Copayan announced at Expo Prado that it has begun selling beef under the Selección Hereford brand in partnership with the Uruguayan Hereford Breeders Society.
Copayan director Fernando González and the president of the breeders society, Lucía Perdomo, unveiled the initiative at an event held at the Prado grounds.
Perdomo said that, beyond the work the society has been conducting internally in genetics, fertility, feed conversion efficiency, adaptability, and beef quality, the time had come to “open the gate” and showcase its production to the wider public.
She stressed the need to become involved throughout the different links of the supply chain until reaching the final consumer with beef that delivers a positive eating experience.
González said he comes from a farming family with a history spanning more than 100 years, in which the Hereford breed has always been present. “Hereford has always been part of my identity, so it is a source of pride to support this project,” he said.
González noted that the launch seeks to connect the genetic work carried out by studs and breeders with final consumers, offering them a product on retail shelves whose breed attributes they can choose, compare, and appreciate.
He said that, in addition to its work in the domestic market, the company toured São Paulo, Brazil, with its distributors and tested the product with local customers. The experience generated favorable expectations for the project’s regional expansion. “Regional opportunities are emerging,” he said.
