Exportar Foundation Magazine #7 - English version

Architecture exportation
Case Bórmida y Yanzón, Arquitectos
NewsletterFundaciónExportArOctober2011
October 2011
Fundación ExportAr
Jorge Argüello
Francisco Ferro
Gustavo Martino
Luis María Kreckler
Carlos de la Vega
Moda Argentina en París
Jorge Ibáñez
Anuga
CPHI
Equipauto
Promage
Coface
Wine and wineries 2011
Las Perdices
Damián Bergel
Marcos Abihaggle
Guillermo García
Cross-border Trade
María Siomara Ayerán
Gustavo López
Fernando Martorell
Marcelo R. Guckenheimer

1News
Industry plays a central part in Argentina’s new exporting profile.
The reality of Argentina’s international trade shows that, with a share of almost 70 % of total shipments to the
world, shipments of manufactured products are the main exporting component of our country.
Among which, the export of manufactures of industrial origin (MIO) have showed the best performance for the
last eight years.
External sales of this type of products have verified a favorable evolution in almost every one of its sectors,
being the most outstanding ones the industries of inland transport material, chemistry, steel, electronics or
metalworking, among others.
Between 2003 and 2010, they have increased 194 %, (while total Argentine exports have increased 130% for
the same period), from 8,000 billion dollars in 2003 to 23,600 billion in 2010, and also increasing their share in
the total of Argentine exports, from 26% in 2003 to 35% in 2010.
This outstanding dynamism can be seen in as much as the evolution of sales volumes and prices, that in the
case of industrial manufactures the incorporation of added value to products becomes the determining factor
for its increase.
In this framework, as part of trade promotion policies carried out by the national government through its diffe-
rent bodies, and in accordance with the strategic guidelines set forth by the Ministry of Foreign Affairs, Interna-
tional Trade and Worship, Fundación ExportAr has been working towards the internationalization of more than
one thousand Argentine companies in the industrial sector.
There follows some examples:
• Program of Export Groups: 250 companies from sectors such as the toys industry, construction materials, ge-
neral hardware and tools, furniture and sports articles, among others, are part of more than sixty export groups
that have been created and pull work together to be more competitive in foreign markets.
• Program of International Fairs: companies from sectors such as medical and dentistry equipment, packaging,
cosmetics, leather goods, tools, electro/electronics and agricultural machinery, are part of more than a thousand
local manufacturers that have participated in more than some thirty international fairs of different markets in
America, Africa, Europe or Asia.
• Program of International Business Rounds: more than three hundred Argentine companies, from industries
such as security equipment, construction, tools, agricultural machinery, publishing and shoes, have had mee-
tings with dozens of foreign buyers in our country.
In this sense, the active participation of thousands of Argentine manufacturing companies, with a significant
improvement of their competitive capabilities, through the incorporation of technology in production processes
and the quality of their human resources that add value and competitiveness to their export products, are res-
ponding to the new economic policy scheme by developing their potential in the international market.
On the other hand, due to an increasing demand of Argentine products, the public sector, through develo-
pment, economic growth, trade promotion and diversification of export markets policies carried out by the
national government, is providing the necessary tools to benefit from this potential and achieve, as forecasted
for 2011, a historic record for the sector, approaching 30,000 billion dollars in shipments to the world of ma-
nufactures of industrial origin.
EDITORIAL
Juan Usandivaras

2 News
Equipauto 2011
6 The market
7 The sector
CPhI Worldwide 2011
10 The sector
Opinion | Jorge Argüello
Anuga 2011
Center for Promotion in Shanghai
Opinion | Francisco M. Ferro
Opinion | Gustavo A. Martino
Opinion | Luis María Kreckler
The importance of services in Argentina’s
international trade. Carlos de la Vega
Splendor of Argentine design in the capital of fashion
30 Interview | Jorge Ibañez
Interview | Fernando Zambra, Promage
Newsletter de la Fundación ExportAr
October 2011
STAFF
Administrative Board - President
Lic. Miguel Acevedo
Administrative Board -Secretary
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
Editorial and contents
Santiago Mantelli
Dr. Héctor Lorenzo
Lic. Nilda Bordón
Lic. Verónica Scornik
Lic. Javier González Ojeda
Lic. Verónica Biganzoli
Design
DG. Pablo Caruso
DG. Sebastián Feinsilber
DG. Omar Baldo
Julieta Pratesi
English version
Gabriela A. Buonomo
Laura Rajchman
Lawrence Wheeler
Typography: 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
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16
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28
32
SUMMARY
Ministerio de
Relaciones Exteriores,
Comercio Internacional y Culto

3News
Success story | Bórmida &Yanzón Studio, Architects,
Design of winery cellars
Special Report Wines
45 Business Round Wine and Wineries 2011
47 Interview | Viña Las Perdices
49 Interview | Damián Bergel, Ubifrance
50 Interview | Guillermo Daniel García,
Instituto Nacional Vitivinícola
52 Interview | Marcos Abihaggle, ProMendoza
54 The wine sector in numbers
Interview | GermánFliess,GeneralManagerofCOFACE
Dossier | Logistics and cross-border trade
65 Interwiew | María Siomara Ayerán,
Directorate General of Customs
69 Interview | Gustavo López,
Center for Customs Brokers
71 Interview | Fernando Martorell, IDEP
73 Interview | Marcelo R. Guckenheimer, DHL
76
77
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84
Fairs
Agro Show Room 2011
Mission and Fair China Education 2011
Frankfurt Book Fair 2011
“PMA” Fresh Summit 2011
110th Canton Fair Phase 1
Fieracavalli 2011
XXIV Kosherfest edition 2011
Andina Pack 2011
Americas Food and Beverage 2011
XV Food and Hotel China 2011
Agritechnica 2011
SIAL Middle East 2011
Guadalajara Book Fair FIL 2011
Promotion of services
Education workshop in Shanghai 2011
Rounds
4th Round of buyers of the animation
industry
Training
Seminar: “First steps in exporting”
Seminar: “How to export copyright”
Seminar: “Export Basic sequence and
promotion tools”
Activities36
44
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58

4 News
The new edition of Biennale Equip Auto 2011, dedicated to the
auto parts and accessories, took place at Parc d’Expositions de
Paris Nord Villepinte.
Since 1975, Equip Auto offers its visitors a wide range of equip-
ment and components for repair shops and bodywork, informa-
tion systems, washing materials, maintenance products, lubri-
cants and post-sale services, among others.
Under the guidance of Claude Cham, President of the French
Vehicle Equipment Industries (FIEV) and of the Automobile Sec-
tor Platform (permanent coordination and communication pro-
gram among professionals of the French automobile industry),
Equip Auto has been recognized as the international benchmark
of reference of the sector due to its extraordinary contribution
to the trading exchange, market dynamics, and of course, the
dissemination of the latest technology trends.
This fair really allowed the members of the chain (constructors,
manufacturers of components, providers, technology groups)
to inform the social and economic evolution of the automobile
industry, with the purpose of assisting them to anticipate and
structure the future post-sale service.
This event is targeted to spare parts and accessories of every ve-
hicle (light, small, heavy, industrial, farming, autobuses and auto
cars, motorbikes, vehicles for construction and public works,
among others). The exhibition had, in this edition, a 25% larger
area than in 2009, in which there were over 1,800 exhibitors,
75% of them of international precedence. The organizers re-
ported 100,000 as the number of visitors, 35% of them were
foreigners.
Among the countries that attended this edition, the National
Pavilions of Argentina, Brazil, United Kingdom, Spain, Turkey,
Morocco, Tunis, China, Taiwan and Thailand stood out.
During Equip Auto 2011, professionals were able to visit three
new spaces, which gave them an unprecedented viewpoint
about the following activity sectors:
Equip Auto Green Tech – this section anticipates future post-sale, in-
troduces emerging available and future technologies, and the eva-
luation of its impact in the supply chain, highlights new potential in
sales and industry to win or consolidate market share in after-sales.
At the same time, this section showcases the wide offer of clean ve-
hicle in the market (economic, hybrid, electric, etc.), their accessories
(motorization, starting mechanism equipment, pneumatics, systems
of energy recovery, among others) and related services and infras-
tructures.
The Electro-Mobility Forum, created in 2009, was a great occasion
to gather all the members of the supply chain of the sector and ex-
change opinions about the challenges and future of spare parts and
accessories market.
Village Bodywork - paint and repairs. Sponsored by the French Bo-
dywork Federation and vehicle transformers, this section gathered
members of the FFC, manufacturers of materials for bodywork re-
pairs, paint and tools, together with editors of software programs for
repair shops, networks of sheet-metal workers and crane manufactu-
rers. Visitors were also able to participate in conferences and round
tables organized in this section.
IT Systems and ICTs, this section was aimed at visitors who are mem-
bers of a dealers and/or an independent repair shop network, for the
promotion of tools, making contact with customers, and cultivate
their loyalty. There, they found a comprehensive offer from IT solu-
tions and marketing services, to training sessions and even a forum
dedicated to good practices to cultivate loyalty in consumers.
EquipAuto2011
The hall of a sector undergoing a full transformation had over 1,800
exhibitors and 100,000 professional visitors.
Paris, France
October 11-15
Auto parts

