The Colombian fresh produce export industry will be given a higher profile in the UK as part of a new campaign to boost the country’s image with both trade and consumers.
Export promotions body Proexport is to launch a slogan - Colombia - it’s passion - through its 14 offices around the world in 2006, while internally, government policy favouring smallholders is increasing the country’s export capacity in non-traditional products such as exotic fruits and herbs.
Colombia’s exports have been limited to an extent by outside perceptions - based largely on of the country’s problems with drug trafficking and security. However, 2005 has seen a series of significant milestones for the country in terms of its international status. The country’s exports - of all products - will hit the $20 billion mark for the first time, foreign investment in Colombia will break through the $4bn barrier, and more than one million tourists will visit, which is an increase of more than 30 per cent year-on-year and represents one of the true yardsticks of growing confidence in the outside world in the country’s security.
As well as its international activities Proexport will host, in Cartagena in March, the latest in its series of Bizmatch events, which aims to bring together Colombian exporters with matching importers from around the world. The export promotion board is representative of 80 per cent of the country’s exports and with 14 offices around the world, including its London base, is a first point of contact for prospective purchasers of Colombian products. “We are here to make the initial connection between exporters and importers,” says Juan Salazar, head of Proexport in the UK. “And while we do receive funding from the government, you can be sure that we are trying extremely hard to be effective - 25 per cent of the salaries of Proexport employees is performance-related. Anyone interested in dealing with Colombia should come to us - we know every exporter and we don’t charge any money!”
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