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 others- will continue to spur sustainable production systems, processing and commercialization along the entire national industry.