1. Colombia,
world food supplier

2. 2 3
WHAT IS PROEXPORT Search for
COLOMBIA?
Opportunities
and Promotion
Colombia,
Joint work with entrepreneurs
agribusiness. Our territory be-
Index
PROEXPORT COLOMBIA is the State entity responsible for the to strengthen their globalization
commercial promotion of Colombia as direct foreign investment des- strategy in the different markets comes a strategic platform for
a world supplier
tination, foreign tourism and as vendor of non-traditional goods and and, to such end, the following international companies interes-
services. Through its office network abroad and in Colombia, it of- tools are available: ted in exporting to third markets
Colombia: worldwide provider
fers support and consultancy, added value information and coach- with tariff benefits. of agro-industrial products
ing during the exploration of commercial opportunities. In Colombia we have a wide
By María Claudia Lacouture,
Presidenta de Proexport Colombia
variety of flowers, especially exo- Pag. 4
tic; frozen fruit and vegetables,
dried, lyophilized; jams; pickled; Colombia: worldwide provider
Contact with commercial
South America, and in particular Colombia, is a aromatic herbs; dairy products of agro-industrial products
offices
Commercial agendas
region specially attractive to buyers of agroindus-
trial products. It is one of the eight countries with
and their derivatives; confectio-
nery; puffed products, baking
Pag. 6
the greatest potential to increase world food pro- and milling products; cocoa pro-
What does PROEXPORT COLOMBIA offer? Commercial missions duction, due to its wide and fertile agricultural ducts; animal food; spices; tea;
Exports offer
Exploration missions frontier, and is the twenty-fourth largest supplier
in the world, according to the report Agricultural
and in general, healthy products
with functional, organic and nu-
Pag. 8
A single Informa- Exportable Commer- Buyers’ missions Outlook 2009-2018, which was published by tritional benefits. Colombia’s Fta network
place to find tion, consul- supply adap- cial and for- to Colombia the United Nations Organization for Food and We also have a supply-orien-
business op-
portunities
tancy and
training
tation eign market-
ing promotion Sectorial business rounds Agriculture, FAO. ted food industry: we invite you Pag. 9
This is why, meetings such as the Business to explore the quality of oils,
Business matchmaking Matchmaking Forum, is an opportunity to see for sauces, natural colors, fruit con- International certifications: a big
forums why Colombia if a global supplier, especially at a centrates and coffee, among bet for colombian food exporters
time when demand for food increases, as well as others, that are based on the
International specialized fairs
consumer demand for products with innovative many authentic flavors that our Pag. 10
Show room flavors, healthy, environmentally friendly, and with country offers and which every
fair trade processes. day have more demand in the International consumer trends
Promotion at point of sale Colombian supply meets all these conditions. global market. and distribution channels
Seminars on market One of its main strengths is the variety of products Proexport, the government
opportunities and utilization and the ability to produce all year round, thanks to entity in charge of the promo- Pag. 12
its privileged geographical position on the equator, tion of nontraditional exports,
Market studies which make it a very rich territory for the production investment and tourism to
Services for Exporters of fruits, vegetables, flowers and supplies for the in- Colombia, is an important ally From colombia to the world
General and specialized information: International promotion with business opportunities
dustry such as palm oil and sugar, to name a few. for local companies wanting
corporate plans
The business meetings will allow you to learn
about the rich supply that all companies of diffe-
to take their products to other
regions and also for importers
Pag. 14
http://www.proexport.com. Information System – Step rent Colombian regions have to offer, committed to that seek differentiated ser-
co/en/export by step explanation of quality, added value, and innovation. It is so diver- vices and quality. We have the
the export process se, that we currently export to over 130 countries, information, tools and profes-
National Contact Line
Export logistics a number that will continue to grow with the free sionals needed to accompany
018000 913311 and
Seminars to trade agreements that Colombia has in force, will them on this quest.
01900 3310021
communicate opportunities be implemented or in negotiation, which opens Come discover what Colom-
International trade the door to markets totaling more than 1,500 mi- bia has to offer; in this publica-
and search for new markets
information centers Some services are co- llion consumers. tion you will find useful informa-
Direct written
(Zeikys): 24 points financed. The information fur- The FTA’s and trade agreements with members tion to do so and to discover why
communication
of attention in Colombia nished by the company during of the Andean Community, Mercosur and Caricom, Colombia is a strategic country
Integrated Commercial the joint work is confidential. also make us attractive for foreign investment in for business.

