Guatemala launches new international positioning strategy for exports

The Guatemalan Association of Exporters (AGEXPORT) has launched a new International Positioning Strategy to increase the global visibility and recognition of the country’s exportable goods. The initiative includes the ‘MADE IN GUATEMALA’ brand, a new digital linking platform, and a redesigned website aimed at international audiences to establish the nation as a reliable and competitive commercial partner.

In a related effort to bolster specific sectors, a flower congress was held to connect local producers with international buyers. The event featured experts and representatives from the United States Department of Agriculture and U.S. Customs and Border Protection to discuss regulations for the North American market.

Guatemala’s ornamental plant, foliage, and flower exports average $120 million annually, with the United States accounting for 57% of these sales. The sector benefits from zero-tariff advantages on 80% of its items toward the U.S., providing a competitive edge over other Latin American producers.