World Meat Congress Recap

by Emily Bromley, reported to the Canadian Cattle Youth Council

From October 27–31, I was in Brazil attending the World Meat Congress, held in Cuiabá, Mato Grosso. The event brought together global leaders, producers, and industry experts to discuss key trends, challenges, and innovations shaping the future of the meat sector. It was an excellent opportunity to connect with professionals from around the world, exchange ideas, and gain valuable insights into international markets and sustainability practices within the industry.

Day one of the World Meat Congress began with an engaging session on the hot topic of food geopolitics, moderated by fellow Canadian John Masswohl. The discussion set the tone for the event, exploring how global political dynamics, trade policies, and international relations continue to shape the future of food production and distribution. Panelists provided valuable insights into the challenges and opportunities facing the global meat industry in an increasingly interconnected world.

The second session of the day was one that I really enjoyed as it focused on the challenges facing the global animal protein production chain. Speakers highlighted a range of issues impacting the sector, including sustainability pressures, rising production costs, animal welfare expectations, and the need to reduce environmental footprints. Discussions emphasized how climate change, shifting consumer preferences, and evolving trade regulations are reshaping the way protein is produced and marketed worldwide. Industry leaders shared insights on adopting innovative technologies, improving feed efficiency, and enhancing transparency across the supply chain to ensure long-term resilience and competitiveness in the global marketplace.

Rupert Claxton, from GIRA, delivered an insightful presentation on the complex dynamics shaping global meat demand. He explained that while there are numerous drivers fueling growth—such as population increases, rising incomes, and expanding middle classes in developing regions—there are also significant contradictions influencing the market. Claxton highlighted that in many developed countries, consumers are simultaneously demanding more sustainable and ethical production while reducing overall meat consumption. Meanwhile, emerging economies continue to see strong demand growth. These contrasting trends create a challenging landscape for producers and policymakers, who must balance sustainability goals with the need to meet global food security and nutritional demands.

Thanawat Tiensin from the FAO summed up the second session perfectly with his thought-provoking statement: “You think differently when your stomach is full.” His words captured the contrast between regions where food security is not a pressing concern and those where feeding people remains a daily challenge. Tiensin emphasized that in food-secure countries, discussions often center around improving sustainability, animal welfare, and reducing environmental impact—important issues, while in other countries that can seem distant to those still striving for basic access to affordable protein. His comment served as a powerful reminder that global perspectives on the animal protein supply chain are deeply influenced by economic realities and levels of food security, highlighting the need for balanced, inclusive solutions that address both sustainability and accessibility.

The last session of the day concentrated on sustainable meat production, exploring the complex dynamics of CO₂ and CH₄ in animal protein production. Speakers highlighted how livestock systems contribute to greenhouse gas emissions but also emphasized the sector’s significant potential for mitigation through improved efficiency, feed innovation, soil carbon sequestration, and methane-reducing technologies. The discussion underscored that sustainability is not a one-size-fits-all concept—regional differences in production systems, resource availability, and economic development all play crucial roles in shaping outcomes. Overall, the session reinforced the importance of science-based strategies, collaboration across the value chain, and balanced communication to ensure that progress toward lower emissions is both environmentally effective and economically viable.

The day concluded on a lively and memorable note with a traditional Brazilian BBQ, where attendees enjoyed an authentic cultural experience filled with vibrant music, delicious food, and energetic performances. The atmosphere was festive and engaging, with Brazilian dancers bringing colour and rhythm to the evening, creating a warm and celebratory environment for networking and relaxation after a full day of discussions. 