3. 4 5
Poultry sector:
Colombia produces 1.1 million tons
of chicken, with an estimated growth
rate of 2.5% for the next five years, and
10.500 million eggs, with an estimated
growth rate of 3.5% for the same pe-
riod. Total monthly exports add a total
of 6.500 tons of chicken and 10% of
the national production of eggs, which
Fresh fruit and vegetables: totals 87.5 million units. The sector
features disease-free environments,
thanks to its tropical climate, the allowing it to serve export markets in
variety of temperature zones, and soils special production zones. Additionally,
that are high in nutrients, Colombia the sector has the business availabil-
has provided fresh fruit and vegeta- Processed fruit and vegetables: ity to develop niche markets, meeting
bles—many of which are exotic—during the needs of consumers where prod-
seasons when other countries cannot ucts are customized. The business
some Colombian businesspeople have focused on transfor-
grow them. Cape gooseberry, pome- base also has the ability to serve mar-
ming fruit and vegetables into pulped, dehydrated, concen-
granate, granadilla, yellow pitahaya, kets with special requirements, such
trated, freeze-dried and frozen foods, delivering on current
tree tomato, passion fruit, and Hass as poultry products from specialized
consumer trends that favor functional and healthy products.
avocado are some of the most popular farms that meet the international
The country’s agro-climatic conditions allow the production
fruits in international markets. standards of animal and environmen-
of a great variety of goods that correctly mix with the food
tal wellbeing, subject to service con-
industry’s raw material to offer diverse types of products. Man-
tracts.
go, berry, lulo, pineapple, strawberry, and guava pulp, availa-
ble in different presentations, are successfully exported.
VARIETY AND
COLOMBIA:
In 2011, Colombian agro-industrial products
QUALITY:
had an increasingly important presence in tradi- Confectionary goods:
tional markets and found new destinations all over this industry has adapted to inter-
the world, which was reflected on the export per- national trends, thus being able to
formance. Shrimp farming: export to distant markets in Asia and
WORLDWIDE PROVIDER OF
According to data from the Colombian Ministry Africa, as well as in Latin America.
12.576 tons of farmed shrimp are One of the main characteristics of this
of Commerce, Industry, and Tourism (MCIT) and
COMPETITIVE FACTORS
produced in the Litopenaeus vannamei industry is innovation, while Colombian
DANE, last year’s sales of agro-industrial products
AGRO-INDUSTRIAL PRODUCTS
variety. Other available products inclu- cocoa stands out for its fine aroma.
abroad (excluding green coffee) totaled US$4.439 de: frozen headed and headless river
million, a 15% increase over 2010. shrimp; peeled, raw, and precooked
Many reasons can explain the increasing shrimp; and skewers. The entrepre- Flour products:
Some of the main competitive advantages include a stra- strength of Colombia as an exporter and as a
neurs from this sector follow best
farming practices and the standards thanks to their state-of-the-art
tegic geographic position, production capacity all year worldwide provider of agro-industrial products. set by the Global Aquaculture Alliance. machinery, Colombian companies
around, international certifications, and the great variety One of these reasons is the constant innovation Additionally, shrimp farming has been offer corn, wheat, banana, and
and understanding of worldwide consumer trends developed on the Pacific coastline and yucca precooked flours, which are
and high quality of Colombian products is selected based on production cycles both low in price and high in quality.
by Colombian exporters, who have adapted their
(according to the species), guaran- Flours, which are a staple in ethnic
businesses to the standards demanded by inter- teeing their sanitary conditions. The markets, are a basic ingredient to
national markets. For this reason, many of their main species that are being farmed are produce other elaborated foods.
companies already have a number of certifica- red shrimp, white shrimp, and coliflor.
tions, including: Fair Trade, Green and Organic Pro-
duction, HACCP, Global GAP, Florverde, and UTZ,
among others. Snacks:
Additionally, Colombia’s high production capaci- due to its wide agricultural offer, Colombia has great
ty and geographic position, which reduces delivery potential to develop diverse products. Based on good
times as it has access through both the Pacific and manufacturing practices, Colombian companies have
the Atlantic, are also important competitive advan- strengthen the production of fried snacks, specially pota-
toes, bananas, and yucca; macadamia nuts; microwavable
tages, as well as the great variety and high quality appetizers, and products derived from corn, among others.
of its products.

