carne uruguaia / Argentina's beef
Meat

Uruguay marketing investments lead to higher beef exports

Dec, 31, 2019 Posted by Sylvia Schandert

Week 202001

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.

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