Beekeeping Sector Cases

Beekeeping Sector
Cases
• AGLH S.A. (Las Quinas)
• SOZ
• Alimentos Naturales
Natural Food S.A.
www.exportar.org.ar
Newsletter FundaciónExportArNovember2011
November 2011
Fundación ExportAr
Desing in Fundación
SIAL Middle East
Andina Pack
EDOS S.A.
Adelmo Gabbi
Apimondia
Santiago Olivera
Patricio Mac Donagh
Lía Fabiola Bianco
María Martha Oria
Special Report Misiones
Productora Sábado
Training en La Rioja
Export Group of Yerba Mate
Agrifoods Exports

1News
Public policies, outlined by the national government, implemented through agencies and institutions jointly
with the performance of Argentine companies in international trade have achieved great results in 2011, all of
which will make this year a great one for Argentine exports.
• Argentine exports market diversification policy will reach its historic high by the end of the year while crossing
the mark of 20 countries to which Argentina exports more than 1 billion dollars.
• National industry initiatives for development together with the external promotion of products will see a new
accomplishment this year: they will generate around 60 billion dollars in the export of manufactures.
• Therefore, the new economic and productive process set forth since 2003, and external trade promotion po-
licies will lead Argentine exports to reach a historic high in 2011, even surpassing the most optimistic forecasts
at the beginning of the year, and reaching 85 billion dollars.
In this framework, Fundación ExportAr has been working jointly with Argentine companies in order to help
them commercialize successfully their products worldwide.
Throughout the year, under the strategic guidelines of the Argentine Ministry of Foreign Affairs, and working in
a coordinated fashion with national ministries, promotion agencies, national, provincial, and municipal as well,
chambers and related institutions, a number of actions have been carried out aimed at the insertion of Argenti-
ne companies into international markets, and training SMEs’ entrepreneurs by offering them the necessary tools
and knowhow to either start or improve their exporting process.
Here follows some achievements accomplished in 2011:
• Through 37 courses and seminars held in 18 Argentine provinces, 1367 entrepreneurs have received training.
• 1418 representatives of Argentine companies have participated in 76 International Fairs around the world.
• 2339 SMEs have had business meetings with 252 foreign entrepreneurs throughout 26 International Business
Rounds held in our country.
• 25 trade promotion actions have been carried out in which 223 export companies would offer their services.
• 67 export groups have consolidated with 465 companies.
• 1.402 trade inquiries from entrepreneurs have been managed.
A hard working year for Fundación ExportAr, a successful year for Argentine exports: 127 trade promotion
actions, 3985 Argentine companies involved, 71% increase of the participation of companies in actions carried
out, 400 million dollars projected in export businesses.
FOREWORD
Juan Usandivaras

2 News
Exporting Argentine Identity
SIAL Middle East 2011
12 The market
13 The sector
Andina Pack 2011
16 The market
Interview | Hernán Gómez Sánchez, EDOS S.A
Adelmo Gabbi:A predictable Argentina in an unpredictable
world
Report Beekeeping Industry
21 Apimondia 2011
24 Analysis of beekeeping sector
29 Interview | Ricardo Parra, AGLH S.A. (Las Quinas)
34 Interview|JaimeFeeny,AlimentosNaturalesNaturalFoodsS.A.
36 Interview | Hernán García Lahitou, SOZ
Newsletter of Fundación ExportAr
November 2011
STAFF
Administrative Board - President
Lic. Miguel Acevedo
Administrative Board - Secretary of
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
Coordinación de Redacción y Contenidos
Santiago Mantelli
Editorial and Contents
Dr. Héctor Lorenzo
Lic. Nilda Bordón
Lic. Verónica Scornik
Lic. Javier González Ojeda
Rosario Menéndez
Colaboración especial
Lic. Sebastián Fratto
Bárbara Bonelli
Josefina Gorriti
Design
DG. Pablo Caruso
DG. Sebastián Feinsilber
DG. Omar Baldo
Julieta Pratesi
tipography: Bree, © Type together
Se autoriza la reproducción total o parcial de los artículos y de las fotografías
citando como fuente a News, el Newsletter de la Fundación ExportAr.
w w w . e x p o r t a r . o r g . a r
4
10
14
17
18
20
CONTENTS
Ministerio de
Relaciones Exteriores,
Comercio Internacional y Culto

3News
Interview | Santiago Olivera
Interview | Productora Sábado
LaRioja: ImportantsupportforinternationalizationofSMEs
Argentine agrifoods exports
Misiones Report
82
83
83
84
Activities38
40
44
46
61
Fairs
24ª Performance Racing Industry Trade
Show 2011
Fieracavalli 2011
16ª L´Artigiano In Fiera 2011
Kosherfest 2011
We would like to thank the disinterested collaboration of the Ministry of Agriculture, Livestock and
Fisheries, SENASA, Tourism Secretariat, Las Eme SRL agency, and Bruno Iaconianni for the pictures
that illustrate this number.

4 News4 News
The strategy
Besides defining itself by its core mission of assisting the business
community to place its products and services in foreign markets,
Fundación ExportAr is also, in a much broader conceptual fra-
mework, an ambassador for Argentinian culture and identity.
As an arm of the Ministry of Foreign Affairs, International Tra-
de and Worship of the Argentine Republic, its profile is one of
channeling assistance to small and medium-sized enterprises.
However, in common with State policy, the strategy has other
important features: a clearly federal character; its interdisciplinary
technical teams made up of young professionals with a great
sense of belonging, and by extension, its management which has
a great capacity for action, dynamism, flexibility and innovation,
without forgetting, of course, Fundación ExportAr’s widely re-
cognized experience at both the national and international level.
Creating Fundación ExportAr’s new institutional image involved
several stages. The first consisted in redefining, broadening and
clearly spelling out the organisation’s strategy.
The operating plan included the following steps:
• Auditing and diagnosis of the existing visual identity
• Deciding on the necessary path of action: Redesign
• Presentation of the design program (objectives and reach)
• Design of the Visual Identity System
• Implementation
Exporting
Argentine
identity
In January 2011, Fundación
ExportAr launched an
ambitious Design and
Communications Program
which is yielding excellent
results, as acknowledged
by different sectors in the
public and private spheres.
Boosting the strategic
value of Argentinian design
abroad.

5News 5News
Auditing and Diagnosis
As with any large-scale project, this began with an in-depth study
of all the organization’s communications: an analysis was made
of the brand, its publications, the web page, the international
presentations of its stands and business rounds, the institutional
stationery, the visual presentation of the ExportAr award, and
even the best way of writing the name of the Foundation. The
study ended with a diagnosis that would orientate the contents
and the visual aspect of those communications. As a result of this
analysis, positive aspects to be sustained, extended and emphasi-
zed were singled out, along with others to be considered.
The brand name nominally had several very positive attributes: its
double reading, its reference to the purposes of the organization
and its origin, and also its international reading. Any intervention
to be made needed to maintain and improve on these qualities.
However, in the written statements there was no unified crite-
rion. The name appeared indiscriminately in capital letters, in
both upper and lower case, or with or without a dot between
its root (Export) and its termination (Ar). Besides, the texts that
complemented its primary communications revealed the same
problem.
But perhaps the most important aspect to reconsider was the
Foundation’s relationship with its parent organization, the Mi-
nistry of Foreign Affairs, International Trade and Worship, whose
appearance was also intermittent, incoherent and haphazard.
Another problem to overcome was that although the brand
name terminated in “Ar”, it did not contain the word “Argenti-
na”, unlike similar bodies in other countries, so its origin was not
simple to decode outside the country.
Formally, the brand appeared to be fragmented, with a hetero-
geneous stylistic language. But the biggest problem was that the
level of conceptual importance was not reflected in the hierarchy
of its constituent elements (logotype, yellow triangle and blue
stripe).
Of great impact and recall due to its simplicity, the triangle was
a very light yellow which made visualization difficult, despite its
size in relation to the whole. It was a very positive formal attribu-
te to sustain and improve. And the third element of the brand,
the “blue band”, was the prominent feature, contrary to its con-
tribution of meaning. It was a vital element that distanced the
brand from Argentina’s national colors. As regards results, the
graphic brand also had technical problems in small applications,
making reading difficult.
The diagnosis concluded that there was a need to redesign the
brand and generate an identity system to reinforce the image of
the Foundation and to live up to the prestige reached. Its identity
system needed to be broadened and coordinated with the visual
parameters of the country brand. In short, a program was re-
quired to help redesign all Fundación ExportAr’s communication
pieces, on the basis of its new strategic positioning.

