Special Report Salta
Fundaci贸n ExportAr
September 2011
Horacio Macedo Atilio Berardi Diego P茅rez Santiesteban Frankfurt Book Fair Bienal do Livro Unimago Sial Mercosur Gartner ProSalta Integration ProMendoza Awards Aromas de Cocina YG Design Globant Cosmetics in Chile Argoliva Round BizIT Global Fairs-Events
Publishing Sector: Imanigandor case
FOREWORD For the last eight years, Argentine exports have increased 130%, from 29,940 billion dollars in 2003 to 68,500 billion dollars in 2010, with prospects to surpass 80.000 billion dollars this current year. This record growth is due to a new economic and production process, which was established in 2003, which includes a stand-out element that is opening further markets. The policy of our export destinations diversification designed by the National Government, and carried out through international negotiations and trade promotion policies by the Ministry of Foreign Affairs, International Trade and Worship, represented, among other indicators, that markets to which Argentina exports over 1,000 billion dollars, increased threefold, from 6 countries in 2003 to 18 countries in 2010. This exports growth and destination diversification process has to continue along the same path and even be increased, using as flagship those products in which our country offers quality, added value and differentiation. Among them, agrifoods is called to play a decisive role. As regards agrifoods, where Argentina has an outstanding world influence, in production and exports as well, the future scenario forecast by the majority of international organizations such as the UN and OECD, is that food needs of world population will increase in coming years, due to population growth, increasing urbanization, and improvement in the well being of persons. For this reason, there are some outstanding aspects for the export of our agrifood: •
The EU and the US represent 60% of world exports in agrifood, and though they show lesser dynamism than the rest of the world in this area, their wide share in the world market makes them to be a priority destination for Argentina.
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South America, as agrifood buyer, shows a superior growth regarding world average, together with predominance of our country as agrifood supplier, positions our region as an essential marketplace for the exporting sector.
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Arabian, Sub-Saharan African countries, Asian countries with large populations such as Pakistan, India and China, and CIS countries, show high population growth rates and demand quality food. In this context, Argentina has a long way to go in terms of markets penetration.
So forth, we have a scenario in which, on one hand, the world demands quality food, and on the other, it demands our country with a consolidated strategy as food exporter and a systematic and continuous job as regards foreign trade promotion. Likewise, the conditions are right for Argentina to keep furthering the path started eight years ago, by diversifying markets and increasing the amount of our shipments to the world.
Juan Usandivaras
Newsletter of Fundación ExportAr
STAFF Administrative Board - President Lic. Miguel Acevedo Administrative Board -Secretary International Trade and Economic Relations Amb. Luis María Kreckler Undersecretary of International Trade Amb. Ariel Esteban Schale Executive Director Lic. Juan Usandivaras Manager Cdor. Diego Nelli Editorial and contents Santiago Mantelli Dr. Héctor Lorenzo Lic. Nilda Bordón Lic. Verónica Scornik Lic. Javier González Ojeda Lic. Verónica Biganzoli Design DG. Pablo Caruso DG. Sebastián Feinsilber DG. Omar Baldo Julieta Pratesi English version Gabriela A. Buonomo Laura Rajchman Lawrence Wheeler Typography: Bree, © Type together
Ministerio de
Relaciones Exteriores, Comercio Internacional y Culto
First participation ended on a positive note
Seminar: “How to design an international business plan for the metalworking sector 2011” (Entre Ríos)
Book Fair Frankfurt 2011 It draws in profile as the most important fair of the publishing sector of the multilingual world. The previous edition invited Argentina as the “Guest of Honor Country”, in the framework of the celebration of the Argentine Bicentennial of May under the slogan “Argentina: Culture in Movement”. Frankfurt, Germany October 12-16 Books
The Book Fair of Frankfurt is the biggest encounter of its type in the world. Its history goes back to the 15th century when Johannes Gutenberg invented the printing press some miles away from said city. The event is mainly targeted to publishers, publishing agents and other participants of the sector industry. The general audience accesses the Fair the two last days of it. Over 250,000 people assist the Fair annually, out of which around 150,000 are members of the publishing industry and around 12,000 are journalists from over 90 countries. Every year, the Fair invites a country to participate as guest of honor, in virtue of their literary history and its cultural wealth. The “guest of honor” country has the opportunity to represent its publishing and literary potential, including also cultural, artistic and scientific expressions, as well as its natural resources and its industrial, business, tourist and sportive offer. In the city of Mainz (located near Frankfurt), the first Book Fair took place 500 years ago and until the end of the 17th century it was the indisputable European center of the Book Fair, but as a consequence of a political turmoil period, the Book Fair of Leipzig replaced it, during the Illustration period. The Frankfurt Fair was born when the horrors of the Second World War were still latent, so far from being a mere exposition of the
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publishing sector, it turned into a symbol of the cultural reconstruction of a nation. During the 1950’s, the number of exhibitors and visitors grew, as well as the international importance of it. In 1949, the early tradition of this Fair was given a second opportunity: 205 German exhibitors gathered from September 18-23 in the St. Paul Church to celebrate the first post-war Book Fair. Since then, it has recovered its predominant and outstanding position among the fairs of the sector with a distinctive stamp for global activities in the culture field. In 1967 the area of the hall reached 36,000 m2 and the titles introduced were around 200,000. Only a decade later, the Frankfurt fair consolidated as one of the most important centers of the publishing industry. During the 1970’s, the figure of the literary agent acquired its own space; meanwhile, some topics that hadn’t been spread were introduced (such as “Latin America” in 1976” or “Books and children” in 1978). As of 1988 the event established the concept of “Guest of Honor” in the framework of a spread line of literature in the five continents. It was also then when new technologies began to be explored in the literary production, consolidated during the 90’s (such as cyber-cafes in the premises, digital catalogs, etc.).
Publishing sector
Nowadays, the Frankfurt fair is considered the most important one in the publishing sector of the multilingual world and in the 21st Century it sees itself as an independent platform to exchange ideas and promote culture and commerce. During the event, important activities related to the sector take place, such as negotiations among booksellers and publishing companies, collective agreements on selling rights in the entire world, negotiations of international copyrights and license fees. The event is not only important for the amount of books exhibited, but also for to the possibility that offers to obtain better and
Ambassador Magdalena Faillace
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Frankfurt Book Fair more precise information about this market. Visitors, as well as publishers, agents, translators and scouts arrive to Frankfurt to introduce their portfolios of products and services and to make new business contacts. Many of the authors read their books at the Fair, that is one of the main attractions for visitors. Seminars, conferences and workshops are offered to companies that participate, and they are offered information and the possibility to take part in debate forums. And at the same time, exhibitions, movies and debates oriented to the general audience discuss specific topics like literary genres, authors and themes. The previous edition had Argentina as the “Guest of Honor country”, in the framework of the Bicentennial celebration of the May Revolution under the slogan “Argentina: Culture in Movement”. The President Cristina Fernández de Kirchner was in charge of cutting the ribbon of the Argentine Pavilion, together with the Minister of Education, Alberto Sileoni; the Secretary of Culture Jorge Coscia; the National Director of Cultural Industries, Rodolfo Hamawi and the Director of the National Library, Horacio González; among other government officials. Likewise, she participated in the inauguration ceremony of the fair, giving a speech that was very well welcomed and applauded by the audience. This year, besides keeping up the work done in 2010 and continuing with the international introduction of the literary wealth of our country and complementing its international projection with other disciplines from the cultural environment, Fundación ExportAr, together with the Direction of Cultural Affairs of the Argentine Chancellery (DICUL), the Argentine Chamber of the Book (CAL), and the Argentine Chamber of Publications (CAP) organized a Pavilion of 120 m2 to which over 30 publishing companies will attend. Through the Promotion Program of the University of Argentina, the Ministry of Education will go with 8 publishing companies for the first time all together to spread and promote its publishing fund. Argentina participated in the editions 2004, 2005, 2008, 2009 and 2010. This year, besides the exhibition of the publishing companies present, the Direction of Cultural Affairs of the Chancellery, in charge of Ambassador Magdalena Faillace, ex-President of COFRA, has invited many writers, who will present their books and other activities within the national pavilion, as well as specialized press that will travel to cover the event. For the 2011 edition, the Frankfurt Book Fair has announced its intention of fostering the development of business models of digital content to generate new opportunities in the publishing market. “Habits change constantly when using contents. With its interrelation, new opportunities for the publishing industry emerge”, said its Director, Jürgen Boos, in an act in Berlin with the German Federal Association of Information Technology, Telecommunications and New Media (Bitkom). “We have to do everything to achieve interaction between press, digital and social media”, insisted the Fair Director. It will have Iceland, as the Guest of Honor and this year, in the “Frankfurt Sparks” a special section intended for professionals of the publishing industry from around the world to connect with digital business companies. 6
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Publishing sector
The Publishing industry in Argentina
The book industry in Argentina is part of the so-called “Cultural Industries”1, meaning by that, those sectors that combine creation, production and commercialization of contents that are intangible and cultural in their nature; the publishing business, after the audiovisual sector, it is among the most relevant within this sector. In that regard, the industry has been able to shape great prestige during some years, with the translation of books like “The capital” by Marx or “The Interpretation of dreams” by Sigmund Freud, into Spanish for the first time in our country. Argentina is among the main Latin America producers together with Mexico and Brazil. The publishing sector of our country is one of the most dynamic ones of the Argentine economy. It is estimated that for the current year, the production of publications will increase near 40%. To that number, we have to add the constant increase of book printouts and its consequent reduction of acquisitions abroad. The number of books published annually has doubled in recent years compared to the convertibility period, surpassing the 22,000 titles. The only Latin American country that exceeds this number is Brazil, with over 40,0002. Great growth is developing in Argentina in the small and medium publishing companies called “niche”, favoring diversity in the supply of books. The structure of the publishing market is based 85% on SMEs and 15% divided among big national and multinational companies. The main poles of the publishing market are located in the City of Buenos Aires and the Province of Buenos Aires. In 2010, our country exported to 78 destinations in the entire world, Latin American markets being the most important ones, among which we find: Chile (18.8%), Peru (12.7%), Mexico (11.2%) and Uruguay (10.3%). Likewise, we can highlight shipments to Spain, with a share of 4% of the total exports and to African countries such as Mozambique and Uganda, with shipments of figures over 200 thousand dollars.
1 Definition of cultural industries according to the United Nations Educational, Scientific and Cultural Organization (UNESCO), in the Center of Research for Production (CEP for its Spanish acronym); the Argentine Book Industry; www.industria.gov.ar/cep 2 National Secretary of Culture; Report of the economic situation about the Argentine culture; Year 1 No2, November 2009.
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Bienal Do Livro The sixth book Biennial of Rio de Janeiro ended with record attendance: 640 thousand people visited its pavilions. Rio de Janeiro, Brazil 1 al 11 de septiembre Books
The sixth edition of the book Biennial of Rio de Janeiro ended with record attendance and a special dedication to digital reading, according to what the organizers said. During the last day, the National Union of Book Editors (SNEL) indicated that 640,000 people visited the pavilions of the fair, which started last September 1st in the conventions center Río Centro and exceeded the previous edition in attendance, with over 600,000 visitors. According to organizers’ estimates, exhibitors sold around 2.5 million books during the Fair.
other strategies- economic and institutional- in order to overcome poverty and inequalities (1). This year’s literary encounter paid tribute to the Brazilian culture and was inaugurated by the President Dilma Rousseff. The Angolan writer Gonzalo Tavares, one of the representatives of the Lusophone contemporary literature and the American actress Hilary Duff, an idol for teenagers due to her participation in a TV series for teens, who presented her novel “Elixir”, were some of the attractions of this edition.
The encounter of authors with the audience, literary debate tables and autograph signing were part of the ongoing official schedule during the eleven years of the biennial.
During the course of the years, this event consolidated as one national mobilization events that exceed all expectations of visitors, sales and press, and reaches 30% growth in every new edition.
The book, facing cultural diversity, fosters pluralism of identities and represents one of the richest intercultural scenes, just as the Colombian Anthropologist Arturo Escobar pointed out when talking about it like “the dialogue among cultures in powerful contexts”. Books interweave in paths where ideas, emotions, viewpoints, and interpretations travel, with a degree of seriousness that humanity acknowledged from the beginning by giving a foundational sense to the freedom of expression and thought.
Argentine Participation
The research about the social uses of reading has shown the transmutations that people go under with their reading material, applications to other daily practices, the orientations that reading takes in social sectors. These uses exceed the recovery of information and can be used as guides of affections, stimulus for the encounter, and the survival ways amongst complex societies. Studies of cultural economy show the impact that creative industries have in the GDP of countries, with near 3% in average; the importance of the flow of imports and exports, that are valued in 2,300 billion dollars plus the benefits reported for copyrights payment. But, to those economic indicators of the publishing industry, we have to add social and cultural indicators of their transactions, which are expressed in how many jobs they create, how much social cohesion they promote or how much diversity they make possible. All discussions about development highlight the incidence that education has as a process that has to accompany 8
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In 2009, Argentina was present in this event, through an exploratory mission; from that experience, many publishers had the intention of participating in the Fair to be inserted in the Brazilian market. Fundación ExportAr, together with the Argentine Chancellery, with the cooperation of the Argentina Book Chamber, and the Argentine Consulate in Rio de Janeiro, echoed their intention, and the result was the coordination, for the first time, of an Official Pavilion of 45 m2, where books from 28 publishing companies where exhibited and where 19 representatives of them participated. In the framework of this exhibition, the literary café took place, and generated opportunities to meet literary agents, librarians and distributors from different countries. Brazil receives Argentine material through only one distributor: Sur Livros; that’s why it is important to make great efforts to be able to have the publications commercialized directly by local distributors and in larger amounts. 1 Isadora de Noden. The book and reading in the context of cultural diversity. Director of the Regional Center for the promotion of the book and reading in Latin America and the Caribbean (CERLALC).
Publishing sector
The main goal of the Fair is to sell directly to the audience, but through the work carried out by Fundación ExportAr, the publishing companies were able to schedule meetings in advance. The event allowed participants to meet a total of 39 contacts, who generate business perspectives. The main objective of Argentine companies when attending this Fair was to become aware of the market characteristics and of the level of the competition, to generate business contacts, and position themselves in this market promoting their exportable supply. The Fair gave them the opportunity to face realities and discern strategies for exports to Brazil in the medium and long term according to the importance of the project. Expectations are favorable and demand for constant and fluent work. The performance and development of publishing companies keep growing and the evolution is notorious. Great positioning has been acquired also through the work begun in 2003, where, many of them, with the Fundación, participated in International Fairs of the sector in the following markets: Germany, Mexico, Italy, United States and Brazil now. The activities abroad are strengthened every year with Rounds of Book Buyers that take place in the framework of the International Book Fair in Argentina, during the month of April. The connection of the Education and Publishing sectors and the progress that has been obtained in both spheres has generated the trend in University Publishing Companies to be interested in the development of business strategies for the insertion of their products in the international market. The participating companies expressed how valuable and necessary would be the participation in the next edition of this Fair, which will take place in the State of Sao Pablo, in order to strengthen and deepen business bonds with Brazil.
