The Cordeiro Uruguaio campaign was launched in Brazil

The National Meat Institute (INAC) and Uruguay Meats launched the Cordeiro Uruguaio campaign in Sao Paulo with the participation of renowned chef Raul Lemos in an exclusive tasting to celebrate the flavor and quality of Uruguayan lamb. The event was coordinated by Marketing Manager Josefina Valenti. The “Cordeiro Uruguaio: Da boutique de carnes do mundo” campaign in Brazil is carried out after a market research that INAC carried out since March 2024 to find out how to increase the consumption of Uruguayan lamb in Brazil, as a more profitable alternative compared to other origins. This study was carried out with 2,000 consumers in the regions of São Paulo and Rio de Janeiro and a round of interviews with experts in the sector in which a technical team from INAC participated by traveling to Brazil. This allowed the mapping of the chain of current consumption of formalized sheep meat in the Brazilian market. One of the main findings is that 85% of imported lamb is of Uruguayan ...