6 News6 News
The Design Program
The design program was created in March and won the support of
Fundación ExportAr’s board of directors.
Besides those mentioned in the conclusions of the diagnosis, its
aims were to provide a strong seamless institutional image that
would add value and persist in the medium to long term.
A proposal was made to broaden the contents, focusing on the
participation of ExportAr as it accompanies the achievements of
the Argentine exporters, improving its reach with translation into
more languages, greater print runs of its publications, wider distri-
bution to reach a greater readership, more naturally and in a less
technical, encrypted form.
The program also provided, of course, for coordinated and syner-
gic work with the Argentina country brand. It included extending
the redesign of the visual identity system to all the institutional
applications: publications, digital supports, stands, building image,
promotional campaigns, institutional stationery, etc.
To implement the program an annual operations plan was drawn
up and a professional interdisciplinary team was formed of graphic
designers and architects. The program was also fed by the internal
teams of each area, without whose contribution implementation
would have been impossible.
Argentine pavillion covering 2638m2 for ExpoCruz 2011, Santa Cruz, Bolivia.
ExportingArgentineIdentity

7News 7News
Redesigning the identity system
At the end of March, the proposals for redesigning the institutio-
nal image were presented.
The redesign of the brand reinforced its nominal value and its
identification with the national symbols, besides improving its
visual impact and strengthening the technical aspects. The sys-
tem was completed not only with the normalization of color and
other visual elements, but also with the incorporation of natio-
nally designed typography to identify all the messages of the
Foundation. The strategy was simple and clear: to capitalize on
the design and national language to promote Argentine exports,
to use own resources to express the projected communicatio-
nal strategy, and to export design and add identity to all the
organization’s products.
A tagline or slogan was added to the brand, with the premise of
incorporating the word Argentina to rectify the absence mentio-
ned in the international context, with an idea that was embryo-
nic in various messages and that was recovered as the focus of
the graphic campaign:
Exporting more Argentina.
So:
Exportingmoreproductsfromsmallandmedium-sizedenterprises
inArgentina.
Exporting more agrifoods, more agricultural machinery, more industry,
moretechnology,moreservices,moreeducation,moreaddedvalue.
Exportingmorecapacity,knowledge,culture,designandidentity.
ExportingmoreArgentina.
With this strategy, a series of notes was created to cover ten cate-
gories. A search was also launched for nationally referential icons,
such as successful cases or personalities, objects and even ma-
terials that transcended internationally and which could transfer
their success to Fundación ExportAr’s new identity system.
Argentine pavillion for ExpoPrado 2011 Montevideo, Uruguay.
The stand won the “Best Stand 2011” prize awarded by the Fair.
Argentine stand for Asia Fruit Logistica 2011, Hong Kong

8 News8 News
exhibitors at international fairs was brought in. The end goal is to
design the ExportAr stands in-house, putting only their construction
out to tender.
To do so, the methodology applied began with a briefing mee-
ting with all those responsible. Examples of past experience were
brought together, the needs of the exhibitors and the meters availa-
ble spelled out, and emphasis was placed on the communication in
accordance with the specific supply.
Then a (spatial and communicational) preliminary plan was prepared
in response to the aims contained in the general program and once
agreed upon internally, bids were invited for construction. This form
of work assures consistency, a process of constant feedback and
an optimization of tangible and intangible resources in the medium
and long term.
An in-house image bank has also been created, which besides
supplying the publications and the web site, allows the use of large
photographs on the stands, noticeably improving perception. To do
so, material has been exchanged with other national bodies and
programs such as the Ministry of Agriculture, PROSAP, PROARGEX,
INTA, INVAP, Canal Encuentro, University of Buenos Aires and IN-
PROTUR. The intention is to employ all available public resources to
feed and improve the quality of all Fundación ExportAr communi-
cations.
Fundación ExportAr’s Identity Redesign Program has had very fa-
vorable tangible short-term results. The changes made in all its
communications have considerably improved the perception of
Implementation
This stage began with the complete redesign of the ExportAr re-
port. The publication changed its name, included a wider range of
contents and changed its style of communication with a more ac-
cessible, modern vision, in keeping with the new communication
policy. The redesign reinforced these decisions to culminate in an
excellent result that was reflected in the satisfaction expressed by
the recipients of the new product.
At the same time, the web page was also redesigned. In contrast
with the ExportAr Report (now News), it had a very good level of
contents, but these needed to be arranged in order of importance. It
required improved Internet access, but also needed to be redesigned
in terms of its specific use and the new identity system applied.
Work on the image of the international stands was very gradual,
given its great complexity. The implementation of the new institu-
tional image acquires greatest importance in this sector thanks to its
international exposure in synergy with the Argentina country brand
and with other national bodies. So, in the first months of the year,
work was coordinated with those responsible for communicating
the Argentina country brand and the project was harmonised with
the norms and uses of the existing brand application. In short, the
perception of Argentina abroad should be unique but consistent.
In this process the valuable accumulated experience of the technical
experts who coordinate and enable the presence of the Argentine
Argentine stand for PMA 2011
Atlanta, USA.
Argentine stand for the 2011 Frankfurt
International
Book Fair, Germany.
Argentine stand for China Educational 2011
Beijing, China.
Argentine stand for the 2011 Guadalajara
International
Book Fair, Mexico.

9News 9News
it and have been very well received in different spheres, both at
home and abroad. Argentina’s stand at the recent ExpoPrado Fair
in Uruguay, to mention just one example, was singled out as the
best at the event. Both in this case and in Expocruz, Bolivia, work
was done not only on the preliminary project, but also on the work
of the constructor.
The change of image also generated a favorable internal move-
ment: all the teams provide their experience and feed it. They are
actors who generate a virtuous circle.
The work was intense, rapid and very rewarding, especially due
to the invaluable contribution of each of those responsible for all
the internal areas, confirming once more that strategic design is a
fundamental tool for adding value, not only in ExportAr’s commu-
nications but also, and by extension, to the Argentinian exporter,
our most important market. The aim is to close the first stage of
implementation at the end of the year, and then extend its goals
for 2012. There is still a lot to be done on the whole project and in
each of the communicational aspects, but we believe that we’ve
taken a very important first step in contributing to the broader
purpose:
Exporting more identity
Exporting more Argentina
The NEWS covers reflect success
stories for SMEs that achieve their
commercial goals abroad thanks to
the assistance of ExportAr.
Plan of the Argentine stand at the 2011 Canton Fair, Guangzhou, China.

10 News
SIAL, a truly international trademark of worldwide renowned in the
food industry, comes back to Middle East in 2011 with an exclusive
platform for doing business and trade meetings in this prosperous
area. SIAL hosts exhibitors from around the world and buyers co-
ming from Middle East, Africa, and the Indian subcontinent.
Abu Dhabi, in the center of the region, is considered the richest
city in the world, and it will hold one more time the 2nd edition
of SIAL. This is not only an important food demanding market but
also is becoming a growing tourist destination. In this area, there
are more than 2 million consumers, where the Middle East has a
retail market of around 35 million dollars, ranking 4th in the global
retail index. Abu Dhabi holds around 7% of proven oil reserves in
the world.
SIAL group has decided to disembark in this region due to the
growth achieved in the last years. According to organizers, this
edition of the Fair promises to increase the number of visitors and
exhibitors than in the previous edition.
Edition 2010 hosted around eight thousand professionals of the
industry from 77 countries, giving it an international profile.
It is worth mentioning the professional profile of attendants to this
event than in other food fairs; the organizers put special focus on
the attendance of entrepreneurs and visitors from the sector.
Likewise, authorities design a special program to detect importers
through which the most important buyers of the gulf region and its
surroundings are invited. This program assures that contacts made
are really important and help companies access such an outstan-
ding market as the Middle East one.
There stand out among visitors: agents, airlines, armed forces,
bakeries, defense, coffee, clubs and bars, catering companies, duty
free, manufacturers, producers and retail companies, groceries sto-
res, hotels, hospitals, traders and importers, political authorities,
restaurants, distributors, tourist centers, supermarkets, hypermar-
kets, and wholesalers.
Some other indicators that motivate participation in this important
event are: nowadays, the Middle East is the region with outmost
growth at world level. Tourism has risen at considerably higher ra-
tes than those in any other region. Accommodation capacity has
doubled as compared to last year. The food service market in the
Middle East is valued at 35 million dollars. Abu Dhabi is the most
developed Emirate and the richest city of the world, with a 10%
growth in 2008. Re-exports to other Middle East markets grew
11% that same year.
Sectors and products exhibited at the Fair represent two conven-
tional sections of food: ingredients and food, and beverages. Thus,
there will be stands with conventional cooking ingredients such as
salt or sugar, together with other innovating products of the new
cuisine.
Products showcased fall under the following categories: bakery,
beverages –nonalcoholic-, confectionery, cured meat, dairy pro-
ducts and eggs, delicatessen, frozen products, fruits and vegeta-
bles, gourmet products, pastry and sweets, dietary supplements,
meat, halal products, organic and poultry products, shellfish, semi
processed products, ingredients and manufactured solutions.
Argentine participation
In Argentina, the foreign trade of this sector has experienced a
great positive dynamism throughout the first quarter of 2011.
In a context of high international prices, a sustained foreign de-
mand and advancement in product positioning in nontraditional
markets have furthered national exports. They reached 40,022 bi-
llion dollars during the first half of the year, increasing 24.6 % with
respect to the same period in 2010.
SIALMiddleEast2011
Argentina present at Middle East’s food and beverages fair in the
richest city of the world.
Abu Dhabi, Middle East
November 21 - 23
Food and beverages

11News
Particularly, Food and Beverages (F and B) exports have reached
a total FOB 12,817 billion dollars, with an annual increase rate of
37.4%. The principal impetus is given by the evolution in export
prices, which increased at an annual rate of 20.5% whereas volu-
mes sold registered a 10.5% annual rise.
From the analysis by regional destination or economic group, it can
be observed that food and beverages sales to the European Union
represented 25% of the total volume exported throughout the
first quarter of 2011, followed by sales to ALADI (11.5%), ASEAN
(10.4%), Middle East (8.7%), and MERCOSUR (8%)1.
In 2010, Argentine food exports to Middle East reached volumes
of 1,771 billion dollars, experiencing a 32.4% inter-annual increa-
se, and outstanding 230% five-year growth. It is worth to mention
that food represented 62.6% of total sales.
Principal exported items in 2010 were: cereals (mainly maize) regis-
tering 667 million dollars and a 38.4% inter-annual increase; fats
and oils, with sales for 605 million dollars and 127.8% increase
with respect to 2009; oil seeds and oleaginous fruit (183 million
dollars, 26.3%); and meat (166 million dollars, +1.5%). Together,
these four items represented 91.6% of food sales to Middle East
in 2010.
Among the principal food exports destinations to Middle East in
2010, there were: Iran (956 million dollars), Israel (209 million do-
llars), Arab Emirates (201 million dollars), and Saudi Arabia (139
million dollars). Overall, these destinations concentrate 85% of
shipments.
Taking into account only food preparations, principal exported
products to Middle East in 2010 were: “prepared peanuts” with
11News
sales for 8, 5 million dollars; “chocolate and cocoa preparations”
with 7,4 million dollars; “unfermented lemon juice” with 7,3 mi-
llion dollars; “cereal, starch or milk based preparations for children
feeding” with movement for 5,4 million dollars2.
These are the reasons why the Argentine Chancellery, through
Fundación ExportAr jointly with PROARGEX (Promotion Project for
Argentine Agrifoods Exports) of the Ministry of Agriculture, Lives-
tock, and Fisheries, will coordinate the Argentine Pavilion over a
surface of 90 m2 at this event, where the most important show-
case of food, beverages and equipment of this region takes place,
and it will host around 500 exhibitors with pavilions from countries
such as China, France, Iran, Pakistan, Poland, South Korea, Taiwan,
Thailand, Tunisia, Turkey, Vietnam, United Arab Emirates, the Uni-
ted Kingdom, and the US.
1 Argentine Food – Ministry of Agriculture of the Nation
2 Commercial Intelligence - Fundación ExportAr