Argentine Publishing Companies:
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Albatros, Editorial Arista Ediciones Alfagrama S.R.L. Biblos, Editorial / Dédalo, Distribuidora Brujas, Editorial Colihue, Ediciones Continente, Ediciones Corregidor, Ediciones Del Eclipse, Ediciones De Dios Editores de Horacio de Dios y Julián de Dios S.H. Dos Editores Edimed Espacio Editorial Grupal Logística y Distribución S.A. Granica Heliasta S.R.L., Editorial Homo Sapiens, Ediciones Imaginador Journal Katz Editores Lenguaje Claro Leviatan Marcos Vizoso Misiones Franciscanas Paratexto Unimago Valletta Ediciones Visor (Endnotes)
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6th Bienal do Livro | Unimago
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Publishing Sector
Unimago, reaching other language markets Isabel Toyos, founder of Unimago, assured that the participation in the Bienal do Livro encouraged them to deepen the work in that market, “because we felt a very good reception, especially of our collections of handcrafts and esotericism” One of the companies that participated with special success in the recent Bienal Do Livro in Brazil, was Unimago S.A, a company that is only 5 years old but has already started exporting and is on its way to be more and more internationalized. We interviewed Isabel Toyos, founder of Unimago, to learn more about the particular company and obtain details about the participation of the promotion in Sao Pablo. “The experience of participating in the Bienal Do Livro was extremely positive. It encourages us to keep deepening the work in this market, since we felt a very good reception of some of our collections, like that of handcrafts to make and sell (“Empresaria en casa”) and that of esotericism (“Mentalíza-te”). The fact that we went together with other publishers and with the support of the Chancellery and Fundación ExportAr, gave us strength. The synergy of the group and the possibility to exhibit books, gave us presence”. Regarding the history of the company, Isabel told us the following: “I founded Unimago S.A in the year 2006. After obtaining my BA in Arts in 1983, I started my career as a journalist in magazines for women in Editorial Atlántida, after that I worked in the area of books publishing, as a publisher of collections of Utilísima, Horoscopes and Self-help. In 2001 I left the publishing company to be able to work in my own projects. At first, I gathered a team of designers, journalists and translators, to work as a publishing workshop of an American company. In the year 2005 this team dissolved and that was when Unimago was born”. “Our first customers were publishing companies from Mexico, Colombia, Spain and Argentina, for whom we did entire collections of cooking and handcrafts. Later on, we began working for Latin American newspapers”, Toyos added: “Currently our main customers are in Argentina, we are working a lot for local newspapers”.
“We are the owners of the copyrights of the collections we have produced during these years (approximately 10 collections from 10 to 16 titles each one), our business is based on selling those copyrights in different countries and working channels. That is how we have customers in Mexico, Colombia, Ecuador, Venezuela, Peru, Chile, Paraguay, Argentina, Spain, United States (Spanish) and Portugal”, revealed the businesswoman, explaining the exporting profile of the company. Regarding the international projection of Unimago S.A, Toyos said: “Since we started, our goal has been reaching markets of different languages, in order to multiply many times the potential of sales in our illustrated collections. In this regard, we were very excited by the first impression when we contacted the Brazilian market directly. We contacted 4 companies: a newspaper and 4 publishing companies. We are going to meet 3 of them in the next Fair in Frankfurt, and of course, we want to keep working on these relationships”. In our case, sales are not immediate, but once we start a relationship with a customer, we tend to keep it for years. So far, we are a publishing company with our own contents. But last year we started commercializing also surplus material of the collections that we sell to local newspapers, and it was successful, so we started printing our own publications for the Argentine Market. That has given us very good results and we plan to continue with this new branch of the business”, indicated Isabel optimistically. It is worth pointing out that they also have the project of operating online, provided that Unimago’s contents are illustrated, and therefore they are ideal for the web.
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A success story
Publishing Sector
Imaginador: 20 years serving the reader During the last decade, the production of Argentine books has recorded a very significant increase, both in the amount of printed books as well as in the number of titles registered. That is how the Argentine publishing industry is among the most dynamic sectors of our economy. MarĂa Teresa Carbano, Business Manager of Imaginador, develops the growth experienced by this publishing company with 20 years of history and reflects on the future of this industry upon the irruption of the digital world.
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A sucess story | Imaginador Editorial
To what do you attribute the growth of the publishing sector during the last decade? At first, there was a recovery of the market that had been lost in 2001/2002. In the last decade, there was great development and growth of the creative industries in general. The MICA, (Market of Cultural Industries) that took place successfully in June of this year, proved the interest of national and international buyers in our cultural industries. In the case of the book industry in particular, many factors are combined for its recovery and growth: new authors, new publishing companies, Argentina was invited as Guest of Honor in Frankfurt, Buenos Aires Book World Capital 2011, subsidies to translate Argentine authors, participation in International Fairs, Business Rounds, are components, among other minor ones, of a context that facilitates creation, production and dissemination. Another factor is composed by new technologies that have positively impacted on almost all processes of the publishing industry.
How do you see the evolution of exports of the publishing industry? Do you think that growth also took place along with production? Production also grew in a sustained way until 2008/2009, but since 2010 to date, as a result of the global economic crisis, there was a drawback that implied the reduction of exports. Today the relationship with customers is kept through the communication of news, the electronic and telephonic dialog, and we all expect the outlook to get better. It is important to keep in mind that markets have not been lost, but that we are accompanying a process.
How did reading habits evolve? (In relation to type of books requested) How did Imaginador adapt to these changes? Among readers, we can distinguish those who do it for obligation- profession, work, study- and those who do it for pleasure. Quoting Paul Auster “reading… for pleasure, for the beautiful peace in which one becomes involved when the words of an author echo in your head”. Textbooks and technical books are related to the first category of readers, while narrative, poetry, awareness material, politics, biographies are related to the reader who reads for pleasure. Right from the start, Imaginador created awareness books, about topics of universal interest. That is why we keep “listening” to preferences and needs, as well as the trends to keep as up-todate as possible with the demand of the reading audience.
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To which markets is Imaginador aimed at and which consumers in particular? (Libraries, bookstores, distributors) Imaginador was born 20 years ago with the aim of creating books for a very broad audience, distributed in the entire country, with poor access to bookstores. To reach this audience, we chose the distribution channel made up of direct selling companies that sell through catalogs, such as Avon, Tsu and others. We were pioneer with our presence in these catalogs. We wanted to reach people who were not traditionally in the habitual readers category but had the need to find books that would give them clear, simple and initial explanations about topics of universal interest.
To which countries do you export? How did you reach these markets? We export to Uruguay, Chile, Paraguay, Bolivia, Peru, Ecuador, Colombia, Venezuela, Panama, Nicaragua, El Salvador, Guatemala, Dominican Republic, Puerto Rico, Mexico and the United States. We first participated in the Professional Workshops at the Buenos Aires Book Fair and that was our first contact with foreign buyers, but, since 1997, we made the decision to look for new markets in such a way that would last. We created a plan to reach certain international knowledge.
We know, and we say this proudly, that in many homes of our country, a small library started with books by Imaginador. From that start to date, we have aimed at consumers who have the need to find books whose contents would provide them with whatever is promised on the cover, written with care and respect, as if a teacher were explaining the topic in question.
That is how, since Argentina was invited as Guest of honor at the Guadalajara Fair in 1997, Imaginador attended an International Fair for the first time. There we were able to confirm that the type of books that we were publishing for the national market was interesting for public libraries of the United States and for many bookstores and distributors of Latin America.
We went to bookstores, libraries, distributors, sales by catalog, kiosks, and every channel that reaches vast sectors of the population.
That was when we started going on business tours; we participated in other international fairs such as Book Expo America, LIBER, Bogota, and Frankfurt and also in Multisectoral Business Missions and Business Rounds. Currently, besides going to fairs, we can add the help of new technologies that allow for privileged universal communication and favor the possibility to initiate, develop and keep contacts.
As of 2009, we developed a new stamp, Projecto Larsen, whose distinctive feature is the treatment of contents. It is a group of works coming from different cultures and eras, whose texts have been intervened for its reading to provoke the same pleasure today that it did when they were published for the first time. The works of Projecto Larsen are aimed at a reading audience that reads for pleasure.
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A success story | Imaginador Editorial How are Argentine books being positioned in the world? First of all, we have to make a distinction between Argentine printed books, in Spanish, from those whose copyrights are sold to be translated into other languages. In both cases what is negotiated, what is exchanged in the global publishing market, is part of the literary capital of the country. Argentina has an attractive literary capital due to its worldwide known authors. The problem is that both in the case of circulation of Argentine printed books, as well as in the sales of copyrights, we start off in a very unequal situation regarding the competition with Spain. The percentage of Argentine publishing companies that sell translation copyrights of Argentine authors systematically is very little. Keeping policies of subsidies to translation is part of the necessary promotion.
of our catalog to offer it in international platforms.
Which elements should the Argentine publishing industry incorporate in its strategy of restructuring towards digital in order to guarantee its self-preservation in the long term? Training, training and more training. In the world this topic is discussed, consulted and learnt. We suddenly hear that we are facing a new paradigm and every process of paradigm change generates resistance and progress. The approach of the topic is not easy, both in its technological aspect as well as the conceptual. And the debate in different forums should help the industry develop an open and flexible strategy in order to incorporate new knowledge.
Our cultural capital attracts and it creates interest. The positioning will be stronger with consistent and systematic public and private policies. Very soon the first Argentine Portal of Book Rights will be presented. It is an initiative jointly with the Fundación El Libro, the Argentine Book Chamber, The Argentine Chamber of Publications and the Programa Opción Libros of the Government of the City of Buenos Aires. It is a promising initiative to disseminate our production.
Today, digital contents play a main role in all culture fields. How does the emergence of digital contents (ebooks) impact the publishing sector? According to our opinion, and that of our colleagues, it is an opportunity and a challenge at the same time. It is another way of providing contents to the reading audience. The contents will always have to be edited, and that will continue being the task of publishers. E-books can also favor the development of new readers and there will be topics that will develop faster in that platform; others that will be multi-support and others that, will definitely keep being preferred on paper.
Could we talk about a restructuring of the sector with this new reading method? I believe that the sector, rather than being restructured, is being enriched. Our participation with this method is only starting. We have some titles of our catalog converted into e-books, that are offered in an Argentine platform and we plan to convert the rest
Do you find differences between what local readers consume and what is exported to the rest of the world? Not in our case. We have very few topics consumed exclusively at a local level. Regarding the library markets, there was an interesting process. We did very good in sales of our titles to public libraries in the United States, but sales were not as easy in the country, but, since the CONABIP (National Commission of Popular Libraries) established the direct participation of almost 2,000 librarians of the popular libraries in the whole country in the Buenos Aires Book fair, every year we can say that the books that we used to sell the most to the United States, are also bought now by Argentine Popular Libraries.
Regarding the number of sold copies, which are the most requested collections? In recent years, complementary books and school support, the “mandalas” collections and books that treat spirituality topics. Besides, we have obtained international prizes like Gourmand World Cookbooks Awards with books of the collection Cocina Premium: Olive oil cooking; Suitable pairing; vines and meals;
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Plow disc cooking; Cooking with iron and clay pans.
What is your opinion regarding the sale of copyrights? Do you think that it is an alternative to sell at reduced prices? What are the risks of this type of transaction? I do not see any risks involved. It is an issue in which Argentina must step more vigorously because new technologies facilitate the circulation of contents in countries where we could not have imagined and very quickly. The publishers that did not use to buy or sell copyrights are now being trained in order to compete. In that regard, the Argentine Book Chamber and the FEL offered workshops towards that end.
What are your perspectives for the sector in the short and medium term? Challenging due to inclusion of the digital format in the world of creation and edition, for changes that we still have not seen and that are a challenge to the imagination.
We cannot talk exclusively about fostering the reading habit if we do not include it in the socio-educational policies; if it is not encouraged at home and at school. Reading to a baby is integrating reading with food, love and care. Working with parents about the nutritional power of reading is paramount. I would like to mention the initiative of the Sociedad Argentina de Pediatría that advised pediatricians to have children’s books in their practices and talk to parents during the visit about the value of reading to children, working with kids during their initial education stage about the magic of reading. Because there is no kid who will resist to listening to stories, on the contrary, they ask for them. The main job is during their childhood; just like we teach them to be fed and prevent illnesses; we teach the value of reading to little children. At school, the library room as an open, fun, entertaining and enriched space, updated year by year with the news that our publishing industry offers, constitutes the privileged space to encourage this activity. That is how reading for pleasure rather than reading for obligation is installed during childhood.
You are the Vice President of the Committee of Professionals of Fundación El Libro. How do you contribute from there to foster the Argentine publishing industry?
Imaginador has participated in many activities organized by Fundación ExportAr (International Business Rounds, International Fairs, etc.). How did these activities help in the sales and contacts of the publishing company? First of all, they let us make ourselves be known in International Fairs, and gain positioning; the International Business rounds facilitated us the contact with buyers to which it was hard for us to reach and the reports of Business Intelligence helped us in our research of markets that we wanted to reach or develop. Imaginador managed to be internationalized thanks to these tools.
What is the reading behavior of Argentines? How could we encourage the reading habit, especially in children? In the Latin American framework, we are considered “a reading people”. However, the last data that we have about reading habits tell us that 58% of Argentines said they had not read any books during the last year.
The task of the Committee of Professionals of Fundación El Libro is the organization of the Professional Workshops at the Buenos Aires Book Fair. This Committee is a team -chaired by Alberto Hughetti- made up of a group of book professionals coming from different sectors of the industry. That is why it is very important to point out that, from different positions and particular interests; there is work for the common interest that represents the Argentine publishing industry. And we do it so that results will take place in the International Fair with which every year is initiated, which is the Buenos Aires Book Fair. And, since it is at the beginning, some years ago we decided to start the Workshops with Training. We want it to be a space for knowledge exchange and creation of more knowledge. We invite important international specialists to develop training and refresher programs like the International Seminar Espacio Tendencias, the National Meeting of Librarians, Training Workshops for Translators, presentations and workshops about specific topics like copyrights, publishing design and production, etc. Everything that will help train professionals of the industry, we want to see occurring in the Workshops.
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A success story | Imaginador Editorial
Now, for over 27 years, Fundación El Libro has facilitated and encouraged business contacts organizing business meetings with the presence of publishers, librarians and booksellers from the whole world for them to know the quality, variety and diversity of our country’s publishing industry. This business activity has been enriched over the years with the Business Rounds that Fundación El Libro organizes together with Fundación ExportAr inviting special guests from the publishing industry of the United States and Latin America able to buy books in Spanish for libraries, educational institutions, bookstores ; and together with Business Rounds also jointly organized with Opción Libros inviting international and national buyers for bookstores and chains.
-Did you notice, during the last decade, the training of a generation of new authors, young writers with potential to grow internationally? Names such as Samanta Schweblin, Pedro Mairal, Juan Terranova, Florencia Abbate, Andrés Neuman, Carlos Gamerro, Iosi Havilio, Martín Kohan, Oliverio Coelho, Fabián Casas, Pablo de Santis, Washington Cucurto, among others, are the testimony of a generation of new writers who are making their ways into what is the new Latin American literary boom. The participation of Argentina in the Frankfurt Fair 2010 fostered the knowledge of national young writers. The international growth will go hand in hand with the possibility of them being translated into other languages.
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Argentina s culture for export Ministerio de
Relaciones Exteriores, Comercio Internacional y Culto
Export of Services | Gartner Outsourcing Summit 2011
Information Technology: Innovation and creativity to reach new markets Fundaci贸n ExportAr went together with six Argentine companies and the Chamber of the sector to an important Congress that took place in Orlando, United States. A business in which our companies are becoming stronger. An important Congress related to the booming sector of exports of IT services took place in Orlando, United States. In the Gartner Outsourcing Summit 2011, Fundaci贸n ExportAr was present together with the Chamber of Companies of Software and Information Services (CESSI). The participation had an important institutional stand in which six national companies stood out: TGV, Common Sense, Hexacta, Bizit, Global, Belatrix and Quadion. The 14th edition of the Gartner Outsourcing & Vendor Management Summit 2011, Congress that groups the international demand of the industry, took place from September 12th to 14th in the Center of Conventions of the Hotel The Peabody Orlando, United States. This event is carried out annually and it is conceived as an international platform for exhibition and learning for all participants of the technology and business management sector, including Vice Presidents of the Purchases and Sales of Services, Heads of Information, Directors, and Managers, among others. In this edition, the Congress had a total of 850 attendants, coming from different countries, among which the following stood out: Brazil, China, Uruguay, Costa Rica, India and Jamaica. Various sessions took place, were solutions and new ideas for the development of Outsourcing were exposed, together with the most recent information about products and services that can transform supply initiatives, making sure that they are aligned with the business and aimed at a greater value and a sustainable advantage in order to improve the offer. As a final result, businessmen informed that the Congress ended up being a great opportunity to promote Argentine products and services in the international market of the industry of technology and management of service providers, which, in the recent years, has shown constant growth. Likewise, they were able to renew contacts with their respective customers and learn the new market trends, obtaining excellent
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business results. The event exceeded the expectations of Argentine businessmen regarding professional level and quality of contacts established. Among the speakers of the Congress, who were 39, all of them experts with very high prestige and seniority in the sector, the following stood out: David Ackerman, Cassio Dreyfuss, William Maurer, Eric Rocco, Patrick Sullivan, Cathy Tornbohm and Allie Young. Don Tapscott and Lerraine Seguil were in charge of two special exhibitions. The former treated the subject of embracing new technologies in order to have a better performance in the future and the latter talked about the creation of value in conformation of an external or internal society to develop certain parts of the business. On the other hand, there were five special guests: Scott Bonneau, Gregg Parsley, Scott Lacy, Toby Tyler and Randi Levin. It is worth mentioning that Business Process Outsourcing (BPO) means to subcontract functions of business process to service providers, either internal or external to the company. There are important consultancies that offer many BPO services to big companies. The areas that have traditionally obtained more demand and development are: BPI, Management and Finance, including the analysis, report and financial planning, management accountability, treasury management, pay and reception of accounts, management of risk and taxes and Human Resources. Outsourcing is a trend that has been an important part of the management decisions of the recent years in many companies worldwide.