5News
Created in 1985, the International Grand Prix for Automotive In-
novation awarded the best technologies encompassed in one of
the four great redesigned categories:
-OEM (manufacturers of original equipment)/Clean vehicles
(Green Tech sector).
-Spare parts – aftermarket.
-Spare parts and garage accessories.
-Services for professionals and for the audience/ Service stations
Argentine participation
This sector, made up almost by small and medium businesses, is re-
cognized due to its dynamics, competitiveness, and ability to pro-
mote more and more complex cutting-edge systems. It is greatly
oriented towards the external market and to the diversification of
exports destinations.
The importance of this industry also lies in socioeconomic aspects,
since it is a significant source of formal employment that has been
increasing over time. In 2002, it grouped around 48,000 workers.
In the last year, it exceeded 87,000, which translates in an increase
of 81% since then.
The performance of Argentine companies is shown in the great
demand increase between 2002 and 2010, which, in some cases,
has been doubled. This growing trend revealed in the analysis of
the exports sector, allows us to predict that it will be a promising
future for this industry.
The report from the Studies Center of the Argentine Industrial
Union (UIA) highlighted that the sectors with greatest growth were
those of auto parts and metallurgical industry. Industries of trans-
mission, engine components, wheels, electric and bodyworks were
the most dynamic ones of the exports sector.
5News
In this context, the Argentine Chancellery, through Fundación Ex-
portAr, coordinated the participation of Argentine companies at
the National Pavilion of 119 m2 divided in 5 stands. They were
thoroughly equipped and they had an institutional area, where
companies had the opportunity to have business meetings.
Regarding visits to the Argentine Pavilion, people from North and
Center of Africa, India, Israel and United Arab Emirates showed
interest, among other countries. According to interviews, the com-
panies have expressed that they have made 236 contacts with
strong business perspectives for approximately USD 1.000.000.
The Argentine Pavilion received the financial and logistical support
of the following entities for the companies located in their respec-
tive provinces:
1. Ministry of Production- Department of Foreign Trade of the Province
of Santa Fe.
2. Pro Córdoba SEM Agency
The industries involved were: auto parts, accessories, original
equipment and aftermarket, equipment and services for the au-
tomotive industry, dealers, garages, service stations, transportation
services, storage and transportation of loads, machines for engine
rectification, soldering services, equipment and services for vulca-
nization, machines for diagnose and measurement, alignment,
automation, IT, oils and lubricants, additives, hubcaps and publi-
cations.
Since the automobile sector is in constant change, Equip Auto
2011 has been the ideal event for professionals who wanted to
anticipate and design the structure of the post-sale market, and
get in contact with all the agents of the supply chain.
Participating companies:
• Pistones Persan
• Corven
• Rafaela Motores
• Cesca Hnos.
• Jorge Maciel

6 News
The market
With a privileged geographic location, France has the biggest territory area in Europe, of 551,000 Km2, and coasts towards the
English Channel and the Mediterranean. Likewise, it ranks second in population with 65 million inhabitants.
In the economic field, France stands, regarding its GDP, as one of the main European markets, fluctuating between the second
and third place with Great Britain, and its GDP reached 1.931 trillion Euros in 2010.
In 2010, it became the fifth largest world exporter with international shipments for 517,3 billion dollars. As in all highly
developed countries, French exports lead with high added value, among which transport equipment, airplanes, plastics,
chemical products, pharmaceuticals, wines, and products derived from iron and steel outstand.
France main destinations are countries that belong to the European Union, such as Germany (with a share of 16.4%), followed
by Italy (8.2%), Belgium (7.7%), Spain (7.6%), Great Britain (6.8%) and Netherlands (4.2%).
Regarding imports, France also occupies the fifth place within the world main importers, with purchases for over 590 billion
dollars. Among the main products, we find purchases of inputs for the industry, besides oil. In 2010, the main purchases came
from Germany (with a share of 19.3%), Belgium (11.4%), Italy (8%), Netherlands (7.5%), Spain (6.8%), China (5.1%), and
United Kingdom (5%).
Regarding bilateral trade with our country, it reached 1,527 million dollars in 2010, out of which 526 million belonged to
exports. Among the main products, we can mention shipments of: greases and oils, for 152 million dollars and a share of
29% in total exports; fish and seafood (89 million dollars), ready-cook meals and food for animals (77 million dollars); chemical
products (41 million dollars); and electrical machines and devices (24 million dollars).

7News
The sector
The Argentine automotive-auto parts industry was one of the pioneers in Latin America; it was originated during the 30’s,
although the first automobile built dates from 1907. Since then and until 1952, the sector was almost exclusively dedicated to
the assembly of parts and bodyworks- introduced, mainly from abroad- and to the manufacture of spare and auto parts. Only
since 1952, with the creation of the IAME (State Aeronautical and Mechanical Industries,) did the efforts to create mechanisms
of commercialization of mass production vehicles became systematized.
In Argentina, the development of the repeat and replenishment market went hand in hand with that of the automotive
factories. During the following years, the auto parts sector evolved and managed to position itself with high quality products
that compete at an international level today.
The growth of the automotive and auto-parts industry during the years, allowed the country to have an outstanding share in
the Industrial GDP, showing a quota near 10%. According to ADEFA and AFAC, the production of vehicles in Argentina reached
its historic record in 2010 with a total of 724,023 units, 41.2% more than in 2009 and greater than the previous record that
dated from 2008 when 597,086 units had been produced. In 2011, it is foreseen to exceed 800,000, in a context where there
is solid work to reach a growing participation of national components in the final production of vehicles.
The automotive-auto parts industry has become the main industrial exporter sector, with a participation of 33.6%. Out of
the total production, in 2010, 447,953 vehicles were exported, which represented an increase of 38.9% compared to 2009.
Argentine products requested from the international markets to auto-part factories involve a wide variety of products, among
which the following stand out: bodywork parts (8708.29.99)
Intake valves (8409.91.14)
Starting engines (8511.40.00)
Cylindrical coil springs (7320.20.10).
Equip Auto 2011

8 News
As part of the strategy to strengthen our positioning in the
pharmaceutical industry, we’ll be present in CPhI Frankfurt
Worldwide in October. This is the biggest Fair of the sector
with over 28,500 people attending from 140 countries. This
event represents an opportunity to make oneself known in an
environment of specialized professionals coming from all over the
globe. The 3-day encounter will host all manufacturers, buyers of
chemical products, pharmacists and providers of services looking
for the latest breakthroughs of the industry.
This is a strategic sector for most countries, due to its participation
in the GDP, the amount of jobs it generates, its contribution to
research, its relationship to science and technology and the
social implications it has over the healthcare and life quality
improvements for the population.
The pharmaceutical industry is an important element of the
health care systems in the entire world; it comprises many public
and private organizations dedicated to discovery, development,
manufacture and commercialization of medicine for human and
animal health.
Its foundations are research and development (R+D) of medicine
to prevent or treat different diseases and alterations. Modern
scientific and technological breakthroughs accelerate the discovery
and elaboration of innovating pharmaceutical products.
In Argentina this sector has exhibited great dynamism during the
last 30 years, as a consequence both of changes in the local scene,
as well as trends at global level.
As opposed to other countries of Latin America, the national
pharmaceutical industry is deep-rooted in a strong principle of
tradition and belonging. In fact, the influence of local companies
is significant and they have grown in the last 10 years both in
production volume as well as turnover amounts.
They have also incorporated capital, work and technology, boosting
the economy as a whole with its growth and development. In our
country and in the rest of the world, the manufacture of chemical
CPhIWorldwide2011
and pharmacological products has a high degree of technology
incorporation and occupies a predominant place among industries
that have incidence in the exchange values at an international
level.
The progress of our pharmaceutical industry is the consequence
of planned investments both in technology as well as in research
and development, making room for outstanding and well-known
progress regarding biotechnology.
The greatest percentage of Argentine exports of medicine has Latin
American countries as destination, but in recent periods there has
been progress over countries from Southeast Asia and Middle East,
even over some less traditional ones in Africa and Eastern Europe,
which offer big perspectives for national production.
According to data from the report about the Pharmaceutical
Industry in Argentina made by the INDEC during the first semester
of 2011, the turnover of the industry was USD 2,181 million.
During the year 2010, the total turnover recorded an increase of
21.7% compared to 2009. Sales to the domestic market (local
production plus imports) had an increase of 23.1% and exports
6.5%. It is worth pointing out that the total turnover shows
sustained growth from the beginning of the series in 2006. On
the other hand, during the fourth quarter of 2010, the total
turnover increased 23.5% compared to the same period of the
year 2009. Sales in the domestic market (local production plus
imports) increased 26.8%. Compared to the previous quarter, the
total turnover increased 3.1% while sales to the domestic market
increased 4.8%.
The participation in CPhl Worldwide therefore receives particular
dimension offering laboratories the possibility to reaffirm contacts,
consolidate business relationships and get to know consumption
levels and demands of new markets.
This is more important if we take into account the complexity of
the exporting process of this industry, which lies among other
things, on the registry of products and the approval of relevant
health authorities pursuant to very strict quality standards.
Frankfurt hosts the world’s biggest
pharmaceutical services event
Frankfurt, Germany
October 25-27
Pharmaceutical

9News
UBM International Media, the main organizer of events, expresses
the clear momentum that the CPhl has generated until today and
that continues setting records of attendees, in the same way that
it has year by year since the beginning in 1990.
CPhl Worldwide in Frankfurt will introduce the new distribution
by sections, which has also been introduced in Paris, designed
for visitors to easily find what they are looking for. This division
is a highly valued initiative by exhibitors. In the year 2010, the
disposition was focused on six sections; CPhl Wolrdwide 2011 will
see the addition of two new areas, generic and by dosage API,
creating a new even more specific business environment.
Eliane Van Doorn, Director of events of the pharmacy UBM
International Media said: “Frankfurt was the venue of the first CPhl
Worldwide in 1990 and given the importance of Germany in the
industry of international chemistry, this city has constantly proved
to be the favorite both by exhibitors as well as by visitors. With a
total of sales of 145,200 million Euros in 2009, it is positioned as
number one in Europe and number four in the world, with leading
companies from chemical by-products such as BASF, Bayer, Evonik
Industries which occupy a place among the 20 greatest world
providers”.
Likewise, during the Fair, the internationally known awards CPhl
Innovation will be awarded, which were created to recognize,
celebrate and honor those companies and organizations that
open new ways in the pharmaceutical sector, agreement
services, packaging and biopharmaceutical. Proposals regarding
the following industries were presented: APIs, custom-made
manufacture, intermediate products, excipients/formulation,
fine chemical products, final dose, hiring of services, systems of
medicine supply and biopharmaceutical. Upon choosing finalists,
judges looked for those innovations that fostered imagination and
that were practical business-wise.
“Once again, the entry level for these categories has been very high
and our experienced team of judges had a difficult task to choose
only six finalists”, said Annemieke Timmers, Brand Director of CPhl.
Argentine Participation
Every year, CPhl takes place in a different European city. Argentina
attended successively to Brussels (2004), Madrid (2005), Paris
(2006), Milan (2007), Frankfurt (2008), Madrid (2009) and Paris
(2010).
In order to progress in the search of new markets and foster
the international introduction of Argentine laboratories, which
compete with innovating products of high added value, the
Argentine Chancellery, through Fundación ExportAr, will organize
the Official Argentine Pavilion, in the Messe Frankfurt area,
in which decision makers of the pharmaceutical industry will
participate looking for new business opportunities.
In this opportunity, the National Pavilion will have an area of 75
m2. Just like previous editions, they will promote their exportable
offer to participating national laboratories.
1- BDO
2- National Institute of Census and Statistics
CPhI Worldwide 2011