4. 6 7
Baking products: Dairy products: Porcine meat:
this is a highly specialized sector whose Colombia is Latin America’s fourth Colombia’s pork industry has taken
main characteristics are tradition, know- largest milk producer, with an esti- important steps during the last 30
how of the production process, correct mated production of 6.170 million years and is in the way of consolidating
commercialization, and the consumer tons a year, following Brazil, Mexico, the supply of animal protein. During
chain. This industry constantly stands and Argentina. Worldwide, the country the last decade, the production has
out due to the innovation of the produc- ranks 15th on the producer list. Some increased at an average annual rate
tion chain and development of products of the presentations include powder of 7%, along with the implementation
based on consumer trends: cookies
and crackers that are high in nutrients
milk, flavor milk, old and fresh cheese,
yogurt, condensed milk, and arequipe.
of Good Production Practices and the
improvement of sanitary and safety The sector’s
exporting
or low fat; frozen bread; almojábanas: conditions of the production chain.
cheese bread, and yucca bread. It’s imperative to emphasize the
landscape in
advances of this industry’s sanitary
status, as in 2011 the main area of
pork production in Colombia was Fish farming:
Alcoholic beverages:
declared swine-flu free and the next
goal is to have a swine-free coun- it’s characterized by its high productivity and competitive-
numbers
try by 2013. The varieties offered ness levels based on research, innovation, technology deve-
this sector is mainly led by three state- include refrigerated and frozen cuts. lopment, and technical formation. Supply is available all year
run companies, which also are the
long, especially for the Tilapia and Rainbow Trout species.
main exporters, representing 80% of
the national production. Exportable According to data by Dane, during
goods include rum and aguardiente 2011 the Colombian economy
(agave spirit) (internationally known as increased 5.9% compared to 2010.
an anisette-based drink). During the On the other hand, the GDP of the
last years, the industry has innovated agro-industrial sector increased 2.2%,
and developed high quality products, along with a positive behavior of the
and it has competed in the interna- Processed and special coffee: export sector with a 15% increase.
tional market with similar products. Among the main exported products in
Colombia is the world’s main producer of soft coffee and 2011 are fresh flowers with sales that
special coffees that stand out due to their origin, planta- totaled US$1.239 million; bananas
tion technique, and benefits with premium qualities. The (US$815 million); sugar and honey
national variety is 100% Arabic, featuring a higher acidity (US$602.6 million); coffee deriva-
and softness, better infusion quality, an intense smell, and a tives (US$338 million) and confec-
Flowers: lower concentration of caffeine, making it a healthier choice. tionary goods (US$315.5 million).
with more than 40 years of exporting Some of the varieties of coffee include special organic,
Sales of the main Colombian food
experience, Colombia is the world’s origin, soluble, freeze-dried, roasted, and ground coffee.
markets concentrated on the United
second flower producer and the States, Germany, Belgium, and
country with the most varieties (1,500 the United Kingdom. These desti-
have been identified). The country is nations represented 50% of agro-
also the main carnation exporter. Due industrial exports in 2011, except
to its diverse climates, the region has the US, which represented 35%.
optimal lighting, humidity, tempera- However, the market diversification
ture, and fertility conditions that favor strategy implemented by Colombia
the production of the highest-quality during the past years has allowed
flowers, such as roses, carnations, Colombian products to reach distant
alstroemerias, chrysanthemums, countries, such as Australia, South Ko-
pompons, hydrangeas, anthuriums, rea, Japan, Arab Emirates, and Russia.
tropical flowers, and foliage.
