From May 19 to 21, Uruguay Meats took part in SIAL China, Asia’s largest and most influential food and beverage trade fair, held in Shanghai for the 24th consecutive year. With over 180,000 professional visitors and thousands of exhibitors from around the world, the event served as a key platform to promote Uruguayan beef in the Asian market.
Uruguay maintained a strong presence with a 660-square-meter institutional stand, reflecting a sustained strategic commitment that has been uninterrupted since 2004.
Throughout the three-day event, Uruguay Meats offered walk-through tastings of premium beef cuts such as sirloin and ribeye during three daily sessions. These allowed visitors to the signature flavor, texture, and natural quality of Uruguayan beef. Additionally, a private restaurant within the stand served a curated menu featuring sirloin, ribeye, and tripe-prepared in dishes that blended Eastern and Western culinary styles.
As part of its outreach efforts, Uruguay Meats hosted an exclusive reception at the Kerry Pudong Hotel, attended by 300 guests, including importers, distributors, chefs, and food industry leaders. The event featured a variety of beef and lamb preparations highlighting the gastronomic identity and culinary versatility of Uruguayan meat in globally inspired dishes.
Participation in SIAL China 2025 reaffirms Uruguay Meats’ commitment to strengthening Uruguayan meat in Asia, a region that increasingly prioritizes quality, food safety, and natural origins.
To further boost visibility, Uruguay meat is also running a billboard campaign on the streets of Shanghai promoting the message: “High-quality Uruguayan meat, the choice of the Uruguay national soccer team.”
