Capacity building for enhanced promotion of Ecuadorean food and beverages

Together with ProEcuador, we played a role to develop a marketing and branding strategy to promote Ecuadorean delicacies, such as speciality coffee, fine chocolate and first-class shrimp. As a result of the capacity building, sector export marketing strategies and the institutional brand ‘Ecuador Exquisito’, was launched to generate top of mind awareness of Ecuadorean premium products and elevate the exports in selected international priority markets.

The goal was to promote the premium food and beverages export sector of Ecuador in a sustainable way. Sector export marketing strategies were developed together with ProEcuador and the actors in the value chain through strategic sessions. In addition, good practices were identified in the area of special promotion activities for market-entry and market expansion. A special promotion initiative from Chili appeared to be a very good practice and a friendly exchange of knowledge led to the ‘Ecuador Exquisito’ concept. Ecuador Exquisito presents the products to buyers, media and influencers through gastronomic tastings involving outstanding Ecuadorian and foreign chefs. Such promotional events are organised all over the world in coordination with the international network and commercial offices.

Activities

Among the activities are:

• Stakeholder sessions held to assess needs.
• Market research to reveal priorities for Ecuadorian products and untapped markets.
• Good practice sharing.
• Development of a set of export marketing strategies.
• Project development and development of promotion instruments.
• Development of management procedures for the Ecuadorean Exquisito concept.

Results

Ecuador Exquisito generates great credibility and gives potential buyers, media and influencers the opportunity to become acquainted with the excellent quality of the Ecuadorian products during presentations and tastings at trade fairs and special events. In this way, ProEcuador elevated the export to strategic markets and the successful concept has been thriving to this day.