The products with the highest growth
rate between 2010 and 2011 were
meat and edible offal, a sector that
Cocoa and chocolate: Palm oil: increased 116% and generated sales
of US$28.3 million, and live bovine ani-
Colombia’s important and modern Colombia is the largest palm oil producer in Latin Ame- mals (113% and US$40.2 million; and
industry is mainly represented by large rica and the fifth largest palm oil producer worldwide. oils and fats 98% and US$303 million).
companies that provide a great variety The quality of these products is the result of responsible Bovine meat: The sale of sugar and honey reached
of products. Due to its unique quali- working conditions and good environmental practices.
ties—including flavor and aroma—, the A number of competitiveness factors—including a high Colombia has the fourth largest herd of cattle in Latin America, with a 24.8 million cattle head a net growth of US$147.0 million
international market is choosing Co- content of antioxidant vitamins, the resistance to oxida- inventory with excellent breeds such as zebu. Within the zebu breeds, the Colombian Bra- and sales of US$815.1 million, while
lombian cocoa, which was recognized tion at high temperatures, the fact that it is cholesterol ham, ideal for beef production in tropical conditions, stands out as having the highest quali- confectionary goods grew US$66.4
at the 2nd International Cocoa Awards and fatty acids-free, and the fact that they don’t requi- ty in genetics worldwide. These breeds are fed with a system of pasture selection, and due million and had sales of US$315.6
held at Salon du Chocolat in Paris. re hydrogenation and have a balanced composition to their sanitary conditions (foot-and-mouth disease free), Colombia has been able to export million, and coffee derivatives had a
of saturated and non-saturated fatty acids—make it a this meat to demanding markets, such as Russia, Egypt, Angola, and Peru. The varieties offe- net variation of US$64.8 million and
very attractive raw material within the food industry. red include beef in carcasses, refrigerated boned meat, and vacuum- packed frozen meat. sales of US$338.1 million during 2011.

5. 8 9
EXPORTS
OFFER
COLOMBIA’S
Department’s with exports superior or equal to US$1 million.
Companies with exports superior or equal to US$5.000
FTA NETWORK
Antioquia Antioquia Atlántico
Agricultural Sector Sucre Atlántico Bolívar M/dalena Agribusiness Sector
M/dalena
DEPTO. US$ FOB 2011 Cesar
DEPTO. US$ FOB 2011
Antioquia 630.116.771 Bolívar N. de Santander V. del Cauca 819.267.939 In force Signed In negotiation Future
Magdalena 196.379.120 Santander Santander Antioquia 282.039.485
Bogotá 43.376.831 Magdalena 212.845.876
Cundinamarca 32.471.833 Caldas 199.563.108
Atlántico 16.993.420 Bogotá 129.930.174
Bolívar 8.444.289 Cauca 115.709.393
Meta
V. del Cauca 5.364.155 Atlántico 99.437.418
Boyacá 2.282.377 Cundinamarca 39.061.170
Santander 2.273.037 Risaralda 38.862.998
Tolima 1.917.849 Bolívar 16.352.162
Cesar 1.475.007 Tolima 13.219.852
Boyacá Nariño
Sucre 1.008.384 Santander 12.367.062 Norway
Cauca N. de Santander 11.530.135
Meta 8.008.005
V. del Cauca Tolima Cundinamarca V. del Cauca Tolima Cundinamarca
Nariño 4.032.612
Canada
European
Union
United States Switzerland Japan
Cattle and Atlántico
Lichtenstein
Meat Products Antioquia Antioquia Bolívar
Aquaculture Sector Mexico Honduras
San Andrés Sucre Guatemala South Korea
Córdoba y Providencia
El Salvador Turkey
DEPTO. US$ FOB 2011 DEPTO. US$ FOB 2011 Panamá Israel
Córdoba 38.512.099 Bolívar 96.161.400 Ecuador Brasil
Sucre 14.492.175 Santander Sucre 15.028.509
Paraguay
Bogotá 12.352.135 Huila 11.447.410 Perú
Atlántico 8.733.207 Valle Del Cauca 7.894.690 Uruguay
Bolivia
Antioquia 7.190.161 Bogota 7.067.979
Argentina
Santander 2.398.475 Antioquia 4.294.515 Chile
Tolima 2.229.583 San Andrés
3.029.891
y Providencia
Nariño 2.475.570
Risaralda 2.317.451
Atlántico 1.891.454
Tolima V. del Cauca Huila Risaralda
Source: Dane

6. 10 11
INTERNATIONAL
CERTIFICATIONS:
A BIG BET FOR
COLOMBIAN FOOD
EXPORTERS
Currently, international certifications
are a must for companies and a basic
tool to export and organize production
processes.