12 News
The market
United Arab Emirates comprises seven states located in the Arabian Peninsula, over the Persian Gulf, which are: Abu Dhabi,
Dubai, Sharjah, Ajman, Umm, al Quwain, Ra’s Al Khaimah, Fujairah.
The Arab Emirates is a prosperous country made up by 81% of immigrant population, and with their own parameters similar
to those of emerging countries with a life expectancy rate of 78,2 and a per capita GDP of 44,100 dollars.
Extractive Industries have a relevant role in the economy and services as well, since the Emirates are the financial center of the
region, and also of tourism which represented 18% of the GDP in 2010. Nevertheless, in the last years, economic policies have
furthered a greater industrial diversification, but dependent on the production of hydrocarbons such as petrochemicals, steel
and aluminum industries. Likewise, construction has also gained a relevant role.
Agriculture has a marginal role within the economy with 3.2% of arable lands, annual rains of 33 mm, and temperatures which
during the summer the average range is between 26° and 45°, all of which represents 0.9% of GDP, becoming a net foods
importer state.
In this regard, foods purchase gains a privileged spot in the trade balance, closer to 40% of total imports, together with capital
goods. The Argentine Republic is the second Latin American supplier country behind Brazil and surpassing Mexico.

13News
The sector
In the last years, foods exports have increased not only in value but also in volumes. In this sense, in 2010 they represented
34,000 billion dollars, thus becoming one of the main world food exporters.
Food sales have reached an outstanding dynamism, which shows Argentina is ready to supply the increasing world population
food demand since it has the capacity to feed ten times its national population1.
In 2010, exports to Middle East represented 4% of total sales performed by our country, when they reached shipments for
2,868 billion dollars. That meant 14% increase with respect to 2009 when exports represented 2,517 billion dollars.
Out of the total exported to the Middle East, 92% were foods (2,632 billion dollars). Among them, Manufactures of Agricultural
Origin outstand with 35% between 2009 and 2010, with sales for 1,732 billion dollars.
As regards exports to Arab Emirates, in 2010, they became the third destination of Argentine sales in the region, with shipments
for 271 million dollars.
Among the exported products we can mention: fats and oils (124 million dollars), cereals (44 million), preparations for animals
(27 million), oleaginous seeds and fruits (11.4 million), items that concentrate 80% of total sales.
SIAL Middle East 2011
1 CEI, “Las exportaciones de alimentos se diversifican y ganan nuevos mercados”, Número 1, diciembre de 2010, en www.cei.gov.ar

14 News
LThe evolution of the industry can be seen in the progress expe-
rienced by Andina-Pack, which every two years gathers the main
technology supply companies, trademark owners, and packaging
and packing experts from all around the world.
In Argentina, this industry has 1, 5 share in the GDP. Per capita
annual consumption of packaging is 100 kg. This sector is present
in every aspect of daily life. In whole, the national output reaches,
combining different materials, 4 billion tonnes.
Today, packaging is a key element in the commercialization chain
to the consumer, there is no product conceived without it, for many
reasons: mainly the commercialization through supermarkets, con-
servation and useful life span of the product, time lasting at the
shelf, protection by precincts and different systems that allow the
product to reach consumers in good and healthy conditions.
In addition, communication and perception variables are stron-
gly carved in the packaging of a product. Packaging is present
everywhere, from products that go directly to the refrigerator, to
autoparts and medicines, among many other ones.1
Jorge Acevedo, General Manager of the Argentine Institute of Pac-
kaging, states that the debate around the sector is to make sustai-
nable ecofriendly packaging. Currently, he says: “most of them are
recyclable, but this does not mean they are actually being recycled,
these are two different things. For instance, PET system is comple-
tely solved in one sense; packages undergo a grinding process and
can be completely reduced”.
Within the sector there is a strong competition for raw materials
used in the creation of new packaging, especially between pa-
per and plastic; but in the last years many more paper and card-
board packaging are being sold. Among them, one of the most
important ones is corrugated cardboard, invented in the US in the
1960s which gradually started to be incorporated into the market,
growing as years went by. 2

With the purpose of supporting the packaging sector, and thus
contribute in the development of the local image, through their
expressiveness, and as a factor for adding value to products and
market insertion, Fundación ExportAr jointly with PROARGEX,
and the Program for Provincial Agricultural Services (PROSAP, in
Spanish), along with companies from this sector, have attended
Andina-Pack.
The Fair celebrated its 20th anniversary at the new premises of
Corferia, where a wide offer of state-of-the-art packaging tech-
nology, proposals in sustainable materials and design, distribution
logistics and robotics have been showcased.
The 11th edition of Andina-Pack became the entrance for clean
technologies of the packaging industry in the Andean Region,
Central America and the Caribbean with impact on changes and
innovations in the sector, and it was focused on the reduction of
use and costs of energy, consumption and responsible manage-
ment of resources, sustainability in production and use of packa-
ging, re-design of packaging according to the speed of changes in
consumption habits and decisions in the society.
The region is rapidly moving towards a pro-environment aware-
ness, and industries are transforming to satisfy a more rigorous
demand in terms of environment and efficiency; laws currently in
force in Central and South America furthers innovation and indus-
trial reconversion.
AndinaPack2011
Sustained proposals in materials and designed outstand at the
Packaging Industry Fair
Bogotá, Colombia
November 8 -11
Packaging

15News
Within the framework of the exhibition, there were held many
conferences such as: “Scenarios of world Competitiveness in the
Food and Packaging Industries”, “Trade, Consumers, and Business
Opportunities –Changes and Trends in the retail market”, “Neuro-
packaging- The key is in the Brain”, which show trends and inno-
vation in the sector market.
The event hosted 700 exhibitors who showcased new solutions
and packaging technologies, materials, and printing and conver-
ting processes, spread over a surface of 17,000 m2.
Products and sections showcased at the fair were: Packaging &
Converting – packaging printing and converting equipment, in-
jection machines, extruder machines, molding and coding and
market technologies. Drink-Pack – solutions and new technolo-
gies for the beverages market, showcase of robotics and automa-
tion systems. Andina-Pack – innovative and eye-catching trends
for both rigid and flexible packaging. Eco-Pack – trends to further
sustainable technology practices and ecofriendly products. Food
technology – food producers showcased solutions for improving
competitiveness of their processes and innovation in their packa-
ging. Pharma-Tech – measurement and control instruments, coa-
ting systems, packing machines, and other specific instruments for
pharmaceuticals and cosmetics.
Argentine Participation
As previously mentioned, Fundación ExportAr jointly with PROAR-
GEX (Promotion Project for Argentine Agrifoods Exports), the Mi-
nistry of Agriculture, Livestock and Fisheries, and the Program for
Provincial Agricultural Services (PROSAP, in Spanish) coordinated
the National Pavilion on a surface of 54 m2, where seven argenti-
ne companies have showcased their exportable offer.
Participating companies at the Argentine Pavilion informed that
during the fair they have made 309 contacts that create business
expectations for U$S 1,900,000 for the next year, and likewise,
two companies expressed they have done sales during the event.
Companies stated they were satisfied for having participated in
this fair and hold expectations to do operations in the short and
medium term. Likewise, exhibitors have highlighted the great de-
sign and excellent location of the National Pavilion.
Among them, the representative of Barbarella, a company devo-
ted to the manufacture of packaging machines, said that during
the event they have been able to do sales, and that their participa-
tion was aimed at creating and strengthening trade links as well as
getting to know the characteristics of the Colombian market and
their competitors in the region.
Incalfer: since 1970 the company is devoted to the development,
manufacture and commercialization of industrial machines for pro-
cessing and adding value to natural foods. It delivers continuous
lines for the elaboration of a wide range of snacks, vegetables
processing, breading lines, and chocolate making. Their participa-
tion in this event enabled them to make sales, and seek to position
their company in the Colombian market.
Edos S.A.: a company with 40 years of experience manufacturing
packaging systems using heat shrinks materials. At this event, they
made a great impression because they showcased a packaging
machine for pharmaceutical products. Their strategy was aimed at
1 Instituto Argentino del Envase
2 E. Schcolnik
Andina Pack 2011

