Gastronomy Promotion: Opportunities Abroad

Peru demonstrates that through specific actions it is possible to turn a country's gastronomy into an engine of development, a situation that generates opportunities to export a wide and diversified offer of food products.

Thursday, March 11, 2021

The international positioning of Peru's gastronomic industry is the result of more than three decades of public/private actions aimed at turning gastronomy into an engine of development, driven by civil society. The success achieved by the Peruvian restaurant industry allowed positioning the country first as a tourist destination and later as an agro-exporter with a wide and diversified offer of products of high nutritional value, explains an analysis prepared by the Foreign Trade Promoter of Costa Rica (Procomer).

You may be interested in "Food and Beverages: Trends in Central America"

In general, the following elements have been key for Peru:

"a) Constructing a storytelling with an attractive value proposal, based on elements such as biodiversity, the influence of miscegenation and its positioning as a center of food domestication (millenary culture).
b) Having turned gastronomy into an element of national identity and social cohesion, which encouraged the population to raise its cuisine as a banner and make common cause out of it (associativity).
c) Developing the human resources required by the industry through the participation of academia and alliances with highly renowned culinary institutes, such as Le Cordon Bleu.
d) Giving global visibility to the proposal through alliances with the audiovisual industry.
e) Seeking strategic allies for international promotion, mostly internationally renowned Spanish chefs.
f) Promoting the development of spaces for networking and knowledge transfer among the entire chain through the creation of trade fairs.
g) Developing international promotion based on the development of brands, initially to promote gastronomic tourism (Peru Mucho Gusto) and later to promote agro-exports (Superfoods from Peru).
h) Promoting the diversification of the agricultural supply through land-use planning, the promotion of tax incentives, trade liberalization and the relaxation of wage payments. Diversification focused on products with high international demand and high productivity.

Also see "Vegan foods: Consumers and potential markets"

The document points out that from the Peruvian experience the following lessons or possible actions can be drawn for countries such as Central American countries:
"- Work gastronomy with a collective, interdisciplinary and regional approach.
- Encourage the active participation of communities and the linkage of all parts of the chain.
- Strengthen inter-institutional coordination and promote the participation of government and academia.
- Communicate the identity of the different geographic areas and promote the safeguarding of intellectual property and knowledge of the regions.
- Carry out productive and cultural mapping to define the productive potential of the different regions.

Download full report.

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