10 News
The sector
The industrial production of medicines of national capital in our country has a considerable tradition, becoming a benchmark in
Latin America. In Argentina, the pharmaceutical industry is characterized by a strong presence of companies of national capital,
a high participation of SMEs in their total turnover and a strong dynamism in the recent years in the domestic market, with
sector annual growth rates exceeding 15%. Its development is the result of the complex interaction among the public sector
(as the party that demands and regulates the market), the private sector (drugstores and pharmaceutical companies) and the
scientific community (which offer the space to train researchers and for the development and innovation of new products).
The pharmaceutical market encompasses between 250 and 300 companies between laboratories and drugstores. The industry
employs directly a little over 30,000 registered employees, and commercialization and supply fields employ 120,000 people.
Regarding the geographical distribution of companies, 80% of them are located in the metropolitan area, out of which 50%
are in the City of Buenos Aires and 30% in Great Buenos Aires. Cordoba and Santa Fe participate with 6.5% and 6% of the
production, respectively. However, as regards exports, 78% of them are done from laboratories from the Province of Buenos
Aires, while 18% of shipments to other countries are sent from the City of Buenos Aires.
The exports of the sector are found on Chapter 30 of the Tariff Nomenclature and some on Chapter 22, which belongs to
organic chemical products.
In 2010, exports of pharmaceutical products exceeded 781 million dollars, which set a historical record and meant an increase
of 136% compared to year 2002.
Among the main destinations of Argentine exports of pharmaceutical products, we can mention shipments to the American
continent, to countries such as Brazil (112 million dollars), Venezuela (73 million dollars), Canada (55 million dollars), Chile
(40 million dollars) and Uruguay (35 million dollars). In the European continent, the main markets were Germany (51 million
dollars), France (51 million dollars) and Spain (10 million dollars). Among the non-traditional markets, some countries appeared
as main destinations of Argentine products, such as Lebanon (14 million dollars), Panama (7 million dollars), Pakistan (4 million
dollars) and China with shipments for 5.7 million dollars.
1 6 out of 10 main laboratories, are national capital
2 From Chapter 29, the following items were taken: 2932,2933,2934,2935,2936,2937,2938,2939,2940,2941.
CPhI Worldwide 2011

11NewsNews News 11
For further information:
www.senasa.gov.ar
0800-999-2386
Fundación ExportAr Agreement
SENASA at
international
exhibitions
The National Service of Agrifood Health and Quality (Senasa) takes part in
different national and international exhibitions, in order to give advice to ex-
porters and importers of agrifood on phytosanitary requirements that the Ar-
gentine Republic and buyer countries of said products demand.
Under the agreement between Fundación ExportAr and Senasa, a decentralized organization of the Ministry of
Agriculture, Livestock and Fisheries of the nation, during 2011 Senasa will participate in different fairs and exhibi-
tions at national and international levels, to give advice to agrifood exporters and importers about phytosanitary
requirements that the Argentine Republic and buyer countries demand of said products.
It is very common for the Senasa to show its activities in different national fairs. With this agreement the authorities
of this organization have decided to widen their scope and participate in well-known international exhibitions related
to the agrifood industry and contribute to the development of the international trade for these products.
The purpose of this agreement between the two organizations is to implement the necessary means and actions to
reach mutual technical complementation and carry out in a coordinated way projects in areas of mutual interest,
working in cooperation through different activities.
In this regard, the Senasa and Fundación ExportAr jointly assist small and medium agrifood exporters abroad, as
well as boosting imports, in matters related to quality and health in agrifood. This joint work permits collaboration
in the design of the necessary conditions for the development of actions towards the fulfilment of the export poli-
cies set forth by the national government.
Thus the Senasa widens its regional scope by participating in these international meetings, adapting and accom-
panying its main goal that is to strengthen the role of the state on animal and vegetable health, food safety and
environment care.

12 News
In other times, an economic and finance crisis of current
dimensions in the Northern powers would have created the
ghost of a collapse in fallen pieces, almost naturally and from a
global perspective, over the defenseless South.
But in the last time, the world has accelerated a key movement,
among the countries of the South, changing a lot that
possible scenario and that, in turn, shows alternative paths for
development without leaving the region so unarmed.
Since its beginning in the sixties, this political, economic,
commercial, and technical South-South Cooperation has taken
on an encouraging life of its own. Just to mention an example:
since 1990, South-South trade has increased its share from
7% to 18% of the total in the world and, according to private
estimates; it could reach 40% in 2030.
This Cooperation will increase and become, doubtless, one of
the focal points in the international agenda, not only as regards
trade, but also in broader terms of development for our countries,
something which their forerunners have imagined.
Opinion | Jorge Argüello
Countries such as Thailand, Korea, India, and Singapore have
sown the first seeds of help to other developing nations, which
germinated in 1994 (Geneva) at the United Nations Conference on
Trade and Development (UNCTAD), and also with the formation
of the Group of 77 (G77) that currently groups 132 countries and
nowadays is chaired by Argentina.
Ten years later, the Special Unit for South-South Cooperation
(SUSSC) was born within the United Nations Development
Program (UNDP) and, afterwards, the Latin American and
Caribbean Economic System (SELA), that last July met in Mexico to
debate new regional projects along the same historic line: foster
the national and collective ability of our countries to avail ourselves
with our own means while appreciating contributions from the
North.
Overall, this Cooperation has followed some guidelines such as:
collaboration between countries as volunteer partners without any
restrictions; reaching agreement when it comes to engaging in
actions; and always the equitable distribution of benefits, not only
economic but also of knowledge and technological knowhow.
South-Southmakes
usstronger

13News
The same historic process has opened an alternative to the typical
contribution from the richest to the most needy: Triangular
Cooperation, in which a donor country, usually from the North,
an emerging or cooperating country and, at last, a beneficiary or
recipient country, are involved.
These “triangles” may better mobilize resources for Technical
Cooperation between Developing Countries (TCDC), reduce
costs and diminish cultural barriers and obstacles related to
technology transference.
Countries from Latin America and the Caribbean, their
intraregional organizations and institutions, have played a
fundamental part in strengthening South-South Cooperation
through a number of measures in the varied economic, technical
and social fields.
So forth, without underestimating Triangular cooperation, most
part of Cooperation efforts are carried out within the framework
of regional integration.
Regional cooperation and integration is, for our South, an
effective way to face the challenges of globalization and take
advantage of its opportunities. In fact, it has the aspiration and
potential to further South-South Cooperation within and outside
regional and sub-regional frontiers.
Likewise, experts highlight that regional cooperation is somewhat
forced, taking into account that other developing countries seek
new spaces that naturally present certain competition, and the
North will want to maintain its living conditions, within a scenario
of limited natural and general resources.
In the current world context, this Cooperation is thus the key
to reduce the vulnerability our developing countries have before
external factors, and maximize the complementarities that exist
between them to accelerate their development and growth,
with an equitable participation of those countries in the global
economy

14 News
The 31st edition of Anuga came to its end after 5 days of intense
activity. Besides the business success, it’s worth pointing out that
the Fair became the place to reflect about problems, challenges
and solutions of the industry that feeds the world.
In Anuga 2011, over 155,000 visitors walked around its different
areas. It was the world’s most important food fair, and it took place
in 30 hectares sectored in pavilions, where exhibitors were grouped
according to their products. In this edition, 6,956 businessmen
coming from 100 countries participated, and the percentage of
foreigners was 82%.
Germany is a highly competitive market and of great business
relevance which generates the interest of exporters in the entire
world, both due to its population number (82 million inhabitants),
as well as its income level (USD 41,600 GDP per capita).
The peculiarity of this Fair is reflected in its sections division, which
clearly benefits the visiting audience. Anuga, as opposed to the rest
of the events of the food sector, “leads” exhibitors to participate
in a certain hall depending on the type of product they promote.
1) Anuga Fine Food Area
2) Anuga Drinks Area
3) Anuga Chilled Food Area
4) Anuga Meat Area
5) Anuga Frozen Food Area
6) Anuga Dairy Area
7) Anuga Bread and Bakery, Hot Beverages Area
8) Anuga Organic Area
9) Anuga Food Service Area
10) Anuga RetailTec Area
Once again, the Fine Food sector was the one occupying the
biggest area and where most countries were present.
Argentine participation.
Argentina attended the Fair with a total of 110 exhibiting
companies, which occupied a total area of 2,100 m2.
The National Pavilion, organized by Fundación ExportAr and the
Project for Promoting Exports of Argentine Agrifoods (PROARGEX)
of the National Ministry of Agriculture, Livestock and Fisheries,
was the Institutional Stand with greatest amount of participating
sectors and greatest amount of companies. They had their own
pavilions in the hall 3.1 (Fine Food), with 41 exporting companies,
in 2.1 (also Fine Food) with 15 companies, in 3.2 (Bread & Bakery)
with 5 exhibitors and 4.2 (Frozen Food) with 3 companies.
The Institute for Promotion of the Argentine Beef was also present
with a stand occupying 705 m2 with over 23 exporting companies,
where each one had exclusive spaces to receive their customers.
The “Argentine Beef Pavilion”, especially conceived as a business
center, offered a restaurant of 250 m2 where over 350 guests
tasted the best cuts of Argentine beef daily.
The CFI (Federal Department of Investments, for its Spanish
acronym) exhibited in hall 6 and had the participation of Argentine
companies, most of them exporters of non-traditional meats.
The CEPA (Center of Poultry Processing Companies) attended the
hall 9, where they exhibited their exportable offer to the most
representative companies of the sector. As opposed to other
years, national companies marked up the number of audience
companies from other continents and regions, such as North Africa,
Middle East and they shared a positive opinion regarding their
participation in the Fair.
Anuga2011
In the 31st edition of the event, the Argentine agrifood offer was
introduced to over 155,000 buyers from 180 countries.
Cologne, Germany
October 8 - 12