16 News
The market
The Republic of Colombia has a surface of 1,141.748 km2, and 46 million inhabitants, it is the 4th larger country in the region.
It shares borders with Brazil, Ecuador, Panama, Peru and Venezuela. Its main cities are: Bogotá (8.2 million inhabitants); Medellin
(3.5 million); Cali (2.3 million); Barranquilla (1.8 million), and Bucaramanga (1.1 million inhabitants).
Colombia is one of the most developed economies in the region with a participation of services of 53%, followed by the
industry with 37% of the GDP, and the agriculture which accounts for 9 %. Nevertheless, it is well known by its agriculture,
especially for its coffee production.
In 2010, Colombian exports reached 40,780 billion dollars, where petroleum and coffee production had a significant relevance,
although mining related products and flowers shipments also outstand. Its main trade partners are the United States, where
42% of its shipments are sent, followed by the European Union (13%), China (5%), and Ecuador (4,5%).
As regards imports in 2010, they surpassed 38,640 billion dollars, emerging as main trade partners: United States (25.5%);
China (13.4%); Mexico (9.4%); and Brazil with a share around 6%.
In terms of bilateral trade between Argentina and Colombia, sales to said market in 2010 reached 1,298 billion dollars. Among
the main products exported to the Colombian market we can find: cereals with shipments for 466 million dollars and 36%
share of total exports; followed by foods and preparations for animals (252 million, 19%); fats and oils (101 million, 7.8%);
electric machines and devices (78 million, 6%).
positioning and promoting their products, and creating new com-
mercial links.
Codymarc S.A.: company devoted to product coding; they intro-
duced coding machines attracting a great number of visitors to
the stand. Their representative informed that participating in this
event was really good to learn about the Colombian market and
generate new commercial links.
Baguin: company that exclusively manufactures Bag in Box pac-
kaging from 2 to 1,250 liters and related services. They have an
innovating product in the packaging industry and also attracted a
great number of visitors. They held meetings with Nestle Colom-
bia, and wish to develop new commercial links because of their
participation in this fair.
Maquilar: with more than 15 years of experience in the sector, they
manufacture dough processing machines for products such as em-
panadas pastry discs, breaded soy, among others. This company
belongs to GEMEIA Group, and its offer awakened a strong inter-
est among visitors.
Carlini: devoted to the development and manufacture of automa-
tic and semiautomatic packaging machines for more than 60 years.
As the previous company, it also belongs to GEMEIA Group, and
this first participation gave them the opportunity to showcase their
offer and generate commercial links.
It is worth mentioning that the Consul of the Argentine Embassy
in Colombia visited the fair and introduced himself to each one of
the entrepreneurs.
The International Fair of Packaging, the most important meeting
of the sector in Colombia, has closed its doors with businesses for
more than 150 million dollars, and projections for more than 170
million dollars.
“We have met all expectations we have had in every aspect, the
number of exhibitors and visitors, the number of business done,
and overall the organization of the event”, said Patricia Acosta of
Andina Pack.
Andina Pack 2011

17News
One of the companies that participated in Andina Pack with sin-
gular success was EDOS S.A, which is already exporting to all Latin
America, United States and Spain and intends to conquer new
markets. Hernan Gómez Sánchez, who was the company repre-
sentative in the Fair, gave us an interview and pointed out:
“The twentieth edition of the Andina Pack exhibition resulted very
auspicious for our company, since the objective was focused on
the presentation of equipment specially designed for the sector
of “laboratories” and in this opportunity there fair was divided in
sections, which allowed us to concrete our desire”.
Later on, the businessman added: “The coordination of Fundación
ExportAr was very important for Argentine businessmen to obtain
certain synergy and exhibit national technology at such important
Fair of the region”.
Regarding the history of the company, he said: “Our company is
over 40 years old in the Argentine market and has been exporting
to all Latin America, United States and Spain for over 20 years.
Since the beginning, EDOS S.A. dedicated all its efforts towards
the implementation of the packing system with thermo shrinkable
plastic materials in our market. Therefore, Argentina is currently
one of the leading markets and with greatest development in the
use of this packing system.”
“With the passing of time and the development of countless po-
tential applications, EDOS S.A specialized in the treatment of all
types of packaging and products. Applying new technologies and
specialized engineering to provide efficient solutions to their cus-
tomers’ needs, EDOS S.A. currently has a wide range of equip-
ment and the necessary experience to carry out the most diverse
projects”, he assured.
We wanted to know what the biggest achievements of the com-
pany were, to which Gómez Sánchez replied: “Among our biggest
achievements we can point out the constant development that
we do together with our customers, which allows us to learn and
improve the technological offer and enter new markets”.
Regarding the future he said the following: “Our projects are cu-
rrently focused on increasing the participation in foreign markets,
oriented to specific segments that would allow us the incorpo-
ration of equipment specially developed for the sector such as
laboratories in general, dry pastas, medium and high production
bottlers”.
Expectations in the short and medium term are focused on increa-
sing our participation in exhibitions and fairs in order to meet the
goals settled”.
“It was a success
because wewereable
toshowwhatwe
expected”
HernánGómezSánchez,fromEDOSS.A,highlightedtheopportunity
they had to exhibit equipment especially designed for laboratories.
The Fair sections division resulted vital to achieve this.
Interview | Hernán Gómez Sánchez, EDOS S.A.

18 News18 News
Apredictable
Argentinainan
unpredictableworld
First of all, we have to understand that the world crisis of 2008
(one of the deepest in history) instead of having been solved has
been postponed with a gross debt and money issuance by almost
every of the strongest countries in the world, being the United
States the most aggressive one with this policy. All this have caused
a strong devaluation of their currency. In contrast, commodities
have been appraised providing robustness to their producers, that
is emerging countries, among them Brazil, Russia and Argentina.
While the dollar ceased to be a rentable currency, investors turned
to seek other incomes, such as gold, the Swiss franc, the real, or
raw materials funds. It is important to understand that the United
States by devaluating its currency has transferred its prices bubble
to the rest of the world. Today, the country chaired by Obama is
cheaper and more competitive than most countries in Europe.
This has caused an important divorce between government
accounts with an increasing deficit (spending excess and debt
rise), and the micro economy of companies with more solid and
sound balance sheets, since they have been able to benefit from
consumption increase fostered by monetary policies. In a context
of high unemployment rates, this debate generates great social
disappointment in the United States.
By understanding this, we can advance to the second point to
take into consideration. Political behavior has caused a huge lack
of credibility over institutions. We are talking at international level,
and not about Argentina. We started the year with social crisis in
the Middle East and Africa, with the downfall of historic regimes,
the downfall of Portugal’s government, and the anticipation
of elections in Greece or Spain. And we have to add Italy and
Belgium.
The debt debate in the congress of the United States deepens
uncertainty. But also confidence in finance institutions has fallen,
starting with banks, followed by ratings agencies, regulators,
fund managers, since all of them have shown a low power of
anticipation. It seems all of them go after drips setting buckets
to contain them but nobody has succeeded in tackling any of the
drips.
In my opinion, I have a feeling that markets today do not discuss
over the grade of a rating agency, nor government accounts
deficit, but the capacity or political power of countries to solve
Opinion | Adelmo Gabbi, Chairman of the Buenos Aires Stock Exchange
Adelmo Gabbi, Chairman of the Buenos Aires Stock Exchange, said
he is confident in the performance of the national economy: “That
is so because I love my country, because I represent one of the most
prestigious and historic institutions of the region, because I am a
chronic optimistic, but today I feel more comfortable investing in
Argentina than in any other country”.

19News
them. For this reason, in spite of rating agencies low grades for the
United States, its bonds keep rising at historic prices.
In Argentina, the elections outcome and the Cabinet confirmation
in such an unpredictable international scenario, brings certainty. It
is good to know which are and which will be the rules of the game.
You may like them or not but it is a great advantage, unlike other
countries, said rules be known. There are reasons to be optimistic.
This time the market is as liquid as ever. Companies are solid and
have lots of cash, and individuals are not as much indebted. This
time the problem is not systemic; there is not a surprise factor. I say
it again, there is exaggerated panic. The very same price decrease
will bring buying opportunities to relieve said panic.
Therefore, I believe in stocks savings, which is saving in shares
of companies that generate resources, currencies, work, and
investment. As I mentioned before, I feel more comfortable
investing in my country.

20 News
Withanannualproductionthataverages75,000tons,ourcountryhasbecomethe
thirdworldproducerofhoney.Althoughlocalconsumptionisstilllow,theindustry
employs around 60,000 people permanently and has experimented significant
growth since the mid 90’s, as a consequence of the important increase in the
international demand. Nowadays, Argentine quality and variety are recognized
worldwide. Here we include a complete report on the exporting performance of
the sector; in addition to details of the International Business Rounds that took
place in the framework of the Apimondia Fair; and lastly, three companies that
work with different degrees of honey processing. On the one hand, we describe
growth reached at local and international levels by Las Quinas (AGLH S.A.) and
Aleluya, companies that produce and export this product. On the other hand, we
enterthemarketofgourmetseasoningstosavorthemustardwithhoneyproduced
by SOZ. Three companies that make a big impact. Three examples of effort, work
and consistent expansion.
Report beekeeping industry
Honey:
Quality that
sweetens the
world

21News
The 1st International Business Round of the Honey-making industry
took place in the framework of Apimondia Fair 2011, organized
by Fundación ExportAr together with PROARGEX of the National
Ministry of Agriculture, Livestock and Fisheries.
After 38 years and as of a decade of expansion in all its production
chain, the Argentine beekeeping industry hosted the most
important event in the world.
During the last decade, our country ranked among the five
principal honey producers of the world, at the same time being
the first bulk exporter of honey.
Despite having gone through difficult years, Argentina has
managed to generate a distinguished beekeeping industry at
international level. Many beekeepers from different parts of the
world that visited our country on the occasion of the Fair held
in Buenos Aires in 1973, have found that the impression they
had back then differs in a positive way to the one showed today
through our researchers, technicians and beekeepers around the
world.
The 42nd International Congress of Beekeeping Apimondia 2011
found our sector with a lot of things to show: its development, the
great scientific and technical capacity, its practices and strengths,
but also its great ability to exchange experiences and knowledge
with all the colleagues from the entire world.
Thanks to the weather diversity, our country has great variety
of floral resources that allow activities related to agriculture be
developed in almost every area of our territory.
FirstInternational
BusinessRound
Apimondia2011
For some time, beekeeping has become an activity of great
relevance for Argentina’s Regional Economies. Said activity has
over 28,000 producers, 4.5 million beehives and a distribution that
encompasses almost the whole country. Besides, this profession
reaches 120,000 direct job positions, taking into account all the
links of the productive chain. Being its more significant detail the
relation of 160 beehives per beekeeper, compared to the US (96),
Spain (99), China (26,6) and France (19,5 beehives per beekeeper)
just to mention some countries.
Likewise, this sector has experienced significant expansion due
to many factors: an increase in the international price of honey;
inclusion of new regions to honey-making industry practices;
rendering services for agriculture (pollination of crops with business
interest) and greater demand of Argentine honey overseas.
This last item is worth highlighting, taking into account that
Argentina is the first exporter of quality honey.
Other beekeeping products we can identify as in expansion
regarding production are: pollen and propolis. In our country,
there are some areas well-identified for pollen production (NOA-
Cuyo) or propolis production (Delta- NEA). These are products
of high added value that are used in different industries (food,
pharmaceutical and cosmetics).
Foreign guests and Argentine producers gathered to establish
business bonds in Argentina: the first honey exporter of quality.
La Rural, Fair Premises
Buenos Aires
September 22 – 24
Beekeeping

