Uruguay marketing investments lead to higher beef exports
Dec, 31, 2019 Posted by Sylvia SchandertWeek 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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