The second day of the World Meat Congress began with a session on animal protein consumption and its relationship with human health. The session was opened by Frédéric Leroy, who immediately captured the audience’s attention by asking, “Where is the meat?” This simple yet powerful question set the tone for a thought-provoking discussion on the importance of distinguishing between protein in general and the unique nutritional value of red meat. As the conversation unfolded, he highlighted that while global conversations often focus on increasing overall protein intake, not all proteins are created equal. Red meat provides essential nutrients—such as iron, zinc, and B vitamins—in forms that are highly bioavailable and difficult to replace through plant-based sources alone. The presentation emphasized that the dialogue around dietary protein must go beyond quantity to consider quality, nutrient density, and accessibility, reinforcing the crucial role that red meat continues to play in a balanced and healthy diet.

Nutritionist Carrie Ruxton from Scotland was then interviewed by Olivia Midgley and challenged some of the assumptions behind popular dietary models, particularly the EAT-Lancet diet. She pointed out that the three livestock advisors involved in its development were academics rather than practicing farmers, and that the diet itself was never tested through a scientific study. Instead, its creators retroactively adjusted data to demonstrate compatibility with historical dietary patterns. Her perspective shed light on the importance of grounding recommendations in both real-world agricultural experience and rigorous scientific evidence, sparking thoughtful discussion among attendees about how global dietary guidance should balance health, sustainability, and practicality.

The last speaker in this session was Andrew Mente from McMaster University. Mente delivered an insightful presentation on one of the most misunderstood aspects of red meat and human health—its relationship with LDL cholesterol. He explained that it is misleading to focus on a single biomarker, such as LDL levels, when evaluating the health impacts of red meat. Instead, Mente emphasized the importance of looking at the entire metabolic system and how different factors interact to influence overall health outcomes.

The second session of the day focused on the animal health and welfare and their critical influence within the animal protein production chain. Dr. Laura Villarreal spoke about the potential impact of implants in beef cattle and how their adoption could transform the Brazilian beef industry. She explained that Brazil currently does not permit the use of growth-promoting implants but emphasized that introducing them could significantly improve production efficiency, enhance animal performance, and reduce the environmental footprint per kilo of beef produced.

The final two sessions of the day focused on the importance of communication within the animal protein sector and the emerging perspectives on alternative protein production. The discussion on communication emphasized the need for the industry to better engage with consumers, policymakers, and the general public by sharing transparent, science-based information about sustainability, animal welfare, and the role of livestock in global food systems. It was highlighted that clear and consistent messaging is essential to counter misinformation and build trust. The concluding session explored the growing landscape of food alternatives designed to replace real animal protein, such as plant-based and cultivated products. Speakers noted that while these innovations are advancing rapidly, they should be viewed as complementary to, rather than replacements for, traditional animal agriculture—each playing a role in meeting future food demand sustainably.

On the final night of the conference, attendees gathered to celebrate the week’s success with an elegant evening featuring authentic Brazilian appetizers and a delicious steak dinner. The atmosphere was relaxed yet festive, offering a perfect opportunity to reflect on the discussions and connections made throughout the event. It was a memorable and enjoyable way to close out the conference, combining great food, good company, and a sense of appreciation for the experiences shared during the week.

On Thursday, I participated in a bus tour to visit a local feedlot, gaining valuable insight into Brazil’s beef production system. This operation focuses exclusively on finishing Brahma bulls, which take approximately 36 months to reach market weight. The average slaughter weight is 583 kg, with a carcass yield of about 58.3%. The farm covers 1,355 hectares of usable land and maintains an additional 1,220 hectares in reserve. As of October, there were 5,706 head of cattle on feed. The bulls are finished on 18-hectare grass paddocks and fed a ration consisting of cracked corn, corn distillers, and cottonseed hulls. To maintain soil health and productivity, the operation removes a portion of pasture from production every three years to grow crops, demonstrating a well-balanced and sustainable approach to land and feed management. 

Overall, attending the World Meat Congress in Cuiabá was a valuable and insightful experience that deepened my understanding of the global meat industry. Engaging with producers, processors, and policymakers from around the world provided meaningful perspective on how different regions are approaching sustainability, innovation, and market development. Thank you to the Canadian Cattle Association, Canadian Cattle Youth Council and Beef Farmers of Ontario for this opportunity.