Uruguay showed in São Paulo why it is the best partner for the internationalization of Brazilian companies

To present the competitive advantages that make Uruguay a strategic platform for regional expansion, Uruguay XXI organized the “Uruguay Value Proposition” event in São Paulo. The event brought together leaders from the Brazilian and Uruguayan business ecosystems and was supported by the Uruguayan Ministry of Foreign Affairs and its consulate in the city.

During the event, Mariana Ferreira, executive director of Uruguay XXI, and Fabiana Valiño, investment specialist, explained why Uruguay is the ideal hub for companies seeking stability, efficiency, and access to new markets. They highlighted the bilateral agreement that allows production in Uruguayan free trade zones while maintaining Mercosur origin, a key tariff advantage.

BASF: trust and sustained growth from Uruguay

One of the leading voices at the event was Patricia Nunes, Managing Director - Vice President Global Services Hub Montevideo for BASF Services Americas, who recounted how the chemical giant chose Uruguay as the base for its service hub for the Americas.

“Uruguay is a serious country with a very low level of corruption. That is not an issue in the country, which provides much security for long-term investment,” said Nunes, explaining why they chose Uruguay over other countries such as Mexico or Costa Rica.

The executive highlighted that the support provided by Uruguay XXI was decisive from the outset. “They showed us clearly and seriously what Uruguay had to offer. That was decisive for a German company like BASF, which does not make investment decisions lightly,” she said.

BASF’s history in Uruguay began in 2014 with just 14 employees. Today, its center in Montevideo has almost 1,200 people, providing financial, legal, logistics, technology, and communication services in several languages.

“Uruguay is not for doing trivial things. It’s for adding value, differentiating yourself, innovating,“ emphasized Nunes, adding, ”It doesn’t matter if you’re not a software company, the innovation environment makes all businesses more efficient.“

She also valued institutional continuity and government commitment. ”The programs we used ten years ago are still in place. No ups and downs are depending on the political party in power. That inspires confidence,” she said.

PepsiCo: a flagship case from Colonia to the world

The event also featured a presentation by Diego A. Hekiamian, Manager of Corporate Affairs and Sustainability at PepsiCo Cono Sur, who shared the story of the company’s concentrate plant in Colonia del Sacramento.

“Back in the 1980s, Uruguay was already seen as a serious, democratic country with strong institutions,” he recalled.

Since then, PepsiCo has become one of the country’s leading exporters, with nearly US$ 800 million annually, equivalent to 6% of national exports.

“From the Colonia plant, we supply more than 20 countries with high standards of quality and sustainability,” said Hekiamian.

But beyond the numbers, the executive highlighted a key intangible. “Uruguay has something that is rarely seen: closeness. When you have a problem, you find someone willing to help. That’s in the country’s DNA.”

“Let’s go for it” is not just a phrase; it's an attitude. And that gets things done,“ he summarized, putting into words the collaborative spirit that PepsiCo experiences on a daily basis.

There were also words of appreciation for the relationship with Uruguay XXI. ”Every director we met maintained the same line of conduct, with a consistent policy of attracting investment.That predictability is an asset for any investor,” he said.

A fertile ecosystem for innovation and the long-term

The event ended with a networking session between businesspeople, legal and logistics advisors, and representatives of Uruguayan free trade zones. The atmosphere of exchange allowed participants to explore new opportunities for expansion alongside a country that combines clear rules, institutional support, and quality talent.

“Uruguay is an excellent place to live, with low risk. It is also an open country: people want to receive investment and value it,” said Nunes.

The “Uruguay Value Proposition” event made it clear that the country is not only competitive because of its tax advantages or strategic geography but also because of its human, institutional, and professional advantages, which make it a true partner for growth in Latin America.