15News
Likewise, companies that export popcorn, the National Pavilion
product par excellence, expressed that selling values were recovered
compared to the last 2 years and even some of them were able to
close sales to importers from the US, the world’s biggest producer
of popcorn.
The peanut selling industry was another sector that had a relevant
representation with four producing companies and others that
commercialize this product. The situation faced by companies of this
crop is extremely positive. During this year, Argentina has become
the world’s greatest peanut exporter, displacing China and the
US, which, even though they produce more than us, their internal
market does not leave enough balance for exports.
Final assessments
The companies that completed the assessment forms expressed
that they had made a total of 5,047 business contacts that allow
them to encourage business expectations. Even though not all
of them were able to close transactions during the event, 27
of them said to have done it for an approximate value of USD
14,107,000 (year 2009: 6,670,000). At the same time, and
thanks to contacts generated during the Fair, they expect to
export in the midterm for a value near USD 94,900,000 (year
2009: USD 68,300,000).
ANUGA FINE FOOD HALL 3.1
Aceitera General Deheza S.A.
Agencia Procordoba Sem
Agroindustria Madero S.A.
Agrouranga S.A.
Alberto Marchionni S.A.
Aldear Food S.A.
Alemar S.R.L.
Alicampo
All Food S.A.
Andreoli S.A.
Argensun S.A.
Ceurar Sl
Conagra Foods S.R.L.
Curcija S.A.
Del Turista Saci
ElGanadoS.R.L.&AgrolacauS.A.
Farm Products S.R.L.
Food Concept Consortium
Geoallianz S.R.L.
Green Trade S.A.
La Leonor S.C.A.
Gregorio, Numo Y Noel Werthein
Insa Comercio Exterior S.A.
Jc Impex S.A.
Jose Maria Lazara S.A.
Jose Nucete E Hijos S.C.A.
Lihue Tue S.A.
Molino Cañuelas Sacifia
Mts Argentina
Naiman S.A.
Nexus Business International
Nidera S.A.
Olega S.A.
Oligra S.A.
Paramerica S.A.
Pop Argentina S.A.
Pop Company S.A. /Hathor Group
Prodeman S.A.
Rocio De Miel S.A.
Snack Crops S.A.
Vergara Y Cia S.A.
ANUGA FINE FOOD HALL 2.1
Arcor
Ava S.A.
Fedenar Industria (Arroz Argentino)
Frutagro S.A.
Fundacion ProMendoza
Gobierno de la Provincia de Entre
Rios – Ministerio de Produccion
Instituto de Desarrollo Productivo
de Tucumán
Desarrollos Alimenticios S.R.L.
La Patria S.R.L. – Sal De Los Andes
La Sibila S.A.
Menex S.A.
Ministerio de Comercio Exterior,
Turismo e Inversiones – Provincia
de Chubut
Pietrelli Prunes
Sfh Alimentos S.A.
Viñas Argentinas S.A. – Industrias
Frutícolas De San Rafael S.A.
ANUGABREAD&BAKERY–HALL3.2
Argentine Yerba Mate
Havanna Argentina
Letis Certificadora De Calidad
Internacional
Productos Ferraris S.R.L.
Aleluya
ANUGA FROZEN FOOD – HALL 4.2
Conosud S.A.
Duntower Corporation
Nutrifrost S.A.
Participating Companies and Organizations organized by sectors:

16 News
Wesupportand
encouragethe
interestsof
Argentinaand
Argentineans.
Opinion | Minister Francisco M. Ferro, General Consul of the Argentine Republic in Shanghai-
People’s Republic of China

17News
Introduction
The Argentine Center for promotion in Shanghai constitutes
part of a main network to protect and encourage the interests
of Argentineans in all countries of the world. Other Argentine
Organizations are also members of this Network, such as Centers
for Promotion abroad, Argentine Embassies and Argentine
Consulates. Officials of the National Foreign Service are in charge
of it, whose activity, both in the country as well as abroad, is
coordinated by the different areas of Argentine Chancellery,
Ministry to which we belong.
Our activity in Shanghai is wide and covers all aspects of
assistance to Argentineans, both to those who are located in
Argentina and need a reference in this city, as well as those
who are abroad, in the geographic area or jurisdiction that this
General Consulate covers (city of Shanghai and provinces of
Jiangsu, Zhejiang and Anhui, with a joint population of over 220
million inhabitants).
Functions of the Center for Promotion
We daily deal with cases related to Consulate Assistance, Business
Promotion, Promotion of Investments, Cultural and Tourist
Promotion. Furthermore, in cooperation with the Argentine
Embassy in the People’s Republic of China based in Beijing, we
represent and defend the interests of the Argentine Republic in
our jurisdiction.
Objectives
During 2011, the Argentine Center for Promotion in Shanghai has
been in charge of the development and achievement of more than
100 objectives for Argentine Economic Promotion Abroad, under
the Plan of Action 2011 of the Integrated Program for Business
Promotion, Investments and Foreign Markets coordinated by the
Secretariat of Business and International Economic Relations of
the Ministry of Foreign Affairs, International Trade and Worship
which, for this year, is furthering over 1500 actions in the entire
world. 2012 will find us with a Plan of Action with even more
projects to develop, both in the area of Promotion of Business,
Investments, Tourism, as well as Cultural Industries. We also have
the cooperation of all the Bodies of the National Government to
better achieve these goals.
Activities
The activity to promote the expansion of Argentine commerce,
industry and culture in the Argentine Center for Promotion in
Shanghai is permanent and covers multiple aspects where small
daily actions are combined with those that represent Argentina
in China. Among the small ones, but not less important, we can
list the elaboration of many studies and market profiles, lists of
importers, statistics and trends towards guiding the actions of our
Argentine Businessmen. We also cooperate in the organization of
the tours that these businessmen take, organizing their interviews
agenda and their transportation, offering them interpreters and
translation of documents and everything that might contribute to
their business success, in such a different environment and with a
clearly different business culture.
Promotion of Foods
Other actions that we coordinate are: the Argentine participation
in the main food business fairs in Shanghai, such as SIAL in March
and FHC in November. Both fairs gather the main food exporters
of the world with their Chinese counterparts. There, contests and
competitions take place where our best wines, olive oil, meats,
infusions participate, and also, these products compete in
culinary tests that facilitate the introduction of the products that
we present in China.
Furthermore,inthissameindustry,duringthemonthofNovember,
we will organize the Week of Argentine Meat in Shanghai.
This event will invite main importers, chefs, hotel managers,
supermarkets, restaurants, and local gastronomic press to taste
the excellence of our meat in view of its dissemination in the
local market.
Besides foods, we doubled our assistance to new missions of our
businessmen from SMEs who are looking for a new destination
for their products of agricultural or industrial origin, in a moment
where traditional markets from central countries are undergoing
a deep crisis. The Argentine products of high added value are
looking for new horizons. That is why the industries such as
software, audiovisual, biotechnology, fashion, design and so
many others find a new destination in China.
Promotion of Art and Cultural Industries
The participation in fairs and exhibitions is not limited to those
dedicated to the most traditional products of our exports. The
Argentine Center for Promotion in Shanghai also participates
in fairs of art (like Art Shanghai in April and Shanghai Art Fair
in September) and fosters the presence of our best performers
in Shanghai International Arts Festival during the month of
November or our best audiovisual producers during the Film
Week in Shanghai.
It is worth pointing out that as a result of these participations,
the Argentine Sculptor Beatriz Garenstein with one of her bronze
works higher than 7 meters named “Armonía de los Pueblos”
was commissioned for the permanent exhibition in the city of
Shanghai.
We also support and encourage the activity of many “Tango”
schools, as well as those from Argentine Restaurants located
in Shanghai and surroundings. A lot of Chinese people are
fascinated with our Tango and our food; especially with our
barbecued meats, and they are an invaluable vehicle for the
promotion of values and interests of our country.
Argentine Center for Promotion in Shanghai.