Gartner Outsourcing Summit 2011 | BizIT Global
First participation ended on a positive note BizIT Global, which is already exporting information technology to the United States, Ecuador and Chile, attended the Congress in Orlando with the aim of becoming consolidated in the North American market. The engineer Dino Dal Molin, from BizIT Global, told us his perspective about the impact that participating in the 14th edition of the Gartner Outsourcing & Vendor Management Summit 2011 had on his company. “BizIT Global specializes in providing outsourcing services of software development, applications and consultancy in IT. We use cutting-edge technologies available and comply with worldwide standards to assure quality. We have broad experience in projects of different markets and technologies with national and international clients’ portfolio. The company started operating in 2006 and we currently have a staff of 50 engineers who work from Cordoba. It was the first time that our company participated in an event of these characteristics. We had participated in business rounds in Cordoba, Chile and also in a trip to the University of San Francisco organized by Pro-Córdoba in 2009, but we had never exhibited our company in a stand. We have been exporting to the US since 2007 and since 2010 also to Ecuador and Chile.
Regarding the decision to participate in this event, our main goal was to keep on with the strategy of expanding our market in the US, obtaining new contacts, potential customers but above all, information about the outsourcing market, like strategic places, prices, experiences. This time, we chose a specific event and one of the most important ones internationally as regards Outsourcing. We know that in this type of event it is hard to close businesses, especially being first-timers. As a positive outcome of our participation, we highlight the possibility of being in direct contact with specific information about our activity regarding advantages, disadvantages, locations, prices and costs. Furthermore, other participating companies’ experiences were also important to share common experiences. The general organization and assistance of ExportAr were excellent.”
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Export of Services | Globant
Globant’s example The company that represented our success story and cover story of the July Newsletter closed the purchase of a North American company and inaugurated new offices in Retiro, in a ceremony that had the presence of the Argentine President. “You have to have great selfesteem to build companies like Globant”, highlighted Cristina Fernández de Kirchner.
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In our edition of last July, we treated the case of Globant with special emphasis (it was the Newsletter cover story). In that opportunity, we told the story of four engineer friends, who gathered with the idea of creating a multinational company of Argentine origin to provide IT services to the United States and Europe. Since the year 2003 to date, these four professionals born in La Plata, developed a booming company that currently has 2,900 employees and has annual billing near 90 million dollars. The most influential multinationals from the world are among their customers. To have an idea of what these Argentine entrepreneurs have achieved, it is worth pointing out that they have been a case study for Harvard University and the World Economic Forum. Now Globant is among the news again and occupies space on our pages because it closed the acquisition of Nextive, an American company specialized in technologies for mobile devices and social media. With this transaction, Globant became the 1st local IT company in acquiring an American company in that sector. “Mobile and social media are extremely hot areas nowadays. Apart from the new devices and mobile applications that are emerging, many are trying to restructure old applications done for mouse into the touch system, for which another type of interaction and design is required. All this is part of the great revolution that is taking place. That is where we want to go with this acquisition”, said Martín Migoya, Globant CEO and co-founder, who dreams about “creating a multinational of Argentine origin”. Furthermore, upon this acquisition, the company will reinforce its presence in the United States market. 95% of Globant’s billing comes from exports and, from that percentage, 80% comes from American customers; Google, ElectronicArts, Linkedin, Dreamworks, Nike and Coca-Cola, among others. Globant, which foresees between 30 and 40% of growth this year, has a turnover of around 90 million dollars and 2,900 employees distributed in their offices in Argentina (Buenos Aires, Tandil, La Plata, Rosario, Resistencia, Bahía Blanca and Córdoba), Uruguay (Montevideo), Colombia (Bogotá), United States (Boston, New York and San Francisco) and Great Britain (London). On the other hand, Nextive, whose founder is also Argentine, registers 10 million dollars turnover, has 130 employees and offices in San Francisco in the US and in Buenos Aires and Córdoba, in Argentina. “Nextive started in 2008 working for entertainment customers, especially developing games for iPhone and Facebook. We have equipment specialized in mobile interface design, programming for IOS and Android operating systems and testing labs for devices and applications. The combinations of all this generates high usability products, different mobile and social experiences and add higher value for customers”, detailed Andrew Bugert, CEO of the purchased company.
Stock Exchange. “We are not buying with the aim of increasing the volume to distribute fixed prices; we are looking for companies that would add value to us”, said Martín Umaran, Globant COO and co-founder. “Our dream is to become the main developer of software products worldwide through the creation of intellectual propriety for our customers”, added Migoya. Migoya and Umaran created Globant together with Guibert Englebienne and Néstor Nocetti in 2003. In 2008, the company acquired two Argentine companies of the sector: Accendra, a software company and Openware, infrastructure security and management. Globant’s developments are so important that the President Cristina Kirchner participated in the inauguration of the new offices of the company, in Retiro. “Argentina’s growth involves the development of all sectors”, said the President and highlighted “Argentina’s competitiveness is linked to the high degree of technology”. “You have to have personal self-esteem to build companies like Globant, and much more so to do it in Argentina”, assured the President, who also declared herself in favor to deepen the knowledge and social responsibility. Cristina assured that she is “a fan” of the industrial development and disclosed that the software activity “will deepen strongly in the coming years.” The President stated, “Development will eventually allow cuttingedge technology to increase in the activity” and she held, “harsh races are being encouraged”. In that regard, she said, “Argentina was already able to create a Maradona and a Messi. Tecnópolis represents the summary of what this country should be. There we can find everything that Argentines do”. At the same time, Martín Migoya, President of Globant, highlighted “the importance that the government of Néstor Kirchner and Cristina Fernández gave to the knowledge industry” and pointed out that said relevance “was not only words, but also was reflected in laws passed by Congress.”
Globant foresees to keep expanding through acquisitions and in what is already a declared race towards being quoted on the News
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Opinion | Diego Pérez Santisteban
The main client of imports in Argentina is production The Argentine Chamber of Importers is part of Fundación ExportAr since its creation by being one of the founder entities. Personally, I am at the Administration Board since the beginning. Somebody may ask why the Chamber of Importers would have an interest in being part of Fundación which, obviously, works towards the promotion of exports, and we should answer that our interest was, is and will be the tight bond there exists between imports and production and exports in Argentina, both in goods production and generation of services as well. Goods and services consumed by Argentine people everyday, and in addition we export them. The main client of imports in Argentina is, beyond doubt, production. More than 80 % of imported goods go to production; they are capital goods, raw materials, intermediate and semi produced inputs that go to the industry (transversally), agricultural activities, and infrastructure of public and private services. We are part of ExportAr, firstly because of convictions; we strongly believe it has to be so. Secondly, because of our activity interest: as industrial development consolidates in Argentina, imports grow inevitably. At CIRA (Spanish acronym for the Argentine Chamber of Importers) we are finishing up a book that makes a correlation between the development of the Argentine Gross Domestic Product (GDP) and growth of imports for the last 130 years. The evolution of both curves is absolutely parallel. Whenever the GDP grows, imports grow in a practically immediate form. This has some logic, as we have said, more than 80% of imports go to production, part of which is then exported. At the Chamber, we have always believed what Argentina must do is to increase its global exchange level with the world, in every possible way. We live in a country with a population of 40 million inhabitants, located on the other side of the world, and at the less relative developed hemisphere.
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For this reason, our growth is closely linked to the development we are able to reach at the international market. Our domestic market has a growth limit given by the quantity of inhabitants, that is the measure we have. If it goes outside, it will achieve economy of scale, investments, more employment and wealth. Fostering exports entails, somewhat, fostering imports. More than 75% of the installed industrial facilities comprise imported equipment. So forth, the link between one activity and the other becomes very important. This is the reason why the participation of the Chamber of Importers in the Fundación. So this is so, that a couple of years ago I was invited to be judge for ExportAr awards; when I asked why the president of the chamber of importers should be one of the three judges (one for industry, another for agriculture, and I), I was told the following: “because importers know very well what countries and companies abroad do to promote their exports and what to do in order to grow in foreign markets”; it has been 7 years, so far, since I am part of the panel of judges. As regards specifically the development of our activity, I have to state that the cultural vision there is in Argentina on imports is partial. There are many prejudices, for cultural reasons, attached to very old times when policies fostered by the ECLAC under the direction of Dr. Prebisch, when Argentina strongly implemented imports substitution policies and that, after prevailing excessively in time, were disfigured until losing the fundamental support that had given rise to said system. Imports substitution is naturally given in countries such as Argentina. We always say that more than 95% of industrial products manufactured in the country were imported first. That is a truism,
because Argentina is 200 years old and the world is thousands years old, but it reflects an unavoidable reality. Cars were imported first, electric appliances were imported first, and the list goes on. A great amount of steel products, plastics, chemicals, and many consumer goods that are manufactured in the country today came from abroad. Once those imported products found acceptance and growing consumption, it made local and foreign investors to produce those products here seizing local capacities and resources. We strongly believe that every import that is substituted in a sustainable and competitive manner with respect to the world is, somehow, a success from the imported product that preceded said substitution. Whoever did it saw in the Argentine market a possibility for that product to be developed and gave room to a number of entrepreneurs and investors to finally make it happen. I explained this the other day at Mercedes Benz, where Mrs. President participated in a ceremony for the 60th anniversary of the company in our country, and there it has also been announced the increase of its production. Some were wondering what the President of the Chamber of Importers was doing there. The answer is we are pleased this is happening because this was originated from a product which was imported first, with the incorporation of a great part of imported technology to produce it, and the addition of many components and parts from abroad that are not produced in our country in order to finish the product. As I mentioned before, the cultural vision there exists in Argentina as regards imports was formed after the Second World War, when there was the need to propose an industrial model. If the process was natural it could had been consolidated permanently; but if it was attempted to be forced it would not last very long, and with
time it was proved it was a mistake to have had it implemented that way. However, in that path, an entire generation has developed a preconception with regard to the belief that imports are a bad thing, without understanding the intrinsic relationship that exists between imports, exports, and local production. It has not been seen as an integrated circuit but as arrows coming in a reverse sense. Some time ago, I was reading in a survey that 70 % of SMEs from the province of Buenos Aires use in their production at least one imported input. And other data reinforced the concept: 90% of agricultural activity in Argentina uses at least one imported input whereas in some cases it uses many more. More than 60% of public and private services infrastructure is based on equipment or components acquired abroad. 75% of the installed industrial park comprises machinery of imported origin. So it can be seen there exists a close relationship beyond the prejudice about imports. A country in which, paradoxically, Argentineans have a funny vision as regards what happens in the world. In their jobs and personal matters, the Argentinean is always very concerned, checking out what is going on in the world. This summer fashion trends looks up American and European fashion trends of previous summer. As regards telephones, electronic devices, audio, photography, computers, and so on, we are constantly checking out new models. With automobiles happens the same. One of the few achievements of imports is that during the 1970s cars with air conditioning started to be manufactured in Argentina because they were imported with such equipment. It is one of the few things generally recognized to imports. But we live in a country in which people is interested in what goes on in the world. It is very odd going to another country and seeing people keen on knowing
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Opinión | Diego Pérez Santisteban
what goes on in other places as it happens here. The Argentinean is naturally a global thinking person. Here we give importance to trademarks, technology, and try to be updated. That is the reason why we have 48 million cell phones for 40 million inhabitants. Let alone the development of IT and communications. As regards text messages, we are on the top of the list in the world in relation to the number of inhabitants. On one side, it is highly appreciated things that come from abroad. So, without realizing it, that cultural influence that comes from our older generations has given us some kind of dichotomy: on one hand to think it is wrong, and on the other, incorporating it to our life style. The issue of globalization and technology makes newer generations think differently towards imports because they have the world at the tip of their fingers. It is very difficult to tell them something they cannot check out immediately. Young people today live inside a global culture that gives them another vision. They are cosmopolitan persons and live integrated to the world.
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It is worth mentioning that imports give direct or indirect employment to 1.800.000 Argentineans. In 2011, again we will have imports and exports records, in line with GDP’s growth in that historic correlation that have taken place for 130 years. It is a great satisfaction to accompany growth in the Argentine production and we feel we are part of this achievement that may enable our country to end this year breaking a new record in exports.
Fundaci贸nExportAr Agreement
SENASA at international exhibitions The National Service of Agrifood Health and Quality (Senasa) takes part in different national and international exhibitions, in order to give advice to exporters and importers of agrifood on phytosanitary requirements that the Argentine Republic and buyer countries of said products demand.
Under the agreement between Fundaci贸nExportAr and Senasa, a decentralized organization of the Ministry of Agriculture, Livestock and Fisheries of the nation, during 2011 Senasa will participate in different fairs and exhibitions at national and international levels, to give advice to agrifood exporters and importers about phytosanitary requirements that the Argentine Republic and buyer countries demand of said products. It is very common for the Senasa to show its activities in different national fairs. With this agreement the authorities of this organization have decided to widen their scope and participate in well-known international exhibitions related to the agrifood industry and contribute to the development of the international trade for these products. The purpose of this agreement between the two organizations is to implement the necessary means and actions to reach mutual technical complementation and carry out in a coordinated way projects in areas of mutual interest, working in cooperation through different activities. In this regard, the Senasa and Fundaci贸nExportAr jointly assistsmall and medium agrifood exporters abroad, as well as boosting imports, in matters related to quality and health in agrifood. This joint work permits collaboration in the design of the necessary conditions for the development of actions towards the fulfilment of the exportpolicies set forth by the national government. Thus the Senasa widens its regional scope by participating in these international meetings, adapting and accompanying its main goal that is to strengthen the role of the state on animal and vegetable health, food safety and environment care.
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For further information: www.senasa.gov.ar 0800-999-2386
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Export groups
Crossing the Andes with our cosmetics
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With ExportAr’s assistance, a group of very prestigious companies participated successfully in a promotion event in the residence of the Argentine Ambassador in Chile. In the residence of the Argentine Ambassador in Chile, Ginés González García, a promotion event organized by Fundación ExportAr took place to foster the exports of cosmetics to that country. A group of prestigious companies from our country took part of the initiative, taking advantage of the opportunity to make public the great range of products that they can offer to the more and more growing and demanding trans-Andean market. Participating companies were: Plumari SISCOM de Argentina Active Cosmetics/Padoc Azael/Universo Garden Angels Capilatis Produtalia L-OVAL Gigot
The activity started with a formal reception in the morning that included breakfast and a brief introduction of the participating companies. Towards the end, meetings with counterparts took place. Invited audience: Potential Distributors Current customers of the participating companies Supermarkets Drugstores Perfume industry chains
One of the companies, PADOC, pointed out that it had two postevent meetings with very positive outcome with great possibilities of closing businesses with one of them. That is what Fernando Luna, Foreign Business Manager of the company, told us. Capilatis, which gave away free samples during the event, pointed out that there were a lot of people interested in their products, reason why the outcome of the trip was very positive for them. Another experience was that of Universo Garden Angels’: “We had a series of meetings after the event and we will most likely close business in the future”, pointed out David Assennato. Regarding the history of this group, which receives the support of ExportAr and the Standard Bank Foundation in the framework of the working together program, we have to mention that it started working in 2006 thanks to an initiative that arose in the Chamber of Cosmetics (CAPA). The group’s aim was to promote their products abroad, exhibiting in two Fairs per year. In those occasions, taking advantage of the union, it was possible to offer a broader line portfolio and divide certain costs. Over the years, the group has exhibited in Fairs like Beauty Eurasia in Turkey, Beyond Beauty Cosmeeting in France, Expocosmética in Portugal, Cosmoprof in the US, HBA, USA, International Beauty and Spa Expo in Australia. This year the group was restructured and is made up of the following companies: Capilatis, Plumari, Active Cosmetics, Siscom from Argentina and Universo Garden Angels. The 2012 action plan includes the participation of the group in the Fairs Beauty World Middle East in Arab Emirates and in the Beauty Fair in Brazil. News
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5th International Business Round – Food and Beverages – SIAL Mercosur 2011.
