The Uruguay Beef campaign is underway in the main ports of destination in the European Union. INAC (National Meat Institute) chose Germany and the Netherlands for the launch, as these are the two European markets where Uruguayan beef has the strongest presence, with significant importers and distribution at the retail and restaurant levels.
The Netherlands accounts for 40% of Uruguayan meat shipments to Europe, with the port of Rotterdam being its main gateway to the continent.
Germany, for its part, has consolidated itself as the second largest destination in terms of volume, with robust and historical importers for Uruguay, achieving a presence throughout the territory.
The shared images correspond to the public campaign in this country.
In Germany, we reach more than 3.5 million people in the ten largest cities — Berlin, Hamburg, Munich, among others.
With a presence on Instagram, Facebook and YouTube, high-impact outdoor advertising on 150 digital screens in the country’s main stations, and two large billboards: in Berlin, and the campaign’s boldest protagonist: The Whale, Germany’s largest LED screen, located in Hamburg’s central station, with more than 500,000 people passing through every day.
The promotion of Uruguayan beef is carried out within the framework of the agreement between the European Union and Mercosur, which is an opportunity for better access to this market that acquires high-value cuts.
In 2025, meat exports to the European Union grew by almost 50% year-on-year, totaling 52,000 tons; the highest volume in the last 10 years.
The competitive advantage, beyond the numbers, lies in Uruguay’s distinction from other beef suppliers in the EU. Uruguay is one of the few countries recognized as having a “low risk” of deforestation under EU regulations. It’s a market where origin and quality are key purchasing factors, and this recognition is our greatest competitive strength.
