Argentine Publishers at Guadalajara International Book Fair

NewsletterFundaciónExportArDecember2011
December 2011
Fundación ExportAr
Report of Activities 2011
Guadalajara International
Book Fair
Cute Ediciones
Gradifco
Ambassador Faillace
Sugar & Spice
Special Report on Germany and Lebanon
ExportAr Awards
Hexacta
TGV
Plumari S.A.
ProCórdoba
MBMed S.A.
El Libro Foundation
Gemaco
Giorgi S.A.
International
Horse Show
SICAB

1News
During 2011, Fundación ExportAr had a successful year with numerous activities and a high record of exports.
An overview of these accomplishments shows 127 commercial promotion activities, in which 3,980 Argentine
companies were involved.
We participated in 76 International Fairs hosted in 26 worldwide locations. We organized 26 International
Business Rounds, in which 2,339 Argentine companies from different sectors met foreign traders in our
country. We helped 223 local entrepreneurs to participate in 25 promotional activities for exporting services.
We responded to 1,402 commercial inquiries; and we trained 1,367 professionals through 37 seminars in 18
Argentine provinces.
Finally this month, we held our traditional ExportAr Award Ceremony. In this 16th edition, the awards were
granted to local entrepreneurs who worked to start their export business, to those who consolidated their
foreign markets, or those who tried to expand to new points of sale abroad. In this occasion, Fundación
ExportAr distinguished eight national exporting companies for their outstanding performance and many other
achievements during 2011.
2011

2 News
Guadalajara International Book Fair
7 Interview | Felipe Viñals, Editor-in-Chief of Cute Ediciones
8 Interview | Sergio Paolini, Managing Partner of Gradifco
11 Interview | Ambassador Magdalena Faillace
14 The Market
15 The Sector
Dossier | Alemania
The Newsletter from Fundación ExportAr
December 2011
STAFF
Administrative Board-President
Miguel Acevedo
Administrative Board-Secretary
Secretary for International Economic Relations
Amb. Cecilia Nahón
Administrative Board-Treasurer
Undersecretary of Investment Development and Trade
Promotion
Amb. Carlos Alberto Bianco
Executive Director
Juan Usandivaras
Manager
Diego Nelli
News Editor-in-Chief
Eduardo Bevacqua
News Staff
Héctor Lorenzo
Verónica Scornik
Javier González Ojeda
Rosario Menéndez
News Designers
Pablo Caruso
Sebastián Feinsilber
Omar Baldo
Flavia Visconte
News English Version
M. Verónica Muñoz, PhD
Typography: Bree, © Type together
Total or partial reproduction of the articles and photographs is allowed
provided you cite “News”, the Newsletter of Fundación ExportAr, as the source
of the materials in any reproduction, publication, distribution, or transfer of
the materials.
w w w . e x p o r t a r . o r g . a r
4
SUMMARY
International Purebred
Spanish Horse Fair
20 The Market
21 The Sector
Interview | Frank E. Almeida,
Sugar & Spice
16
22

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Activities
82
83
84
Fairs
16th L’Artigiano in Fiera 2011
24th Performance Racing Industry Trade Show 2011
Training
Oil Export Development, Comodoro Rivadavia,
Province of Chubut
Formation of Export Groups,
Province of Córdoba
First Steps towards Exports,
Province of Formosa
Calendar of Activities 2012
24 ExportAr Awards
28 Interview| MBMed S.A.
29 Interview | Hexacta
30 Interview | TGV
32 Interview | Plumari S.A.
33 Interview | ProCórdoba
34 Interview | El Libro Foundation
36 Interview | Gemaco
37 Interview | Giorgi S.A.
40
52
70
Dossier. Germany
58 Interview | Natalia Portas,
Messe Frankfurt Argentina
60 Interview | Erika Enrietti,
Argentine-German Chamber of Commerce
64 Argentine Center of Commercial Promotion in Frankfurt
68 Opinion | Victorio Taccetti, Argentine Ambassador
in Germany
Special Report | Lebanon

4 News
The Guadalajara International Book Fair (FIL from its Spanish name,
Feria Internacional del Libro de Guadalajara) was founded in 1987
by the University of Guadalajara. Year after year, the Fair has grown
in importance by inviting new authors and reaching a general
public, both enthusiastic and more demanding. Today, the FIL is
the largest international market in the world for Spanish-language
publications. The Expo Centre of Guadalajara (34,000m2) hosts the
publishing, the academic, and the cultural productions. Publishers,
book-industry professionals, literary agents, reading promoters,
translators, distributors, and librarians visit the fair for commercial
or professional purposes. Both unknown and acclaimed authors
consider FIL the ideal place to present their work as it promotes
dialogue between writers and readers. More than half a million
people enjoy new titles and editions during this nine-day fair,
which has become a major cultural festival in Latin America.
The Guadalajara Book Fair fosters dialogue and exchange among
participants from all around the world, offering a multicultural
experience. As a consequence, each year shows an increased
presence in writers from languages other than Spanish, as this
event seems to be their link towards the Spanish-speaking readers.
Besides, since 1993, the Fair has a country or region as “Guest
of Honor”. Its role is to show the best of its editorial and artistic
production during this international forum. On this opportunity,
Germany has been the chosen country.
Another important issue discussed during FIL relates to the sale
of copyright licenses as the fair gathers different institutions
and associations from the USA and worldwide, particularly from
Europe. This reaffirms the international scope of the event.
Accessing books is one of the main goals of FIL, so there are
more than 600 hours of activities and many of these address the
general public: workshops at FIL Kids; meetings between authors
and students at FIL Youth; “The Pleasure of Reading” Program for
writers and readers; books presentations by readers through the
program “The readers present”; and different forums and literary
events.
In 2011, the exchange between readers and authors was perfect.
After nine days of intensive literary, professional, and cultural
activities, the Guadalajara International Book Fair closed its 25th
edition with high marks, attracting 659,898 participants. This
2011 Fair shows the participation of 1,935 publishing companies,
17,800 book professionals, 188 literary agents, and 501 media
representatives. Furthermore, 529 book presentations and 53
literary forums were held among other activities.1
Guadalajara
International Book
Fair
Almost 70 Argentine publishers participated in the most important
editorial gathering in Latin America
November 26 to December 4
Guadalajara, Mexico
Books
1 Source: www.fil.com.mx

