Uruguay beef exports to Europe gain visibility with INAC campaign

Uruguay is stepping up promotion of its beef in the European Union, with a new campaign targeting Germany and the Netherlands, two key markets for the country’s high-value meat exports.

The campaign, led by Uruguay’s National Meat Institute, known as INAC, seeks to strengthen the Uruguay Beef brand in a market where origin, traceability and sustainability are playing a growing role in purchasing decisions.

Germany and the Netherlands were selected because of the strong presence of Uruguayan beef in both markets, supported by established networks of importers, distributors, retailers and restaurants.

In Germany, the campaign has already reached more than 3.5 million people across the country’s 10 largest cities, including Berlin, Hamburg and Munich. The strategy combines digital advertising on Instagram, Facebook and YouTube with outdoor ads on 150 digital screens in major railway stations, as well as two large billboard displays.

One of the campaign’s most visible placements is The Whale, Germany’s largest LED screen, located at Hamburg’s central railway station, which handles more than 500,000 passengers a day.

The Netherlands was chosen for its strategic role as the main gateway for Uruguay beef exports to Europe. The country accounts for about 40% of Uruguay’s beef shipments to the EU, with cargo entering through the Port of Rotterdam before being distributed to other markets across the continent.

The campaign comes at a favorable moment for Uruguay’s beef trade with Europe. In 2025, Uruguayan beef exports to the EU rose by nearly 50% from the previous year and totaled 52,000 tonnes, the highest volume recorded in the past decade.

INAC also highlighted Uruguay’s competitive positioning under the European Union’s new deforestation regulation. The country is among the limited group of suppliers classified by the EU as “low risk” for deforestation, a status that strengthens the appeal of Uruguayan beef compared with other international suppliers.

The promotion also comes as Mercosur and the European Union move toward deeper trade integration. The agreement between the two blocs is expected to improve access for Uruguayan beef to one of the world’s most demanding and highest-value import markets.

For exporters, meatpackers and logistics operators, the campaign reinforces the importance of Uruguay beef exports to Europe and the role of Rotterdam as a distribution hub for chilled and frozen meat. It also highlights how branding, traceability, sanitary compliance and sustainability credentials are becoming increasingly important in global animal protein trade.

Source: Rurales | El País

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