Food met in Argentina Fundación ExportAr jointly with Project for the Promotion of Exports of Agri Argentinos (PROARGEX) of the Ministry of Agriculture, Livestock and Fisheries, held at the Predio Ferial de la Rural the 5th International Supermarkets Buyers Round within the framework of this fair. In this 5th edition of the International Business Round of food and beverages, carried out under SIAL Mercosur Fair 2011, the selection of importers gave preference to those buyers coming from high potential and less explored markets by national companies from countries such as Morocco, Bulgaria, and Portugal. In addition, and due to the increasing link Argentina has with its main trade partner in Mercosur, companies from different Brazilian states were invited too. This time, importers from the South (Florianopolis) and Centre (Sao Paulo and Rio) of Brazil attended the event. To the Round came 83 exporting companies, which, once again, were selected according to their high exporting professional level, capability and full potential. This allowed foreign companies, a total of 9, to have an excellent opinion of our national exporting sector. This event was held at a place especially designed for this occasion where 334 meetings took place. On 1st September, foreign participants were invited to taste a typical menu of our cuisine, and enjoy one of the best tango shows in the city. From a commercial point of view, most of the buyers emphasized they were going back to their countries with contacts to do businesses in the medium term. Likewise, they considered very favorable the price-quality relation of Argentine products, as well as the packaging and labeling of products. Diversity and availability of the Argentine export offer was highlighted by importers. Many of them associated Argentina only with the export of commodities, but after this event they recognized the quality of products with a high added value. 30
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Foreing Companies: Pao de Azucar - Brazil Group founded in Brazil in 1948. It is the biggest supermarket chain in the country. It has 1,800 stores within Brazil. The Group operates in 18 Brazilian states, being Sao Paulo the state with the biggest number of sales points: 853.
Intervan Distribution – Morocco It is one of the most important distribution and importing companies in Morocco. It has an importing volume above 3 million Euros. It mainly trades dried fruits and chips, sweets, candies and cookies as well. Omar Iraqi, representative of the company, told us this was his second visit to Argentina; on the first one he came to explore meat, wines and commodities in general. He said: “Moroccan market is already mature for Argentine meat and commodities consumption (corn, wheat, and soybean). For the specific case of the wine, there is a previous work to be done in order to disseminate Malbec stock, which is not yet widely spread in Morocco”. “I am sure we will import a variety of products, companies are very motivated to export. Ten years ago, we had a great experience with an Argentine company from which we bought meat, and we even became friends, so we want to keep getting familiar with other companies”.
Premium Distribuidora S.A. – Brazil It imports and distributes food and beverages for retail chains. It has two facilities in Sao Paulo and Florianopolis, and a distribution centre in the city of Palhoca. They are present in 14 Brazilian states in more than 20 of the 50 biggest super and hypermarket chains of Brazil. They are interested in the distribution of quality products with high added value. Henrique Bezerra Da Silva, from the company, told us this was the first time he came to our country to do business, and they are interested in the import of wines, oils, peaches, peeled tomatoes, and dulce de leche. He said: “Quality of Argentine products is very good, for instance, dulce de leche is better than the Brazilian one. I was interested in many companies I have interviewed and asked for samples, and I think it is quite feasible to do business”.
Andrea S. Panteado Martins, representative of the company, said: “Even though in Brazil there are these kinds of products, in Argentina quality is very good and very convenient in relation to price. This is an opportunity”. “I have many prospects towards doing business with companies I have met with. I liked very much gourmet products, such as Malbec sauces, also marmalades greatly elaborated, with big pieces of fruits in them, which have Premium characteristics. The interest in gastronomy is growing fast in Brazil – and the world- so forth diverse products result attractive to a more demanding and sophisticated public”. “In Brazil, Argentine fruits and wines are seen as high quality products. Overall, Argentine products enjoy a very good reputation”.
Continente Hipermercados – Portugal
Grupo Mosqueteiros – Portugal
This is one of the biggest super and hypermarket chains of Portugal (the first and oldest one). It belongs to SOANAE Group that operates throughout the world. It has retail and whole sale stores, with a total of 1,019 facilities.
This is the 3rd biggest supermarket chain in Portugal. Currently it has 300 sales points.
Zamboni Comercial S.A. – Brazil It is the 6th main retail products distribution company in Brazil that specializes in personal hygiene, feeding, cleaning and food service. It is a leading company for this segment in the state of Rio de Janeiro. In February, this company participated in the “International Business Round of Food” held under the framework of Fiesta Nacional del Sol, in the province of San Juan. They expressed their interest in regional products such as oils, raisins, marmalades, dried fruits, juices and wines.
In an interview, the company representative told that this was the first time he participated in an activity done by Fundación ExportAr in Argentina. Alexandre Mendes, from the company, said: “We know Argentina is competitive in some commodities and in some products with great volumes, and this is the reason we came here. I have been surprised with olive oil and other products that are niches we are exploring for selling in our country.” Likewise, he expressed the importance that competitive prices of national products have, since the crisis in the country; the Portuguese market is paying attention to them.
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5ª Ronda de Negocios Internacionales –Alimentos y Bebidas- SIAL Mercosur 2011.
Metro Cash And Carry Ltd – Bulgaria This company belongs to the Metro Group, which operates in 33 countries and has an annual sales total of 67, 3 billion Euros, in 2,000 facilities and has 350,000 employees. Since 1999, the group disembarked in Bulgaria with 13 facilities and a variety of 30,000 articles for wholesalers. They expressed their satisfaction as regards the quality of products, and the serious consideration of selected companies for the Round.
Hipermercados Tottus S.A. – Peru Tottus is one of the biggest hypermarket chains in Peru that belong to Falabella, a Chilean group. Though it is Chilean, its headquarters are in Peru since 2002 when it was founded, and it has shown a strong growth after the opening of the first store. Nowadays it has 25 facilities. The representative of the company, when interviewed, told they are interested in the import of wines, olive oil, pasta, cold cuts, and frozen products in general.
Transnational Food - USA Transnational Food, with 6 distribution centres throughout the United States, offers leading supermarkets, wholesalers, dollar stores, and distributors a wide range of dried food products through their own brands or third-parties trademarks (private trademarks).
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Argentine entrepreneurs’ view During the Round, some questions were asked to Argentine companies, among which Congelados del Sur told they have been participating for three years and a half in Rounds and Fairs organized by Fundación. They were present at Expocruz, Sial Paris, Alimentaria Barcelona, Anuga, Gulfood Dubai, Fancy Food NY, and in rounds such as Fiar and Sial Mercosur. “We always sell our products, and depending on the event, have our own stand or participate in the round. In Brazil we have considerably grown during the last year, and today we met with representatives of Pao de Azucar, a company we have been trying to contact for a year. We have been selling our products to Tottus of Peru for two years, thanks to a previous round we participated in with ExportAr”.
Argentine companies:
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Aguas Primitivas De La Patagonia S.A. Aimurai S.A. Alexsur Andrés Lagomarsino e Hijos S.A. Aromáticas Patagónicas Bodega Bombal y Aldao Bodega Cruz de Piedra Bodega del Fin del Mundo Bodega San Huberto Bodegas Nqn Bodegas Salentein S.A. Bodegas Staphyle Bodegas y Viñedos José Quattrocchi S.A. Bodegas Y Viñedos Maza Buoncaff SRL Capilla del Señor S.A Cedro Azul SRL Ciasa - Consultora Interagro S.A. Coexco Coop. E.Ci. Cor Cultural Abadía del Niño Dios Del Turista S.A.C.I. Don Héctor S.A Don Roberto S.A Dulcor S.A. Dulfix S.A Duntower Corporation S.A Establecimiento Las Marías S.A.C.I.F.A. Finca Cave Canem Finca Sophenia S.A
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Fincas del Rosario Fupentz SRL Ganadera Santa Elena SRL Gente de La Pampa S.A. Global Organik S.A. Goodies S.A. Goy, Widmer y Compañía S.A. Granadas de Los Andes S.A. Gregorio Numo y Noel Werthein S.A Indaba Indupas S.R.L. Industrias Alimenticias Mendocinas S.A. Interrupción S.A. J. Llorente y Compañía S.A. - Green Hills Tranquera Kiskali S.A. La Retama S.R.L. La Rural Viñedos Y Bodegas S.A. La Salamandra S.A. Las Arcas de Tolombon Lavaque S.A. Licores Argentinos S.A. Los Domados S.A. Memorable Morixe Hnos SACI Muñoz De Toro Wines New Patagonia S.A. Noal S.A. Oligra S.A. Olivares de Pomán S.A.
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Olivares San Nicolás S.A Organic Latin America S.A P y P Emprendimientos Gastronómicos S.A. Pampa Bistro S.A Pampa Cheese Pampa Store S.A. Panificación Nuevo Rumbo S.R.L. Peñaflor S.A. Pinver SRL Pistacuy S.A. Polienor S.A. (Narda Lepes y Té José) Pollolín S.A. Productores de Yerba Mate de Santo Pipó S.C.L. Productos El Artesano S.A Promet S.A. Quickfood Rasic Hnos S.A. Río Alara S.A. Roberto Alcaraz S.A. Robino y Compañía S.A.C. E I. Bodegas Y Viñedos RPB S.A - Baggio Sacre Coeur Satco Send Foods (Send S.A.) Snack Crops Valentín Chiappa SRL Vasija Secreta S.A. Viñas De Alto Salvador S.A.V.A.I.C. Yornet y Compañía S.R.L.
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5th International Business Round – Food and Beverages – SIAL Mercosur 2011.
Del Turista: quality makes the difference
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With over 30 years in the market, the Del Turista chocolate factory is known for its state-of-the-art technology and its very own couverture production, made from the best raw materials which it uses to produce top quality chocolate. Alejandro Sainz, the company’s Export Manager, discusses the company’s rapid international expansion of the last two years, its regular participation in trade promotion activities and its recent local growth through franchises, which create new points of sale around the country.
The Del Turista chocolate factory was born in 1964 as a small family company, and has grownto become the recognised brand of today, a leader in the market of home-style chocolates in San Carlos de Bariloche. Del Turista is in a process of constant expansion both locally and internationally. It has a 5000 m² production plant which supplies all its national sales points and its international representations. It has state-of-the-art machinery run by 60 specialists, which turn out 4 tonnes of chocolate a day, with 7 production lines and over 200 different products. “The technology is basically present in complete production lines, such as for Easter eggs or truffles, one shot lines or a chocolate bar line,” explains Alejandro Sainz, the company’s ExportManager. “There has been significant investment in over a hundred machines, both in production but also in packing. We’ve added three expensive packing machines in the last two years,” he said. “Technologically speaking, it’s a very advanced company with permanent investment, especially when bottlenecks are detected,” he added. Sainz proudly explained that the company today works for two leading multinational enterprises in the field. “Our installed capacity is requested by multinational enterprises in the sector. We make their chocolate to order because we are technically well equipped,” he said. Del Turista’s share of the Bariloche market is above 50%. The main characteristic that sets it apart from the rest of the home-
style chocolate factories in the region is that it makes is own couverture with the best raw materials. The by-products of the cocoa bean (cocoa and cocoa butter) are imported from Brazil while the other raw materials, sugar, milk and fruits are purchased from national producers. “To make chocolates, the basic ingredients are cocoa butter, cocoa liquor, milk and sugar,” said Sainz, “but the product can be made in several different ways: the first by purchasing the pre-prepared product from a third party, that is, buying in the Argentine market what is called couverture chocolate (a sort of chocolate bar containing all the ingredients); another form is the one we use at Del Turista, buying our own cocoa and liquor in Brazil, the milk and sugar locally and making the chocolate ourselves. That way, you have the best ingredients and can make a better chocolate.” For Sainz, this process is a great advantage since when one buys the couverture from a third party it lacks the required quality. “The couverture can vary, sometimes better, other times worse,” he says. The specialist explains that they values can differ as can thedegrees of cocoa. “There are some couvertures that have very little cacao and a large amount of vegetable or hydrogenated oils. Hydrogenated vegetable fat replaces cocoa fat,” Sainz explained. The specialist believes that “the world of chocolate is divided between the producer that makes his own chocolates with cocoa, milk and sugar, very expensive commodities nowadays, and the one that makes it with couvertures that contain hydrogenated or vegetable oils. At Del Turista we use the best raw materials to make the chocolate ourselves, giving us better traceability and News
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5ª Ronda de Negocios Internacionales –Alimentos y Bebidas- SIAL Mercosur 2011.
Successful commercial expansion Del Turista currently exports to Colombia, Mexico, Chile, Uruguay, Brazil and the United States, and makes occasional sales to the Dominican Republic and France.
a standard of product which always ensures the same quality.” Sainz explains that “a producer using good quality ingredients tends to pass on a price to the customer that is higher than that of a producer who doesn’t use them.” He went on to say that over the last two years, commodity prices haverisenover 100%. “Many companies have had to stop buying commodities in order to maintain their price,” he explains, “but we decided not to compromise quality.” Sainz commented that one of the most important factors in the rise in the price of cocoa was the blockade placedon the Ivory Coast in January 2011, the largest cocoa producer in the world. “That meant that the price, which had already risen a great deal, shot up to double,” he explained. For Sainz, a graduate in foreign trade, there are many consumers who fail to distinguish between chocolates. “One clear difference is that cocoa fat is fluid and doesn’t stick to the roof of the mouth, but when a chocolate is made with a very low percentage of cocoa, if the quality is poor it sticks,” he explained. He added that the price difference between these kinds of chocolates is also significant. “A discerning consumer can tell the difference but may not be ready to pay for it. But in our case he is,because we see our sales are growing.” Del Turista today has a five-storey plant in Bariloche, but that is no longer sufficuent to satisfy all the demand. So the idea is to move to a plant on a single level, a change which would favour the implementation of an HACCP system, on which work is already going ahead.
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Since 2007, it has taken part in 15 activities organised by the Funación ExportAr (international business rounds, service promotion, international fairs, etc.) to promote the exports of Argentine enterprises. In that regard, Sainz said that two years ago they adopted a more aggressive foreign trade policy in order to increase the company’s exportvolume. “We began very strongly at Anuga 2009 (October – Germany), one of the most important food fairs in the world. We then began to export to Colombia, Mexico, Peru and the United States,” he explained. “Then in 2010 we went to the Gulfood Fair (February – United Arab Emirates), then Expo Antad (March – Mexico) and APAS (May – Brazil), all of this while participating in international business rounds at Expo Alimentaria and SIAL, and others,” said Sainz. “We also made our own exploratory trips and went on a trade mission to Peru organised by ExportAr.” He explained that the most important thing about participation in these activities is to do very careful follow-up. “Our work post-fair is vital since we have a product that is not a commodity but something more specific and complex. Itisn’t usuallypurchased at the time of the event.”
Sainz speaks of the importance of participation in each action of ExportAr for the futuregrowth of the company. “Anuga is where our relationship with Supermercados Wong from Peru, a member of the Cencosud group, began, and on the trade mission to Peru we finalised the agreement,” he said. As regards the trade rounds, he says that “after the international business rounds in foods and beverages in which we took part last year at La Rural, we made sales to a distributor from New York, in the United States.” (Bruno Scheidt Inc. / American Roland Food).