5News 5News 5News
Furthermore, other well known authors, such as Diana Bellessi,
Tununa Mercado, Juan Sasturain, Federico Jeanmarie, and
Guillermo Martínez coordinated the activities in the Argentine
Pavilion. Martínez is the author of The Oxford Murders
(Imperceptible Crimes in Spanish), a police novel that was made
into a movie directed by Alex de la Iglesia in 2008. It is worth
mentioning the variety of activities that took place at the national
pavilion. The talk “Open Dialogue with Diana Bellessi” put together
by two local journalists was followed by several roundtables on
literary criticism and the market. A particular roundtable entitled
“The legacy of a non-conformist” was a tribute to the recently
deceased philosopher and writer Nicolás Casullo. Another one
about “Society and Memory in Argentine Police Novels” had
the participation of Sasturain, Martinez, and Jeanmarie. Several
presentations took place during the fair: one of them on “Literary
Generations: trends, continuities, and breaks” with Mercado,
Casas, and Ronsino; and, as Borges is one of the most translated
Argentine authors, there was a presentation about “Sarmiento
and Borges, two foundational writers”.
Finally, there was a photography exhibition about the socially
committed politically-engaged intellectuals who passed away in
2011: María Elena Walsh, Ernesto Sábato, David Viñas, and León
Rozichtner.
Important Argentine Participation
According to some preliminary studies, the Argentine publishing
activity in 2011 grew more than in 2010. Published titles increased
by almost 30 percent and books between a 100 and 110 percent.
This was also shown by the active participation of Argentine
publishing companies in the 2011 FIL, which itself grew 19 percent
more than the year before.
For the past nine years, the Direction of Cultural Affairs of
the Argentine Chancellery -through Fundación ExportAr- in
conjunction with the Argentine Chamber of Books organized the
Argentine National Pavilion (240m2) with 69 publishing companies
exhibiting their books.
Our national publishing companies were there in order to enhance
the existing commercial ties, as well as to contact representatives
and distributors in new markets, such as Mexico, Central America,
Latin America, and the USA.
This year FIL’s slogan was “The 25 best kept secrets in Latin
America”, a series of presentations made by 25 young writers
among which were Hernán Ronsino, Fernanda García Lao, and
Fabián Casas from Argentina. Meetings, debates, and lectures
from these authors aimed to delve into the origins of Latin
American identity.

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Argentine Companies in the Fair
Editorial Dunken
Albatros
Alfagrama Ediciones
Corregidor
Ediciones Colihue
Editorial Biblos
Lugar Editorial
Editorial Maipue
Espacio Editorial
Grupal
Homo Sapiens Ediciones
Imaginador / Proyecto Larsen
La Crujía Ediciones
Editorial Bonum
Waldhuter Distribuidor - Waldhuter
Editores
Nueva Librería
Ediciones de La Flor
Editorial y Distribuidora Continente
Cooperativa Editorial de la Universidad
Nacional de Lanus
Ediciones Ungs - Universidad Nacional
de General Sarmiento
Editorial - Universidad Nacional de
Córdoba
Editorial de la Universidad Nacional de
Quilmes
Editorial de la Universidad Nacional de
Río Cuarto
Editorial de la Universidad Nacional
Del Sur
Editorial Uader
Ediunju - Editorial de la Universidad
Nacional de Jujuy
Eudeba S.E.M
Eudem (Editorial Universidad Nacional
de Mar del Plata)
Universidad Nacional del Litoral
Editorial Universidad Abierta
Interamericana
Editorial Universidad Adventista del
Plata
Educa, Editorial de la Universidad
Católica Argentina
Nueva Sociedad
Editorial Brujas
Ediciones Manantial
Nobuko
Ediciones Pluma y Papel
Lea
Editorial Visor
Longseller
Ediar
Heliasta – Claridad – Unaluna
Editorial Astrea
Osmar D. Buyatti - Librería Editorial
Rubinzal Culzoni Editores
Feria del Libro de Buenos Aires
Comunicarte
Ediciones Infantil.Com
Editorial Beeme - Elefantino
Editorial Sigmar
Iamiqué
Calibroscopio - Libros para ver mundos
Edimed
Editorial Inter-Médica
Libreria Akadia Editorial
Ediciones Journal
Ediciones de Mente
Editorial Del Nuevo Extremo
Editorial El Ateneo
Users
Terramar Ediciones
Editorial Claretiana, al servicio de la
Evangelización
Misiones Franciscanas Conventuales
San Pablo
Cute Ediciones
Gradifco
Capital Intelectual
Roberto Rafael Basilico, Libros para el
mundo
Ruy Diaz

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How was Cute Ediciones born? How was the reader’s
response to these specialized books?
Cute Ediciones was a natural evolution from my career as a
magazine director, the job I had before my own venture. I had
a feeling that it would be more profitable making books instead
of magazines. The reason for this decision lies in the fact that to
make books there is less demand on employees. Compared to
magazines, books allow for easier and greater distribution. My last
experience as a magazine editor was for “El Gourmet”. I have
always loved cooking and I found an interesting market for food
related publications.
Which countries do you export to?
Right now, we export to Chile, Uruguay, Peru, UK, and Spain.
What percentage of your annual total sales were exports?
What are your short/mid-term goals?
Today, 21% of our annual total sales come from exports and we
expect to double this proportion in the next two years.
How was your experience with Fundación ExportAr at the
Guadalajara Fair? What new business opportunities have
you found during this event?
Attending the last FIL was a very positive experience. We were
able to meet face to face with buyers from important bookstores
and distribution companies. Some of them were from countries I
have only contacted by e-mail or phone without success. During
the Fair, they could get to know my company. I had meetings with
very good buyers from Costa Rica and Ecuador who promised to
place an order in February. I also met Colombian and Mexican
buyers interested in large quantities of books that would require
a financial investment on my side to meet their needs. It was
important to have a place at the Argentine Pavilion which reduced
the costs of participating in the event. I also value the opportunity
of meeting colleagues and sharing experiences about the book
export market in Latin America.
What are your short and medium term plans?
In the short term, we want to invest in the excellence of our
editorial project; we want to improve our distribution in Argentina
in order to reach the whole country. We want to be accessible to all
readers, whether they find our books in bookstores or elsewhere.
A little further into the future, we want to increase the amount of
new releases to 15 titles per year.
Are you thinking about publishing books on other topics?
Cooking and baking are a successful venue. We want to capitalize
on the ‘Do It Yourself’ trend by expending into other similar topics,
like knitting. We will probably explore it this year.
“We were abletomeet
facetofacewiththe
buyers”
Inlessthanfiveyears,CuteEdicioneshasfirmlyestablisheditsposition
in a significant sector of the publishing market: cooking and baking
books. Felipe Viñals, Editor-in-Chief, shares his positive experience in
the last Guadalajara International Book Fair and their plans for 2012.
Interview | Felipe Viñals, Editor-in-Chief of Cute Ediciones

