Uruguay Showcases Quality Foods and National Identity at APAS Show Brazil

Uruguay participated for the third consecutive year in the APAS Show, the most important event for the supermarket sector in Latin America, held in São Paulo, Brazil. With a solid and well-articulated presence, the country reaffirmed its strategy for internationalizing the food and beverage sector, presenting itself as a strategic partner in quality, traceability, and food innovation.

Uruguay XXI, the Uruguayan Chamber of Industries, and the Consulate in São Paulo coordinated the event. Uruguayan companies offering various products, from preserves and sweets to beverages and gluten-free foods, participated. On average, each company generated 14 relevant business contacts, highlighting the strong presence of Brazilian and regional supermarket chains and reinforcing business opportunities in different distribution channels.

The delegation was made up of 14 Uruguayan companies from the food and beverage sector, reflecting the diversity and quality of the national offering: Avanti (frozen pasta and dough), UYTuna (canned tuna), Portezuelo (alfajores, puddings, and nougat), Los Nietitos (sweets and jams), Vitanna (Tannat grape pomace brandy), Saac (liqueurs), Betabel (hummus), Celisano (gluten-free foods), Sacro (gin and vodka), La Trigueña (cookies and baked goods), Pontevedra (sauces, pulps, and juices), Belnova (frozen fish), Farming (cheeses), and Postres Olaso (frozen desserts). This representation allowed for the display of a range of value-added products with export potential, aligned with the standards of quality and innovation that distinguish Uruguay.

Positioning with a collective identity

Businesspeople highly valued the joint participation strategy under the country’s umbrella. For Pelayo Soneira, Commercial Manager at Avanti, the visibility provided by being part of a national stand is key. “Participating internationally in a country stand with various offerings always adds value. We are looking for strategic partners; we need a consistent presence to show ourselves in the market,” he said.

Avanti, which already has a presence in some Brazilian states, was recognized by local players who even resumed negotiations initiated in previous editions. “The fact that one of the main supermarket chains is coming back to us this year because they see us on the shelves of our competitors is a tremendous boost. We are proud that a local company has told us, ‘We want you to make our premium line,’“ said Soneira, underscoring the value of consistency and the country’s reputation.

In addition, the executive stressed the importance of beginning internationalization in the Brazilian market: ”At Avanti, we understand that any company that wants to start down the path of international trade should begin by exploring the Brazilian market. There are customers of different sizes, which allows you to focus on the stage of maturity of each company.“He said the market’s geographical proximity and diversity make it an unmissable opportunity.

For his part, Aníbal Zeballos, from UYTuna, valued the synergy generated between the Uruguayan firms. ”There is a significant exchange between all the companies. Going under the umbrella of Uruguay adds value as a brand because Uruguay has a good image worldwide,“ he said. The stand’s privileged location was also a factor that enhanced visibility. ”Being in the display cases at the entrance gave us a prominent presence and allowed us to build a good database to start business relationships,” he said.

Innovation, sustainability, and quality as a banner

UYTuna surprised visitors with its sustainable packaging and innovative products, which generated a positive reaction. “Many were surprised to see this product in Uruguay and congratulated us on the initiative,” said Zeballos, adding that the company is already moving forward with quotes and negotiations to finalize exports after attracting the interest of customers from different profiles from retailers to large chains.

In this sense, the event consolidated itself as a showcase for new businesses and a key opportunity to test products, understand the Brazilian market’s demand, and strengthen Uruguay’s reputation as a reliable and competitive supplier.

Companies highlighted Uruguay XXI’s support as an essential pillar for strengthening ties and gaining international presence. This effort is part of a sustained strategy to promote the internationalization of the food sector, which accounts for more than half of the country’s goods exports. Uruguay, with full traceability in its livestock and georeferencing of vineyards and citrus fruits, is increasingly positioning itself in a global market demanding quality, sustainability, and origin.