The National Meat Institute's campaign to promote lamb meat in Brazil has seen remarkable success, with Uruguayan lamb accounting for 84% of the meat imported in southeastern Brazil. However, the growth of the sheep processing industry in Uruguay is being hampered by a lack of facilities, as most plants currently operate for mixed or cattle production. Despite this, there is optimism for the resumption of sheep slaughtering in the US and increasing requests to import live lambs from Uruguay to the South, which could provide a potential solution to the product placement challenges if the industry can compete with the higher live lamb values in some destinations.