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We apply a production criterion that I brought from Spain: to
rotate the titles and obtain a less than regular gross margin.1
As
a result, we can reprint a book up to five times in the same year.
Are you thinking of expanding towards other topics?
Not right now. The editorial market has its fixed segments and we
cover the ‘complementary literature’ one. If we suddenly switch
into publishing new authors, we’ll probably find less response
from our public, or from the bookseller who recognizes us in a
particular field. In this sense, it is hard to think of changing our
present situation.
To which countries do you export? Is it there any difference
between local and international demands?
We export to Guatemala, Costa Rica, Uruguay, Mexico, Chile,
Bolivia, Dominican Republic, Panama, Peru, Paraguay, Venezuela,
Puerto Rico, Ecuador, Nicaragua, El Salvador, Honduras, Colombia,
and possibly to Spain.
Regarding the demand, the situation is different. The local market
might consume certain titles while, on an international level,
readers may prefer others. However, there are certain classics like
Ana Frank’s Diary, Don Quixote, or authors like Shakespeare or
Nietzsche who are highly in demand everywhere.
“InGuadalajara
wedobettereveryyear”
How was your company, Gradifco, born? How did you build
your business in the editorial market?
We started business as importers in 1998 but, in 2001, after
the economic crisis, we replaced imports with our own editions.
Luckily we had a market segment, namely local customers with
a particular profile. Consequently, when the currency devaluation
affected our prices, we decided to publish are own editions. In
fact, before 2001 we sold book at prices similar to those in Spain
or Mexico; but then prices here rose so high that it was impossible
to keep selling those imported books here.
It was a hard time for us since our customers owed us payments
in devaluated Argentine currency while we had to meet our
payments abroad in foreign currency.
You specialize in classical world literature in translation.
Are those titles still in demand or have readers changed their
interests?
Today 90 percent of our books belong to what is called
‘complementary literature’, which refers to all the titles on High
School reading lists. Even though the majority of our readers are
students, we also reach the general public, because our prices are
accessible. In fact, we target the ‘impulse buyer’, the one who
walks down Corrientes Avenue and, while waiting for a friend,
decides to stop by a bookstore and buy a $5 dollar edition of
Dante’s Divine Comedy.
Interview | Sergio Paolini, Managing Partner of Gradifco
Theywereimportersand,withoutevenplanningit,the2001economic
crisis made them start their own publishing business. After 10 years,
they are a solid publishing house and they export a huge collection
of classical world literature to 18 Spanish-speaking countries. Sergio
Paolini, Managing Partner, tells us about the company and its
participationatFIL2011,wheretheydidbusinesswith5newcountries.
1. Rotating a title depends on the amount of sales. Titles in high rotation are
best-selling books.

9News 9News
How was your experience with Fundación ExportAr at the
Guadalajara Fair?
Fundación ExportAr’s support was very useful in the pavilion to
solve problems that arose when we wanted to do international
business. Even though it is hard to make a deal during the fair
itself, you can discuss many related issues.
Guadalajara is becoming more important each year. It is something
amazing, and it gathers many Latin American customers. Our
participation reflects how our business does: in fact, we do better
every year.
At FIL 2010, for example, we re-established our commercial
relations with Honduras. We participated again this year because
the corporate presence in the fair is important and we have the
opportunity to meet customers, not always available the rest of
the year.
When you travel and you see your imprints in a foreign country,
you realize the amount of work done in Argentina. In our case,
we had 12 meetings and 5 countries placed orders –Bolivia, Costa
Rica, Panama, Honduras, and El Salvador. We also have other
orders yet to be confirmed and we distributed a lot of information
about our company.
How will e-books impact print book sales?
I think, in fact, that some market segments have been eliminated,
such as reference. A lawyer does not search a printed volume
of the Law Code, he uses a CD-rom. The same happened with
printed encyclopedias that died long time ago.
I believe our ‘complementary literature’ segment could be one of
the last to be digitalized, mainly because of the cost of the book
itself. It is not that profitable to make an e-book and it is expensive.
First, e-books will be for books that can afford this procedure and,
then, for those in high demand in the market.
How do you evaluate your last decade in the publishing
business?
We had very important experiences throughout these years. On
the one hand, we were able to overcome the devaluation effect
of the crisis and we settled our foreign payments. On the other,
we consolidated our position in the local market and later in the
foreign one, no matter what the volume in trade was (for example,
Chile buys more than Guatemala, and we value our presence in
both countries).