For Colombian food producers and exporters, new processes in 1996 and was granted the UTZ Fair Trade and Organic Production coffee, raw sugar cane (powder and cubes),
international certifications are a pre-requirement certification in 2005, which is one of the widest and dehydrated and fresh cape gooseberries
A year and a half ago, Johan Beckers, direc-
to be able to successfully export, as well as an sustainability programs for the coffee, cocoa, and were displayed.
tor of Andes Export Company, a producer of
added-value for their businesses. tea industry. In 2010, the company applied for Among the participants was Freddy Ramí-
exotic fruits, including cape gooseberry, that
For this reason, companies have stuck to im- the Rainforest Alliance certification, for which the rez, director of Doña Panela, who has pre-
exports its products to the European Union and
portant standards such as fair trade, good agricul- company now has a rainwater recycling and refo- sented the company’s products at diverse
the United States, was granted the Fair Trade
tural practices, organic production, and environ- restation commitment. international exhibits to promote Colombian
Certification a year and a half ago motivated
mental responsibility. “These certificates are the ticket to a more raw sugar cane as a natural and organic
by unfair working conditions in the field and the
The experience of the Association of Avocado sophisticated and more aware market. However, sweetener.
country’s social problems. “I
Producers from El Retiro (Aproare) is an example companies must have a much more aggressive “The trend worldwide
want to offer producers the
of this. In 2011, they decided to get the GlobalGAP proposal, to give products more added-value, is going back to healthy,
right amount of money for
certification to secure sales in Europe. “That year, because in the eyes of importers it’s wrong not herbicide and fertilizer-
their products. This is a ques-
in a joint project with Sena, 120 avocado produ- being certified, but when you are, importers want SOME OF THE INTERNATIONAL CERTIFICATIONS THAT CO- free products that protect
tion of ethics and respect, be- LOMBIAN COMPANIES HAVE BEEN GIVEN INCLUDE: BASC
cers were trained and 41 farms from eastern An- to know what your products are and why you the environment. For this
cause nobody is respectful in (BUSINESS ALLIANCE FOR SECURE COMMERCE); HACCP
tioquia were certified,” said Andrés Mejía, mem- should negotiate with them,” added Villota. reason, we take special
the open market and this si- (HAZARD ANALYSIS CRITICAL CONTROL POINT); GLOBAL
ber of the Board of Directors. Juan Pablo Echeverri Londoño, manager of care of our water sources,
tuation is very grave,” he said. GAP; ISO 9000 (QUALITY MANAGEMENT SYSTEM); ISO
Today, they have to follow good agricultural Manizales-based Hacienda Venecia, says that resulting in better contro-
As a consequence, all of 14000 (ENVIRONMENTAL MANAGEMENT SYSTEM); OKO,
practices, which are based on three basic princi- they also got the UTZ certification when they un- lled products and stronger
the contracts that are signed CCOF AND BCS ORGANIC; RAINFOREST ALLIANCE; UTZ;
ples: 1) respect the environment; 2) provide safe derstood “the needs of international customers JAS (JAPAN AGRICULTURAL STANDARD) AND FAIR TRADE. crops. Everything has to
by the 48 producers Beckers
products; and 3) provide proper working condi- and production trends worldwide. Consumers be done manually, but we
works with are verified by the
tions. want to know where products they will buy come see results in the profits.”
Fairtrade Labelling Organiza-
Some companies reach further. Juan Pablo Vi- from and how they have been produced.” Today Doña Panela
tions International (FLO), the
llota, director of Grupo Kallpasapa, a coffee produ- For this same reason, the business is trying to exports raw sugar cane
worldwide authority in fair trade. “The process
cer whose brand San Alberto is exported to South get the US Fair Trade certification. “This is just a in powder and cubes to Italy, Australia, and
is not easy, but it’s very rewarding. This is espe-
Korea, Canada, the Netherlands, and Sweden, pilot program, but we want to give the benefits South Korea, and is now BCS-certified. BCS
cially beneficial for farmers, because they get a
said that certifications are not only a pre-require- of Fair Trade to farm employees by 2013,” said is the entity that controls inspections and
bonus for each kilo they sell.”
