More than 580 m², almost a year of work, and a team of over 100 people. This is how Uruguay presents itself with the sector brand that promotes Uruguayan beef in international markets, aiming to reach SIAL Paris 2026 with a proposal that seeks to put the origin of Uruguayan beef at the heart of the experience.
From October 17 to 21, Uruguay is participating in one of the leading international food industry platforms, which in its latest edition brought together 285,000 professionals from 205 countries, with nearly 8 out of 10 visitors coming from abroad. In this context, the Uruguayan National Meat Institute (INC) has a 580 m² stand and a Uruguayan delegation led by the president of the INC, Gastón Scayola, accompanied by board members José Mesa and Elizabeth Misa, and technical staff, including Marketing Manager Josefina Valenti, Market Access Manager Álvaro Pereira, General Manager Inés Invernizzi, and Head of Promotion Cecilia Shaw.
This delegation is joined by approximately 60 representatives from Uruguayan companies, including co-exhibiting plants and accompanying companies from the sector, who are participating in the fair and the various activities planned at the stand.
The proposal focuses on the International Year of Grasslands and Pastoralists 2026 and the promotional campaign for Uruguayan meats launched this year in Europe: “Uruguay Beef. Made in Nature”.
Bringing the origin of Uruguayan meats to the heart of Paris
More than 60% of Uruguay’s territory is covered by natural grasslands, an ecosystem that is integral to the landscape, livestock production, and national identity. At SIAL Paris, the National Meat Institute (INC) brings this heritage to the heart of the fair: a grassland portal allows visitors to experience the landscape and life of the Uruguayan grasslands, connecting the land with the product that reaches tables around the world.
The experience has different moments throughout the day: sunrise in the pasture, grazing time, horseback riding in the countryside and from the countryside to the grill.
The proposal seeks to create the feeling of actually being in the Uruguayan countryside and to connect the territory of origin with the product that reaches international markets.
The concept is directly linked to the International Year of Grasslands and Pastoralists, a United Nations initiative that, throughout 2026, highlights the value of these ecosystems and the role of the communities that manage them. Within this framework, Uruguay shares the co-presidency of the celebration with Mongolia, a designation made by the FAO (Food and Agriculture Organization of the United Nations).
For a country whose livestock production is mostly based on pastures, the grassland is also an essential part of the story that Uruguay seeks to tell in Europe.
Made in Nature: a campaign for Europe
SIAL Paris is also a highlight within the European rollout of “Made in Nature”, the new campaign by Uruguay Meats.
The campaign aims to communicate the attributes that distinguish Uruguayan beef and the relationship between nature, land, and livestock production. Natural pastures, open-range farming, and traceability are all part of this story, offering consumers and international buyers a different perspective on the origin of the beef.
The concept stems from a central idea: in Uruguay, nature is not only the setting where production takes place; it is part of the product’s identity and origin.
France plays a particularly important role in this strategy. SIAL Paris brings together professionals, buyers, and stakeholders from the food industry across various markets for five days, providing an opportunity to amplify Uruguay’s positioning and forge new connections with Europe.
Uruguay’s presence extends beyond the fairgrounds. During SIAL week, the Made in Nature campaign is featured in digital media and outdoor advertising linked to visitor traffic to Villepinte, where SIAL Paris takes place.
The campaign includes 76 panels on the RER B, with an estimated 509,000 impressions; 11 DOOH displays at Villepinte station, with approximately 78,000 impressions; and a large banner at the exit to the fair from the station, with an estimated reach of 100,000 people.
In this way, Uruguay Meats seeks to take the message of origin beyond the limits of the fair and generate visibility in different circulation points of the French capital.
Gastronomy is another key element of the experience. The stand features a private restaurant offering tastings of Uruguayan meats paired with Uruguayan wines provided by Uruguay Wine. In addition, there is a walk-up tasting, open to all visitors and offered three times daily.
The route thus connects different stages: the landscape, the pasture, the animals, the work in the field and, finally, the grill.
One way to show that behind every cut of meat there is a territory and a chain of people who make it possible for that product to reach tables around the world from Uruguay.