22 News
Argentine honey is strongly recognized internationally for the
following characteristics: quality standards, traceability system, and
excellent genetics of living material, inert standardized material
and production technology, all of which outstand compared to
those of other competing countries.
After eleven years of work and a candidacy that had great
international support, in the celebration of Apimondia 2005 in
Melbourne, Australia, Buenos Aires became the host for the 42nd
International Beekeeping Congress this year.
In this context, foreign companies were invited to participate in
a very selective way; we aimed at markets with great potential,
importers not only of fractioned and bulk honey, but also intakes
such as clothing, tools, vet products, beeswax, pollen, propolis,
machinery for the extraction of honey and bottles, among other
products. Companies from France, Spain and Brazil were invited.
The event had the participation of 32 national companies. The
selection was done according to the level of professionalism,
Apimondia 2011
National Participating Companies:
Agropecuaria Don Ricardo S.R.L.
Almapura Us Llc.
Apidan S.A.
Apilab S.R.L.
Apipuzzle S.A.
Ceras Argentinas S.R.L.
Colmenares Hara S.A.
Coop. Apícola Los Charrúas Ltda
Coop. de Prod. Apícolas Copap Ltda
Cooperativa Apícola Gualeguaychú Ltda
Cortes, Carlos A. y Francisco Abel
Criadero Chillar S.A.
Distribuidora Apícola Vairolatti S.A.
El Aguaribay S.A.
Estancia La Elisa S.A.
FP Ingeniería S.R.L.
Grupo de Productores Exportador
Apícola Correntino
Inder´Co S.A.
Industrial Haedo S.A.I.C. y F.
La Partida S.A.
Laboratorio Baldan S.R.L.
Labrador del Este S.A.
Lichytex S.A.
Luis Alberto Clara
Miel Ceta S.R.L.
Monte Nativo S.R.L.
Naiman S.A.
Organización Internacional Agropecuaria
Osbo S.A.
Rimondino, Enrique
Servicios Empresarios Serpae S.A.
exporting capacity and potential. The round took place in a space
specifically prepared and lasted 3 days where 130 meetings were
coordinated.
From the commercial perspective, most buyers highlighted that
they went back to their countries with very interesting contacts.
In some cases foreigners took samples of products of their interest
and quotations.
The price-quality ratio of Argentine products was highlighted
by buyers who were pleasantly surprised by the packaging and
labeling. Likewise, they remarked the great diversity and availability
of the exportable offer.

23News
Participating Foreign Companies Profiles :
1. La Ruche Roannaise – Besacier S.A. (France)
Since 1905, the company has had two plants, one of them
is in charge of buying and packing honey imported from the
whole world. They also commercialize royal jelly, pollen and
produce honey. The other one commercializes equipment
for beekeepers, such as clothing and machinery for honey
extraction.
2. Cagec La Compagnie Apicole (France)
It started in 1964 and since 1988 it is part of a cooperative of
beekeeping companies. They manufacture honey candies and
they are the third biggest French company of the sector.
3. Lambertucci Industria e Comercio Ltda. (Brazil)
Started in 1993, its activity includes: food industry, honey,
propolis, pollen and candies. In 2002 the company became
international and began its exports to European, American and
Eastern markets.
In 2006, it adapted its business strategy with the expansion
of its sales towards the internal market, opening new
industrial lines, implementing quality systems such as BPF,
HACCP, RECALL. At the same time it implemented an
environmental and social policy. Its sales channel is the industry
of foods, cosmetics and medicine (pharmacies, supermarkets,
drugstores), supplying products to these channels through
representatives and distributors.
4. Miel Moncabrer S.L. (Spain)
It is a family business that for more than 30 years has based
its work on the commercialization and development of high
quality beekeeping products: honey, pollen and royal jelly. It
has a packaging plant in the province of Alicante, it allows
packaging in different formats and sizes under the brand
Moncabrer y Delimiel, but also white label.
5. FAI – Federazione Apicoltori (Italy)
The Italian Federation of Beekeepers was created in 1953;
it is the body with highest authority in the sector. Within
its structure, the FAI includes Associations of beekeeping
products, free associations, beekeepers, businessmen and
professionals and has a strong presence in the entire national
territory.
6. Jakson P. Da Silva (Brazil)
Company dedicated to the commercialization of honey and
bee products, as well as products composed of medicinal
herbs. It has a plant for imports and exports certified by the
Ministry of Agriculture. It specializes in the manufacturing of
medicine and cosmetics. Its main clients are: Wal-Mart, Grupo
Pao de Açúcar, G-Barbosa, among others.
National and foreign companies had a total of 130 business
contacts, from which they received quotation requests and
future demands of different exportable products of the sector.
National and foreign companies had a total of 130 business contacts, from which they received quotation requests and future demands
of different exportable products of the sector.

24 News
Pursuant to the Resolution 15/94 of MERCOSUR, honey is defined as the food product generated
by honeybees from the flower nectar or from secretions coming from living parts of the plants, or
from extractions of plant-sucking insects that sit on them and that bees gather, transform, combine
with their own specific substances and save to then let mature in the beehive honeycombs (sect.
2.1). Likewise, they then specify that honey is a concentrated solution of sugars with glucose and
fructose predominance. It also contains a complex combination of other carbohydrates, enzymes,
amino acids, organic acids, minerals, aromatic substances, pigments, beeswax and pollen grains
(sect. 4.1).
Beyond technical descriptions, the analysis of this activity shows that our country has experienced,
for some years, great expansion in beekeeping thanks to many factors. Among them we can
mention: reduction of production due to sanitary matters in many countries, different weather
phenomena and the Africanization of bees in traditional producing areas (like the case of Mexico).
In that way, and also thanks to the increase in the international price of honey during the 90’s,
followed by the devaluation towards the end of 2001, at the beginning of 2002 there was great
development of the sector in Argentina, which led to a significant increase of national exports of
this type of products.
Regarding local consumption of natural honey, it is necessary to point out the fact that it is still very
low compared to that of other countries: around 180-200 grams are consumed per inhabitant per
year in our country, while in countries such as Japan, United States or Germany, the consumption
is about, and in some cases over, 1 kg per capita. In this regard, it is necessary to mention that the
Argentine market is underdeveloped compared to internal markets of other countries mostly due to
the limited habit of consuming honey and other bee products. However, it is possible to appreciate
a change in food consumption habits for healthier ones, in order to obtain a better life quality and
health; therefore we can expect a higher local demand of these products in the medium term.
Regarding world consumption, on the other hand, it is worth pointing out that there is a growing
trend. We see it in a greater demand in some traditional markets, together with the dynamism of
certain markets in the Middle East and North of Africa.
According to data from the National Records of Beekeeping Producers, the activity is currently in
the hands of more than 30,000 beekeepers that have around 3,9 million beehives, although it is
considered that there might be over 5 million in production process. In this situation, it is worth
pointing out that national production is found in an average performance around 30 to 35 kg
annual per beehive, however there are some producing areas in which important harvests are
registered with an average between 60 to 70 kg annual per beehive, together with experiences
registered among the biggest world producers.
Analyzing the areas in which honey is produced within the Argentine territory, we can assure
that the province of Buenos Aires concentrates over 40% of the national producers (table 1). It is
important to mention that, despite the great incidence that this district has in the total Argentine
Analysis of the
Beekeeping
Sector

25News
production, beekeeping has expanded significantly in the rest of the provinces, having production
poles in Santiago del Estero, Misiones, Tucuman, Neuquen and Chubut, just to mention some
provinces. Due to this distribution of beekeeping productions and climatic differences in the
national territory, together with varied possible botanic origins, the final result is obtaining different
types of honey with very high quality standards, which makes this product highly valued worldwide
due to the organoleptic and physicochemical characteristics, and it is demanded both for direct
consumption as well as for its processing in the most demanding markets.
Argentina: Distribution of honey production according to provinces, year 2010
Graphic No 1. Argentina: Distribution of honey production according to provinces.
Year 2010
Source: SAGPyA – National Department of Agrifoods
Source: National Department of Agro industry
Province
Buenos Aires
Entre Ríos
Santa Fe
Córdoba
La Pampa
Other
Total
Number of beehives
1.652.400
690.930
433.160
396.998
279.932
537.935
3.991.355
Number of producers
10.200
4.265
4.165
4.104
1.505
8.862
33.101
Beehives/Producers
162
162
104
96
186
60
120
41%
17%
11%
10%
7%
14%
Buenos Aires
Entre Ríos
Santa Fe
Córdoba
La Pampa
Rest