El Turista at SIAL Mercosur 2011 Hedefined the company’s participation in SIAL as very positive despite the difficulty of exporting chocolate to the European market due to the high import tariffs in the region (40%). He claimed to be very satisfied with the meeting with the Brazilian company Pão de Açúcar with which relations were already very good. “We strengthened our knowledge of the company and met two very important ladies from company management, which was very positive.” Sainz went on to say: “Now we’re following up the meetings and working on a quote for a supermarket in Portugal called Os Mosqueteiros”. He added that they had also had a good meeting with a Moroccan buyer, with whom they will be in contact to secure new business. As regards local work he said that “we’re increasing our share in the Argentine market through different applications.” He stressed the importance of the work currently being done with franchises and the company’s own sales points in different strategic locations in Argentina. “By the end of this year we’ll have 25 sales points in Argentina (own or franchises) stretching from Ushuaia to Rosario and Buenos Aires (in different shopping malls)”,
he said. “We’re aiming for growth via franchises and own stores in different places, making the most of a market that we overlooked in the past and that has been growing strongly for two years.” In this respect, he emphasised that from being present only in Villa La Angostura, San Martín de los Andes and Bariloche, the company is now present at 22 sales points around the country, such as Ushuaia, El Calafate, Neuquén, Rosario, Buenos Aires, Portal de Madryn, Las Grutas, Trelew, Bahía Blanca, Villa Gesell and Río Gallegos. Although Del Turista was already selling its products to large supermarket chains such as Coto, Walmart, Jumbo, Disco, Carrefour, etc. these sales represented only 5% of company sales. By contrast, the franchises today have a share of 30-35%. “Our ambition is to grow in 2012 with 16 more salespoints in Buenos Aires, Córdoba, Mar del Plata and Mendoza,” remarked Sainz. Judging by the company’s constant efforts to improve on its performance, its long experience and the high quality of the product, that objective will undoubtedly be met.
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International Olive Sector Meeting - Argoliva 2011
Stimulus for the olive sector The “1st International Olive Sector Meeting Argoliva 2011� was in answer to the need of boosting one of the most outstanding production sectors of San Juan, in order to widen its influence worldwide. Taking into account that Argentine olive growing has shown an important increase in the last years. Though this production has more than three centuries of history, the profound transformation it has experienced through the incorporation of new technologies has allowed expanding planted areas and producing oil of quality and varieties comparable to those characteristic from countries such as Italy or Spain with wide experience in this sector.
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In this framework, the meeting was held from September 7 to 9 in the city of San Juan, and it was coordinated by the Ministry of Production and Economic Development of the province, CERA Group, the Federal Council of Investment, Tasting Panel of the Catholic University of Cuyo, with the support of Fundación ExportAr, and other provincial and private entities. In Argoliva 2011 many activities were designed for the promotion of the national olive sector. On the one hand, the 4th Olive Technical Update Forum; on the other, the 1st Olive Oil International Tasting, in which three members of the IOC tasting panel participated (who especially came from Spain, Portugal, and France), and finally, the International Business Round of Olive Sector coordinated jointly with Fundación ExportAr aimed at developing Argentine olive growing by means of exports to new markets. For the participation in this Round, four importers of well known international experience have been selected: OOO Friko, from Russia; Gallo worldwide LDA, from Portugal; Comercializadora Mexport S.A. de C.V., from Mexico; and Vital Gourmet Imp. Exp. LTDA/ Caseus, from Brazil. Local counterparties that participated in the Round were 31 producer and exporting companies from San Juan, as well as entrepreneurs from other olive growing provinces such as Mendoza, Catamarca, La Rioja, and Córdoba. Among the participating companies we can mention: Rihan SRL, Alusasi, Fincas del Oeste, CIASA, Solfrut, Agropecuari el Mistol (San Juan), Wines and Olives of Mendoza,and Promas of La Rioja.
Though buyers arrived in San Juan the previous day, the event was opened on Wednesday 7 September, with a welcome ceremony given by the Minister for Production and Provincial Development, Mr. Raúl Benítez, officers from the International Trade Division of said Ministry, and members of Fundación ExportAr. After the opening ceremony, activities began and they were organized in 15 daily meetings between San Juan’s producers and importers. The following day the same schedule of Business Rounds continued, and this time with the addition of companies from the rest of the country interested in these meetings. Upon finishing the activities, importers were invited to the opening of the technical update Argoliva on 9 September. Importers highlighted the quality and presentation of Argentine olive oil and recognized the advances done by the sector for adding value up to similar levels of those traditional olive oil producer countries. For their part, all companies made contacts that make them further business expectations and highlighted the organization and attention received during the event. Argoliva is expected to become a permanent international event that could gather representatives from production, technologic and commercial sectors that make possible the development of this industry.
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Institutional Relations | Promendoza Awards
Promendoza
awarded prizes to exporting companies More than 40 companies participated in this contest. In the ceremony, special thanks were given to Fundación ExportAr for being part of the judges.
ProMendoza celebrated its 15th anniversary jointly with provincial entrepreneurs, and Fundación ExportAr’s Executive Director, Lic. Juan Usandivaras, acting as judge of the contest. During the event, ProMendoza Prizes 2011 have been awarded, which in this edition had a great participation of companies from all productions sectors. Around 450 persons gathered at the Hyatt Hotel to celebrate the 15th Anniversary of Fundación ProMendoza and participated in the 6th Prize awards edition. This year, 40 companies from Mendoza participated in the contest which seeks to acknowledge the efforts and achievements of companies in their internationalization process. At the ceremony were present: the Governor, Celso Jaque, officers, ProMendoza members and its General Manager, Lic. Marcos Abihaggle, reporters, companies and the principal authorities from entrepreneurs’ entities of the province. In the opening speeches, authorities highlighted the work done by the Fundación to accompany local SMEs undergo their internationalization process and continuing with a state policy. 40
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Since 2004, Fundación ProMendoza seeks to foster growth and diversification of exports from Mendoza, boosting a solid export culture within provincial entrepreneurs. This is the aim of these prizes, this year being their 6th edition, represented in the Gemini statuette. Winners of the 5 categories will be granted USD 2,500 to invest during 2012 in promotion activities abroad. This year, Prizes brought some novelties: the incorporation of two new categories, taking into account the big boost that in recent years some non traditional exporting sectors have had in the province. These categories are “Export of Services” and “Ecofriendly exporting companies”
Continuous growth to be sustained over time For 15 years now, representatives from the Government of Mendoza, the Commercial and Industrial Union of Mendoza (UCIM, in Spanish), Stock Exchange of Mendoza, and the Economic Federation of Mendoza (FEM, in Spanish), have decided to join efforts towards building an organization devoted to the international trade of the province. This is how, on 6 August 1996, Pro Mendoza was born, taking up an unprecedented challenge in the institutional life of the province: place it into a constant changing global context, with the decision to improve competitiveness, give support to the exporter profile or regional companies, increase exports and promote international trade. The Fundación carries out an important territorial work, furthering the dissemination of information, the design and implementation of trade promotion and investments development. Currently, ProMendoza has a central and North region offices – which gather companies from Gran Mendoza-, four branches at the main production oasis – San Martín, Tunuyán, and San Rafael – and three foreign offices in Sao Paulo, Brazil; Miami, the US; and Shanghai, in China. Likewise, it fosters cooperation projects between regions for the joint insertion in different markets, working with the right tools to facilitate international insertion. For instance, it is worth mentioning the evolution the province has reached from having only 200 exporting SMEs in 1996 to 900 in 2011. All the work of Fundación ProMendoza is developed through a value chain focused on technical assistance and information services, basic training, market intelligence and programs from different production levels, such as the NEX Program, Pymexporta, and association programs. Likewise, specific activities are designed for local companies: International Fairs, Business Rounds, commercial interviews, market surveys, among others, all of them supported by professional assistance during the entire exporting process.
Winner companies - Opening of new markets 1º YG Design 2º Friolatina 3º Mi Terruño Invermen SA
- New exporter 1º Sistemas Modernos Inteligentes 2º Aromas de Cocina 3º Finca Atxona
- Innovation and incorporation of added value 1º Friolatina 2º Sistemas Modernos Inteligentes 3º Aromas de Cocina
- Export of services 1º Belatrix 2º Retina Multimedia
Willing to take a step beyond in positioning Mendoza into the world, ProMendoza created in 2009 the Investment Development Division to attract foreign capitals taking advantage of competitive features Mendoza offers, to settle in the province thus creating employment and resources for Mendoza’s population.
3º YG Design
ExportAr, continuously seeking to provide assistance throughout the country, in compliance with the implementation of federal policies, works hand in hand with provincial organizations. ProMendoza thanked the support of Fundación Exportar in this sense and mentioned many activities that are carried out jointly.
1º Vinecol
- Ecofirendly exporting companies 2º Bodega Llihue 3º Esigas SA 4º Viña Esencia
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Institutional Relations | Promendoza Awards | Aromas de cocina
The realm of aromas and of the home-style spirit “Aromas de Cocina”, a small company from Mendoza, won important recognition in the distinctions awarded by the province’s export promotion agency. Setting a trend in the creation of gourmet products and maintaining the home-style spirit with the quality of a top-ofthe-range company is the premise of Aromas de Cocina, a small local company that was distinguished at the annual ProMendoza awards in the new exporter category (2nd place) and in innovation and incorporation of added value (3rd place). With less than 5 years of life, Aromas de Cocina (www. aromasdecocina.com) has incorporated a special line of aromatic herbs and spices to its traditional infused olive oils, dressings (lowacid vinegars), vinaigrette sprays and wine sauces. Grown without the use of chemicals and based on the concept of biodiversity, the organic aromatic herbs are produced under a new “single estate” concept, which involves growing them in a single selected garden so as to obtain the best aromatic expression. In search of an expression of the land around Pedregal (Maipú, Mendoza), the herbs are grown, harvested and dried in the same place, free of chemicals. “The greatest challenge facing a small family firm, which combines art, science, passion and culinary alchemy, is to maintain and increase quality standards throughout the preparation and sales process. This involves respect for the environment and for consumers by offering a healthy, rich and aesthetically well presented product. So we work with the best raw materials to 42
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which we give added value,” said María Laura Ortíz, alma mater of the company. Classed as Argentine vanguard products, the whole Aromas de Cocina line (36 articles altogether) is exported to Chile and is present in the most distant parts of our country. The products share the fusion of aromas, flavours and colours that enhance from the everyday dish to the most exotic recipe. One important detail is the preparation based on local foods without preservatives, essences, colourings or thickening agents. All the ingredients are natural and are used fresh. The products are hand produced and fuse ancient customs of the region with the most modern trends in contemporary international cuisine. These are healthy foods precisely because of their natural characteristics.
Aromas de Mendoza, spices of the world and signature blends The aromatic herbs are: rosemary, sage and basil. The three reveal some of the best perfumes that Mendoza can offer cooking. Basil is ideal to accompany pastas, Mediterranean cuisine or any recipe in which tomato is the protagonist. With its intense aroma with mentholated and resinous notes, rosemary goes with chicken, potatoes and game meat, while sage, with its intense aromas of menthol, black pepper and pine forests, enhances tempuras
(Japanese quick-frying), marinades, white meats and vegetables. Spices are generally more varied because they are aromas from different parts of the world. With sophisticated names and divided into strong and mild, each tin brings together different condiments with common patterns. The mild trio is made up of Apiaceae, Zingiberaceae and Magnoliophyta, while the strong one has Piperaceae, Solanaceae Capsicum and Myrtaceae + Myristicaceae. The delicacy of aromas does not end here since the expert sommelier has developed, with the balance and harmony of a perfume, a line of blends or mixtures of spices. They are perfect combinations that reveal a symphony of aromas, bringing us close to the world of wine and introducing the flavours of the east to our kitchens. The signature blends are: Torrontés wine masala, Malbec wine masala, Cabernet wine masala, Ras el hanout, Five spices (see additional information).
Important details: •
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Spice sommelier María Laura Ortiz aims to become a sommelier of spices, a very interesting prospect for a province that lacks this type of professionals. Besides chef and certified sommelier, this expert is a specialist in olive oil and aceto balsamic vinegar tasting. As such she is a member of the Argentine Association of Sommeliers, the Olive Oil Tasting Panel of Mendoza and an international jurymember for contests of wines, spirits and oilve oils.
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All the products are exported to Chile and are present at the most distant points in our country. They are availabale at stores in Mendoza, Rosario, Tierra del Fuego,Neuquén, Salta, Buenos Aires and the rest of Argentina, includinghotels, wine cellars, wine collections and delicatessenstores. Designed to enhance from a simple salad to the most elaborategourmet dishes, they are geared to lovers of good cooking and good drinking, and to chefs. They began under 5 years ago with 16 products. Today they have 36 and the short-term goal is to offer a total of 48. All the ingredients used are natural, are cut and washed by hand and are used fresh. They contain no inputs of chemical origin (preservatives, essences,colouring or thickening agents). A best practices programme is appliedduring preparation and fractioning. Their presentation reflects the quality of the contents, making themsuitable as personal or company gifts. The next steps are geared to the creation of a line ofsnacks (almonds, pistachiosand raisins), toaccompany red, white and rosé wines. This year it received from ProMendoza a new exporter award (2nd place) and one for innovation and incorporation of added value (3rd place).
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Institutional Relations | Promendoza Awards | Aromas de cocina
The spices
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Zingiberaceae contains little bags of green cardamom, ginger and curcuma,a family of spices that comes from South Asia.
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Magnoliophyta comprises cinnamon, star aniseed and vanilla pod from Asia and East Africa.
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Apiaceae has small delicate silk bags containing kümmel, fennel seeds, dill seeds and aniseed. They all come from western Asia and the Mediterranean basin.
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On opening the can bearing the name Myrtaceae + myristicaceae one finds cloves, allspice, maceand nutmeg, from theMoluccas in eastern Indonesia. Another surprise is Piperaceae: white, black and green pepper. The Piperaceae family comes from the same tree, Piper nigrum, from the south of India and the colour of the peppers depends on the different degrees of ripeness: green (still chlorophilic and expressive to the nose with moderate piquance), black (fully ripe, piquant and aromatic) and white (ripe and highly piquant).
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Solanaceae includes sweet paprika, smoked capsicum and Cayenne pepper. These are plants from the American continent, which include red and green peppers, and chillies of different sizes, colours and degrees of spiciness. This combination of paprika, smoked capsicum and Cayenne pepper add colour and sweet, smoked and spicy tones to any dish. The three ingredients can be used together thus creating a balanced dish.
The signature blends The delicacy of the aromas doesn’t end here, since the expert sommelier has created –with the balance and harmony of aperfume- a line of blends of spices. These are master combinations that reveal a symphony of aromas which bring us close to the world of wine and introduce the flavours of the Orient to our kitchens.
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Cabernet wine masala: mint, sumac, chilli pepper, black mustard, allspice, eucalyptus, cloves, savoury, laurel, pink pepper, smoked paprika and chocolate. It brings to mind the aromas of the Cabernet Sauvignon de Maipú.
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Ras el hanout: paprika, cumin, ginger, coriander, curcuma, black pepper, fennel, allspice, cinnamon, green cardamom, nutmeg, chilli pepper, sweet paprika, laurel, kümmel, Cayenne pepper, cloves, mace, black cardamom, lavender and saffron. Ras el hanout literally means the best of the store, and is a Moroccan blend that combines the best spices from each season. Used principally in tajines, vegetables, chickens and roast red meats.
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Five spices: star aniseed, cinnamon, fennel, Szechuan pepper and cloves. This original blend from China combines the sweet hints of cinnamon, star aniseed and cloves, with the spiciness of pepper and the delicacy of fennel seeds. It is ideal to condiment pork, duck, game meat or vegetable chop suey.
The signature blends are: Torrontés, Malbec and Cabernet winemasala; Ras el hanout y Five spices (see box).