18 News
Promotion of Investments
Regarding Chinese investments to Argentina we can mention
the strong cooperation with the Undersecretariat for Investment
Development in the promotion of direct foreign investment as
a complement to domestic investment. In that regard, last June,
we organized the First Multisectoral Mission of Investments, with
the participation of over 40 local important investors interested in
specific projects in Argentina.
This is why, the Argentine Center for Promotion in Shanghai has
incorporated two Chinese employees to its staff, specialized in
the promotion of investments in order to implement a proactive
strategy and focus on specific investment opportunities, identifying
tangible projects for whose concretion the following is required:
capital contribution, technologies, production know-how or specific
managerial skills from China.
Promotion of Education Services
This is a new export industry of great added value. Even though
it has always been important for Argentina and we have always
felt proud of being able to offer university programs for students
from bordering countries, today it is a Specialized Service many
times custom-designed according to the requirements of foreign
students. They are willing to pay what these services cost in
any part of the world and they not only constitute a source of
income for the country, universities and institutions that offer
them, but also they constitute a way of achieving excellence and
international recognition that all education institutions seek to
have.
Promotion of Receptive Tourism
In the Argentine Center for Promotion in Shanghai we pay special
attention to the promotion of receptive Tourism of Chinese citizens
who want to visit Argentina. For that, we cooperate with INPROTUR
in the organization of tourism “road-shows”. Last October we
helped with the organization of an event like this, together with
Tourism Bodies from Chile, Peru, Ecuador and Colombia, offering
a joint presentation to local tourism operators who try to meet the
needs of customers and who, at the same time, seek to maximize
the investment they make when buying their tickets to South
America. Likewise, we have managed to properly fit the offer of our
countries to the demand of the tourists.
We also participated in regional tourism fairs that foster the interest
that many Chinese have in seeing other realities.
Consular Assistance
The promotion of Receptive Tourism takes us to another aspect
of the activity of the General Consulate and the Argentine Center
for Promotion in Shanghai, which is helping to facilitate the access
to Argentina of many tourists who come to our offices to request
the entering visa in their passports. In this regard, in compliance
with regulations from the Directorate-general for Migration, we
make a great effort to grant requested visas as quickly as possible.
This industry also includes a higher number of visa requests by
Chinese businessmen who go to Argentina to do foreign trade
business or investments in our country. All these requests are done
as expeditiously as possible so that they can easily carry out their
trip plans and business agendas in Argentina.

19News
The aforementioned aspects are added to the traditional daily
work of all consulates, such as assisting our citizens who, being
abroad, might need services from the different areas of the national
routine. We assist those Argentineans who, upon voting, need a
notary public to renew their personal identification documents.
We register births, marriages, and nationality options. We help
Argentineans with problems, help them with their interests in local
courts and make sure that they are properly assisted in hospital
and even in jails.
Expo Shanghai 2010
As an example of the diversity of actions that we have done
these past years we cannot forget to mention the assistance
and coordination of activities with the Argentine Pavilion in the
Universal Expo of Shanghai, where in a 6 month period (between
May and October 2010) Argentina showed to the world the best
that our country has to offer. The 1,500 m2 Argentine Pavilion
hosted and served as stage to permanent cultural expressions of
all kinds: the company of the dancer Iñaki Urlezaga, the folklore
of Peteco Carbajal or Chango Spasiuk, the music of Sexteto
Mayor, Gustavo Santaolalla and Bajo Fondo, among others.
There was also a show of national silverwork by Marcelo Toledo.
Also, during the Expo-Shanghai we coordinated the attendance
of many Argentine businessmen: two Multisectoral Business
Missions each one with the presence of over 80 businessmen
who went to China to sell their products. It is worth pointing
out that these Multisectoral Missions were presided by the
National President Cristina Fernández de Kirchner in her official
trip to Shanghai and Beijing, which allowed for a higher local
attendance, assuring the success of the business effort.
The General Consulate and the Argentine Center for
Promotion in Shanghai, together with all the network
of Centers for Promotion, Argentine Embassies
and Consulates abroad, jointly with the Argentine
Chancellery and other national bodies, make up a
structure that supports and fosters the interests of our
country and of Argentineans abroad. For that, we have
created a staff of professionals who every year enter
the National Foreign Service Institute and after two
years of postgraduate studies, they become members
of the National Foreign Service.
Summary
Argentine Center for Promotion in Shanghai.i
Pabellón Argentino en Expo Shanghái 2010

20 News
Argentina-China:
consolidatingastrategic
partnershipwiththeXXI
centurynewpower
Opinion | Gustavo A. Martino, Argentine Ambassador to the People’s Republic of China
Next year it will be the celebration of the 40th anniversary of the establish-
ment of diplomatic relations between Argentina and China, and it will find
both countries immersed in a consolidating and strengthening bilateral stra-
tegic partnership process. In this regard, political agreements reached over
the last years along with a significant registered increase in trade and invest-
ments flows, present a big challenge for Argentina to maximize all business
and cooperation opportunities that China offers, a country which is expected
to become the first economic world power in the midterm.

21News
Strategic Economic Partners
President Néstor Kirchner’s visit to China in 2004, followed by the
visit to our country of President Hu Jintao the same year, gave
place for the signature of a Memorandum of Understanding to
Strengthen and Diversify their Trade and Investment Relations.
Likewise, the recent visit to China of President Cristina Fernández
de Kirchner in 2010, laid the foundations for the development of
the strategic partnership with China, and as a result of political,
economic and trade relations that have been growing in a sustai-
ned manner.
Both countries are considered as emerging economies of rapid
growth with large possibilities of bilateral cooperation and econo-
mic complementation as well. Bilateral trade development, which
surpassed 13,000 billion dollars in 2010, has placed China as our
second trade partner and, more recently, taking into account all
new projects that have been announced, it is also placed as an
important foreign investor in Argentina.
Source of Global Growth
China, with a Gross Domestic Product (GDP) of 5.000.000 billion
dollars, is the second world economy ahead of Japan. Recent fore-
casts from the International Monetary Fund anticipate this country,
based on the calculation methodology of the purchasing power
parity (PPP) theory, could overcome the United States’ economy
earlier than projected, thus becoming the first global economy in
2016.
Throughout this year, China continued growing at high rates,
9.1% the first quarter, although showing a slight slowdown with
respect to 9.7% and 9.5% reached during the past first and se-
cond quarters, and to 10.4% increase in 2010.
Moderation in the expansion pace of its GDP is due to a com-
bination of a weak economic international scenario in addition
to macroeconomic policies of the government. In this regard, the
Central Bank of China has increased five times the interest rates
since October 2010, and is implementing a restrictive monetary
policy aimed to avoid overheating the economy, thus controlling
inflationary pressures, nowadays more stable at 6.1% annually.
In addition, Chinese exports are increasing at a decreasing rate
due to a lower external demand as a result of the existing uncer-
tainty of international finance markets and a crisis of confiden-
ce and lack of recovery of industrialized countries. However, this
situation will not endanger neither the strength of the Chinese
economy nor the contribution of the country as one of the main
sources of global growth, thanks to its huge industrial production
capacity and its increasing consumer demand.
Likewise, China is expected to continue playing a fundamental
role in the international economy, with a dynamic consumer do-
mestic market. In addition, it will consolidate as the world largest
exporter of goods and as a key foreign investment source for
emerging countries. Within this context, it is estimated an increase
of the GDP for 2011 around 9.2%, with a lower growth rate for
the coming years.
Increasing Consumer Market
It is worth mentioning that China today is undergoing a transition
process from a traditional economic development model, based
on the boost of exports with high levels of investment and domes-
tic savings, to a more sustainable structure for the mid and long
term, prioritizing internal consumption to satisfy the needs of its
population.
It is precisely this strategy seeking to foster domestic consumption
which has been incorporated to the Five-Year Plan for Economic
and Social Development 2011-2015 that will require an important
increase in the demand of all sorts of foods. It is important to re-
member even though China, with 1,430 million inhabitants, has
20% of total world share in population it only has 8% of arable
land in the world. This scenario compels to seek for alternatives
towards widening the offer in order to supply bigger consumption
consequently with the increase of total imports.
Future Commercial Opportunities
Argentina is the 3rd food provider in China, therefore possibilities
to increase and diversify our export offer to this market are exce-
llent taking into account the size and future growth of this market.
In addition, while China continues with its sustainable develop-
ment process, improving the average income of its people, it will
generate a more sophisticated demand of new products and ser-
vices.
These commercial perspectives offer Argentina opportunities to
export not only products such as commodities, but particularly of
processed foods with greater added value. In this regard, reports
of commercial intelligence carried out by the Chancellery based on
crossing our exports with China’s total imports of all origins, have
identified a purchase potential of the Chinese market of more
than 319 billion dollars.
Under the Five-Year Plan mentioned above, the Chinese govern-
ment projects to expand its global imports, which for the period
2011-2015 are estimated to total an accumulated value of 8 bi-
llion dollars.
The Chinese government has also announced measures to further
and facilitate imports aimed at improving competitiveness in its
industry in order to help balance its traditional surplus in the trade
balance.
Foreign Direct Investor
Another characteristic to highlight the Chinese transition process
in becoming an economic power is its rising role as a foreign direct
investor in the world reaching, according to the Chinese Ministry
of Commerce (MOFCON), 68,810 billion dollars in 2010. These
investment flow figures rank China in the 5th place as world inves-
tor, behind the US, Germany, France, and Hong Kong, and already
overtaking Japan and the United Kingdom.
This investment performance led by the behavior of Chinese com-
panies, greedy for positioning in the principal emerging markets,
has been concentrated traditionally in the Asian region where
72% of the investments were directed to.
However, Latin America today appears as the 2nd destination of
Chinese foreign investments representing 14% of the total.
This policy of going out to invest in the world is backed by a solid
position of international reserves, China has around 3.2 billion do-
llars, that guarantee their companies and banks a limitless resource
capacity to make investments abroad and financing conditions at-
tractive for recipient countries.
Argentine Center for Promotion in Shanghai.

