December 27, 2019

Uruguay boosts its beef brand promotion to China

An industry insider said China has established itself as a priority market for Uruguay, with Uruguay making additional efforts to boost promotion for its beef brand to China, reported Xinhua news. 

Federico Stanham, National Meats Institute (Inac) head said it is important for Uruguay to develop brand recognition for its potential consumers in China.

He cited countries such as Australia, which have effectively positioned their brand and gained 25% higher meat sales compared to Uruguay.

He said Inac has led a promotional campaign for Uruguay's beef on Chinese social media, at points of sales and with food distributors and producers to make known the "Uruguay brand". An industry insider said the social media campaign has been seen more than 100 million times on social media.

Uruguay exports 60% of its beef to China. Stanham said Uruguay has diverted its trade flow to China from its previously traditional markets like Europe, the United States, Chile, Israel and Russia.

He said the Asian market demands various beef cuts, which makes it beneficial as all production can be focused on China.

He added that there is an increase in the consumption of beef in Asia, with traditional markets either plateauing or declining.

446,000 tonnes of beef have been exported by Uruguay, valued at US$1.724 million. China purchased 294,000 tonnes worth US$1.012 million.

-      Xinhua News