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Torrontés wine masala: coriander, cardamom, white pepper, dill, ginger, curcuma, sage, kümmel, nutmeg, star aniseed, fennel and mace. They evoke the aromas of the Torrontés of Cafayate, created with the intention of offering an unequalled experience of combining condiment, food and drink. Malbec wine masala: black pepper, green pepper, cinnamon, juniper, sage, cardamom, rosemary, wormwood, white mustard, black sesame and vanilla pods. It brings to our palate the aromas of the Malbec from the Uco Valley.
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Institutional Relations | Promendoza Awards | YG DESIGN
Export design for the gourmet beverages industry Two young entrepreneurs have shown courage, confidence, sacrifice, talent, among many virtues, to accomplish, in few years, the positioning of their company at a privileged spot. “YG Design” is a consulting service, and wine and spirits design company for the gourmet consumer industry. It is managed by the two partners and general directors, Sebastián Yañez and Mariano Gioia, both industrial designers specialized in graphics.
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Two talented entrepreneurs from Mendoza sell to the world a design service for the wine and spirits gourmet consumer industry. Sebastián Yáñez, graduated with honors from Universidad Nacional de Cuyo (his thesis was directed by the renowned Argentine designer Rubén Fontana). He was founder member of postal Urbana, an unconventional advertising company, and of Marketing Integrated Communication (CIM, in Spanish), a consulting agency. His analytical and executive profile provides a strategic view for each project, from market research up to the conceptual development of each product. While Mariano Gioia, graduated with honors from the Universidad Nacional de Cuyo, and with vast job experience, one of his first professional jobs was at a well-known design studio, which specializes in corporate identity, in the city of Mendoza. He was also founder member of Retina Multimedia, an agency devoted to video, web and motion graphics. He is in charge of creative development and art direction, from the beginning of an idea up to the implementation project stage. During their university years, both of them have actively participated in the group “NN”, an organization aimed at improving professional training by extending it to the rest of the students. In that period they had the chance to know prestigious personalities (of international recognition) in the design world, which allowed them to have an enriching learning environment and create links they currently have. They both started their career at Interbrand – a renowned international design agency – in 2002 when they worked at the
Buenos Aires office of the company. Then, they worked with a brilliant career designer in Mendoza to make up a design studio specialized in packaging, mainly oriented towards the beverages industry. Since 2007, they have forged their own path and created YG Desing.
One of the milestones in history The incorporation of a marketing director marked a turning point in the company. At the beginning, the marketing task rested on Sebastián too, but for almost two years, that responsibility has been entrusted to Gonzalo Yánez, who at a first stage has lived in Europe for over a year with the purpose to be “closer” to potential clients. By attending specialized fairs, he strongly worked in promotion achieving very good results. “A couple of years ago, Chile represented 80 or 90% of new sales, while today, this is spread more evenly between Chile, Argentina, Spain, Italy, England, Brazil, Mexico, Portugal”, highlighted Sebastián Yáñez. YG Design has the mission to add value to companies from the entire world through concepts, ideas, strategies, and design implementation of high graphic quality. The objective, said its founders, is to become one of the principal references in their specialty at world level.
Products and Services -Project development (design and redesign), new or existing ones (including conceptualization, product naming, implementation, etc.)
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Institutional Relations | Promendoza Awards | YG DESIGN
- Design of POS (Point of Sale) material, as marketing support. - Strategic consultancy for analysis, research, and product development.
Target market -Enterprises ranging from medium to large presence in the principal producer and consumer countries of wines, spirits and gourmet products (mainly wineries, distilleries, distributors, or importers). Potential markets are Chile, Spain, Italy, England, Argentina, Brazil, Portugal, the US, Mexico, Greece, Germany, and Uruguay. During 2010, YG Desing export percentage represented 93.35% of the total turnover for the year. The following is a detail by country:
El proceso exportador Since the company has a clear exporting vision, the principal fields of prospect new businesses are specialized Fairs related to the wine, spirits industry, and so on; as well as research trips, visits, meetings with clients to strengthen relations that may have commenced previously. “We invest a lot in research trips: specialized fairs, visits to clients, etc. We do a thorough work to reach those persons with decision power, and agree our meetings with them prior to the fair. That permits us to arrive at the fair with an arranged schedule and clear objectives”, says Yáñez. “We have had big companies behind us (some of the principal actors and/or producers of the countries we are working for), trusting us. That creates a “window shell” and back up for new clients. We have lots to learn and grow yet. We permanently work in reinventing us, and not falling in the “comfort zone”, we seek to open new doors and opportunities that help us grow and achieve our goals”, state both successful entrepreneurs.
YG DESIGN EXPORTS BY COUNTRY DESTINATION
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Chile
70 %
Brazil
5%
Mexico
5%
Italy
6%
Spain
10 %
England
3%
Achieved goals – recognitions Recognitions and prizes
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Pentawards Bronze under the category Exclusive Products - proyecto Textual. Pentawards is the first and only worldwide competition dedicated to packaging design
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NeenahLabels of the World 2008 and 2010 (Worldwide wine labels contest). This prestigious contest selected a design of YG Design among the 12 winners for their 2009 and 2011 calendars
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FEPI (Advertising Festival in the Interior of the country) -Bronze category packaging -Proyecto Textual
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Fundación ExportAr 2010 awards, category Young Entrepreneurs, in recognition of excellence in the exporting process.
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ProMendoza 2011 awards 1º Prize: Category Opening new markets 3º Prize: Category Export of services
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Selected 3 times by Contraseña publishing house together with specialized agencies from Chile to design an exclusive label for the publication
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Exhibitors at the showroom “Chilean wines martly dressed”, jointly with 4 specialized agencies in Chilean wine packaging.
Publications The package design book, Taschen publishing house, 2010 Design and design book of the year 2010, Index Book SL publishing house
Conferences and lectures
Sebastián Yáñez and Mariano Gioia receive the Pentawards Bronze 2010
They have been invited to give conferences for designers, entrepreneurs of the industry of wines and beverages, and so on, in Argentina, Brazil, and Italy. News
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Interview | Álvaro Gálvez Calderón, Promperú
The countries of Latin America need to look abroad together After signing an agreement with Fundación ExportAr, Álvaro Gálvez Calderón, Director of Export Promotion at Promperú, stressed the importance of working together to complement actions and help companies in both countries. Minister José Luis Silva Martinot, President of the Board of Directors of that institution, and the Peruvian Ambassador in Argentina, Nicolás Lynch, attended the signing of the agreement.
Álvaro Gálvez Calderón, Director of Export Promotion, Promperú
President of the Board of Directors of Promperú, Minister of International Trade and Tourism
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In the framework of the programme of agreements with bodies engaged in the same activity, we have signed an agreement with PromPerú to allow us to join forces to benefit companies in both countries as they seek to export in the future. Juan Usandivaras, Executive Director of ExportAr, signed the agreement with his counterpart at PromPerú, Alvaro Gálvez Calderón, who spoke to us after the completion of formalities. - When was PromPerú set up and since when have you headed the institution? PromPerú is the export and tourism promotion agency of Peru. It was created in 1997 from the merger of two offices that had operated independently, thus creating a new public agency with a mixed board of directors on which are represented the main private unions, exporters and directors of the public sector linked to trade. The purpose of the institution is to carry out activities that link our exportable supply with the buyers of the world through training programmes, technical assistance, and direct promotion activities such as fairs and business rounds. We also organize fairs in our country and attend others held abroad. I have headed the agency for a year now, but our working procedures have remained the same as under the previous administration. What we have done is create additional innovations with the aim of encouraging more companies to export. Our mission today is to strengthen the democratization of export activities, i.e., getting more companies to benefit from this highly profitable possibility. -How would you qualify the agreement reached with ExportAr? I think it’s an excellent achievement. In principle, with a biased vision, anyone would think that the fact that two institutions that aim to foster the exports of their respective countries should get together to work jointly is unimportant. It would seem that our objectives are conflicting, but that’s not the case at all. Quite the contrary, we can and we must complement each other.
-Joint work will benefit both countries and their companies. It’s a question of seeking the best for both of them, is it not? -Of course it is. We are two organizations which have to help our companies to export more. The way I see it is that with agreements like this we can complement our actions and ensure that the producers of my country and Argentina conquer new markets and become well established in those where they are already present. -What are the initial objectives? What do you think can be done from today on? -Peru and Argentina must become better known in the countries of eastern Asia. We have to explore and work together, share a commercial antenna, studies, statistics that benefit us both. These are areas in which we can complement each other. We see enormous possibilities in this new environment in which we have to look to ourselves more often. But I also realize that the countries of Latin America must look abroad together. -What expectations does the international crisis present in the region? -The global crisis reveals the idea that we can’t depend solely on these large foreign markets, and makes it perfectly clear that we have a very important domestic market in our region. We have industries we can strengthen, as we Latin Americans are important consumers and large producers. The crisis helps us to avoid dependence on large markets and encourages us to start to work together.
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Integration Dossier Trade Promotion and Trade in MERCOSUR and associated countries: The cases of ExpoPrado and ExpoCruz
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Argentine gate at Expoprado
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Destination Total Intra MERCOSUR
2003 2004
2005 2006
2007 2008 2009
12.724
17.313
21.108
25.750
32.429
Bolivia
626
858
991
1.110
1.359
1.801
1.520
1.822
Colombia
990
1.326
1.783
2.711
2.969
3.166
2.723
3.545
Ecuador
495
697
926
1.233
1.087
1.382
1.159
1.556
Perú
930
1.171
1.592
2.285
2.719
3.769
2.462
3.346
Venezuela
756
1.940
2.770
4.453
6.008
6.816
4.963
5.619
Chile
5.502
6.475
8.260
8.597
8.753
9.965
7.492
9.338
México
3.632
5.105
5.366
6.103
5.916
5.805
3.751
5.066
ALADI countries
12.931
17.572 21.688 26.492
41.565 32.714
2010
28.811 32.704 24.070
43.902
30.292
(excluding Cuba) Source: CEI
2004
2005
2006
2007
2008
MERCOSUR
3.549
4.511
5.682
7.294
10.088
MERCOSUR trading partners
1.845
2.410
2.979
3.585
3.909
Total MERCOSUR + Trading partners
5.394
6.921
8.661
10.879
Total MIO
9.522
11.984
14.826
17.321
2009
2010
2011 (*)
8.946 11.883
9.051
3.195
3.722
2.577
13.997
12.141 15.605
11.628
22.059
18.713 24.018
18.546
Source: INDEC/(*) data from the first 8 months of 2011.
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Interview | Atilio Berardi Hueda
Strong promotion of Argentine products in Uruguay After its prominent participation in Expoprado, where Argentina took 80 firms and won the award for best pavillion, the Commercial Attach茅 from our embassy highlighted the dynamism lent to export promotion by Ambassador Dante Dovena and the support of Fundaci贸n ExportAr.
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Ambassador Dante Dovena during the Opening Ceremony of the National PAvilion
After Argentina’s successful participation in Expoprado, the most important fair in the Republic of Uruguay, in which our country had eighty companies offering their products and, moreover, won the award for best pavilion, we had the chance to interview Atilio Berardi Hueda, the Head of the Economic and Commercial Section of the Argentine Embassy in the country. “Under Ambassador Dante Dovena, the diplomatic seat of the Argentine Republic in Uruguay has undertaken a vigorous promotion of national products. In consequence, and in the framework of the Integrated Trade Promotion, Investments and Foreign Markets Development Programme of the National Government, a series of promotional actions have been set in motion that suppose an effective and coordinated projection into the Uruguayan market, allowing integration of Argentine production sectors in a vocation of complementation with those of Uruguay,” said the official by way of introduction.
What have been the main actions carried out so far this year? Over the last year, in line with the dynamism afforded by Ambassador Dante Dovena, actions were undertaken to invigorate the promotion of the sector of Small and Medium Enterprises (SMEs) and of the regional economies. In this respect, it should be mentioned that so far in 2011 the Argentine Embassy in Uruguay has received trade missions and made presentations in the Argentine provinces of Entre Ríos, Mendoza, Jujuy, Córdoba, Misiones and Santa Fé. There has also been participation in the most important fairs in Uruguay: Expoactiva, Outsource Latinamerica, the ALETI IT Fair and Expoprado. How were those promotion actions coordinated? We worked jointly with the Fundación ExportAr, and have had the permanent support of its staff, led by its Executive Director, Lic. Juan Usandivaras, who gave technical and financial support to the plan of trade activities we undertook this year. The three most significant activities we carried out with ExportAr were participation in the Outsource Latinamerica Fair (Montevideo - 14/15 April), the opening seminar of the “Week of Entre Ríos
in Uruguay” (Paraná 7 June) and Argentine participation in the Expoprado Fair (Montevideo 7/18 September). What is the balance of Argentine participation in Expoprado? In principle, as Commercial Attaché at the Embassy, I must emphasize the great contribution made by ExportAr in inviting the almost eighty Argentine firms participating, as well as the excellent design of the Argentine Pavilion (winner of the 1st prize at the exhibition), which represented our country in the best way at the most important fair in Uruguay. The balance is very positive in all senses and has left us and the participating companies very satisified. What are the main tasks you carry out? Regarding the role of the Embassy, the Economic and Commercial Section of the Argentine Representation in Montevideo it focuses on two main lines of action to consolidate the presence of Argentine goods and services in the Uruguayan economy: direct export promotion and defence against trade discrimination. As regards trade promotion, Uruguay (as MERCOSUR member and as a very similar country in questions of trade customs and practices) fulfils a fundamental role in the process of internationalization of numerous Argentine companies. For this reason, we need to work permanently to invigorate that process. The second role of the Embassy lies in providing early information and collaborating in situ with the areas of the Argentine Foreign Ministry which work on opening foreign markets. In the case of the relationship with Uruguay, this task consists in intervening in the various matters that obstruct the entry of Argentine products to the country in infringement of the regulations in force, which is also a habitual task given the intense trade and interests at stake in both countries.
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Horacio Antonio Macedo | Argentine Ambassador in Bolivia
Promoting foreign trade requires synergies in the public and private sectors In a new world order characterized by the end of unipolarity, and the birth of new emerging centres in the global economy, accomplishing specific foreign policy objectives set by the Argentine Foreign Ministry to intensify our political and trade relationship with South America, in our Diplomatic Mission in what is today the Plurinational State of Bolivia, for 8 years together with a group of collaborators (Argentine diplomats and local staff), we have been actively promoting exports, creating business opportunities for the Argentine companies interested in placing their products and services in the Bolivian market. We work with the absolute conviction that today the role of an Ambassador should not be restricted only to the important work of forging links with the government of the host country but also to meeting its people with a commitment that goes beyond mere interaction between governments.
Argentina holds 2nd place in purchases and 3rd in Bolivian sales. This is explained by the sales contract in force for natural gas for which Bolivia today supplies the Argentine market with 7.7 million cubic metres per day (mmcmd), a figure which will gradually rise to 27.7 mmcmd in 2021.
In that context, from the Argentine Embassy in La Paz and our country’s consular network in Bolivia that includes 6 consulates, coordinated work is being done to position our exportable supply and facilitate good business, which besides non-traditional exports, includes possibilities for investment and corporate integration.
Another characteristic of Argentine trade with Bolivia is the high diversification of exports, which cover over 2500 positions in the list of tariffs. Among the non-traditional goods with the largest share in Bolivian imports in 2010 are Argentine sales of wheat flour (USD 73 million); gasoline (USD 42 million); diesel (USD 14.5 million); cargo vehicles (USD 10.8 million); medicines (USD 7.8 million); bars of unalloyed steel (USD 7 million); and insecticides (USD 6.6 million).
Since 2008, our trade in both directions has exceeded USD 1 billion. In the first half of 2011, Argentine exports to Bolivia reached USD 438 million, a figure that is an increase of 35% over the exports made in the same period of 2010. When in 2003 we took over this Mission on the decision of President Néstor Kirchner, the trade balance was approximately USD 260 million. Although Bolivia still holds a relatively marginal position in the total of our country’s foreign sales, bilateral trade between 2003 and 2010 grew 260%. Likewise, our country maintained in that period an accumulated surplus of USD 866 million if Bolivian gas exports are included, and USD 2.5 billion if they are excluded.