22 News
New Strategic Investor
Argentina has not been blind to this process and China, who
did not register background as foreign direct investor, in the last
years, has started to send business groups interested in develo-
ping investments in our country.
This new Chinese investments trend, robustly growing, is being
focused in key areas of our economic development for the mid
and long term. Thus, Chinese companies are investing in on-
going or future projects in areas such as: Gas and Petroleum;
Mining; Banks and Finance Services, Manufactures; Infrastruc-
ture and Transport, Energy; Chemicals; Agriculture; and Aircraft
industries.
In this context, our country has been witness to Chinese inves-
tment announces that include lightweight helicopters, compu-
ters, tablets and electronic devices; building wind farms; biofuels
plants; liquefied natural gas plants; electric cars production; de-
velopment of fertilizing plants; upgrading of ports; acquisition
of finance institutions; development of agricultural production
projects; petroleum and mineral resources exploration and ex-
ploitation.
In addition, China is playing a fundamental part in the develo-
pment of the national infrastructure and transportation sectors,
especially upgrading and expanding the train and subterranean
networks, which include several projects of investing million
dollars in capital goods where Chinese companies clearly have
competitive advantages offering state of the art technology and
long term financing.
Active Promotion Policies
The Argentine Chancellery is developing and coordinating
jointly with the public and private sectors, with the support of
our Embassy in Beijing, the Consulate and Promotion Center in
Shanghai, and the Consulates in Hong Kong and Guangzhou,
an active policy of economic and commercial promotion aimed
at furthering and opening our exports to the Chinese market,
attracting greater direct investments towards our country, and
developing bilateral cooperation in every area in which we have
economic complementarity possibilities.
Particularly, promotion activities carried out by our Embassy in
Beijing for the last months have awaken great interest in the
Chinese business community that has participated in Seminars,
Business Rounds and International Fairs organized under the
framework of official visits of high authorities jointly with
national delegations of entrepreneurs.
Just to mention an example, the “Seminar on Investment and
Business Opportunities” held last July under the framework of
the last Joint Commission on Bilateral Economic Cooperation,
chaired by the Secretary for Commerce and International
Economic Relations, Ambassador Luis María Kreckler, jointly
with the Minister of Agriculture, Livestock and Fisheries, Julián
Domínguez, was attended by 500 Chinese entrepreneurs
interested in meeting with the Argentine delegation to
especially further sectoral investment projects.

23News
Last September, as part of the visit to China of the Minister
of Foreign Affairs, International Trade and Worship, Héctor
Timmerman, where many agreements have been signed, the
“Entrepreneurial Business Encounter” was held between the
two countries, being the Minister the principal lecturer before
an audience of 350 entrepreneurs who then had interviews
with Argentine counterparts, members of the multisectoral
commercial mission, to promote business and exports to the
Chinese market.
It can also be mentioned the following promotion activities
recently held in Beijing: the participation of Argentine
universities at the “China Education Expo”, coordinated by
Fundación ExportAr; Tourist Promotion Road Show organized
by the INPROTUR, with Tourist operators from Argentina
and other Latin American countries; “Seminar on Bovine
Genetics” coordinated by the Ministry of Agriculture, Livestock
and Fisheries, with the participation of authorities and
entrepreneurs; participation in the Fair and Congress “China
Mining”, with an important delegation from the Secretariat of
Mining and entrepreneurs of the industry; participation at the
“COIFAIR” of investments; organization of the first “Polo Cup
Republic of Argentina”; launching the promotion campaign
“Wines of Argentina” at the Chinese market with wine tasting;
“Argentine Beef Week” coordinated by the Institute for the
Promotion of Beef (PIVCA, in Spanish) within the framework of
the recent opening of said market to our country.
Great Growth Potential
Good dialogue between Argentina and China, and the
consolidation of the strategic partnership in a context of explicit
economic complementarities with the new XXI century power,
create an environment for furthering commercial relations and
bilateral business. The Argentine entrepreneurial sector has a
great possibility to participate in all the activities included within
the Integrated Plan for Commercial Promotion and Foreign
Markets Development, designed annually by the Chancellery,
aimed at exploiting all the opportunities the Chinese consumer
market offers to increase and diversify our exports to said market,
and to attract greater foreign investments towards our country in
order to contribute to our future economic growth
Argentine Center for Promotion in Shanghai

24 News
Argentina:
anaggressive
exportingpolicywith
efficientinstruments
The international insertion of an economy implies a progressively
closer relation between the production and social structure of the
country and the evolution of the world economy. This challenge
determines better opportunities, risks and challenges. Among the
former, we have to mention the need to expand the production
activity through the access to a broader market, obtaining im-
provements in productivity, competitiveness and higher levels of
employment. In that regard, an economy more integrated to the
world can eventually compensate unbalances in the internal de-
mand through external markets.
Through the Integrated Program for Business Promotion, Inves-
tments and Development of External Markets, the Ministry of
Foreign Affairs, International Trade and Worship implements cer-
tain actions aimed at increasing exports, diversifying markets and
capturing productive investments, paramount tasks to promo-
te our country’s insertion in the world. In the framework of this
program, many activities take place such as missions to promote
investments, business missions, international fairs and exhibitions,
seminars, diffusion events, and business rounds, among others.
In the business sphere, the objective of the Program is to streng-
then the national coefficient of sales to other countries, fostering
federalization of the exportable offer and the support for interna-
tionalization of SMEs.
In this regard, the network that the Argentine Chancellery has,
made up by more than 123 Embassies, Consulates and Centers
for Business promotion in the world, becomes especially impor-
tant, being a true transnational network serving the interests of
our country, that allows to capitalize existing synergies and the
complementation of efforts in order to optimize results in busi-
nesses, investments and international economic relations. The role
of Chancellery in this aspect is enshrined in the framework of a
macroeconomic model in which foreign business policy is used as
a true instrument of development supporting national producers
in a sustained way in their efforts to be inserted in international
markets.
The expansion of our exporting capacity is presented as an irre-
placeable means to generate employment and incorporate new
technologies to our production structure, in which the Govern-
ment has chosen to give priority to regional economies, for their
contribution to the reduction of existing geographic asymmetries
within the Republic.
Therefore, the importance of the Centers for promotion results
obvious in the positioning of Argentina as a destination to esta-
blish new investments, detect business opportunities and outline
the strategy and promotion actions according to the characteris-
tics of our productive sector and the peculiarities of foreign mar-
kets. The 10 current centers cover all the different regions of the
world. Three of them are settled in the US, another three in Europe
(Frankfurt, Barcelona and Milan), two in Latin America and two in
Asia, Shanghai and Mumbai (India), and another one has recently
been created in Istanbul.
Therefore, during the last 5 years, representations abroad have gi-
ven room to increase the amount of business promotion activities,
going from 412 in 2007 to 1,497 in 2011. Said activities,
Opinion | Ambassador Luis María Kreckler

25News
which involve the most diverse sectors such as machinery, foods,
wines and software, among others, contribute efficiently to obtain
a higher insertion of our products abroad. Latin America and the
European Union are the regions to which most of these actions
where aimed at and we have the intention of being very active in
2012/14 in the markets of Far East, Asia, and Africa (“Argentina:
Initiatives 2011-2014”).
Taking into account the international and regional context, in the
case of Argentina, we notice the increase of exported volumes, a
lot higher than the average of the Latin American region and also
higher than the world expansion rate.
It is worth pointing out that in the year 2002 the external sales
were for a total of 25,000 million dollars. The last estimations
show that the level of exports in 2011 will reach around 79,800
million dollars, 17% increase compared to the year 2010, expec-
ting for 2012 the challenge of reaching 85,000 million dollars.
At the same time, we register not only a growth in our external
positioning, but also an increase both regarding diversity of desti-
nations as well as sectors that export. Likewise, we registered an
important increase in the share of exports in the GDP: during the
three-year period 1998-2000, it did not reach 9%, while in the
period 2008-2010 it reached around 20%.
In Argentina, the importance of raw materials in the total of
exports of goods and services during the last decade decreased
from 42% to 38%. IM (Industrial Manufactures) is the only big
sector that had an increase of volumes higher than the average
of amounts exported by Argentina: if we compare the three-year
period 1998-2000 to the 2008-10, the increase was of 120% in
the context of an expansion of 57%. In this way, between the afo-
rementioned periods, the participation of manufactured products
in the total of exports increased: in the case of AM (Agricultural
manufactures) went from 33% to 35%, while in the case of the
IM it went from 31% to 33%.
The current international context- where expectations of a slowing
down of developed economies prevail- presents a challenge for
the country and demands us to multiply actions to guarantee
continuity of the expansion of our exporting capacity of the last
years. At the same time, taking into account the expectations of
growth rates of emerging markets- which are expected to double
those of developed countries in the next years- it is necessary to
move forward in the design of mid-term strategies that will allow
to take advantage of the great potentiality of growing demand
in this new world economic scenario. In order to accomplish the
above mentioned, it will be necessary the design of a commercial
framework, with specific objectives and predefined goals, and it
will be an approximation of Argentina to the world in a more ag-
gressive and competitive way, in the framework of ambitious plans
of action.
In a dynamic world context, during the last decade, Argentina’s
economy increased its international insertion as a result of high
growth rates of its foreign trade of goods and services. In this way,
the growing participation of business flows in the economy activi-
ty level opens new risk scenarios and opportunities for companies
directly or indirectly linked to the world’s economy.
The author is Secretary of Commerce and International Economic Relations of the
Argentine Chancellery and future Argentine Ambassador in the Federative Republic of
Brazil.
Argentine Center for Promotion in Shanghai

26 News
By studying the international trade of services in Argentina
during the period 1992-2010, it can be observed that it increased
215.5%, at an average annual rate of 6, 6%. This increase was
explained in a 55% by the export of services and in a 45% by
imports. Taking into account the totality of the period, it can be
observed that the minimum of the series was in 2002, when our
The importance of
services in Argentina’s
international trade
When analyzing the international trade of any country, it usually
happens that attention is focused only in the exchange of tangible
goods, overlooking the important role of Services. However, data
show, in the last years, services have represented approximately
20% of total international trade (that is the addition of the trade of
services and goods) of Argentina. Therefore, a thorough analysis of
our country’s international trade cannot exclude the analysis of this
sector.
country was undergoing a severe economic crisis. Since then, it
can be verified a sustained recovery, only interrupted in 2009, in
the context of a global economic crisis. In 2010, exports of services
grew 18.6% inter-annual, and imports 14.3%.
As regards the services balance, it can be observed that in every
year of said period it has been negative, although is a downward
Opinion | Carlos R. de la Vega

The author is the Chairman of the Argentine Chamber of Commerce.
Foreign Exchange of Services
Exports Imports Balance
Source: CAC Economy Division based on INDEC