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11News
“Afterthesuccessin
Frankfurt,weshould
moveevenfurther
ahead”
According to Ambassador Faillace, “Argentina’s participation in the Frankfurt
Book Fair as a ‘Guest of Honor’ has changed a great deal the way we promote
our culture. After this experience, we decided to move forward and seek new
challenges so Argentina can export its culture to an even greater extent”.
Ambassador Magdalena Faillace, who graduated with a degree
in Literature, has a passion for culture in general and literature
in particular. It has been a rewarding experience to interview her
regarding Argentina’s participation at Guadalajara Book Fair. She
is strongly committed to the promotion of our culture and she
highly enjoys the successful activities organized by the Direction of
Cultural Affairs of the Argentine Chancellery.
What do you think about Argentine participation at the
Guadalajara Book Fair?
Argentina has participated for many years in the Fair though
2011 was peculiar. It is appropriate to remember Argentina’s role
as guest of honor at the Frankfurt Book Fair in 2010, because
it was important and left a mark. We brought 70 authors and
we organized a series of activities in major institutions in Berlin,
Frankfurt, and Leipzig.
We also coordinated the International Symposium in Brussels,
and another one called “Borges, the Poet” in conjunction with
the Ibero-American Institute at Leipzig. We were able to create
a very positive image of our culture and of the leading role we
play in Latin America. All of this shows the political decision of
our president, Cristina Fernández de Kirchner, in the international
promotion of our culture with adequate budget resources.
Making it very clear that exporting our culture is a priority
That’s exactly what I mean. Our culture is our indisputable
ambassador. Our leading role in the region is undisputable.
We should highlight the Sur Program that provides grants for
translations, a program launched with the Organization Committee
for the Frankfurt Fair. We have a constant exchange through our
Direction of Cultural Affairs between the editorial world and our
authors. In fact, the Sur Program is part of the government cultural
policy.
Was Frankfurt 2010 a turning point for our culture in the
world?
Yes, absolutely. In 2011, a hundred titles were translated and we
made the Sur Program a permanent resource for translators. We
give 2,500 Euros per translation piece. This has allowed Argentina
to directly participate in the promotion of literature in the world.
In the last three years, we have become a country that defines the
policies for promoting our literature in the Spanish from the River
Plata. In fact, we have translated 291 titles in 37 countries into
32 languages. The images of our landscapes, our ways of loving
and arguing, and of our passions reach 32 languages around
the world, including even the most exotic ones like Bulgarian,
Croatian, or Chinese.
For example, in 2003, our writers were not translated into Italian.
In 2011, out of the hundred pieces translated, 33 books were
Italian translations of Leopoldo Marechal, Julio Cortázar, Rodolfo
Walsh, and some more contemporary authors as well. The Sur
Program is our winning ticket. People from the Frankfurt Book Fair
think that it is the most important translation funding program in
Latin America. This is very important for us.
Our participation in Frankfurt took a whole year of preparations
and ended in the Book Fair in October 2010.
Interview | Ambassador Magdalena Faillace

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From that point on, we realized that we could not move
backwards. After such an important achievement, we had to
meet the same standards, not only in Frankfurt but in other Book
Fairs as well. Thus, we had the same criterion at the Book Fair in
Lima, Peru, a much smaller event, where we were the ‘guest of
honor’ again. We cared a lot for the Fair stand and five authors
participated as well. When we got to Guadalajara, we knew it was
the most important event for the Spanish-speaking community in
the Americas.
As a result, we decided to improve our national presence at the
Fair because Argentina today is the second largest book publisher
in Spanish-language after Spain (Mexico used to be second and
we were in third place). It was not good to have the same face as
before, we had to strengthen our image. As a consequence, we
built a 240m2 pavilion that included an auditorium which seated
36 people, with LCD TVs, a display counter with books by many
authors (translated by the Sur Program). In our pavilion we had
several roundtables with 8 Argentine authors (five supported by
us, and three by the FIL).
How important is the government support for the promotion
of our culture?
Governmentsupportisessential.WehaveaPresidentwho,through
the creation of UNASUR formerly chaired by President Néstor
Kirchner, has fortified the relationship between the countries of
the region. We cannot continue to pretend that we are a European
country in Latin America. We are a Latin American country, with
our own diversity that makes us different and alike at the same
time. If we miss this cultural side, we cannot integrate ourselves
political, economical and commercially into Latin American. This
means that people should be aware of each other; they show
know about their values, their cultural images, their differences,
and things they have in common; they should realize what makes
a Russian, a Spaniard, or a Chinese universally alike, while finding
out our peculiarities.
Why is the Guadalajara Book Fair so important?
The Guadalajara Fair is powerful because it is a symbol of the
strong investment that Mexico devotes to their national and
international cultural politics. Mexico is a country with a deep
pride in their pre-Colombian heritage. They are the heirs of the
Aztec civilization. You can feel this in the streets, not just at the
Fair. Culture is one of the foundations of their national identity
and sovereignty, particularly in their relationship with the United
States. As a result, the Fair celebrates culture with a great splendor.
This year, two Nobel-prize writers, Hertha Müller and Mario Vargas
Llosa, were there. Five Cervantes authors also participated, among
which was Juan Gelman, one of our cultural representatives
and a voice for Human Rights, particularly for his active role in
the recovering of his granddaughter (a baby that was stolen
from his disappeared parents and illegally raised under another
identity for more than 20 years). Gelman was chosen to be the
Opening Reader of the Poetry Salon of Guadalajara. This Fair is
also remarkable for the participation of around 200 writers and
reading promoters from all over the world in the 40 different
national stands and pavilions. In addition, it has a privileged
location behind the prestigious University of Guadalajara.
What was the impact of the Argentine Pavilion?
Our space had a huge effect at the Fair. It was set up with Juan
Usandivaras, Executive Director of Fundación ExportAr, who is a
pleasure to work with thanks to his cultural sensitivity. We both
agree that cultural industries generate wealth and promote values.
We also believe in using certain things from Frankfurt, like the logo
and motto. The logo is wonderful: it has the three colors of our
flag intertwined which forms some bubbles or circles, a positive
and euphoric ascending image that seems to be flowing. This is
the way we want to show our culture and it also appears in the
motto, “Argentina, Culture in Motion”.
Entrevista | Embajadora Magdalena Faillace

