Uruguay's National Meat Institute (INAC) announced the launch of a new promotional campaign for Uruguay Beef in the European Union, seeking to capitalize on opportunities created by the EU-Mercosur agreement and growing demand for high-value beef cuts. The campaign will be built around the concept “Uruguay Beef – Made in Nature.”
According to INAC, Uruguay exported about 52,000 metric tons of beef to the European Union in 2025, an increase of nearly 50% from the previous year and the highest volume shipped to the bloc in the last decade.
The institute emphasized Uruguay's environmental credentials as a key competitive advantage. Under the EU's deforestation regulation, Uruguay is recognized as a low-risk country, a distinction that, according to INAC, is not currently shared by major beef-exporting competitors such as Brazil, Argentina, or Australia.
The campaign will focus on three pillars: origin, quality, and natural grasslands. INAC said the message aims to connect with European consumers increasingly interested in traceability, sustainability, and production systems based on natural resources.
Germany and the Netherlands were selected as the priority markets for the campaign. The Netherlands remains Uruguay's main gateway into Europe, accounting for about 40% of beef shipments to the continent, while Germany is the second-largest destination by volume. Promotional activities will include digital advertising, social media campaigns, and outdoor displays in major cities and transportation hubs.