27News
trend: the deficit of 2.557 billion dollars in 1992 fell to 744 million
dollars in 2010, which shows an average 6.6% annual decline.
The share of services in total international trade of Argentina has
been relatively stable throughout said period. In 2010, services
share was 18%, being 16% exports and 20.4% imports.
By doing an international comparison, it can be observed that in
2009 –the year with available data to carry out this sort of analysis-
Argentina occupied number 46 in the ranking of countries with
greater export of services. Taking 1992 as the base year, our
country has fallen behind compared to the rest of the world as
regards the commerce of services; but since 2002, the gap has
been reduced gradually since the Argentine trade grows at a
greater pace than the world trade. Thus, this shows that Argentina
is taking advantage of the world demand of services to increase
its exports.
From the analysis of the export of services, it can be inferred
they have increased more than 338% during the period studied
at an 8.5% average annual rate. The maximum sales volume
abroad was registered in 2010, reaching 13.076 billion dollars.
By studying its composition, we see that 15.5% belongs to the
transport category and 37.7% to travel. Within this last category
there are included goods and services nonresidents purchase inside
our country during their stay for periods less than a year. Lastly, in
the remaining 46.8% other services are grouped.
As regards the imports of services, they have increased almost
150% during the period studied, at an average 5.2% annual
rate. The maximum volume was also registered in 2010 reaching
13.819 billion dollars. The composition of this sales flow is divided
as follows: 26.6% transport; 35.4% travel; and the remaining
38% correspond to other services.
In conclusion, it is clear that services are becoming a very important
product in our country and international trade, generating
foreign currency and contributing to the development of regional
economies by the creation of job posts, among others. Being
aware of this reality, our entity is strongly committed towards the
promotion for the export of services. In this sense, the Argentine
Chamber of Commerce (CAC, in Spanish) is working in the area
of Business Tourism, which has extraordinarily developed in the
last years since our country and its main destinations have become
an attractive place worldwide for these sorts of events. This is the
reason why the CAC is proud to cooperate with other institutions
by means of mutual assistance and cooperation in order to
establish mechanisms to strengthen the promotion of Argentina
abroad as an international events host and provide training for
incoming tourism operators, congresses and other professionals of
the Business Tourism sector.

28 News
The promotion of Argentine design in Paris took place with great
success and notorious impact on the specialized international
press. The Secretariat of Business and International Economic
Relations of the Argentine Chancellery coordinated this event,
jointly with Fundación ExportAr and the Argentine Embassy in
France. We should also highlight the cooperation of Argentina
Fashion Week in this promotion that expressed once again the
quality and talent of our country.
Laurencio Adot, Jorge Ibáñez, Cardón, Iaia Cano, Claudio Cosano,
Carlo Di Doménico and Gabriel Lage were the businessmen,
designers and Argentine brands that introduced their 2012
spring-summer collections in Paris. The selection process was
responsibility of a committee of curators integrated by members
of the international press.
The fashion show took place on September 29 in the Hall
Gustave of the Eiffel Tower, where models Ingrid Grudke, Carolina
“Pampita” Ardohain, Liz Solari and Viviana Battan, among others,
introduced the collections of Argentine designers.
Mariana Nannis and her daughter Charlotte Caniggia, Patricia
della Giovampaola, Josefina Robirosa, Nequi Galotti, Myriam
Bunin and editors of fashion and international press were among
the audience. Argentine diplomatic representatives in France took
Splendorofthe
Argentinedesign
inthecapitalof
fashion
The Argentine fashion show caused impact on the world’s most
important specialized press media.
Promotion of Services | Argentine fashion

29News
care of every detail, so the fashion show resulted in great success.
To have an idea of the importance this fashion show had in the
world of fashion, we have to point out that press media such as
Le Monde and Vogue, among others, covered the event in full.
Argentine press also followed all alternatives of the show: C5N
had a special program; Tendencias (Canal9) did a close follow-
up and almost all print media highlighted the event with relevant
stories and pictures.
“It was very thrilling to participate in this fashion show and we
have to thank the support of the Argentine Chancellery and
Fundación ExportAr”, said Ingrid Grudke, interviewed by C5N.
After the event, there was a cocktail for the audience, thanks
to the participation of Cervecería and Maltería Quilmes and the
support of the Institute for Tourist Promotion (INPROTUR) of our
country. The cocktail was held in the “Headquarters”, one of the
most known places in the French capital, where officials, special
guests, journalists and important buyers were present.

30 News
Argentine Fashion | Interview | Jorge Ibáñez
Argentine
Designershave
an outstanding
presence.

31News
Jorge Ibáñez highlighted the importance that the Argentine
fashion show had in the Eiffel Tower and said that these
actions will have impact on important business for our
national designers. “We showed what we are capable of
doing in the capital of fashion and before the eyes of the
best. Results are not immediate and depend on the effort and
perseverance, but we are on the right path”, he said.
Almost reaching 20 years of experience in fashion, Jorge Ibáñez is
currently a trademark in the design world. Always at the forefront
with his creations, this creative, uneasy, working and perseverant
man is going through a stage of local success and opening to new
markets. After his second participation in the Argentine Fashion
Show in Paris, organized by Argentine Chancellery, through Fun-
dación ExportAr, he received us in his atelier in Recoleta and des-
cribed what he felt having taken his collection to the Eiffel Tower,
before the eyes of his distinguished colleagues and of the Euro-
pean journalists from specialized media.
-HowwasyourexperienceinthefashionshowinFrance?
- Great. We went with a group of colleagues for the second year in
a row. It is excellent both as a personal and professional experien-
ce, this year was much better compared to the previous one, we
have bettered ourselves. The place was amazing: the Eiffel Tower
is like making a dream come true. Any designer who can take a
fashion show to Paris, capital of fashion, and in the Eiffel Tower,
the most emblematic place, feels he has achieved a goal. The show
was well organized, with attention to details, Héctor Vidal was in
charge of the production, and has a very impeccable style. The
models were from different nationalities; even mine, and I also
took Ingid Grudke again. She was an inspiring muse once again,
she is an admired and flattered woman in the entire world and she
was an extraordinary representative.
-What is the balance of the activity?
-Very good, I think that little by little we are being recognized in
the world. It is not easy and even less easy in Paris, where all the
most famous designers of the world are. My personal impression
is that the results of all this activity are going to be seen in a couple
of years, not immediately. We will have business proposals and we
will reach a difficult market, one that not anyone can access, but
we must be patient and perseverant in the effort. .
-What impact did your collection have on your European
colleagues?
- I felt a special look and special attention towards me; the most
important fashion magazines interviewed me. And they not only
liked my designs, but also designs of my colleagues from Argen-
tina, we stepped in: we said here we are: we can do good things,
create trends and be internationally recognized.
-Models expressed that it was very special for them to
feel that they were representing the country.
- That is for sure. It was thrilling to represent our country and make
it look good; we played an important role. We exhibited an in-
ternational level, and we rose to the occasion, I think that this
will bring results with time. I do not believe in magic immediate
explosive results; I believe in constant work, with sustained efforts
in time to reach success, that is the only way.
-Are you convinced that these actions will result in
important businesses for Argentine designers?
-Yes, I’m sure it will be that way. It also depends on the designer,
right? I’m about to reach 20 years in the fashion industry and this
is a moment in which I can aspire to this recognition. When I was
only starting it was impossible, but now I’m in a position to reach
the most demanding place in fashion. When you cross borders it
is like a new beginning, like starting all over again. Showing what
we do and that we are very good is a daily job.

32 News
Anobservatoryat
theserviceofthe
publishingsector
Immerse in the publishing industry for over two decades, Horacio Zambra,
President of the consultancy Promage, decided to put an end to the shortage
of information that the sector was undergoing. Therefore, after two years
of work, appeared the Observatory of the Publishing Industry, a complete
report of the area, with figures and statistics developed as a result from
data obtained in a confidential way from the subscribed publishers, later
consolidated and complemented with external data. Fernando Zambra,
Executive Director of Promage, tells us how the project was created and the
benefits that it will bring to the sector in the short, medium and long term.
Interview | Fernando Zambra, Promage
“During many years, the publishing industry supported the shorta-
ge of figures, a reality that affects all Latin America”, says Fernan-
do Zambra, our interviewee. “The industry, being part of a cultural
sector, tends to forget that it is also a business”, he adds.
The President of the consultancy Promage, Horacio Zambra, has
been a member of this industry for over 25 years, he actively par-
ticipated in the management of publishing companies, and he has
also been involved in the work of book Chambers. This lack of
information that he detected as a member of the sector, led him to
develop a project that took him almost 2 years to set up and that
then he called Observatory of the Publishing Industry.
The Observatory is an annual report with detailed figures and sta-
tistics of the sector- then complemented with two biannual ones-
developed as a result from data obtained in a confidential way
from the subscribed publishers, later consolidated and comple-
mented with external data.
Zambra explains that during 2 years, they were dedicated to spea-
king with publishing companies to introduce the new benefits of
this project to them and he believes that it was possible mainly be-
cause subscribers trusted Promage as a safe place to deposit infor-
mation. “The key to initiate the project was trust in that we would
save the confidentiality of the data obtained”, assures Zambra.
The Observatory has more than 15 publishing groups, made up
of 30 or 40 labels: Adriana Hidalgo Editores, Aique Grupo Editor,
Ediba, Ediciones SM, Ediciones Irano, Editorial Guadal, Editorial
Sigmar, Eterna Cadencia, Eudeba, Fondo de Cultura Económica,
Grupo Editorial Norma, Grupo Macmillan, Grupo Planeta, Grupo
Santillana, Katz Editores, Pearson, Random House Mondadori, Tin-
ta Fresca, Tusquets.
Zambra explains that, at the beginning, a model was established in
which subscribers delivered information- through two annual sur-
veys- then Promage consolidated it and sent it back as a “report of
the industry”. That first method of work was soon over and new
needs arose in subscribers”, explains Zambra. “However, this first
step was helpful to convince them that providing data would not
result in any problem”, he concludes.