13News
The first days of the Fair are dedicated to Professional Meetings.
Later, the Fair opens its doors from 9:00am to 9:00pm for writers
and publishers, with lots of activities every day. The general public,
similar to the one that attends the Book Fair in Buenos Aires,
constantly visits the exhibition ground.
At our Pavilion, we kept pictures of our natural and cultural
landscapes: the Jesuit Missions, the Iguazú Falls, Buenos Aires and
Tango, Ischigualasto, Talampaya, and the Valdéz peninsula among
others, because we understand that we are a very Southern
country and we want to be known for our landscapes. One of
the things we emphasize is the diversity of the Argentine culture,
which reveals itself through the variety of images and the diversity
of the last names of our authors.
At Guadalajara, we organized nine roundtables, so we made our
writers work a lot. In the end, we met our main goal of making
Argentine Culture known abroad. We achieved so much at this
event that we want to move even further ahead. We had an
open talk with Diana Bellessi and with two Argentine journalists
invited by the Fair. We also coordinated a roundtable to discuss the
influence of literary criticism on the market. It is very important to
get used to talking about ‘markets’ when we work in the cultural
industries. This critique is not naïve. In fact, it shows a trend. This
is the reason why we have rating charts for fiction and non-fiction
bestselling authors. We also had a tribute to the recently deceased
Nicolás Casullo. We organized a series of photographs of great
authors who passed away in 2011: María Elena Walsh, Ernesto
Sábato, David Viñas, and León Rozitchner. These four writers were
political and socially committed. They rose against dictatorships
which is very important for us, because our government strongly
supports fighting for Human Rights. We also organized another
roundtable about two founders of Argentine literature, Sarmiento
and Borges. Sarmiento started our sociological literature with
Facundo, when he tries to vilify Facundo Quiroga but ends up
triggering admiration for his image in the readers. Borges is the
best well-known translated writer who has addressed major
human issues. He is one of the fathers of fantasy literature.
What is the effect of the Sur Program on the region?
It is huge. We even received Brazilian delegates who wanted to
learn about the Sur Program and we have shared our rules and
regulations. They will soon be the ‘guest of honor’ in Frankfurt and
they want to organize and implement a similar plan.
Do you believe that the growth of the editorial industry is
related to the implementation of the Sur Program?
It would be too much to say that. I believe there is a sort of synergy.
For the local market, publishers have produced a fabulous result,
not only in the number of writers but in the amount of books sold.
Back in 2003, I wrote the article “Argentine culture has never been
in default”. We were living in the aftermath of the 2001 crisis:
economic default, ‘cacerolazos’ (popular protests), and citizens
emigrating to the North. However, in the midst of this crisis, no
theaters closed its doors in Buenos Aires (which has more theaters
than New York, Paris, and Berlin). The number of students who
started studying Humanities also did not change. In fact, authors
kept writing no matter the tough economic situation, though they
published lesser quantities. Today, if you go to a bookstore for a
book from last year, you probably won’t find it, even though the
amount of printed copies has increased: books are sold out and
this is a clear symptom of the growth of the industry.
There were 68 publishers at FIL and there is steady publishing
activity parallel to the economic growth of the last 8 years. The Sur
Program posited our authors beyond our borders. I have talked
to the most important literary agents in Spain that promote the
translations of Latin American books and they explained that,
after launching the Sur Program, the demand of translations
rose significantly. They could sell more copyrighted titles written
by authors from our region. This shows that we are learning to
be a team. Not only does government regulate the activity, but
also it supports and builds bridges between authors and the book
industry sector.

14 News
The Market
Mexico covers almost two million square kilometers and has a population of 114 million. It is the third largest country in Latin
America and the second most populous one. Its main cities are Mexico City with a population of 19.3 million, Guadalajara
(4.3 million), Monterrey (3.8 million), Puebla (2.2 million), and Tijuana (1.6 million inhabitants).
Mexico is the 11th largest economy in the world. In fact, it is one of the most developed economies in the world and within
the region. Its GDP for 2010 was $138.99 billion dollar, while its GDP per capita was $14,000. The service sector is the
largest component of its GDP at 63.5%, followed by the industrial sector at 32.6% and agriculture, that represents only
3.9%. Moreover, the life expectancy in Mexico is 76.4 years, a figure similar to developed countries.
During 2010, Mexican exports increased by $298.5 billion dollars. The most significant exports are manufactured products,
such as automobiles. Mexico also produces oil, coffee, cotton, and silver from the mining industry. This merchandise mainly
serves the needs of NAFTA members and its main trade partners are the United States (where 73.5% of the total shipments
are sent) followed by Canada (7.5%).
Mexican imports in 2010 exceeded $301 billion dollars. Its main trade partners are the United States (60.6%), China (6.6%),
and South Korea (5.2%).
In terms of bilateral trade between Argentina and Mexico, sales to said market in 2010 reached $1.2 billion dollars. Among
the main products exported to Mexico are motor vehicles and transport equipment and parts (with shipments worth $431
million dollars, 35% of the share of total exports), followed by aircraft, watercraft and parts ($189 million, 15.5%), chemicals
($111 million, 9.18%), and metals ($66 million, 5.4%).
Photograph © Courtesy of FIL Guadalajara/Bernardo De Niz.

15News
The Sector
The Publishing industry, after the audiovisual sector, is one of the most relevant areas of the cultural industries. It has 2,517
imprints with publishing houses (more than 600 are SMEs), public and private institutions, universities, and newspapers, among
the most prominent.
The publishing sector of our country is quite dynamic in the Argentine economy. According to preliminary estimates, activity in
2011 was greater than in 2010. Titles increased by 30% and copies by 100% and 110%. To these new quantities, we should
add the increase of book printouts and its consequent reduction of acquisitions abroad. The main imports come from Spain,
China, Mexico, Colombia, and to a lesser extent from Venezuela.
The number of books published annually has doubled in recent years compared to the convertibility period in Argentina. In
fact, it has surpassed almost the 22,000 titles. Brazil is the only country in South America that exceeds this mark printing more
than 40,000 titles.1
In addition to large firms, several small and mediums (SMEs) publishing companies called “niche brand” favor diversity in the
supply of books. In 2011, there was a 7% increase in the creation of imprints.
In fact, 85% of the publishing market consists of SMEs, while the remaining 15% belongs to large national and international
companies. The major editorial centers are located in larger cities, such as Buenos Aires, and the provinces of Buenos Aires,
Córdoba, and Santa Fe.
In 2010, Argentina exported to 78 worldwide destinations, particularly in Latin America: Chile (18.8%), Peru (12.7%), Mexico
(11.2%), and Uruguay (10.3%). It is also worth mentioning that exports to Spain (4% of total exports) and African countries,
like Mozambique and Uganda, generated more than $200,000 dollars.
(1). Source. National Secretary of Culture, Report on the Economic Situation in Argentine culture, 1:2, November 2009.