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In addition to the good performance of our exports, the bilateral economic relationship between both countries is characterized by a constant presence of our entrepreneurs at the main fairs and business rounds which take place in Bolivia each year. The Argentine Foreign Ministry, through the Fundación ExportAr, this year organized the participation of over 180 national enterprises in the Argentine Pavilion at the 36th edition of the International Fair of Santa Cruz, “Expocruz 2011”, the largest multi-sector fair in South America.
Horacio Antonio Macedo was born in San Salvador de Jujuy. He is a law graduate from the Universidad Nacional de Córdoba, and has been very involved in academic activity. He was Economy Minister and Advisor to the Executive branch of his native province and was Director of the Banco de la Provincia de Jujuy. Between 1993 and 1997 he was national deputy, before becoming president of the Insurance Institute of Jujuy. He was head of the Ministry of Production, Trade and Environment of that province and went on to occupy a seat in the legislature of Jujuy. In 2003 he was appointed Ambassador Extraordinary and Plenipotentiary in the Plurinational State of Bolivia, a position which he still holds.
Mention should be made of the broad offer of goods on display at Expocruz, which was an opportunity to show the best of the regional economies of the provinces of Buenos Aires, Córdoba, Chaco, Entre Ríos, Jujuy, Salta, Santa Fe, Santiago del Estero and Tucumán, which together with municipal districts, public bodies, sector and binational chambers made up the most numerous among the 20 foreign delegations that attended the fair. The Argentine presence in Santa Cruz was in addition to participation at fairs in Cochabamba (Feicobol) and Tarija (Exposur), which with their regional particularities complete an interesting business scenario for our regional economies. Fundación ExportAr’s decision to offer us support in the three fairs was considered invaluable, since it means understanding that in countries such as Bolivia it is much harder to ensure presence without the firm and committed action of the National State through the expansion of our trade frontiers, especially with our neighbouring countries. This is materialization of the oft-mentioned regional integration.
inputs for agricultural production (it is estimated that Santa Cruz currently only uses 50% of its arable surface) and capital goods for extraction industries (the mining and hydrocarbons fuels sectors represent 70% of Bolivian exports). With a Bolivian economy that will grow at an estimated 6% this year and a credit portfolio from banking institutions of around USD 4 billion at annual rates of 4 to 6% for the production sector, we can be optimistic about the opportunities for Argentine companies. Thanks to the above, the work of promoting foreign trade requires the synergies of the public and private sectors in order to guarantee the success of our efforts to consolidate the Argentine economic model and regional integration of Spanish America.
In particular, there are niches for the food and drink industries, with great acceptance of our wines in an incipient market (present consumption of two litres per capita), revealed in the great numbers visiting the tastings organized by the Embassy. Besides, it is also important to mention other segments such as machinery and
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Salta Special report
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In the last ten years, the economy of Salta has experienced sustained and sustainable growth. This development process of the province accompanies a decade of national economic improvements and GDP growth. News
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Salta
Characteristics Total area 155,488 km² Total population 1,214,441 inhabitants Located in the north of Argentina Main Departments: Capital (535,303 inhabs.) General José de San Martín (156.678 inhabs.) Orán (138,018 inhabs.) Anta (60,414 inhabs.) General Güemes (47,348 inhabs.) Metán (40,300 inhabs.) Main airport Salta “Martín Miguel de Güemes” – International
Tren a las Nubes, Salta Photo: gentileza IMPROTUR
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Special report Salta
Surface area, natural resources and production activities
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14%
9% 46% 9%
11%
10%
Special report Salta
Gross geographic product
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Main production chains
Tobacco
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Sècial report Salta Vine:
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Analysis of exports from the Province of Salta Tolar Grande
30%
20%
16% 07%
13%
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15%
Special report Salta
Altar de Cachi
Fotos: gentileza IMPROTUR
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Institutional | Interview with Lic. José Jiménez
ProSalta: Argentine promotion in the world Created as a meeting and management point for the different production sectors of the public and private sphere, ProSalta works on projects that generate significant benefits for the various production segments of Salta. Lic. José Jiménez, General Manager of Fundación ProSalta, discusses the activities carried out by the body, its objectives and projects. He also stresses the joint work done with Fundación ExportAr. How is the Agencia ProSalta formed?
What is the main activity of ProSalta?
It is made up by the Government of the Province of Salta, the Chamber of Foreign Trade of Salta, the Chamber of Commerce and Industry of Salta and the Salta Free Zone. Among its members are the Industrial Union of Salta, Entrepreneurial Federation of Salta, Regional Chamber of Production, Chamber of Tourism of Salta, Chamber of SMEs, Chamber of Young Entrepreneurs and the Bureau of Conventions and Congresses of Salta.
ProSalta works in conjunction with peer bodies, intermediate organizations, public agencies of the province, the region and the Nation, with universities and professionals, on projects that generate significant profit for the different production sectors of Salta, transferring their positive effects to all society as a whole.
ProSalta is a mixed not-for-profit institution which combines public and private initiatives in work to promote and concentrate efforts in the constant search for alternatives for Salta’s products and services. It began its activities on 1 April 2005 setting as its main objective to encourage economic growth through a steady increase in exports. Since then, ProSalta has carried out important activities to support businesses in Salta by facilitating dissemination of its products in international markets; and creating complete excellent tools such as the exportable supply. It also addresses all those efforts to grant access to new commercial opportunities and the internationalization of companies, as well as the consolidation of production links with neighbouring countries.
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At ProSalta we work to facilitate the dissemination of local products in foreign markets, we generate the tools to allow access to new markets and the internationalization of our companies, as well as strengthening trade links with neighbouring countries. Our objectives are: to foster economic growth through a steady increase in exports; to promote the foreign trade of the Province, especially with the neighbouring countries and members of the Integration Zone for the Centre West of South America(ZICOSUR); to facilitate the tools to allow access to new markets and the international insertion of the enterprises.
How do you assist enterprises in this work? By offering them training, advice and support. To do that, ProSalta investigates, prepares and disseminates statistical reports on the growth of exports, market profiles and trade opportunities. We also offer training sessions on subjects such as foreign trade operations, tariff classification, customs regimes and international marketing. Moreover, we coordinate a series of actions of trade promotion such as corporate missions abroad, presence at international fairs and business rounds with foreign operators.
Special report Salta
What are your objectives for this year? We’re working to be able to offer companies in our medium support and integral advice, not only to those that wish to place their products abroad but also to those that have just started out. Strengthening SMEs in our province, encouraging entrepreneurship and traveling the path of industrialization are a vital part of our functions. So, facilitating management tools, access to credit lines and training are part of the actions planned for this year.
How are you working to achieve that goal? This year we have a calendar of fairs and missions defined in accordance with the profiles of the companies with which we are collaborating. We’ll be coordinating several international events, among which special actions for the sectors that are promising and are just starting out are important.
How do you cooperate with the Fundación ExportAr in promoting the province’s exports? What activities do you do jointly? ProSalta is an agency of Fundación ExportAr, with which it coordinates the offer of services to exporting companies in questions of training and integral assistance for the promotion of their products abroad. To accompany the entrepreneur at every step in entering foreign markets, in all the prior process and very specific actions such as participation in fairs, international business rounds, trade missions abroad or inverse missions for potential importers in our province. In that regard, we can cite the recent synergy achieved on an inverse mission with supermarket entrepreneurs from Belo Horizonte, Brazil, who visited wine cellars in Salta in the first days of September. That mission led to the placing of our wines in Brazil, opening an opportunity for international sales for a production sector in Salta in constant growth.
On the other hand, we’re working on generating new statistical tools to offer entrepreneurs all the information they may need for decision-making. We’re also carrying out a whole series of training sessions and institutional visits to different locations and towns inside the province to provide the small and medium-sized companies all the services ProSalta can offer and encourage them to join this interesting experience of opening roads here and abroad.
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Argentina s food for export Ministerio de
Relaciones Exteriores, Comercio Internacional y Culto
Fairs
Activities Fairs Rounds Promotion of Services Training
Asia Fruit Logistica 2011 Hong Kong, China September 7- 9 Fruits and vegetables
On September 9 ended the 5th edition of Asia Fruit Losgistica, the major fruits and vegetables event in the Asian continent which has consolidated itself as the best platform to access the market. The Fair, for the 4th year in a row, was held at the Hong Kong Convention and Exhibition Centre. Asia was the continent with larger representation (12 countries), China with the bigger amount of exhibitors (77). The European continent was second with 10 countries. The new feature this year was Egypt with a National Pavilion in addition to the usual ones as New Zealand, Australia, France, Chile, Peru, South Africa, South Korea, the US, Italy, and Argentina. The National Pavilion coordinated jointly by Fundación ExportAr and PROARGEX had 23 exhibitor companies, and a strong attendance since the beginning of the Fair. This year, the Federal Council of Investment (CFI, in Spanish) made its debut as exhibitor bringing along 10 export companies.
In this section are listed all activities Fundación has carried out and those scheduled for September and October
There were exhibited the most representative products at the Pavilion, just like in previous editions, such as tangerines, and lemons, also there were grapes, cherries, and in lesser quantity blueberries, and pears. Local companies made a total of 146 contacts, and project sales for around 40 million dollars, which means an increase over 400% with respect to the previous year. Apart from the Asian market’s own weight as fruits world consumer, this year here has been a variable that caught even more the attention of Argentine companies in this market, and that was the economic crisis the European Union is undergoing, one of the principal fruit destination from our country.
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Fairs World Food Moscow 2011 Moscow, Russia September 13-16 Food and beverages
PMA “Fresh Summit” 2011 Atlanta, Georgia, USA October 14-17 Fresh fruits
At the Expocentre convention centre was held the 20th edition of World Food Moscow, the most important event in the ex USSRR region, mainly Russia, Baltic countries, Eastern Europe, and Central Asia.
Fresh Summit is organized by the PMA, Produce Marketing Association, the principal association that assists more than 3,000 companies of each stage of the supply chain in the fresh fruits, vegetables, and flowers industry.
Since 1992 this annual fair takes place and it is used by producers and local distributors as a tool for introducing their trademarks in the Russian market.
This is the most important specialized international fair of the sector in the US and one of the principal ones of the world. It is a great platform to know and strengthen commercial links with the most relevant importers/ distributors of North America and the world.
Fundación ExportAr jointly with PROARGEX coordinated a 213m2 stand divided into 3 isles where different national companies from the sector exhibited their products, as well as Fundación ProMendoza, the Institute for Production Development of Tucumán, Ministry of Cooperatives, Trade and Integration of Misiones through its International Trade division, setting up an institutional stand to promote yerba mate, tea, and typical products of the region. Also in the Argentine Pavilion there were present the Federal Council of Investments (CIF, in Spanish), with around 10 Argentine companies that sell fresh and dried fruits. In this framework, the Embassy jointly with the National Institute of Yerba Mate coordinated an exhibition and tasting of mate, providing information on the properties and characteristics of this beverage, how to prepare and use a mate. Results from a survey carried out among exhibitors show that most of them think, due to their presence at this fair, prospect exports for around 5,000,000 US dollars. Fundación ProMendoza, the National Institute of Yerba Mate, the Institute for Production Development of Tucumán, and Ministry of Cooperatives, Trade and Integration of Misiones have informed their main goal in this fair had been the promotion of typical products from their respective provinces, and support entrepreneurs of the sector to generate commercial links.
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In this exhibition are represented all areas involved in the fresh fruit industry: supermarkets, retailers, importers, exporters, growers, packers, forwarders, agents, carriers, wholesalers, suppliers, distributors, and food service operators, that gather together as a community to learn, create networks, develop relations and do business. At the same time, during the fair many conferences and lectures are offered to visitors to deal with topics such as updating, world trends, and demands, mainly from the US and the world. Fundación ExportAr coordinates the Argentine Pavilion over a surface of 108 m2, and the participation of Argentine companies to strengthen the image of our country as exporter country, and foster the increasing rate of exports to the US from this sector. The participation at PMA Fresh Summit 2011 may permit acquire new concepts for consumption, lowering costs, increase incomes with solutions for products and services, for the improvement of competitive margins while becoming familiar with the last trends in the sector, making contact with the leaders of the entire supply chain to exchange information. Organizers estimate this year they will receive more than 18 thousand visitors from 60 countries, according to the number of visitors registered in last edition.
Fairs Equip Auto 2011 Paris, France October 11-15 Autoparts
Equip Auto 2011 this year will be the most important international exhibition of the autoparts industry, with around 65 countries that will show most recent technologies, innovations, and trends to more than 110,000 buyer and visitors (local and international), coming from 134 countries. Fundación ExportAr, again, coordinates a National Pavilion of 11 m2 in which national companies will exhibit their products with the hope of having the same results obtained in previous editions as regards contacts and doing export business. Sectors included in this exhibition: autoparts, accessories, original equipment, after market; equipment and services for the automobile industry, car dealers, repairs, service stations, transport service, stockpiling and transport; rebuilding engines machinery and welding services, vulcanization equipment and services, machinery for diagnosis and measurement, wheel alignment, automation, IT, oil, lubricating oil, additives, trimming; and publications.
China Education Expo 2011 Beijing, China October 15 - 16 Education services
Fundación ExportAr jointly with the Secretariat of University Policies of the Ministry of Education under its Promotion Program coordinated the participation at the new edition of China Education Expo, held in the International Education Room. This exhibition, officially sponsored by the Ministry of Education of China and the China Education Association for International Exchange, offers the opportunity to access best education options abroad. It is a high profile event that becomes the perfect scenario to make contact with universities from around the world, and gives our exhibitors the chance to display their programs, courses, and study plans in accordance with Chinese demand and culture, while defining perspectives in the current job market within a world without borders. It is important to highlight Beijing concentrates the biggest percentages of students interested in learning Spanish, a continuously increasing demand.
This sector is mainly integrated by small and medium enterprises, and is well known for its dynamics and competitiveness and capacity to supply systems which are more complex due to its high end technology, and is oriented towards foreign markets and diversification of exports destinations.
Trade opening together with the settlement of a large quantity of foreign companies in the People´s Republic of China, have modified its idiosyncrasies as regards corporate management. This is the reason why Chinese students seek to specialize abroad, particularly in fields related to business administration and development, and MBAs are highly demanded.
The performance of Argentine companies can be seen in the increasing demand between 2002 and 2010 that, in some cases, has doubled. This growing trend, shown in the analysis of exports of this sector, may allow forecasting a promising future.
Fundación ExportAr participated in editions 2007, 2008, 2009, and 2010. This, again, will be an excellent opportunity for education entities to have access to the growing market of young Chinese seeking a different study alternative abroad.
The development of the automobile and autoparts industry in recent years permitted an outstanding share in the industrial GDP closer to 10% (source: ADEFA and AFAC)
The following institutions will participate in this edition: University of Buenos Aires, National University of Chilecito, National University of Río Cuarto, National University of La Matanza, National University of Quilmes, National University of Villa María, CELU (National University of Córdoba), Universidad Abierta Interamericana, and University of El Salvador.
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Fairs Fair Interlift 2011 Augsburg, Germany October 18-21 Elevators, components, and accessories
This international fair for the elevators, components and accessories sector, is the most important world exhibition in the industry of vertical transportation that is held every two years (the odd years) in the city of Augsburg, in the South of Germany.
Mercopar is held at Pabellones de la Festa da Uva en Caxias do Sul, which is the 2nd biggest metalworking center of the country with a big concentration of plastics, rubber, and components for the industry.
Interlift is one of the most outstanding fairs of its sector. The principal manufacturers introduce the latest innovations and trends related to technology for elevators. In times of climate change, possibilities of energy saving have a fundamental role.
Subcontracting and Industrial Innovation Fair, since 1992 has promoted business and alliances between national and foreign companies, regardless of their size, with the purpose of furthering integration and international competitiveness of them.
The offer includes: elevator systems and pre-manufactured components, escalators and moving walkways, hydraulic, and safety systems, among others.
The event, of professional and focused characteristics, has as target audience entrepreneurs, buyers, suppliers, sellers, representatives, and distributors in general, linked to metalworking, rubber, industrial automation, electric-electronic, gum, industrial services, and components sectors of the industry.
