Uruguay has designed its sustainable intensification strategies over the years, taking into account that one of the goals is to feed 42% more people in 2050 than we do today. In order to succeed in this pursuit, specifically considering meat production, this country has tackled the following issues: traceability, soil utilisation and management plans, animal welfare, climate change mitigation, animal breeding, genomics and conversion efficiency, meat seen as healthy food for human nourishment, taking into consideration rural inhabitant´s life quality (automation and reducing supplementation frequency, supply chain integration and brand developing, certification and marketing campaigns. Not only strictly productive, technological or industrial activities must be enhanced and/or adopted, but also beef and lamb meat products must cease to be seen as mere commodities and start to be considered as a highly nutritious healthy food instead. Only through a multidimensional and inter institutional approach, as well as private-public partnerships and constructing State policies based on solid scientific foundations, can this endeavour be performed.