With the aim of expanding exports of domestically produced agricultural machinery and incorporating new companies selling abroad, the sector launched Agrinova.
Within Agritechnica, the agricultural technology and equipment fair held in Hannover, Germany, the Argentine Chamber of Agricultural Machinery Manufacturers (CAFMA) presented the Agrinova country brand, figurehead of a project that seeks to increase the sector’s exports.
This year The sector is expected to export about US$150 million annually and the idea is to bring that amount to US$400 million. with the work associated with the brand Agrinova. This is an ambitious goal, given that, during the past year, Argentine exports of agricultural machinery They reached US$71.2 million (the first three destinations were Uruguay, with US$10.4 million); Bolivia with US$7.8 million and Chile with US$2.5 million). In 2023, it is planned to double that amount and next year, it is intended to more than double that number.
But it is also sought that more players in the sector join foreign trade given that only about 50 Argentine companies export while there are more than 1,200 machine manufacturers in the country.
And the objective of Agrinova is bind efforts of agricultural machinery producing companies to reach different markets more strongly in the world with a sector brand encompasses the entire foreign trade strategy of the sector.
Agrinova: how the country brand works
The short term goal is that exporting companies have the Agrinova logo and then this will also be transformed into a dissemination, promotion and consultation platform for clients who want to know about Argentine technology for the countryside.
Thus, as happened with other country brands, such as Wine of Argentina or Patagonia, What the Chamber seeks is to give an instrument of arrival to companies that want to rely on this concept that will identify Argentine machinery.. In order to be part of this brand, they must comply with a protocol on the qualities of the team, customer service and after-sales, which includes good international practices.
Source: Ambito
