digital media, as well as 150 digital screens at major railway stations. The centerpiece is Germany’s largest LED screen at Hamburg Central Station, which is passed by more than 500 thsd people every day.

Tags: Netherlands, Uruguay, EU, Beef cattle, Germany