Uruguay marketing investments lead to higher beef exports

According to Inac, Uruguay’s National Meat Institute, Uruguayan beef exports increased 7.9% in 2019, as a result of a US$ 25m brand-positioning marketing plan played out in China, the United States, Germany and Japan.

Subsequent to the investment, Uruguay has been able to raise its beef prices from $ 4,000 per ton to $ 5,000 per ton and its export volumes from 400,000 to 500,000 tons.

The following chart, made from Datamar’s DataLiner data, shows Uruguayan beef exports month by month:

Chart Source: DataLiner / Datamar

In addition to the brand positioning campaign, other measures adopted by Uruguay included the approval of a meat safety and transparency law.

Sharing is caring!