16 News16 News
Since 1991, SICAB (Salón Internacional del Caballo-International
Horse Show) has been held during the last week of November
at the Palacio de Exposiciones y Congresos (Convention Center)
in the city of Seville. The Fair is organized by the National
Association of PRE (Pura Raza Española-Purebred Spanish Horse)
Breeders (ANCCE). It is the third most important social-economic
event held in the city of Seville, with more than 240,000 visitors
and a thousand PRE Horses. This event is, in importance, right
behind the world-famous Easter Processions and the April Fair in
Seville. SICAB is the most important single-theme trade fair in the
world and offers the visitors a wide range of examples of breed
versatility for their enjoyment throughout the week. Additionally,
SICAB is the grand final for the Spanish National Championships
for PRE Stallions and Mares, so it has the very best horses from
an objective point of view, meaning those that have proven their
worth as potential winners.
During this International Horse Fair, several additional activities
take place to show the characteristics that have been historically
admired in this particular breed of horse. Among them are
the Spanish Morphology Competition, the ANCCE Cup for
the equestrian disciplines of Show Jumping, Doma Vaquera,
Dressage, Carriage Driving, Alta Escuela as well as the Exhibition
Competition and the Show. There are professional meetings on
specific topics for amateurs and specialist veterinarians. SICAB
is an international event which attracts about 150,000 visitors;
boosts 1,200 PRE horses participating in the show from 124 stud
farms; and has an exhibit area larger than 45,000 m2.
SICAB2011
(International Purebred Spanish
Horse Fair)
Argentina was the “guest of honor” in the 2011 Fair edition, the most
important single-theme trade fair in the world focused on purebred
Spanish horses.
Seville, Spain
22 to 27 of November
Horses

17News 17News
Guest of Honor
In this scenario, Argentina has been chosen to attend the 21st Fair
Edition for the first time as a “guest of honor”. Its participation
was organized by the National Ministry of Agriculture, Livestock,
and Fisheries in conjunction with the Ministry of Agriculture
and Fisheries from the Province of Buenos Aires, and Fundación
ExportAr.
It is worth mentioning that our country has an important equine
herd size of 3.5 to 4.5 million of horses, which means that
Argentina is among the 10 top horse-producer countries in the
world.
During SICAB 2011, Argentina had a national pavilion of 128m2
located in front of ANCCE, the Fair organizer. This location
enabled several activities, such as Argentine wine and food
tastings.
There was also a display with materials for promoting official
institutions and the national companies. A private conference
room, which seated 75 people, was available for the Argentine
delegation and there were special boxes (located in the exterior
triangle) for the 20 horses which participated in the event.
To resemble the style of our traditional countryside and with the
support from the Argentine Beef Promotion Institute (IPCVA), a
“pulpería” (local store) was built and, on the evenings, it offered
tastings of Argentine beef through “asados” samples (roasted
SICAB
beef) and “empanadas” (turnovers) filled with knife-cut meat
(diced beef). This was a resounding success and it served 250
kilos of Argentine beef with national wine from the Winery
“Fin del Mundo” (End of the World).
At the same time, during he afternoons, visitors were able to
taste the typical Argentine “mate” offered by the Yerba Mate
National Institute (INYM) with the popular “9 de oro” biscuits
from the company Molinos Cañuelas. In both occasions, the
servers were dressed up as “gauchos” and the firm Cardón
prepared their special fashion design for the fair.
The Argentine participation in SICAB included all aspects of
our culture. In addition to the food tasting, there was a daily
show performed by the Argentine Equestrian Art School and
the Ballet Udaondo with genuine gauchos who evoked the
tasks they carry out in the Pampa. There was also a tango show
by Inprotur with a couple that made two daily performances.
Finally, an exhibition on equestrian fine art from Guadalupe
Gutierrez Peydro was shown in the private conference room.
It was remarkable the enthusiasm expressed by the public on
the Argentine equestrian shows, in which both mates and
biscuits were exchanged while gauchos welcome foreigners to
our traditions.

18 News
Results and Announcements
According to the organizers, the 21st edition of the International
PRE Horse Fair/SICAB succeeded beyond all expectations, both in
the number of visitors (almost 200,000) and on the business side.
946 horses from 11 countries participated in the Fair, as well as
306 stud farms, and 321 commercial exhibition stands. There
were 287 accredited journalists coming from Spain, Belgium,
France, Great Britain, USA, Italy, Mexico, Portugal, Ecuador,
Germany, and Argentina.
Several international authorities also visited SICAB. Representing
Argentina, the “guest of honor” in 2011, the mayor of the city
of Ezeiza, Mr. Alejandro Granados, and his wife, the Congress
Representative Mrs. Dulce Granados, participated in the Fair with
our Ambassador in Spain, Carlos Bettini. They all showed their
unconditional support to the bilateral trading relations between
Argentina and Spain.
Javier Conde, President of ANCCE, was very pleased with the
response from the public at the Fair and he affirmed that SICAB
“met its goals”. He also added that “we have kept our quality
standards and it is the first time we show more than 90 horses”.1
On the Pure Spanish Horse (PRE)
The PRE is a breed of horse from the Iberian Peninsula and its
conformation has been influenced over the centuries by many
different peoples and cultures who occupied Spain, as well as
by the changing aristocratic tastes. The PRE is also known as the
Andalusian horse due to its origin in the region of Andalusia that
has the merit of enhancing the breeding and their spirit.
Much has been written and said about this breed for its prowess
and elegance. Members of the breed have heads of medium
length, with a straight or slightly convex profile, and lively big
eyes. Apart from this physical description, PRE are noble, strong-
built, resistant, and energetic. They tend to be docile, while
remaining intelligent and sensitive.
The Andalusian is, above all, constant beauty on display. All
these qualities allow this breed of horse to be ideal for horse-
drawn carriages, the “doma” (taming), and rural tasks as well.
In fact, PRE has always shown a lively lofty trot, ideal for quick
galloping. It is one of the fastest horses in Europe. When the
horse gallops, a rear leg propels the horse forward so the animal
is only supported on that single leg while the remaining three
legs are moving forward.
1 ABC-Seville, November 27, 2011.