By analyzing the current geographic distribution of the national agricultural
production, we can understand the impact that the expansion of beekee-
ping production would have towards marginal areas, since this sector can
easily be adapted to all climates and it is an aerial agricultural activity that
does not occupy cropped lands, that demands little less investment and
benefits are obtained quickly, besides being an intensive non contaminating
activity. At the same time, bees are the best pollination insects in nature, they
not only provide great amount of nutritive foods, but it can also increase the
production and improve the quality of agricultural crops through pollination.
We therefore understand the great growth potential that beekeeping has in
our land taking into account that it is still very far away from its threshold.
Regarding the productive chain of this sector, we must say that it perma-
nently employs around 60,000, and during the harvest period great amount
of temporary personnel are hired, which gives a result of 90,000 employees
for said period. Due to its structure, the honey chain can be regarded as not
very complex, due to the fact that the final product does not require deep
physical transformations to be commercialized, having the participation of
very few agents in this activity. In general, honey goes from the individual or
associated producer towards the beekeeper and then to the exporter; from
the producer directly to the exporter; or from the producer to the sub divi-
der; and it can even happen that the producer associated with other agents,
goes through all necessary stages until exporting the honey obtained after
the harvesting period.
Annual honey production is around 1.2 million tons and is highly concentra-
ted, taking into account that only six countries account for half of the total
production. Among them, Argentina is in the third place, after China and
the United States, representing 70% of the honey generated in the South
hemisphere of the American continent. At the same time, it concentrates
25% of the entire continent and finally 6% of the total produced and com-
mercialized worldwide.
Around mid 90´s, the national production of this product experienced a
significant expansion, increasing 40% in only 5 years. It is around 75,000
annual tons and according to different referents of the sector, Argentina has
the possibility to displace the United States in the next year from the second
place of the international ranking. The maximum value of production took
place in 2005, year in which production exceeded 100,000 tons of honey.
Regarding Argentine foreign trade of natural honey (subheading 040900
N.C.M.), it is worth mentioning that the situation is very favorable for our
country, since out of the total commercialized internationally, exports repre-
sented 99.93% in 2010, while imports only reached 0.07% of the total. In
this way, the business exchange of the five-year period 2006-2010 goes up
to over 803.8 million dollars, with a favorable balance for our country near
800.9 million. As it can be simply observed, Argentine honey imports are
very reduced, this is clearly because this is a net producer country. Regarding
national external sales specifically, we can appreciate that they have fluctua-
ted during the five-year period 2006-2010, with an approximate increase of
12.5% in the exported volume towards the end of the period, going from
exporting a value of approx. 154.1 million dollars during the first year to
173.3 million dollars in 2010. Below is graphic Nº2, which represents natio-
nal sales of honey during said five-year period:
26 News

27News
In short, the quality of Argentine honey is recognized worldwide as a result of its outstanding charac-
teristics, and therefore, the international demand has increased during the last years. It is important
to mention that, out of the total exports, 98% belongs to bulk honey, while the rest is composed of
fractionated honey, so shipments of fractioned honey have great potential in the short term. Exporters
of this type of product are composed, mostly, of small businesses that negotiate specifically with each
country annually. It is necessary to remember that the kilogram is paid twice as much (minimum) that
the bulk kilogram, that is why it is possible to infer that an increase of external sales of these products
will bring great benefits to regional economies.
The analysis of shipments destinations shows that in 2010 the Federal Republic of Germany positio-
ned as the market with greatest demand of national honey, since it had the incidence of 38.2% of the
total Argentine exports with purchases for 66.2 million dollars. The United States occupies the second
place; this country acquired natural honey during said year for over 53.1 million dollars, accounting
for 30.6% of Argentine sales in 2010. We have to highlight that these two markets have strong inci-
dence in our sales, which during the five-year period in question was over 60% and 68.8% in 2010.
Finally, it is worth pointing out that Italy and Japan occupied the third and fourth place respectively
with volumes of 12.8 million dollars in the case of the European country and almost 10 million in the
case of Japan in 2010. Below, graphic
Graphic No3. Argentina. Main destinations of honey exports. Year 2010
Source: National Institute of Statistics
Source: National Institute of Statistics
Graphic No2. Argentina: evolution of honey exports (expressed in million dollars)
38%
31%
07%
06%
18%
200
180
160
140
120
100
80
60
40
20
0
2006 2007 2008 2009 2010
Rest
Japan
Italy
United States
Germany

29News
“Growth has been
vertiginous and
constant”
With eight years of life, the company AGLH S.A (Las Quinas) has reached the
higheststandardinfoodsworldwide.Besidesproducingsevenvarietiesofhoney,
they produce dulce de leche (caramel), and export their products to the United
States, European Union, Venezuela and Japan. In November, they received the
international award BIOLMIEL “BIOL HIGH QUALITY” to the best certified organic
honey of the world, from world specialists. Ricardo Parra, President of the
company, tells us proudly the steps that followed this distinction.
AGLH S.A. was founded in 2003. How the process of
creating the company and what was the objective when
it was founded?
AGLH S.A. (Las Quinas) was created thinking in a company capable
of offering natural and high quality products at a fair price, so that
more people would be able to have better diet and nutrition.
For that, we built a plant that has cutting-edge machinery with
a modern, simple layout, which complies with all the safety
measures that certify food sanity.
There was also a lot of work done in beehives, taking care of the
material used, harvest times and genetics, food and cure of bees.
Then we continued with the process of Quality Standards that
would let us offer trust to foreign customers that are thousands
of miles away, complying with production and quality standards
similar to those used in the main destinations.
We currently have the highest Quality standard in foods worldwide,
being certified FSSC 22.000, ISO 22.000, PAS 220, Orgánico OIA
de Argentina and BIO from Germany and religious certifications.
Also, we provide constant training to the staff in plant, as well as
to those in the field with beehives, where BPM are followed.
Eight years later, how do you see the growth
experienced by the company? What obstacles did the
company have overcome during this process?
The growth has been vertiginous and constant. Seeing ourselves
today selling our products in destinations as demanding as the US,
EU and Japan, fills us with pride but it is also an obligation to keep
improving constantly.
Asineveryactivity,thereweresomeobstaclesthathaverepresented
some problems and we know that there will be others. There were
many problems that had to be solved on the go like finding reliable
and entitled providers (packages, lids, honey, machines), going
through companies that would provide us with services with the
responsibility that we request (including fumigation, laboratories,
foreign trade, certifiers, among others), to then focus in business
and administrative issues. Our experience indicates that it is very
important to facilitate access to credits to smaller SMEs in order to
better compete in external markets.
Interview | Ricardo Parra, President of AGLH S.A. (Las Quinas)

30 News
What are the pillars of the company?
Just as we proposed them from the very beginning, the most
important pillars are seriousness, fulfillment and respect towards
the people we work with. Commitment among members of a
company is needed for a company to work and achieve objectives.
Then respect to providers, customers and consumers will result in
the permanence in the market upon delivering quality products.
We do not know how to work alone; we depend on the integration
of all-intervening parties, providers, customers and employees of
our company. Daily and consistent work helps and that is of vital
importance.
Which food safety standards does the company comply
with?
In our company, we comply with the following food safety
standards:
*FSSC 22000 (Food Safety System Certification) certification
standards for a Food Safety and Management System, it is the
last certification scheme posted for industries that produce foods.
Approved by the GFSI (Global Food Safety Initiative) PAS 220
(Publicly Available Specification)
*PAS 220 is designed to be used together with ISO 22000, the
standard known internationally for management of food safety.
We were the first company in obtaining it and one of the few
Argentine companies that has it.
*ISO 22000 (International Organization for Standardization): this
standard is a Management System of Food Safety. It defines the
requirements related to Food Safety for companies that need to
reach certain Safety levels above legislation. It is a requirement
that harmonizes market and consumers’ needs. We were the first
company in the honey industry to be certified with this standard.
*HACCP (Hazard Analysis and Critical Control Points) by the Agri-
food Quality and Sanity National Service (SENASA) pursuant to
the general outlines provided by the Norm N° 852/2004/CE of the
European Union.
We were the first Argentine company of the honey industry to
have the certification by SENASA.
Organic Certification: certificates by OIA and BIO issued by the
German Government.
FDA (Food and Drug Administration) certification required to
operate in the US market.
KOSHER PASSOVER: Certification of products for the consumption
of local and international Jewish community.
HALAL: Certification of products for the consumption of the Arab
community.
What technology did you have to incorporate to
improve the product?
Taking into account all the requirements to be complied with,
both from the certifications that we incorporated as well as from
foreign customers, we invested in different areas to guarantee
mainly safety and consistency through the different stages of
processes. Not only during the bottling line (with metal detectors,
jar cleaners and scales for in-line weighing), but also at the building
level with the incorporation of antibacterial filters, stainless steel
drain system, as well as a comprehensive software that allows us
to offer our customers the complete traceability from beehives to
jars. All of them are investments that let us keep improving and
differentiating our products. You produce seven types of honey,
how did each variety arise and in order to satisfy which needs?
Interview | Ricardo Parra, Presidente de AGLH S.A (Las Quinas)

31News
We started producing and processing the most traditional
and popular types of honey, which are Multifloral ones. We
started with liquid multifloral honey that we call Classic, with a
very intense flavor and a little darker color, and Premium liquid
multifloral honey that has a softer taste and clearer color. We then
incorporated a multifloral Creamy honey, which is not the solid
known one, but a honey that in solid state is subjected to a creamy
cold process, which gives it a spreadable consistency, very similar
to that of dulce de leche.
We later evaluated which contributions we were able to make to
generate distinctive honeys, taking advantage of the Argentine
autochthonous floras, using those flowerings that we thought
had an important presence. This is a segment that was targeted
mainly to external markets as well as to more trained palates
within our market.
This is how we started developing monofloral or typified honeys,
where the difference lies in the established percentage of pollen
these honey have and that belongs to a certain flora.
In our case, we decided to develop monofloral honeys of Lemon,
Eucalyptus and Carob. All that called for an important training
process, since it is not the same working multifloral honeys
and monofloral honeys, where in general the flowering is more
aggressive and there is less time to work the beehive. It also obliged
us to put our beehives in fields located in different places of the
country, as well as to establish agreements with cooperatives for
the provision of different honeys.
Finally we obtained the organic certifications that complete
our range of honeys, and target a select public that prefers the
consumption of this type of products. There is still a lot of work
to be done in the organic sector, since the general public is not
very well informed about the benefits of consuming these foods
or the differences that they have with conventional ones. We are
currently starting to work on dissemination at fairs and events
where organic products are exhibited.
When did you start exporting and to which markets?
Since the beginning of the company we were determined to assist
the domestic and international markets as well as, but focusing
more on the latter one due to consumption habits (200 grams of
honey per capita are consumed in Argentina, versus 2/3 kg in the
US, Japan or the European Union). We started exporting in 2007
and some of the countries where we develop business activities
are: the US, with a big importer that not only provides for the retail
segment but also for the food service, European Union, Japan with
two major importers and Venezuela with an importer focused on
Argentine products, among others.
Which markets are you planning to conquer in the short
and medium term?
The process of conquering a market demands for an investment
during certain time to disseminate a new product, grow with
it and then consolidate. We are constantly making contacts
with companies from different countries in which we intend to
introduce the products. So markets to be accessed depend on the
different business and bureaucratic factors such as certifications
and registries of products. Some of the markets that we are aiming
to develop are: Arab Countries (Middle East), non-traditional
European countries and also keep growing in Asia, where the
demand of natural and healthy products is growing and is highly
valued by customers.
What percentage of the production of honey is exported
and how much goes to the internal consumption? What
is the exported volume?
Approximately 70% of the total turnover is exported. One of our
main destinations is Japan, which is undergoing a very difficult

