A number of conclusions can be drawn from this research: 1) the NAFTA constitutes a key market for Uruguay beef; 2) beef import forecasts by the three NAFTA countries are placed in record numbers; 3) the Hispanic community is rapidly becoming the largest ethnic minority in the U.S., with an estimated yearly power purchase of more than $400 billion; 4) more than three-quarters of the Latino population in the U.S. concentrates in the West and South regions of the country; 64% live in urban areas of more than 1.2 million inhabitants. California (SE and NE of San Francisco and surroundings of Los Angeles) and Texas (Houston and El Paso influence areas) would be the main objectives for effective action through programs of marketing and promotion; 5) Hispanic households show different consumption patterns in comparison to other communities; 6) Hispanic families have a clear preference for beef over other meats (pork, chicken and fish), in comparison to households of other ethnic origins; 7) changes in family income have a significant effect on the probability of consuming beef steak cuts, in households of all origins, but particularly in Hispanics; 8) the consumption of ground beef and chicken showed to be less sensitive to changes in family income than other meat products; both also showed the less sensitive to price changes. In the case of Latino households, the most price elastic product was beef steak; 9) the role of demographic and socioeconomic characteristics in the demand for meat is not consistent between the different ethnic communities.