Flagship Products and the Promotion of Peruvian Products

Experts agree that Peru, as a megadiverse country, has competitive and comparative advantages regarding its products, which it must exploit. However, it is necessary to implement strategies that allow linking markets and reaching the global consumer. One of them was Flagship Products, which allowed Peru to present itself in international markets.

WHAT WAS THE STRATEGY OF THE FLAG PRODUCTS?

The “Flagship Products” strategy began to be worked on in Peru in the 1990s. This was developed with the objective of highlighting certain emblematic products of Peru with unique characteristics and competitive advantages in international markets.

Thus, in 2004, the Flag Products Commission (COPROBA) was created. This was in charge of selecting the products that were going to represent Peru to position them in international markets. The strategy focused on promoting these products, highlighting their quality, authenticity and unique flavor. Significant efforts were made to obtain designations of origin and certifications that would support the authenticity of these products and generate confidence in foreign consumers. PROMPERU played an important role as well as other related organizations such as INDECOPI.

This strategy was developed over more than 15 years until 2019 when the government deactivated COPROBA. In a controversial decision for many, because they considered that the scheme was not yet exhausted. The products that came to be considered the flag were: maca, pisco, cotton, lucuma, Chulucanas ceramics, gastronomy, asparagus, silver jewelry, quinoa, cocoa, Paso horses and South American camelids.

flagship products

CURRENT STRATEGY
The “Flag Products” strategy has evolved to adapt to the changing demands of international markets and take advantage of global trends. Now sectoral brands such as Superfoods, Perú Textiles, Alpaca del Perú, Cafés del Perú, Perú Xpert and Pisco Spirit of Perú are being worked on. Some key aspects of the current strategy are the following:

1.- Diversification of the Offer
Peru has diversified its offer of export products. Now not only food is promoted, but also textile products, crafts, jewelry and tourist services, among others.

2.- Sustainability and Social Responsibility
The strategy has focused on the promotion of sustainable and socially responsible products and business practices. This includes organic certification, fair trade and the promotion of sustainable agriculture and fishing.

3.- Digital Marketing Campaigns
The use of social networks and online marketing play a fundamental role in promoting Peruvian products abroad. Digital strategies are used to reach a broader audience and generate interest in Peruvian products.

4.- Participation in International Fairs and Events
Peru continues to actively participate in trade fairs and international events to promote its products and establish contacts with importers and distributors.

5.- Strategic Alliances
The Peruvian government and trade organizations work closely with strategic partners abroad to promote Peruvian products and increase their visibility.

6.- Tourism Promotion
Tourism plays a crucial role in promoting Peruvian products. Foreign visitors have the opportunity to experience Peruvian cuisine and also buy local products while they are in the country.

In summary, the “Flag Products” strategy in Peru has evolved over time, due to adapting to the changing dynamics of international trade and market trends. The diversification of the offer, sustainability, digital marketing and strategic alliances are key elements in the current strategy to promote Peruvian products in the world and maintain its position in international markets.

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