rom now on, citrus fruits will be exported under the national brand "Uruguay Natural" after an agreement was signed between the ministries of Tourism and of Livestock, Agriculture and Fisheries (MGAP).The initiative, which entails having protocols and production certifications, which adds value to the product, was one of the demands issued by the US to allow entry to Uruguayan citrus.
The authorisation is still pending approval, but Uruguay took the necessary steps to reconquer a market that has been closed for decades.
During the signing of the agreement, the minister of the MGAP, Tabaré Aguerre, said that, "the national brand, which is now a State policy, aims to create a public good with which all members of society can develop their activities."
Aguerre added that this initiative will make it possible to "develop activities providing us with efficiency, competitiveness and a greater international presence."
After reminding that Uruguay exports 75% of its oranges, the minister added that the national brand "is not a commercial policy, but an agro-specialisation strategy, aiming to differentiate our products and place us in the premium niche market."
"Uruguay has the opportunity to differentiate itself in the world through quality," said Aguerre, but warned that, "to be differentiated it is necessary to be identifiable, and that requires a brand."
