INAC launches major strategic projects to celebrate Uruguayan Meat Day and boost global exports
Established in 1994, Meat Day is celebrated every May 29th to commemorate a historic milestone: the first transoceanic voyage of refrigerated meat from the Río de la Plata to Europe aboard the ship Le Frigorifique on May 29, 1877. This breakthrough was made possible 150 years ago, in 1876, when Uruguayans Francisco Lecocq and Federico Nin Reyes assisted French engineer Charles Tellier in developing the revolutionary refrigeration system. Today, this legacy of innovation continues to drive Uruguay’s ultra-sophisticated logistical and commercial meat network, which exports premium cuts to more than 56 countries.
"Uruguay Beef - Made in Nature": Reaching the Heart of the European Union
Following a successful high-level trade mission to China to diversify market share, INAC officially announced the launch of a powerful promotional campaign in the European Union under the brand "Uruguay Beef - Made in Nature".
This offensive comes on the heels of a spectacular performance in 2025, when Uruguayan meat exports to the EU surged by nearly 50% year-on-year, reaching a 10-year high of 52,000 tons. Seizing the opportunities presented by the EU-Mercosur framework, the campaign aims to capture premium consumer segments by leveraging Uruguay’s ultimate competitive advantage: Uruguay is one of the few global beef suppliers officially recognized as "low risk" for deforestation under EU regulations, outperforming key competitors like Argentina, Brazil, and Australia.
The campaign is built upon three strategic pillars:
The promotional blitz is strategically concentrated in Germany and the Netherlands—the two primary gateways for Uruguayan meat in Europe. The Netherlands alone handles 40% of all European shipments via the Port of Rotterdam, while Germany stands as the second-largest destination volume-wise.
The digital and outdoor advertising campaign in Germany is set to reach over 3.5 million people across its 10 largest cities, including Berlin and Hamburg. In addition to high-impact social media coverage, the campaign features advertising across 150 digital screens in major train stations. The centerpiece of the campaign will be a massive display on "The Whale" in Hamburg—Germany's largest LED screen—where more than 500,000 daily commuters will witness the story of Uruguayan beef.
"Feeding Dreams": Strengthening the Domestic Social Fabric
While expanding its global footprint, INAC remains deeply committed to its domestic responsibilities, emphasizing the nutritional importance of meat as an irreplaceable source of nutrients in the Uruguayan diet.
INAC has officially launched the 2026 cycle of its flagship program, "Alimentando Sueños" (Feeding Dreams). Endorsed by the General Directorate of Early Childhood and Primary Education, this initiative promotes healthy lifestyles, wellness, and evidence-based nutrition habits across all 19 departments of the country.
Led by Olympic athlete Déborah Rodríguez, alongside a dedicated team of athletes and nutritionists, the program has already reached over 46,000 children through 400 school activities since its inception. For the rest of 2026, INAC plans to execute 230 new activities, targeting an additional 25,000 young participants nationwide.
Furthermore, INAC announced the development of the new "Livestock and Schools Program". This educational and interactive initiative is designed to bridge the gap between rural and urban areas, teaching schoolchildren about the entire meat production chain—from natural pastures to the final product. The project will highlight the innovation, environmental sustainability, and cultural tradition that position livestock farming at the absolute core of Uruguayan identity.
The national livestock sector achieved a new historical milestone with the opening of the Republi...
The report shows Australia further strengthening its position as the world’s leading goatme...
Within the framework of SIAL Shanghai 2026—one of Asia's most important food fairs—Ch...