32 News
moment, not only due to the economic situation of the North
hemisphere, but also due to the natural disaster that took place
and is still affecting it. The annual volume is about 2 containers
per month.
Do you also export dulce de leche? What are the
differences between this market and that of honey?
We export dulce de leche mainly to Japan. Honey is a recognized
and valued product worldwide because is natural and rich in
nutrition (vitamins, minerals, sugars). It is present in the breakfast
diet, in markets that know about its advantages. This does not
happen in the local market where we have to inform about
the benefits of its use. On the contrary, dulce de leche is not so
recognized internationally, only in some countries of Latin America
and Spain. Therefore, it is necessary to explain what it is, how it
can be consumed and that it is a flagship product of Argentina.
Basically, we have to educate the potential customer, which implies
a longer path.
In the framework of Apimondia, the honey that you
produce was selected as “the best organic certified
honey of the world”. What does this distinction
represent to your company?
The prestigious and very strict international award BIOLMIEL
“BIOL HIGH QUALITY” to the best organic certified honey of the
world is given, among other entities, by the Italian institution ICEA
(Instituto per la Certificazione Etica ed Ambientale).
The jury is composed by members of different nationalities, like
its president, the Italian Gian Luiggi Marcazzan, an eminence in
the honey sector. In this opportunity, since it took place in the
framework of Apimondia and the award was given in our country,
some very prestigious and qualified entities were also members of
the jury, such as INTI, INTA and the National Ministry of Agriculture.
We were proud to be selected among over 200 honeys coming
from the entire world.
The fact that we were the first Argentine company to obtain the
award, taking into account the strict requirements demanded by
international juries for prime products, shows that the path chosen
when offering high quality and natural products at a reasonable
price is the right one and is recognized. We are encouraged to
keep investigating, innovating and adding Argentine value.
What differences do you see between the market of
fractioned honey and that of bulk honey?
They are different markets, in the fractioned honey, the whole
production chain receives national added value, from the beehive
to the final product, the sealed jar and the labeling, ready to be
consumed. Aspects like product presentation are valued here, like
the total filtering of impurities, sensorial characteristics, aromas,
flavors, origins, among others, and the Argentine brand ends up
being associated with the product in world supermarkets. The
bulk honey (drums) is a commodity, it constitutes a business where
honey is basically sold to be mixed with another one of different
origin and is bottled or used as raw material/components for other
food products in transit. Argentina is a world leader in production
and exportation and is recognized for the advantages of its honey,
which has a long history in bulk exports.
How would you define your experience with Fundación
ExportAr? What benefits did you obtain from
participating in the activities of the Fundación?
We have been in contact with Fundación ExportAr for over 6
years already, using some of the services they offer to Argentine
exporters. Our company has participated periodically in Fairs
(Fancy Food, Anuga, Sial, IFE and many others), Reverse Trade
missions, Business Rounds, activities such as that of the French
TGV, business trips, and workshops, among others. Surely, the
contribution is very useful and results in a great complement
for the business activities that a company develops. We hope to
generate more and better services, translating them into intelligent
Entrevista | Ricardo Parra, Presidente de AGLH S.AInterview | Ricardo Parra, President of AGLH S.A (Las Quinas)

33News
business actions and more participation in business events in other
countries. With this concept, I aim at attending to international
events again, which is what will reaffirm the presence of Argentine
products overseas. It is not so useful to participate in an event if
you do not assist the following years and for some time. Of course
this takes previous planning and that is why Fundación ExportAr
is a useful mechanism during the process of dissemination of
Argentine products and services overseas.
Lastly, I’d like to especially thank three experts who are always next
to us in all the activities that we develop jointly: Juan Marcos Melo
and Mercedes Maceira from the Technical Assistance Department
to Companies and Carolina Cuenca from Exports Promotion.
What advice would you give to a small producer who is
just starting to export or planning to do so in the short
term?
Work together with Fundación ExportAr, participate in fairs
to exhibit their products, choose an Export Group to generate
synergy with other companies that already have some experience
in foreign markets.
Fundación ExportAr offers training services to the exporter and
it is a place where the companies that are starting can obtain
advice and recommendations from professionals to avoid making
common mistakes in the exporting process and exploration of new
markets. Companies find a place where they can share experiences
and doubts.
There are some other determining factors such as different cultures,
requirements and rules for each market, that require us to rise to
the occasion to comply with them. Consolidating a customer is
harder than obtaining one that is why it is not only about selling
overseas but also keeping the customers.
The value of the commitment taken is probably the most
important controllable variable. We do not assume responsibilities
that we cannot fulfill, since this would only affect the image of the
country and other Argentine companies. And mainly patience and
perseverance; sometimes the exporting process, when developing
a customer from the start takes years.

34 News
“Ourproductsare
unique: we say it and
we prove it”
Since its birth in 1988, Aleluya positioned itself very positively in the honey
market, with products of outstanding and high quality features. Today, its
name is strong in the sector: at a local level, they are market leaders of massive
consumption,andatinternationallevel,theyhavesettledasthefirstexportersof
bottled honey for retail. Jaime Feeny, President of Natural Foods S.A.- creators of
Aleluya- highlights the integrity, continuity and predictability that the company
is based on to function, characteristics that add value to their products.
When was the company created? And how was its
evolution?
It was born in 1987 but our launching to domestic and
international markets was in 1988 when we finished installing
our Industrial Plant in Tandil. The company was conceived as a
services provider company, strictly speaking: i.e. putting ourselves
in the shoes of others, meeting their needs and trying to rise to
the occasion, whether with consumers from the whole world,
customers, providers and people we work with from so many
other environments. This has been our formula and the results
can be observed: we lead the market in massive consumption of
honey in our country and we are the first exporters of bottled
honey for retail.
As all business activity, ours has been marked by some contrasts
but we have always been- despite some flaws- faithful to our
convictions and that translates into integrity, continuity and
predictability; characteristics that are not so common nowadays
and that simply add so much value. Our products are unique. We
say it and prove it.
When did you start exporting and to which markets?
Since 1988 to date we have exported to 16 different destinations.
With certain markets we keep a very constant sales relationship.
Some examples are: North of Africa, Europe, United States and Japan.
Interview | Jaime Feeny, President of Natural Foods S.A.

35News
What percentage of honey is exported and how much is
sold in the domestic market?
It has varied depending on the time, but nowadays, we are
focused on reaching and keeping 50% sales in each market since
both of them are important. Our strategy is always assisting both
fronts, regardless of the circumstantial difficulties that may arise
in one sense or another. Both routes introduce great challenges!
What features make Argentine honey distinct from
others?
The quality and professionalism of producers and technicians are
one of the features. In this sense, it is very similar to what has
happened in the last years to our agriculture.
How do you manage quality in the company processes?
Do you follow the requirements of some system to
control food safety?
There are people responsible for quality but even more important,
every department of the company has a chair in the Quality
Committee that takes care of management objectives and
participates actively. We work with HACCP practices and we are
confident that we will start the path of the BRC soon.
Are you planning to diversify production towards other
fields?
Our brand ALELUYA enjoys of a great reputation and is perceived
by consumers as a product with characteristics that grant strong
presence in their share of mind when they go grocery shopping.
That is why we have entered the sauce market always respecting
those values and we pay attention to other opportunities but we
know that if we want to do it with the ALELUYA style it will take
some time.
What is your assessment of the participation in the Fair
Anuga?
In our opinion, Anuga is the best food Fair worldwide, it is always
very beneficial. We observed renewed interest from North of
Africa, a market usually supplied mainly by Spain and Germany.
These markets are big honey consumers (with religious bases) and
if we find the proper counterpart, we can generate valuable bonds.
But the most interesting piece of news as a long-term project was
the amount of queries received from Chinese businessmen, who,
faced with the growing development of their country, glimpse an
opportunity to start importing high quality honeys.
How would you assess the work of Fundación ExportAr,
had you had previous experiences with it?
Yes, for instance in the international business round developed
in the framework of Apimondia Fair. The task of Fundación is
arduous and complex. Results are very good, and for smaller
companies the role of ExportAr is irreplaceable and very valuable.
What are the objectives of the company in the short
and medium term? What markets are you looking to
conquer?
We are convinced that there are opportunities in the foreign
market, mainly in China and we also believe that there are
growing opportunities at a local level. We are currently designing
a New Strategic Plan with 5 years projection that we hope to set
off in 2012. It consists in a) significant increase of the budget
for communications and marketing in the local market and b)
budget allocation to boost the foreign market and in particular,
B2B contacts. The foreseen result implies multiplying the current
volume 1.5 times for 2014 in the consequent expansion of our
installed capacity and increase the employment level.
How do you foresee the future of the sector?
There is no doubt that there is a lot to be done and the responsibility
is very big since it is a sector that allows for the development of
over 25,000 families. There is growing demand in the world for
products perceived as natural and healthy, and honey stands out
among them. However, there is significant tension from the offer
perspective that does not go at the same rhythm. Argentina is
still a privileged place due to the nature for honey production so
the opportunity is very important. Today we are the third world
producers, after China and the United Sates.