33News
Zambra considers that “today we are living a transformation of
the Observatory because after the first round we did, very closed,
subscribers saw the need to obtain a more and more representa-
tive total projection of the market”. He explained that since some
months ago, the consultancy extended the request with new ways
of participation for all publishing companies to join through a very
simple and reduced survey, with only six basic questions. “These
surveys will be used to be integrated in a macro report of the in-
dustry that will be public”, he explains, “and we want the Cham-
bers to use them upon deciding their sectoral strategies.”
The Executive Director of Promage considers that “with the subs-
cribers’ help, added to this instance of cooperation from which
other publishing companies/bookstores will answer these ques-
tions, we will publish a report that will be public and will have the
ability to be used as a cover letter of the industry”. Likewise, he
explained that then subscribers will have a much more detailed
version that will include where the book is sold, what type of book
it is, when it is sold, at what price, with what discount, etc. “That
is private and confidential for subscribers”, he explains.
As regards the projection of the Observatory in other countries of
the world, Zambra confirms that even though they only work in
Argentina nowadays, they are talking with publishing companies
from Uruguay, Colombia and Mexico with the aim of developing
a similar project in those countries. About the progress of this ex-
perience, he believes “we have walked a long path because many
of our subscribers are foreigners and have strong participation in
the Latin American market. While markets such as that of Uru-
guay and Chile seem smaller and physically near ours, Mexico and
Colombia have a structure that demands for more work to reach
consensus.”
Likewise, he talks about the possibility of expanding his job to
some other sector of the cultural industry. “We had talks with
people from the record sector, which has a reality very similar to
ours. They have common problems and have the advantage of
being much more concentrated. They also lack information”, he
assures. “In other cultural industries it is very hard to obtain data
or sources”, he concludes.
As regards the reports of the Observatory, he explains that they
cover production, sales and commercialization: how sales are dis-
tributed according to channels, discounts granted, news, reprints,
new editions in pocket book format and the trade book, it co-
vers sales by topics, etc. Therefore, sales are classified by state,
foreign trade, by imported books compared to the national ones,
everything regarding the market of sales and offers, among other
things. It is a very comprehensive report that corresponds to the
deepness of the survey.
“One of the main aims of the Observatory is that it has informa-
tion from first hand sources and with references”, explains Zam-
bra, “this gives us certain soundness as to the numbers we provi-
de”. Regarding the tools they offer, the specialists lists the annual
report and a biannual preview of each one of them. In order to
develop them, Promage is permanently analyzing other variables
and looking for other sources that would provide and complement
surveys. For instance, Zambra refers to the information that Pro-
mage gathers from the reports done by the Ministries about sales
of books by the National State. “We analyze the record ISBN of
Argentina, where all the production is registered”, he says, “and
we study the data we obtain with a lot of interest for publishing
companies. We analyze the ISBN from the perspective of the subs-
cribers, and the same with customs reports, in relation to the fo-
reign trade”. He also mentions other sources such as: Ministry of
Education, Ministry of Culture, Chambers, even public balances of
companies and information about other markets, reports provided
by Chambers of other countries. “Furthermore, we look at other
phenomena like the digital book, author’s copyrights and techno-
logy topics”, adds Zambra.
On the work of the Observatory with its subscribers, he says “it
is a cooperative job that can only take place in the framework
of willingness and commitment of publishing companies and Pro-
mage”. Zambra highlights the direct contact that they have with
subscribers. “The same dynamic of gathering information goes
back and forth until reaching and achieving consistency in the data
they send”, he explains. Likewise, he says that there are instances
for providing individual and group feedback. “In some cases, these
meetings demand for deepening of some topic”, he says.

34 News
In this framework, Zambra highlights the importance for subscri-
bers to have a report like the one developed by Promage.
“Whether it is for public policy, for sectoral strategy or for internal
management and organization of publishing companies, it is pa-
ramount to have a diagnosis or objective information of the reality.
We understand that is what is missing today in the industry and
what the Observatory adds in the first instance to then contribute
with the analysis and strategic thinking.”
Zambra highlights that one of the main objectives of the Ob-
servatory is the consolidation of a market of Spanish books that
comprises not only the Argentine publishing industry but also that
of other Latin American countries that share the language. “You
cannot look at Argentina or Uruguay as separated markets, you
have to look at the Spanish speaking market”, says Zambra. “Latin
America should show itself as a source of Latin American authors
in front of foreigners who want to do business with any of these
Spanish speaking countries”, he adds. “We need to be seen as a
unique single market; it is something for which we need to work
and we believe that will strengthen the sector”.
The director of Promage considers that, although the existence
of some dialects, our continent has a strong advantage compa-
red to the rest, having just one language. “Latin America has 20
countries that share one same language”, he adds, “and in the US
Spanish is consolidated as a second language being a mandatory
course in some public schools”.
Zambra highlighted that “foreign publishing companies look at
Latin America but have a hard time analyzing opportunities due
to the lack of information. This constitutes a barrier today for the
promotion of the book and Latin American markets”, he assures.
“In that regard, I think that any job that can help clarify what we
know to do in Argentina or America will facilitate any business.”
As regards the future of the publishing sector, Zambra thinks, “we
are in a very uncertain scenario due to the digital book”. Although
he assures that nowadays those books are almost not bought in
Argentina due to the high cost of reading devices, he shows to
be taken aback faced with the penetration that this new reading
methodology could have in the next years. “We still do not know
if one of the main global players of the book market, like Ama-
zon, Barnes & Noble or Apple will establish in our country”, says
Zambra. “The transaction of Amazon in Spain has already been
announced, but it only really has been very successful in the US,
since the country already has a culture of sales by catalogue, so
that fits perfectly”.
The director of Promage believes that the sector must keep alert
upon the potential arrival of the digital book, since our country is
not prepared to overcome the changes that this new methodology
might bring. “We observe that in general the publishing sector
would have to face the competition of new players coming from
other industries, which implies the adaptation to new business ru-
les”, he assures.
Regarding the consequences that the arrival of the digital book to
the country would bring, Zambra thinks that the piracy phenome-
non impact would be expressed in relation to all digital products,
regardless of the country in which is developed. In the industry,
the biggest challenge lies in the activities based in the physical
book like distribution, commercialization and sale. For publishing
companies with the focus put on the author, development and
financing of the product, the change will not be as important.
Regarding objectives for next year, he says that they will look to
deepen “the cooperative participation of as many publishing com-
panies as possible.” He talks about his idea to broaden the spec-
trum with the contribution of smaller publishing companies.
“Our expectation is that later on, within these collaborators, we
will be able to make study groups by topics. For instance, if there
are many publishing companies dedicated to children’s books, we
should create a group for that sector.”
Zambra explains that for some small publishing companies, the
participation in the Observatory translates into great effort. “That
is why we look for new alternatives of participation that will bring
this type of management tools closer to the companies.”

35News
Argentina s
services for export
Ministerio de
Relaciones Exteriores,
Comercio Internacional y Culto

36 News
Designofwinery
cellars::Forefront
andexportation
Two architects from Mendoza are building in the world
today. With a strong vision of the architectonic plan framed
in the context of the natural and cultural landscape of a
place, they successfully develop agro industrial projects
and are internationally recognized for their establishments
considered “icons”.
Success story | Bórmida & Yanzón Studio, Architects

37News
The Bórmida & Yanzón Studio is from Mendoza and specializes in
winery cellars, agro industrial projects, wine spaces, land planning,
residences and interior designs. The studio was created 30 years
ago and the Architects Eliana Bórmida and Mario Yanzón, their
owners, direct it. In the beginning (early 70’s), they started building
houses, but due to their training, both of them were interested in
locating the architectonic project within contexts. The combination
of expertise of Mario Yanzón in landscaping and of Eliana Bórmida
in natural, historical and cultural heritage, took them to situate
their projects in more transcendental frameworks than what a
customer usually demanded, always something more pragmatic.
Their beginning in the wine world
The actual opportunity for development arrived in the Bórmida
& Yanzón Studio in the mid 80’s, when many wine-producers
requested their services for the preparation of spaces aimed at
receiving journalists, wine critics and socialization, in order to
position Mendoza, which was then trying to enter global markets.
“Back then, wine cellars were not interesting as spaces to receive
people or to give an image of the quality of wine that wanted to
be conveyed, it did not represent the identity of the company, or
that of Mendoza”, expressed Eliana Bórmida.
Soon after, B&Y started carrying out projects within natural spaces,
in vineyards, parks or dry areas around wine cellars, settings,
facilities, preparing a small space outside to persuade about the
good life and communicate the savoir faire. They also started
compiling a concept for wine producers so that they would start
understanding wine from the culture, not only from the business
perspective. “Our horizon began to be situated in the wine sphere,
but with a very broad framework. We did many alterations of wine
cellars and expansions until we received new topics, where we
were able to make customers apply these concepts that we had
been developing”, said the architect.
Salentein was the first project, in the mid 80’s.
“We started developing the idea and told the owner that his wine
cellar should be an icon. Until then, wine was not related to the
Andes, nobody talked about it, on the contrary, the promotion
posters showed the Humid Pampa, as incredible as it may seem”,
said Bórmida. “We thought that it was necessary to locate a wine
cellar in front of the Andes so that people would have to walk a
kilometer looking and saving the image in their minds of a cellar
with the mountains in the background, the location of the cellar
is not a coincidence”.
With this project, B&Y was pioneer in introducing the desert in
visual communication. That is why Salentein has a reservoir of flora
and fauna of 50 hectares of desert and a small ampelographic
sector, where the objective was to show how a small oasis results

Exportar Foundation Magazine #7 - English version

Exportar Foundation Magazine #7 - English version

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Exportar Foundation Magazine #7 - English version