Recently, Uruguay Beef officially unveiled its new brand concept, “A Delicacy on the Tongue. A Treasure of Origin” to Chinese consumers. More than a slogan, it represents a promise of authentic flavor rooted in Uruguay’s pristine grasslands—bringing Chinese households a piece of naturally raised, trustworthy, high-quality beef, and redefining everyday dining satisfaction.
Discovering the “Treasure”: Born of Nature, Refined by Commitment
What makes Uruguay Beef a “Treasure”? Its ruby-red color, fine and even marbling, and naturally rich aroma provide the first answer. When cooked, it releases a pure, concentrated beef fragrance. Whether grilled to retain its juicy texture or slow-cooked to develop a deep, mellow flavor, Uruguay Beef requires no heavy seasoning to reveal its layered, authentic taste—this is the true meaning of “A Delicacy on the Tongue”
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This quality and value are rooted in Uruguay’s vast natural pastures. There, cattle roam freely across open grasslands and grow at nature’s own pace. Even more importantly, Uruguay upholds a simple yet reassuring national commitment: no growth hormones are used in the process. This long-standing respect for natural principles is what gives each cut of beef its distinctive “Treasure” quality.
Tasting the “Treasure”: A Flavor Connection from Pasture to Table
The appeal of “Treasure” beef lies in its ability to elevate meaningful moments. It can be a perfectly cooked steak on a couple’s dinner table, adding substance to a special occasion; the centerpiece of a hotpot or barbeque shared among friends, enhancing both aroma and connection; or a comforting dish at a family gathering, bringing different generations together through flavor.
Revealing the “Treasure”: A Fully Traceable Promise of Trust
For modern families, great taste must come with peace of mind. Uruguay Beef delivers this through a comprehensive “pasture-to-plate” traceability system. In Uruguay, every animal is assigned an electronic ear tag—its own lifelong “ID.” With a simple scan, consumers can trace the beef’s journey: the pasture it came from and the standards followed throughout processing. This end-to-end transparency forms one of the strongest guarantees of food safety.
The launch of “A Delicacy on the Tongue. A Treasure of Origin” marks a meaningful dialogue between Uruguay Beef and Chinese consumers. During January, they were activated in two central locations in Shanghai: one of the supports is a printed billboard, and the other consists of six digital screens. In addition, we worked on a PR plan, publishing press releases in 200 digital media channels.
Uruguay Beef is now available through selected premium channels in some tier 1 Chinese cities. Consumers are warmly invited to discover and experience this naturally born “Treasure beef,” and to enrich life’s important moments with authentic taste and trust.
