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

With the aim of presenting the competitive advantages that make Uruguay a strategic platform for regional expansion, Uruguay XXI organized the “Uruguay Value Proposition” event in São Paulo for the second consecutive year, in coordination with the Consulate General in that city. The event brought together more than 100 leaders from the Brazilian business ecosystem, as well as advisors, free zone operators, and logistics service providers who traveled from Uruguay especially for the occasion.

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

BASF: confidence and sustained growth from Uruguay

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

“Uruguay is a serious country with a very low level of corruption, and that provides a lot of security for long-term investment,” said Nunes, highlighting that the support of 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," he said, explaining some of the reasons why they chose Uruguay over other countries in the region.

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 is for adding value, differentiating oneself, innovating,” emphasized Nunes, adding: “It doesn't matter if you're not a software company, the innovation environment makes all businesses more efficient.”

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

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

PepsiCo: a flagship case from Colonia to the world

The event also featured the testimony of Diego A. Hekimian, 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 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.

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

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,“ he said.

Regarding the relationship with Uruguay XXI as an agency specializing in investment promotion, he highlighted: ”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."

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.

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 that make it a true partner for growth in Latin America.