20 News
The Market
Spain is one of the ports of entry to the European market. It is located in a privileged geographical position between the
Mediterranean Sea in the South and the Atlantic Ocean in the North. Spain has 46 million inhabitants and its main cities are
Madrid (5.8 million inhabitants), Barcelona (5.1 million), and Valencia (812,000 inhabitants).
The Spanish economy has been highly dynamic (until 2008). Its life expectancy is above 81 years old. In 2010, Spain’s
Gross Domestic Product (GDP) per capita was $29,400 dollars. The service sector is the largest component of GDP at 72%,
followed by the industrial sector at 24% and agriculture which represents only 4%.
Regarding exports, Spain is 18th exporter in the world compared to other exporting countries with a trading volume of
$253 billion dollars. Spanish exports show a great variety of products, from industrial and technological to high quality food.
The most significant exports are motor vehicle parts, pharmaceutical products, and food, like fruits, vegetables, wine, cold
meats and cheese, among other. Its main trade partners are the European Union members: France, where 18.7% of the
total shipments are sent, followed by Germany (10.7%), Portugal (9.1%), Italy (9%), and UK (6.3%).
Spain is 14th among importing countries and its imports were worth $353 billion dollars in 2010. Spain’s main imports are
machinery and equipment, fuels, chemicals, semi finished goods, foodstuffs and consumer goods. In 2010, its main trade
partners were Germany with a share of around 12.6%, France (11.5%), Italy (7.3%), China (6.8%), Netherlands (5.6%),
and UK (4.9%).
In terms of bilateral trade between Argentina and Spain, sales to said market in 2010 reached more than $2 billion dollars.
Among the main products exported to Spain are agricultural fodder (with shipments of $558 million dollars, a 25.3% share
of total exports), followed by chemicals ($534 million), fish and seafood ($418 million), copper ($204 million), fats and
vegetable oil ($100 million).

21News
The Sector
Domesticated horses (between 5,000BC and 2,000BC) were a technological change in human life. They were first used as a
means of transport and as a food source (meat, fat, and leather); later becoming essential for warfare and farming activities.1
Even though horses are mainly used as a means of transport or for working purposes, the export of horses is aimed at the
market of sports, recreation, and racing. The latter has an added value as it includes a high degree of horse training (in man
hours) and a high value of investment in genetics (embryo transfer technology and artificial insemination to improve horse
breeding techniques and results).
The horse breeding business takes place in extensive, semi-extensive, or intensive stud farms. Most breeders are located in
the Pampas region, which offers excellent conditions for the activity and it has close equestrian centers. The Peruvian Paso
(descendant from PRE) is raised and bred in Northeastern Argentina to endure rough conditions.
Argentina has an important equines herd size of 3.5 to 4.5 million horses, placing it among the top ten countries in the world
(a 7% share of the business breeding in the world). In the last three years, the horse export industry has increased its volume
by 25%. All equestrian activities produce $800,000 million dollars each year; they create 70,000 full-time jobs and 120,000
part-time jobs.2
The main horse export destination countries in 2010 were the USA with 34.1% of the total sales, followed by Brazil (with
18.6%), Chile (16.7%), Uruguay (12.8%), and Bahrein (4.9%).
1 Ministry of Agriculture, Livestock, and Fisheries. Argentine AgriFood II, 2006
2 Organizers, Our Horses 2011 (Equestrian Exhibition)
SICAB

22 News
Why did you start Sugar & Spice ten years ago?
We did market research on gourmet products for export; we
travelled to the US, the UK, Canada; and we considered our
previous experience and knowledge of other regions. We
concluded that the international gourmet market was, to some
extent, saturated with products; but we identified several very
clear market niches, like marmalades, olive oil, pasta, coffee, tea,
and cookies.
These market niches started developing slowly in Argentina and
we found local companies focused on each of these products,
even with a gourmet version of our traditional ‘alfajor’. However,
the cookies and biscotti market was not fully covered. Many
bakeries offered delicious products but no gourmet cookies. Thus,
after all this research, we decided to focus on gourmet cookies
and biscotti.
How did you grow along these years?
Due to market demand, we had to expand our production
and invest in technology. In order to do so, we visited several
manufacturing plants abroad. We prepared a commercial plan
based on the tested market and our commercial goals, and a
group invested one million dollars in the project.
We are located in a model plant building using technology from
Argentina, Italy, and the US. We have efficient manufacturing
procedures that guarantee the quality and safety of our products.
We have also implemented a Food Safety Monitoring System (the
Hazard Analysis Critical Control Point system or HACCP)
Sugar&Spice:
GourmetCookiesand
HomemadeFlavor
Tenyearsago,Sugar&Spicecreatedanichemarketforgourmetcookies,
justwhenthiskindofproductwasgainingmomentuminArgentina.Since
then, they have chosen products from different cultures and parts of the
world, and have promoted them locally and internationally. Frank. E.
Almeida, partner of Sugar & Spice, tells us their history, their exporting
experience, and the plans for 2012.
Interview | Frank E. Almeida , Sugar & Spice

23News
You sell different gourmet cookies, like biscotti,
brownies, pound-cakes, panettones, cookies, and
snacks. Which product is always on demand? Are you
planning to add a new product in the short term?
It depends upon each store. We have stores that sell more pound-
cakes; others sell more brownies; others, cookies and/or biscotti;
some even sell more snacks. In general, the products with the
highest demand are the brownies, followed by the cookies and
biscotti. During Christmas and New Year’s, the panettones sell very
much.
At the same time, we are always playing and trying new things
in the kitchen, so we may offer new products in the short term.
Whatcanyousayaboutthegrowthofgourmetproducts
in our country and abroad?
I believe that the gourmet is a market niche that offers new
products, some of which, strictly speaking, are not even gourmet.
In fact, we only have a few products in Argentina that can fall
under this label.
All around the world, I see a movement towards homemade
things, those more genuine or basic products that allow the
buyer to identify ingredients. Long lists of sophisticated names are
rejected; and this trend has also reached Argentina. Even though
the gourmet market is rather small, it is growins larger every day.
Consumers want tasty food; they want to eat good things.
Where do you export to? What are your plans regarding
new markets abroad?
Right now, we export to Chile, Uruguay, and we just started in
Brazil (they have just received our first shipment). Our goal is
to work with them for the success of our product. We are also
negotiating shipments to Peru and Paraguay.
How much of your production is for export?
The exports are around 8% of our total sales.
Have you found any business opportunities by
participating in activities organized by Fundación
ExportAr (like International Fairs, International
Business Rounds or Promotional Services)?
We had a very good experience participating in Business Rounds
and International Fairs organized by Fundación ExportAr. Thanks
to them, we were able to send shipments to Spain and France.
We had a very good experience in Brazil at the last APAS Fair
because we met a distributor and, right now, he is working
there for us.
You are members of our Export Group “All Gourmet
Food”, what are the benefits of this membership?
When you belong to an export group, it is easier to have a seller
or distributor that can oversee your business abroad, while you
focus on your company, in the manufacturing process, and the
local market. The group also enables the sharing of experiences
so you can learn from your peers.
At the same time, you can also share the cost of an exhibition
stand in an international fair. Lastly, you don’t need a
representative for each product during an exhibition: you can
save money by sending all the export group products together
under the responsibility of just one or two people.
What are your goals for 2012?
We want to increase our database of clients in Argentina and
reach the provinces as well. Internationally, we want to offer
new products in our existing markets abroad, and open new
business venues in Ecuador, Colombia, Peru, and Paraguay.

