As part of its global expansion and positioning strategy in the Chinese market, the National Meat Institute (INAC) has launched a campaign to promote Uruguayan meat and highlight its reputation as a high-quality, premium product. The initiative, driven under the Uruguayan Meats brand, includes a multifaceted promotional approach featuring digital advertising, public space visibility, participation in trade shows and gastronomic events, and strategic partnerships.
A spotlight moment of the initiative was the February visit of a delegation of ten renowned international chefs to Uruguay. Among them were Luis Xiao, Nicoló Rotella, Samuele Rossi, Juan Campos, Sungho Ju, Addison Liew, Li Jinsheng, Qiu Yangyang, Ding Guojian, and Chen Xiaoshan – several of whom are associated with Michelin-starred restaurants. During their stay, the chefs engaged in a range of cultural and culinary activities across Montevideo and Maldonado.
The itinerary included a visit to INAC’s headquarters, followed by a trip to Cabaña Tropicalia, where the chefs participated in a masterclass led by Uruguayan chef Sebastián Manito. There, they experienced firsthand Uruguay’s sustainable and ethical beef production model- observing cattle raised outdoors, learning about animal welfare practices, and tasting a variety of premium cuts, all within a truly farm-to-table experience.
The group also visited iconic destinations in Montevideo and Maldonado, such as Bodega Garzón and its restaurant, the Museum of Contemporary Art (MACA), and the renowned Casa Pueblo. Their visit concluded with a memorable cruise abroad the training ship Capitán Miranda.
Throughout their journey, the chefs dined at Uruguay’s most acclaimed meat restaurants, exploring the country’s rich culinary heritage and exchanging insights with local chefs. Each participant received a personalized welcome kit with professional-grade items designed to support the promotion of Uruguayan meat in their own restaurants back in China. This dynamic exchange showcased Uruguayan meat to top culinary influencers, strengthening cultural ties and highlighting its quality, flavor, and values in a key global market