36 News
SOZ:diversityand
exclusivityingourmet
seasonings
From the beginning, SOZ has positioned itself in the domestic and
internationalmarketasaleadercompanyofhighquality,innovative
and exclusive seasonings. Their five varieties of gourmet mustard
include exquisite flavors that refer to different regions of the world
like Asia or the Mediterranean, while SOZ traditional Honey Mustard,
developed with pure multifloral honey has become a fundamental
element for the sweet-and-sour cuisine. Hernán García Lahitou, CFO
of SOZ, defines what characteristics determine the success of their
products.
Interview| Hernán García Lahitou, CFO for SOZ

37News
How did the idea of developing SOZ come up? What
opportunities were you able to detect (previous re-
search)?
The idea came up in 2003/4 when, due to the recent crises, two
particular circumstances took place: on the one hand, at the local
level, imported products disappeared from the aisles and in the
seasoning industry, there were left only mayonnaise, mustard,
ketchup and salsa golf. On the other hand, at the international
level, the exchange rate made us very competitive and Argentina,
despite everything, kept a very good reputation as food producer.
Keeping this scenario in mind, we set out to develop a high quality
product line that would have international projection.
How did the company evolve after 7 years? What ob-
jectives did you achieve and what are still pending?
Since the beginning in 2004, the company evolved a lot. However,
since it was our first own company and having started with a
modest capital, the launching period was longer than desirable.
Anyway, we chose to respect our rhythm and do things well. We
managed to develop a line that makes us proud due to its quality,
originality and acceptance. We were also able to export to many
destinations (we are currently focusing on Latin America), and on
establishing the company in the local market, with direct presence
in big supermarket chains, big stores and many wineries. Some of
our pending objectives are: deepening our local presence, growing
even more in Latin America, and of course, keep exporting to
Europe, United States and Asia. The expansion of our product line
is now in the grey area between what has been achieved and what
is still pending since there are still a few days before closing the
launching.
Are you certified by any food safety standard?
The products have all the certifications necessary in order to be
commercialized in Argentina and in the rest of Latin America.
Besides, for sales to other destinations such as United States,
analysis are required for each particular shipment.
What are the characteristics of the gourmet seasoning
market in our country?
It is a market that has grown a lot in the last years but we still
believe that it is far from reaching its ceiling.
What is the evaluation of Argentine gourmet products
overseas?
Generally speaking, the reputation of our country as a food
producer is very good, especially in the evaluation of its raw
materials. Then there is the work that each producer must do to
reach his own prestige. In that stricter analysis, one finds that the
experiences that customers from overseas convey vary a lot.
To what elements do you attribute the growth in the
demand for these products in the world?
We assume that this is due to many factors: on the one hand,
the fact that developing countries are going through a very
important growth period and many of their inhabitants are being
incorporated to the consumption of these products. On the other
hand, a great development of communications as regards cultures
and habits that encourage curiosity and the need to try new things.
What are the keys to success of SOZ products?
First of all, they are products of exquisite flavor done with the best
quality ingredients. Also, its characteristics are maintained in time
and lastly, the favorable international context.
What type of honey do you use?
We use Pure multiflora honey.
-Today, you have five different types of mustard, how
did they arise? Are you planning to launch any other
variety in the short-medium term?
Today the varieties are: Olive & Balsamic (Mediterranean), Wasabi
(Asia), Honey Mustard (Classic), Japeño (México) and Honey Dijon
(France). The traditional SOZ comes from a recipe created by one of
the partners, who, despite being an engineer, has also developed
a culinary profile. The other types of mustard were thought with
the cooperation of other local chefs, with the aim of capturing
flavors from different parts of the world. In the short term, we are
planning to launch some seasonings to complement our current
line.
-Are you planning to diversify towards other branches
of the “gourmet” culture?
For the time being, our focus is put on seasonings.
-Which activities did you attend together with Funda-
ción ExportAr?
What opportunities did each of them represent for the
company?
We attended, together with Fundación ExportAr some
International Fairs such as Anuga and SIAL Paris, which gave us
the chance, especially in the beginning, to get in contact with
potential clients and providers.
-To which markets do you currently export and what
are the most demanded varieties from each market?
In Latin America, we mainly export to Brazil, Venezuela, Chile,
Paraguay and Uruguay. SOZ traditional Honey Mustard is always
the most demanded variety. However, in Brazil for instance,
SOZ Wasabi is very successful and SOZ Olive & Balsamic is very
successful in Venezuela.
Other frequent destinations of our exports are the United States,
Spain, Mexico and Saudi Arabia.
-Which markets are you aiming at in the short-medium
term?
The idea is to strengthen our presence in Latin and Central
America.
-What would you recommend to SMEs that want to
start exporting?
I’d suggest that, before taking orders, they anticipate having the
necessary capacity to fulfill them and especially, they should keep
the rhythm without losing quality.
They should also travel, observe how business is done and perform
a follow-up of their customers in order to grow. This is paramount;
otherwise, sales could come to a standstill.
Finally, I’d advise them to talk to their banks about available pre-
financing lines for exports since times are long and this could result
to be very strict financially speaking.

38 News
How did you come up with the idea of exporting ideas?
-It has been a while since many production firms have been filming
advertisements, and even movies in our country benefiting from
quality and lower costs. However, ideas are not being exported to
the same extent. Therefore, my Association partners have sugges-
ted me to do something to conquer markets.
We had no idea what to do until we found Fundación ExportAr.
Why is so important the link with Fundación?
-It has become vital. It is amazing what they do; I am completely
honest about this. I did not know about the services Fundación
ExportAr provides, and I have been pleasantly surprised. Market
reports are very useful for us since they provide the necessary help
to learn where and how to display what we do. Because is not only
about going to a Fair and that is it; you need to know which Fair
to attend, and what material to bring along. We have to be at the
right time in the right place. We are working together on a sectoral
brochure that I think will be very useful for presentations.
Interview | Santiago Olivera
“Advertisersfrom
aroundtheworld
knowourreputation”
Santiago Olivera is Partner and Director of the prestigious advertising company
TBWA, and, in addition, Chairman of the Argentine Advertising Association. This is an
industryinwhichourcountrytakesthelead.Wecanboastofhavingthebestfootball
players,themostdistinguishedpsychologists,andthebrightestadvertisers,toapoint
inwhichwerank3rdintheworldrankingforthelastthreeyears.Steppinginthisreal-
ity (we have the best ones of the sector), advertisers want to export their ideas. “It has
beensometimesincemycolleagueshavebeenproposingmetodosomethingtosell
our ideas abroad”, told us Olivera in this interview. It is no minor detail this industry
generates 1% of Argentina’s GDP.

39News
What markets are you targeting?
First of all, we want to reach the United States and Mexico. We
have to attend international events to be known. But we are tar-
geting companies that could hire our services, not the biggest
ones since they already have their agencies. The goal is to be
known. Advertisers from around the world know our reputation,
but machinery manufacturers in Montana, in the US, do not know
us. Therefore, we have to reach them at the right event jointly with
the people in charge of offering them our proposal.
In terms of advertising, are ideas universal?
Argentineans have the great virtue of adapting to all markets. It is
our characteristic, maybe because we are a melting pot of races,
maybe because many of us look a lot abroad, but there is con-
vincing proof this is so. Many agencies have commended Argen-
tine creatives ideas for global advertising, which are screened all
around the world. We have to show them we are capable of doing
it, we have capability that is for sure.
Do awards granted to Argentine advertisers have any
influence on this?
-Yes, I think they will be a letter of presentation. For around 10
or 15 years, there is the Gunn Report, an initiative designed by
an outstanding American advertiser, Donald Gunn, to review the
performance of different actors in the world industry. By analyzing
advertising festivals of all the countries of the world, a ranking of
the best advertising companies is made, along with a ranking of
the best networks, best advertisers, best directors, and of cour-
se, the best countries. In the last ten years, Argentina has been
among the 6 best of the world, an in the last three, it has been
on the top 3, together with the United Stated and England. The
importance lies, clearly, in that we as a country have added value
and that makes us more attractive than many other markets.
Do you already have a schedule of activities for next
year?
Yes, after a though analysis with specialists from Fundación Expor-
tAr, we have selected the ideal events to attend and promote our
services. Likewise, we already have scheduled specific activities for
2012. We are grateful to Fundación.
Is it an objective to repatriate those brilliant minds
that have left the country during the crisis in 2001?
-Yes, naturally. It is not an immediate objective; today our priority
is to increase the export of our services. But we will do anything
we can to bring back these talented people. In fact, many of them
have come back already because the situation in our country, luc-
kily, is different, and our economy growth has encouraged them
and made them and made them to come back. But if we have to
do anything on our part to seduce them, certainly will do it.
Santiago Olivera, 44 years old, is a real veteran in
advertising, since he started his career in 1988. He
worked for many agencies, in every available position,
until 2009, when jointly with Pablo Guillen and Juan
Cruz, designed a project of his own in association with
the powerful TBWA.
As regards his academic studies, he graduated from
Fundación de Altos Estudios en Ciencias Comerciales,
and has a master degree in Institutional Communication
of the Universidad de Ciencias Empresariales y Sociales

40 News
The production company “Sábado” has managed to export their
high quality service and works for very well-known companies
(Toyota, Movistar, Johnson and Unilever, among others).
Its objective is conquering the European market, that is why they
went together with Fundación ExportAr to Cannes and the results
can already be observed: they shot for Belgium and Italy and
received proposals from Spain. They also have a project coming
from Morocco.
Interview | Production Company Sábado
Theyproduceandshoot
for all Latin America, United
States and they have
already arrived in Europe.

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