ment, but also an obligation. “Companies that Echeverri. certifications based on the European agree-
Organic production has also become a very
don’t have these types of certifications should be Other people believe that certifications are a ment for organic products. “The idea is to
important issue among Colombian exporters.
punished, because human beings and the envi- good tool as they help organize their businesses promote worldwide the presence of Colom-
During Biofach 2012, the world’s most impor-
ronment cannot be treated like that.” as a number of international standardization bian raw sugar cane as a product that has a
tant fair of organic products, Colombian special
For this reason, the company implemented authorities are constantly asking for information. unique flavor and texture.”

7. 12 13
TRENDS BY REGION
Latin America: Distribution channels: North America: Distribution channels:
The expenses on food and Mexico The consolidation of the Canada
beverages are expected to food and beverage market
exceed US$2 billion in 2013. Fresh products are mainly has increased, resulting in an Importers and agents are
The region will probably beco- sold in specialized warehou- important market growth. familiarized with the com-
me an important producer of a ses, followed by hypermar- There is great demand mercial network and are
number of products, including kets and supermarkets. for products that help con- responsible for a great deal
soy, sugar, corn, and meet. trol and lose weight. of imports of third countries.
Brazil Supermarkets provide a
The potential increase of The government’s control
the industry will generate an Proliferation of local agencies are increasingly great variety of products. The
increase on urbanization. stores and supermarkets involved in food safety issues. ones located within larger
ethnic populations feature
The high costs of the health a wider range of products.
system open interesting possibili-
ties to the prevention of diseases.
United Arab Emirates
Asia Pacific: Asia Middle East and Africa:
INTERNATIONAL
It is expected to be the hig- They have been liberated Expenses on food and beve- Supermarkets and hypermar-
as they look for products that hest growing region. The re- progressively, which has rages are expected to exceed kets are dominant channels in
are high in antioxidants, vita- gion might surpass a third of allowed the entrance of new US$3 billion by 2013. the distribution of packed food
mins, and calcium, as well as the world’s expenses on food participants in China and India. Some geopolitical challen- as they provide comfort, own-
and beverages by 2014. The latter is opened to the
CONSUMER TRENDS AND
people that wish to stay fit, and ges can be an obstacle. branded products at reasona-
In India, a large middle class possibility of investing foreign ble prices, and a wide range of
for whom functional products capital in supermarkets. The Middle East is a region
products.
with rising acquisitive power has with low levels of agro-industrial
are a good solution. Stevia, for
DISTRIBUTION CHANNELS
emerged, which increases the Street vendors and family production, making it a good
example, is being offered as a possibilities of selling products. stores are the most popu- food and beverage importer. Although many restaurants,
natural sugar substitute. Although China can become an lar way of selling food. coffee shops, and food servi-
Urbanization and industriali- ce providers continue buying
Another category is the peo- important food and beverage hub, In South Korea and Ja- zation levels are rising in Africa.
ple that have little time to cook, the perception of poor food safety pan, own-branded products their ingredients and supplies
Africa could be a great producer at market places, as of 2011
Healthy lifestyles, little time to cook, and green production as they demand practical foods makes it difficult to export products available in supermarkets and
hypermarkets have gained of agro-industrial products if the go- many of them have chosen spe-
policies are some of the most important points to consider that are frozen, microwavable, popularity among consumers vernments work on the social, poli- cialized food providers, as their
or ready to eat. tical, and economic infrastructure.
when trying to export successfully due to their low prices. products have higher quality
and hygiene levels.
