INAC has launched a promotional campaign for Uruguayan beef in Germany and the Netherlands, the country's two main markets within the European Union. The campaign includes advertising on social media, digital screens and outdoor billboards in major cities and transport hubs, including "The Whale," Germany's largest LED screen, located at Hamburg Central Station.
The initiative aims to strengthen the presence of Uruguayan beef in a high-value market, capitalizing on the improved market access expected under the EU-Mercosur agreement and Uruguay's recognition as a low-risk country for deforestation under the EU regulation. Uruguayan beef exports to the European Union rose nearly 50% in 2025 to reach the highest volume in the past decade, although shipments fell 36% year-on-year during the first half of this year.
