Last week, the World Meat Congress 2025 brought together industry leaders, policymakers, and producers from around the globe in Cuiabá, Mato Grosso, Brazil’s livestock heartland. Surrounded by the region’s vast cattle herds and impressive production systems, the event provided a timely reminder of both the scale and complexity of the challenges facing the global meat sector and the opportunities that come with them.

The big picture: demand, trade, and industry confidence

The key message was clear, that global demand for animal protein is set to rise well into 2050, even as livestock numbers fall. This imbalance could drive both trade pressure and export opportunity for UK producers. The Congress reinforced how essential it is for the UK industry to stay closely connected with international partners to manage sustainability targets, biosecurity standards, and trade access, especially as global supply chains continue to feel the effects of shifting geopolitics.

Trade discussions delved into the ongoing tensions around tariffs and differing production standards, with speakers noting how post-COVID restrictions and evolving policies in major economies are reshaping market access. Frequent policy changes within the EU, including Germany’s welfare reforms, Denmark’s carbon taxes, and Spain’s stocking density rules were cited as factors undermining producer confidence and limiting reinvestment across Europe.

Sustainability beyond the buzzword

Unsurprisingly, sustainability dominated much of the programme. Sessions explored everything from greenhouse gas reduction and deforestation-free supply chains to the circular economy and traceability. One particularly relevant takeaway was the push to include nutrition within sustainability metrics. It’s a reminder that food systems should be assessed not just by their emissions per kilogram, but by their nutritional value.

This broader perspective aligns closely with the UK’s own challenge to ensure that environmental targets don’t overshadow meat’s vital role in providing high-quality, naturally nutrient-rich food. The Congress also looked ahead to COP30 and its implications for livestock production, with speakers urging the industry to take an active, science-led stance in upcoming global discussions.

Technology, trust, and the consumer connection

Another recurring theme was the need to rebuild consumer confidence through clear, evidence-based communication. A session on artificial intelligence and public perception highlighted how digital platforms and automated meal-planning tools increasingly exclude red meat, not due to science, but because of bias in underlying datasets. The message to the industry was blunt: if we don’t tell our story, someone else will.

Marketing experts showcased global campaigns focused on reconnecting consumers with the nutritional and environmental realities of meat. For the UK, this underscores the importance of smarter, more assertive messaging, from packaging to social media, to highlight the natural protein, vitamin, and mineral content that the public often takes for granted.

Innovation in context

While cultivated meat and alternative proteins featured in several discussions, there was general agreement that lab-grown meat remains far from parity with conventional production in terms of cost, scalability, or nutrition. The consensus was that innovation and transparency within traditional meat production, rather than competition from new protein sectors, will drive the industry forward.

A technical visit to Fazenda Aba, a 1,355-hectare beef finishing farm in Mato Grosso, gave delegates a first-hand look at how Brazilian producers are applying data-driven management to improve sustainability outcomes. It was a tangible reminder that technology and science-led practices are already reshaping livestock production globally.

Takeaway for the UK sector

For British processors and exporters, the Congress reinforced several key priorities which BMPA will actively pursue:

• Stay engaged with global trade and sustainability discussions to secure long-term market access.
• Strengthen science-based communication to counter misinformation and highlight red meat’s nutritional and environmental credentials.
• Innovate within existing production systems, from data management to supply chain transparency, to build both trust and competitiveness.

As the Congress concluded, the overarching message was one of responsibility and opportunity. The meat industry stands at a pivotal point defined by innovation, sustainability, and communication. The future success of the sector, in the UK and worldwide, will depend on collaboration, credible science, and confident storytelling.