Sardimar and Calvo Group are involved in a dispute over tariffs generated by the implementation of the multilateral treaty imposed by the US-Central America Treaty.
The Spanish-owned Calvo Group has a tuna processing plant in El Salvador from which it exports to Costa Rica - among other places - having paid the country a customs duty of 15% until January 2009, and afterwards taking advantage of CAFTA benefits by not paying the tariff for tuna in oil and paying 2.2% for tuna in water. This will obviously hurt the local sales of Costa Rican-owned Sardimar, which is protesting, stating that the situation violates the provisions of the General Treaty of Central American Integration since Calvo Group operates in a free trade zone in El Salvador and is exempt from most national and municipal taxes and Sardimar considers this a subsidy in disguise.
El Financiero published a special on Business Opportunities in the United States with valuable information about the market in northern country.
Facing the crisis with the premise of not losing a single customer and reaching more customers is the recommendation of the report which insists that despite the recession there are commercial opportunities to be exploited.
The first impulse when facing the crisis is to cut those costs not directly related to production and sales; advertising is one of them.
Advertising agencies are strengthening their strategies to stay close to their customers and to convince them how important it is to continue communicating with the market. They insist that reducing the advertising budget will alienate customers with the consequent reduction in sales, thus entering into a vicious cycle with even worse results.
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