INYM’s Director for the Industrial Sector, Gerardo Lopezwent on Channel E and explained that the National Yerba Mate Institute (INYM) and the Argentine Beef Promotion Institute (IPCVA) are advancing a strategic alliance aimed at improving joint promotion in both the domestic market and key international markets.
The initiative follows an agreement signed between the two institutions years ago. “In reality, the Institute, the IPCVA and the INYM had signed an agreement several years ago and later for various reasons We were never able to articulate joint actionssaid Gerardo Lopez.
The companies are seeking to reinstate the agreement signed years ago
The turning point was the realization that both entities continued to coincide at international trade fairs: “Now we see that the two entities coincide at many international trade fairs. Then he gave us the directive that we should actually put this agreement into action.update it and start collaborating.”
The strategy aims to present Argentina’s yerba mate as a national brand, just as the IPCVA does with meat. “We will promote Yerba Mate Argentina as a trademark of the National Yerba Mate Institute“Just like the IPCVA promotes Argentine meat,” López explained. And he summarized the concept with a clear image: “As wine people say: It’s a good combination of grass and meat.“.
IPCVA activities around the world
The joint work will be used primarily at international trade fairs and events. “The Meat Institute conducts extensive operations worldwide, in the Middle East and Europein which there is a gastronomic terrace where there is the possibility of tasting Argentine meat,” he described. There it is proposed to add yerba mate: “The idea of the National Institute of Yerba Mate is that in this gastronomic space, in addition to Argentine meat, also Our mate is present, our cooked mate is present and our herb is present“.
In addition, articulation allows for expansion of geographic coverage. “So, Try to cover as much space as possible between the two entities,” the respondent explained.
In parallel, the INYM is going through a phase of institutional normalization. “We finally have a president. The accountant Rodrigo Correa was appointed this Monday“, he confirmed and emphasized that it was “a necessity, so to speak, for surgery and for insertion into the box.” to complete the institute directory“.
About The Author
