BEEF MARKETING AND QUALITY IN URUGUAY

• DOI: 10.22533/at.ed.24319031213

• Palavras-chave: Atena

• Keywords: marketing, beef quality, grassbased production systems, animal welfare, Uruguay.

• Abstract:

  Meat cannot be considered as a

  mere commodity. Modern consumers not only

  care for certain quality traits and adequate

  prices, but are increasingly paying attention

  to other non-traditional cues, such as origin of

  food, production systems from where their meat

  comes from and animal welfare practices, among

  others. Uruguay bases most of its beef production

  on grass, although grain supplementation

  is used to feed animals facing nutritional

  restrictions with animal welfare benefits. Not

  only do grass-based production systems

  clearly present environment-friendly features,

  but also these systems positively influence

  meat quality traits, especially those affecting

  human health. Although Uruguay´s extensive

  conditions allow animals to best perform their

  physiological and behavioural functions, many

  adjustments should be done to enhance animal

  productivity and animal welfare throughout the

  meat supply chain. Local research has provided

  the Uruguayan meat industry with information

  on how to improve animal welfare, efficiency,

  performance and product quality, taking into

  account consumer´s preferences and health

  issues as well. Local scientists unanimously

  agree that unbiased scientific information must

  be always delivered, so as to maintain the

  country´s credibility and trust. Throughout the

  years, national meat marketing policies shifted

  from “selling meat” to “selling trust” and now,

  Uruguayan beef marketing present and future

  challenges lie on how to continue adding value

  and creativity for each link and for the meat

  supply chain as a whole. The promotion, of the

  “Uruguayan Natural Meat” brand -among otherswill continue to spur sustainable production

  systems, processing and commercialization

  along the entire national industry.

• Número de páginas: 15