Those of you following us on Twitter will have seen some pictures of our recent visits to ExpoPrado, Uruguay’s largest agricultural and consumer show. We also broadcast live from the event on Periscope. If you’ve ever been to a large agricultural show in the UK, like the Great Yorkshire Show or the Suffolk Show, you know what you’re in for. In my opinion, ExpoPrado is just as important for the sector it was born to serve as it is for broader consumer goods and services. It is also a great opportunity for market research and for networking.
So, what does this show look like and what can we learn about Uruguay and the show in particular? And how’s Britain represented at this major event?
We put together a selection of 17 pictures to give you an idea of what this is all about…
1- British Pavilion – this year, Britain was present at the ExpoPrado with a large stand that attracted well-known brands, and where the UK showcased what it’s got to offer in tourism, education, innovation and more. Brands represented included Branston, Barbour, JCB, Mini, Land Rover, and some of the organisations included the Falkland Islands Government and the British Council.
2- ExpoPrado is as much about sales as it is about PR and marketing. JCB was a key attraction at the British Pavilion. Participation as a brand was a decision of the local distributor, with full regional office support.
3- British food and drink is not alien to the growth of imported “gourmet” products in Uruguay and the rest of Latin America. “Gourmet” might be an overstatement for baked beans, but even this product requires a well-travelled, global-thinking, open-minded consumer who is ready and able to pay for imported ingredients (and not just the usual cluster of expats). I was personally delighted to stock up on (original) Branston pickle and baked beans… (while you’re here, check out this post about British produce in Uruguay…)
4- With high import duties and a rocketing pound/dollar, these clothes don’t come cheap. But Barbour and other premium brands have a place here in Uruguay (in Montevideo and Punta del Este).
5- Let’s remind ourselves what the show was really about… And let’s remind ourselves, too, that Britain has played a key role historically in Uruguay’s agricultural sector, particularly around breeding. Expertise, machinery and brands from the UK are valued.
6- Oh, sorry, I just had to, couldn’t resist it. It’s September, start of Spring…
7- As I was saying, you will recognise the breeds…
8- And more. But, to be understood, you have to pronounce “Suffolk” with a Northern accent. “Soo-folk”, they call them here.
9- Farm equipment, traditionally part of ExpoPrado.
10- Animal nutrition companies and brands from the whole world present at ExpoPrado.
11- As we said before, the show targets much more than the agricultural sector. Financial organisations and other service providers target producers, but also SMEs and even retail customers.
12- ExpoPrado has evolved considerably since the days I visited with my school/parents a few decades ago. It has polished up its image to attract a wider public and to offer something more to the visitor. This stand, for example, from “El Emigrante”, who produce and import food/drink (plenty of it from Spain but not exclusively), won a very well-deserved award. ExpoPrado is a great venue for designers, architects, publicists and those working in branding and marketing. Lots to learn…
13- Inside the El Emigrante stand, an old country shop was recreated, in a “retro” way that fascinated visitors.
14- We’re definitely getting more creative in Uruguay. There are ways and ways of selling sponges for your kitchen. This is a rather attractive one.
15- Containers were everywhere at ExpoPrado, offering solutions for housing, offices, and more.
16- The gastronomic offering at ExpoPrado has expanded and improved over the last decade. Award-winning “Glamburger” have the perfect combo between local food, glamour and, yes, containers, again.
17- Food trucks promise to be THE trend here in Montevideo (there are a few legal issues to sort out first, though).
We hope this post has given you a feel for what Uruguay and the ExpoPrado can offer you.
Was this different from what you were expecting? What surprised you most? Leave us your comments!
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