Regarding packaged pro-
ducts, people increasingly look
for foods that have lower levels
of colorants, artificial flavors,
Foods that are easy-to-cook, natural, healthy, stabilizers, and artificial sweete- Sometimes, food is
Eastern and imported to a centrally Western Europe:
original, and fresh are the main trends worldwide ners. Both the package and the
Central Europe: located country, such as the
that are having an important effect on food and flavors have to be original and The food and beverage in-
Netherlands and Germany,
beverage consumers. offer different presentations, The popularity of occidental
and then re-exported and dustry is a mature market
Due to the amount of information available on both for families and single peo- lifestyles, including food, is rising.
distributed to other countries It has a strong legis-
the Internet, consumers are more careful when ple. Markets in Poland, Russia, Czech from the European Union. lative structure
Republic, and Hungry represent an
choosing their food and are increasingly preferring Exotic flavors are also impor- Own-branded products The economy recovery in Wes-
interesting opportunity for people
green, ethic, and socially responsible products. tant. When travelling, people that want to lead a healthy lifestyle.
are becoming increasingly tern Europe following the recession
People are now more aware of the health effects are exposed to new foods and popular, especially in Spain. period has been weak and this
cultures, and they want to find Supermarkets follow situation is expected to continue
of a “bad” diet. Consumers avoid eating and drin-
production quality, safety, during the following years.
king products that include pesticides, mercury, something similar when they get
and sustainability standards,
trans fats, and growth hormones, and they prefer back to their hometowns. especially for fresh products.
genuine, high-quality products produced by com- For others, comfort foods are
panies with integrity, to the point that consumers very important, as they bring
would rather pay more for what they eat. back good memories from their
The ageing population falls into this category, childhood.

8. 14 15
FROM COLOMBIA
International entrepreneurs that are looking kets—including Brazil, Canada, United States, could reach Canada via Colombia thanks to
to explore the opportunity to export Colombian Liechtenstein, Mexico, and Switzerland—thanks an agreement that became effective in August
TOBUSINESSWORLD
THE OPPORTUNITIES
agro-industrial products will find that the country, to the country’s current agreements. 2011. Moreover, Brazil, India, Japan, Singapore,
as an export platform, provides them with diver- An example of the aforementioned is the op- and Venezuela can use the country to reach the
se business opportunities. portunities that businesspeople from Ecuador Mexican market.
Thanks to its geographical position and to the and India’s food and beverage industry have to EFTA countries (Switzerland and Liechtens-
Free Trade Agreements (FTA), companies can de- found their companies in Colombia and reach tein) are potential, especially for Brazilian and
WITH liver on logistical advantages and improve com-
petitiveness by accessing the markets where Co-
the American market.
Proexport also identified that Mexican inves-
American investors. However, businesspeople
from Honduras and Guatemala will also find op-
lombia maintains tariff preferences. tors have the opportunity to use Colombia as portunities in the aforementioned countries.
Entrepreneurs from the five continents have the possibi- Proexport Colombia, the entity in charge of an export platform to Latin American countries, Finally, Proexport identified that Colombia
lity to take advantage of Colombia as a platform to export promoting non-traditional exports, investment, such as Peru, Bolivia, and Ecuador. Additiona- provides an export platform towards other regio-
agro-industrial products and tourism internationally, has identified se- lly, businesspeople from Belgium, Brazil, China, nal markets, including countries from the CAN
veral opportunities to help investors and busi- France, India, Italy, Japan, the Netherlands, Por- (Pere, Ecuador, and Bolivia), from the Northern
nesspeople from other countries take advantage tugal, Russia, Singapore, Spain, Switzerland, Triangle (El Salvador, Guatemala, and Hondu-
of Colombia as a platform to reach different mar- Turkey, the United Kingdom, and Venezuela ras) and Chile.

9. 16
OFFICE NETWORK
Germany
Fürstenbergerstrasse 223,
60323. Frankfurt am Main.
Tel.: +49 (69) 1302 3832.
Ministry of Trade, Industry, and Tourism +506 (2) 231 4933. scalderon@proexport.com.co
Calle 28 No. 13A – 15, Piso 7, Bogotá agomez@proexport.com.co
France
Tel.: + 57 (1) 6067676 Guatemala, Honduras and El Salvador 21-23 Boulevard Haussmann
www.mincomercio.gov.co Boulevard Los Próceres 24-69, Zona 75009, París. 2ème Étage.
Proexport Colombia 10, edificio empresarial Zona Tel. +33 1 56 03 66 53.
Calle 28 No. 13A – 15, Piso 35, Bogotá Pradera, torre 1, oficina 401, cmartinez@proexport.com.co
Ciudad de Guatemala.