“For some weeks it is already evident that the 10th Interlift edition in Augsburg will also be the biggest one since it was launched 20 years ago. With little time before its inauguration, space rental is already 6% bigger than the historic high of the fair (Interlift 2009), and we are still waiting for a great number of companies which have not registered yet”, stated Joachim Kalsdorf, Interlift Porject Manager. From October 18 until 21, VFA-Interlift E.V., German Association of Elevators Components, coordinates a conference forum for exhibitors and visitors attending the fair. This year the topics will be: • New products and services • Harmonization of National, European, and International standards • International markets: EU new members, South America, Pacific region, and African countries • Envrionment protection, energetic efficiency, life cylce of products • Modernization of existing equipments Fundación ExportAr coordinates an institutional stand of 18 m2 jointly with PDECEX, of the Argentine Ministry of Foreign Affairs, and the CAFAC (Argentine Chamber of Elevators and Components Manufacturers) and 10 national companies. 78
Fair Mercopar 2011 Caxias do Sul, Brazil October 18-21 Metalworking
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This Brazilian state limits with Uruguay and Argentina, placing it at a privileged position among Mercosur countries. It is worth mentioning Mercopar is the most important fair for the sector in Latin America, and constitutes a great opportunity to contact big companies from different countries attending it, benefiting technology transference, stimulating improvement of quality, opening new markets, and better use of production capacity. Caixas du Sul is the principal production center of agricultural machinery and inputs of Brazil. It also produces 60% of national production, 63.3% of exports volume, 70% of harvesters’ production, and over 50% of tractors. North East Region Rio Grande do Sul concentrates almost 300 companies of the sector which generate more than 15,000 job positions. In this State, the metalworking sector comprises mainly micro and small enterprises, which represent 96% of the total. Fundación ExportAr coordinates the National Pavilion with the participation of companies linked to the sector and provincial entities, which will exhibit their export offer at this event.
Fairs Promotion of Services CPhI Worldwide 2011 Frankfurt, Germany October 25-27 Pharmaceutical
CPhI Worldwide is a great opportunity to be known within an environment of professionals from the sector coming from around the world. Every year CPhI is held in a different European city. Argentina has successively attended it in Brussels (2004), Madrid (2005), Paris (2006), Milan (2007), Frankfurt (2008), Madrid (2009), and Paris (2010). This is a strategic sector for most developed countries due to its share in the GDP, the number of job posts it creates, contribution to research, its link to science and technology, social impact related to health care, and population life quality improvement. In Argentina, this industry has shown great dynamism for the last 30 years, in response to local changes, and global trends. Unlike other countries in Latin America, national pharmaceutical industry is based on strong roots, tradition, and membership. In fact, the weight of local companies is worth to be pointed out, and for the last 10 years they have increased produced volumes and turnovers. In addition, they have incorporated capital, work, and technology, fostering with their growth and development the economy as a whole. To advance in the search for new markets and the promotion of international positioning of Argentine laboratories that compete with innovative and high added value products, Fundación ExportAr coordinates the Argentine Pavilion at the Messe Frankfurt facilities, where 24,000 decision making persons of the sector from more than 110 countries will be attending the fair seeking new business opportunities.
China Education Workshop Shanghai 2011 Shanghai, China October 11-13 Education
The Argentine Minsitry of Foreign Affairs through Fundación ExportAr jointly with the Ministry of Education, under its Argentine University Promotion Program (PPUA-SUP), and the support of the Argentine-Chinese Chamber of Production, Industry, and Commerce, will be attending the Education Workshop in Shanghai with universities from our country. For a third year in a row, the Argentine delegation will participate, for 3 days, in seminars and bilateral meetings with Chinese Universities with the purpose to promote “Study in Argentina” program abroad, as well as fostering exchange between students and professors. This constitutes a great opportunity for the exhibition of quality programs, courses, and the education offer that Argentine universities have for Chinese students, since 130,000 students leave the country to study abroad every year. Shanghai concentrates a big student population interested in studying Spanish, as well as professors specialized in our language. In general, the increasing number of students that learn Spanish, and opening Spanish departments, in recent years, is clear evidence of interest in our language in that country. Eigth Argentine education institutions will attend this workshop: University of Buenos Aires, University of Quilmes, University of Chilecito, University of la Matanza, Consorcio ELSE-CELU, Universidad Abierta Interamericana, University of El Salvador, and University of Río Cuarto. This event is a great platform to make contact with Chinese universities and create opportunities to introduce study plans in our country into a market with great student potential.
This time, the National Pavilion will have a surface of 75 m2, in which national laboratories will exhibit their products as in previous editions. News
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Promotion of Services Rondas World Medical Tourism Congress Argentina HealthCare 2011 Chicago, USA October 25-28 Health
Rounds 4th International Business Round of Arte & Art Meeting Center. Expotrastiendas 2011 La Rural, Buenos Aires August 31- September 5 Art
The fourth World Medical Tourism Congress and Global Health is the most important event of its kind in the world, and it will be visited by around 1,500 people and there will be 120 exhibitors/sponsors. There also will be programs, business rounds with companies from the sector, and employers, hospitals, medical tourism facilitators, among others.
Expotrastiendas is an art fair organized by the Argentine Association of Arts Galleries (AAGA, in Spanish) since 2001.
The topic for this year edition will be “Patients in emerging Markets”, and it will be focused in medical tourism with growing potential.
In this framework,the 4th International Business Round of Art was held consolidating the commitment with the promotion of the art market as a platform to foster exports in this growing sector. There were present art curators, galleries owners, and auctioneers too.
Congress attendants will be able to participate in business rounds with travel agents specialized in medical tourism and facilitators of these services in the world who are interested in exploring medical options of excellence for foreign patients. In line with promotion activities of Health tourism abroad, Fundación ExportAr jointly with INRPOTUR coordinate this activity aimed at strengthening and widening the dissemination of excellent medical services provided by Argentine institutions, as well as positioning our country as a destination of International medicine. MTA (Medical Tourism Association) is the first non-for profit international association created for prestigious international hospitals linked to health care and related services. To further this sector we will be participating as Silver Sponsor. The space for “Healthcare Argentina” will favour not only the potential of this national market, but also it will offer a significant framework for doing meetings with involved companies.
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An Honour Committee made up by museum experts, art curators and galleries owners are responsible for the selection and approval of the artwork pieces exhibited at the fair.
Plataforma, a new sector in Exportrastienda, calls for young artists and artistic management and coordination groups and 56 art galleries. There eight participants had meetings with: Tchad-Marie Anderson (Miami, US). Suzana Camargo Diamond (New York, US) Philippe Cyroulnik (Paris, France) Sergio Fintoni (Florence, Italy) Fundación ExportAr, for the first time, had an institutional stand in the Fair: “Art Meeting Center”, over a surface of 30 m2 many meetings with galleries owners and interviews with international guests were held. High added value to the image of Fundación ExportAr was thanks to the collaboration of artist Jorge Cal and the company Amalio Russo which provided the furniture designed by Walter Russo. The “Art Meeting Center” allowed national galleries to leave material to be handed out among international guests, since the dynamic of the fair was that meetings were scheduled upon request.
Rounds International Business Round Expo Rural Mercosur 2011 Gobernador Virasoro, Corrientes September 2-3 Food
Fundación ExportAr jointly with Corrientes Exporta of the provincial government coordinated the International Business Round of food under the 17th Expo rural Mercosur Fair 2011, at the Sociedad Rural premises over a surface of 46,400 m2 and it was visited by around 30,000 people. Gobernador Virasoro is one of the most growing region of Northeastern Argentina and with better development prospects. It is located 330 km East from the city of Corrientes, 30 km away from Misiones and 65 km from Brazil, which makes it a key point for Mercosur integration. The Round was held in a specific area provided for Sociedad Rural, where 39 meetings took place between 5 foreign buyers and 18 forestry companies, livestock breeding and genetic houses. The following foreign companies participated in this activity: AGP S.A.C. of Peru, Barraca Paraná S.A. of Uruguay, Madeco S.A. of Colombia, Alberto Grisolia Carnevali of Venezuela, Oga RE S.A of Paraguay.
International Business Round Agroshowroom 2011 Marcos Juárez (Córdoba) and Las Parejas (Santa Fe) October 4-7
The purpose of the 6th Agroshow edition is to further the export of agricultural machinery and successful techniques used in agriculture, as well as showing the potential of the Agri-Industrial Complex, including techniques for sowing, harvesting, storage, transport, marketing, industrialization, and exporting. Likewise, it has the purpose of disseminating at world level the potential Argentine agricultural machinery has as well as techniques and technology of direct seeding applied currently in our country, for which it is needed machinery manufactured in this region. This edition of Agroshow 2011 will last four days, and it will take place in the city of Marcos Juárez, Córdoba province, and Las Parejas, Santa Fe province, and is coordinated by CECMA, a CIDETER companies cluster of agricultural machinery. This event aimed at introducing the national offer of agricultural machinery and equipment, and agriparts, is coordinated by Fundación Cideter jointly with Fundación ExportAr, ProArgentina Program of the Ministry of Industry, ProCórdoba Agency, and the government of the province of Santa Fe.
Livestock and genetic products: studs, heifers, calves: Brahaman, Hereford, Red Angus, Braford, Shorthorn, Aberdeen Angus, Charolais, Brangus, Santa Gertrudis, and genetic products.
Within this framework it will be exhibited the export offer of the sector and Business Rounds will be held with 30 foreign companies from 20 countries (New Zealand, Australia, South Africa, Zimbawe, Angola, Russia, Ukraine, The Netherlands, the US, Mexico, Guatemala, Cuba, Panama, Ecuador, Venezuela, Colombia, Peru, Chile, Bolivia, and Paraguay). On the other hand, 62 national companies of the sector have shown their interest in participating in this activity.
In addition to business meetings, visits to forestry-industrial premises and cabins were done. Since the success of the Business Round, the government of the province of Corrientes informed that will request Fundación ExportAr this event be part of the promotion activities calendar.
The successful edition in 2010 has shown that the idea of a Business Round, the participation of INTA, and displaying machinery according to type, was not only an innovation but also the right form for selling production of this sector and achieving results that translated into export transaction performed.
Local products of the forestry industry offered were: firewood, wood, wood sheets (sawn, brushed, and free of knots), wood boards (particle boards and fibre boards), laminated beams, and laminated columns, among others.
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Training Seminar “How to successfully participate in an International Business Round” 2011 Quinta El Edén, Corrientes September 9
The seminar “How to successfully participate in an iInternational Business Round” was jointly coordinated with the Ministry of production of Corrientes. The purpose of this training activity was to give advice to SMEs and small entrepreneurs with little or no experience in exporting. This event was carried out under the meeting of cooperatives and beekeeping associations of the NEA region, and attendants came from Chaco, Corrientes, Formosa, Santiago del Estero and Misiones. During the seminar, there was present the Minister of Production of Corrientes, Eng. Jorge Vara, who also opened the discussion panel integrated by Planning Secretary, Sebastián Slobayen; Cooperatives Director, Analía Bosch; IFE Coordinator, Analía Pitagine; MTT Beekeeping Division, Natalia Livieres, and National Beekeeping Coordinator, Graciela Hedman. At the beginning of the seminar, Eng. Oscar Alexandro, told the audience about the services offered by Fundación ExportAr, and gave some guidelines on pulling work together as a means of exporting. Likewise,Lic. Bárbara Villena, from the institution, discussed about participation and organization of International Business Rounds within the framework of Apimondia 2011, with the purpose of introducing SMEs and small entrepreneurs to basic concepts of this promotion activity. More than 100 participants attended the seminar among which there were: SMEs entrepreneurs, small entrepreneurs, beekeepers, cooperativists, official institutions, professionals, and businessmen of export groups. Attendants expressed they really liked the seminar, and stated the need to continue with the development of some contents discussed through similar events or training workshops.
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Seminar: “How to develop a successful Business Plan”2011 Santiago del Estero September 16
Within the framework of the Federal Training Program, Fundación ExportAr reached entrepreneurs of Santiago del Estero, to give them advice on international trade. Training actions are aimed at creating interactive spaces in which participants may clear out doubts at the same time they get involved with entrepreneurs interested in beginning the exporting process. With this purpose, Lic Lucas Messiana carried out the seminar “How to devlop a successful Business Plan”, and also included among other topics, “systemic thinking, vision, analysis, and methodology in a real case of product export”. Likewise, he explained the fundamental aspects of a business plan, and analyzed the methodology developed in a real case of regional services development with participants. During the event, a video was screened and it was carried out a discussion on the topics analyzed during the training seminar. And entrepreneurs, students, and public had the opportunity to clear out any doubts and make questions at the end of the seminar. Also,Lic. Mercedes Maceira of Fundación ExportAr, provided information about the services offered by the institution so the audience was able to know all the available tools they have for developing an exporting activity.
Training Seminar: “How to participate successfully in an International Business Round 2011” September 27 City of San Salvador de Jujuy
Fundación ExportAr jointly with the Agencia de Comercialización of Jujuy will give a seminar especially oriented to SMEs entrepreneurs. In the seminar, Lic. Fernando Núñez will provide information about the services offered by Fundación, and explain the Basic Sequence and the ABC of exports. Likewise, it will be discussed everything related to “Participation and Organization of International Rounds” as well as other promotion tools, such as intervention at international fairs. Fundación ExportAr offers this training throughout the country because it considers that information processes contribute to accelerate processes, so forth, those organizations and entrepreneurs that implement knowledge achieve competitive advantages. Knowledge, negotiating ability, and a right technical-operationcommercial training are unavoidable requirements to succeed in international markets. Having accurate knowledge of the tools Fundación ExportAr offers SMEs to further exports, also contributes to the internationalization process of enterprises. At the end of the seminar, the audience may ask questions to clear out any doubts.
Seminar “Export of Services” 2011 Córdoba city September 29 Services
Fundación ExportAr jointly with ProCórdoba coordinate the seminar “Introduction to the export of services, contents, and intellectual property”, that will revolve around export of services criteria, international negotiations (inter-governmental), tax legislation, national accounts (statistics, currencies movement), and intangible exports. Likewise, intellectual property will also be discussed. Export of services is a daily phenomenon that ranges and includes from tourism, education (foreign students), finance services, medical treatments, call centers, to professional services, among others. Depending on the sector, there are more or less traditional ones; we find four modalities in the export of services (WTO classification): 1. Consumption in the exporting country, by foreigners (being this the case of traditional tourism, education, medical treatments, and even some particular situations of professional counseling) 2. Sending services provider staff abroad for a limited period of time (for consultancy projects, constructions, systems implementation, equipment installation, or training) 3. Croos-border consumption, by offering service at a distance comprising finance services and design projects of civil engineering or architecture as well, translations or distance education. 4. Opening offices abroad to trade services total or partially from the country of origin of the company. The second part of the seminar will deal with commercial and legal aspects of exporting services and support programs. Dr. Emiliano Cisneros will discuss about services Fundación ExportAr offers, and Lic. Alejandro Vicchi will particularly discuss about the export of services.
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Training Seminar “How to design an international business plan for the metalworking sector” 2011 Centro Comercial e Industrial Paraná, Entre Ríos October 4
The Undersecretariat of Foreign Affairs and Commerce of the province jointly with Fundación ExportAr, and Association of Metalurgic Industrialists of Entre Ríos (ADIMER, in Spanish), taking into account the undeniable potential of SMEs from Entre Ríos in the metalworking sector have, coordinate this seminar with the purpose to help this sector enter international markets, furthering cohesion between small and medium enterprises. This seminar is oriented towards metalworking enterprises, professionals linked to international trade, students in the last year of their studies in international trade or similar studies. The seminar will be given by Lic. Lucas Messina, and the program will include an opening ceremony by authorities from Fundación ExportAr and the government of Entre Ríos. Lic. Mercedes Maceira will discuss about the services offered by Fundación ExportAr, and Lic. Lucas Messina will deal with the fundamental aspects of a business plan, including systemic thinking, vision, analysis, and methodology applied to a real case in product export. Likewise, a real case of regional services development will be studied and analyzed. At the end of the seminar, a video and a case analysis will be carried out.
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