The Peruvian Ministry of Trade (Mincetur) has announced the launch of a new and official country image in an effort to boost the South American country’s global position in terms of exports, investment and tourism, according to a report by AgroNegocios.
“Peru is ready to make a definite step towards development and modernization to ensure the wellbeing of all citizens by uniting under one image and concept of quality and experience,” explained Minister Eduardo Ferreyros, who presented the brand.
The image includes a new logo, which features the word ‘Peru’ in white and begins with a spiral forming the letter ‘P’ which evokes Peru’s rich culture and history.
The new ‘Peru Brand’ will certify that companies, products and services are of the highest quality, the report said.
Ultimately, it is hoped the logo will be used on labels and tags on exported goods.
Minister Ferreyros said Peru’s non-traditional exports are estimated to grow more than 25 per cent this year on the back of the launch of the new brand.
And looking further ahead, he suggested that Peru could triple its exports in the next five years – to some US$100bn in value by 2016, up from US$35.6m last year.
Peru’s Export and Tourism Promotion Board (PromPeru) will adviseall companies who want to use the ‘Peru Brand’ on their products via a new technical team.
The firstproductswith thePeru Brand logocould be exportedin June, according to Minister Ferreyros.
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