Tel.: + 57 (1) 5600100 United Kingdom
Tel.: +502 (2) 269 6771 - Fax:
Fax: + 57 (1) 5600104 +502 (2) 269 6775. 2 Conduit Street, 6F, London
Canada msantisteban@proexport.com.co W1S 2XB, Londres, Inglaterra.
2 Bloor Street West, Suite 1005, Tel.: +44 (0) 207 491 3535 - Fax:
Brasil +44 (0) 207 491 4295.
Toronto, Ontario, M4W 3E2.
Alameda Santos, 1800 andar 10B london@proexport.com.co
Tel.: +1 (416) 363 9225 - Fax: São Paulo, Brasil, CEP 01418
+1 (416) 363 0808. Russia
2 0 0.
toronto@proexport.com.co aagreda@proexport.com.co
Tel.: +55 (11) 3171 0165 -
United States Fax: +55 (11) 288 2614. Moscow, Russia.
Miami saopaulo@proexport.com.co China
601 Brickell Key Drive, Sui- Chile Embassy of Colombia Guang
te 608, Miami, FL 33131. Hua Lu 34, Beijing 100600.
Av. Alonso de Córdova 5900,
Tel: +1 (305) 374 3144 - Fax: of. 303, Santiago, Chile. Tel.: +86 (10) 6532 9767 - Fax:
+1 (212) 922 9115. +86 (10) 6532 9766.
Tel.: +56 (2) 366 0577 - Fax:
miami@proexport.com.co +56 (2) 366 0579. beijing@proexport.com.co
Nueva York santiago@proexport.com.co Shanghai
140 East 57th, Street 2nd Floor, Ecuador pgiraldo@proexport.com.co
New York, N.Y., 10022.
Av. 12 de Octubre 1942 y Cordero, South Korea
Tel.: +1 (212) 922 9114 - Fax: oficina 1408, torre A, piso 14, Embassy of Colombia, 7th Fl,
+1 (212) 922 9115.
Edificio World Trade Center. Korea Tourism Organization
newyork@proexport.com.co
Tel.: +593 (2) 255 0837 - Fax: Bldg 40, Cheonggyecheon-
Washington +593 (2) 250 4077. no, Jung-gu. Seoul.
1901 L Street N.W, Suite 700, quito@proexport.com.co Tel.: +86 2 720 1369 / 1361.
Washington D.C., 20036. mroldan@proexport.com.co
Perú
Tel.: +1 (202) 887 9000 - Fax: Singapore
Av. Jorge Basadre 1580
+1 (202) 223 0526.
San Isidro, Lima. jmontero@proexport.com.co
coltrade@coltrade.org
Tel.: +51 (1) 222 1358/59/60 Turkey
Mexico - Fax: +51 (1) 222 2074.
Inönü caddesi No 24/3 Gümüs-
Paseo de la Reforma, 379 piso 6, administracionlima@proexport.com.co suyu Taksim, Istanbul.
colonia Cuauhtémoc, Ciudad de
Venezuela Tel.: +90-212-243 0619 - Fax:
México D.F., CP 06500, México. +90-212-243 0696.
Av. Francisco de Miranda, edificio
Tel.: +52 (55) 5533 3760 - Fax: Parque Cristal, torre Oeste, piso dkonukman@proexport.com.co
+52 (55) 5525 0383.
5, oficina TOP-05-04, urbani- India
mexico@proexport.com.co zación Los Palos Grandes.
85, Poorvi Marg, Vasant Vi-
The Caribbean Tel.: +58 (21) 2286 6333 - Fax: har, New Delhi, 110057.
601 Brickell Key Drive, Sui- +58 (21) 2285 1235.
Tel.: +91 (11) 4320 2100 - Fax:
te 80, Miami, FL, 33131. caracas@proexport.com.co +91 (11) 4166 2104.
Tel.: +1 (876) 315 4260. Spain apelaez@proexport.com.co
caribe@proexport.com.co C/ Claudio Coello, 8, 28001,
Costa Rica, Nicaragua and Panamá Madrid, España.
Oficentro La Virgen 2, Edificio 4, piso Tel.: +34 (91) 577 6708 - Fax:
2, Pavas, San José, Costa Rica. +34 (91) 577 9736.
Tel.: +506 (2) 231 4876 - Fax: madrid@proexport.com.co