Fundación ExportAr acknowledges several national exporting companies
that achieved important goals and performed impeccably during 2011. At
the16thawardceremony,distinctionsweregrantedtoseveralentrepreneurs
as a way to support their effort to expand into new markets, to consolidate
existent foreign markets, and to gain new sales points beyond our borders.
To Our Exporters
ExportAr Awards 2011
25News

26 News
The award ceremony, held at the Salón Libertador (Palacio San
Martin), was chaired by the Chancellor Héctor Timerman,
Ministry of Foreign Affairs. Ambassador Cecilia Nahón, Secretary
of International Economic Relations, Miguel Acevedo, President
of the Administrative Board of Fundación ExportAr, and Juan
Usandivaras, Executive Director of Fundación ExportAr, participated
in the ceremony. Eight Argentine companies with solid exporting
standing were distinguished this year, as well as the work of the
Agency ProCórdoba, for its support and promotion.
During his speech, the Chancellor explained that “the award
seeks to publicly acknowledge the efforts and achievements of
Argentine companies who place their products and services in the
world market”.
He further added that “since the beginning of Cristina Fernández
de Kirchner’s administration, as well as during President
Nestor Kirchner’s presidency, the Ministry under my charge has
emphasized the need for enhanced synergies between public and
private sectors as one of the key guidelines of Argentina’s trade
policy” .
He explained that “in this sense, the ExportAr award seeks
to encourage and increase the competitiveness of domestic
production in demanding international markets, particularly
the exporting SMEs, which play a fundamental role in the
establishment of strategic objectives. These goals are set to
encourage the growth and diversification of Argentine sales in
the world and to create an export culture in the national business
sector. This new culture would produce resources that would
guarantee a sustainable development of our economy, support
our national production, and create new jobs, all of which tend to
favor a more equal distribution of income”.
The Chancellor also mentioned that “in reference to these
goals, in the past eight years, we have obtained many important
results, particularly in 2011. During the first 10 months of this
year, Argentina has reached a record of 71 billion dollars in
exports, representing a 25% increase over the same period last
year. This result is routed in late 2011 to reach a record high of
85 billion, surpassing all expectations. The hard numbers on the
diversification of our exports and the opening of new business
destinations are also highly positive. Nontraditional manufacturing
sectors with a high added value (such as dairy, fruit and vegetable
preparations, vegetable oil, leather and hides, honey, steel, wine,
chemicals, motor vehicles and parts) have become a potential
market for exports”.
Timerman remarked that “Argentina has opened and conquered
new markets, thanks to the joint action of our government and
our entrepreneurs. Thus, we have more than 20 countries as
commercial partners with whom we trade both products and
services worth more than 1 billion dollars. With this, we have
reached a sales record in our exporting tradition”.
“From 2003 to 2010, Argentina has grown and almost tripled
its exports. This was due to the process of selling our products
and services with increasing added value, and also thanks to
the incorporation of a growing number of small and medium
enterprises (our SMEs), which have a key role in creating
employment and improving social indicators”.
“Theparticipationofthecompaniesandtheirpermanentinteraction
with the public sector in the promotion and development of
new markets has contributed to the improvement of an efficient
commercialization of our products in the international market.
This means gaining accessibility, enhancing sales, and diversifying
our export base to new markets”.
“Within this framework, the performance of our export
companies, particularly SMEs, seems to be growing in proportion
to the constant challenges and the need for quick and adequate
responses to international demands. In other words: we
acknowledge that the success we celebrate today is to a great
extent due to the efforts of our companies. At the Ministry of
Foreign Affairs, we are proud of this effort and we recognize it as
one of the pillars of our model for development”.
For her part, Ambassador Cecilia Nahón, Secretary of International
Economic Relations, pointed out that “behind the impressive
Matías Madorno, from MBMed S.A.Hugo Giorgi, from Giorgi S.A.

27News
numbers, lies the work of many entrepreneurs”, adding later that
“we hope to promote the federalization of our foreign trade”.
The Ambassador highlighted that “the work of Fundación
ExportAr is essential as it helps the many small and medium
enterprises throughout the whole country”.
Nahón congratulated the distinguished entrepreneurs and also
acknowledged those who did not receive the award this time but
had made an effort strengthening their position in their markets
and even opened new. She added: “Numbers are eloquent and
speak for themselves. I want to highlight the effort of all the men
and women of our country who work every day to obtain these
results with their exports”.
In turn, Juan Usandivaras, Executive Director of Fundación
ExportAr, stressed the diversity of the sectors that participated
this year: culture, computer science, building, agriculture, and
cosmetics, among others.
Usandivaras also pointed out that this award gathered
representatives from different Argentine provinces, which showed
the federal spirit of Fundación ExportAr’s work.
The award was divided into eight categories. The winning
companies were the following:
ExportAr Awards 2011
Category 1: First Export
Winner: MBMed S.A. (City of Buenos Aires)
Area: Respiratory Mechanics Monitor for Ventilated Patients
Category 2: Opening of New Markets
Winner: Plumari S.A. (City of Buenos Aires)
Area: Hair Cosmetics (development and manufacture of hair
color products)
Category 3: Incorporation of Innovation and/or Added Value
to the Product for Export
Ganador: GIORGI S.A. (Fuentes, Province of Santa Fe)
Area: Agricultural Machinery
Category 4: Consolidation and Permanence in Foreign
Markets
Winner: TGV, Excellence in IT Solutions, Inc. (City of
Buenos Aires)
Area: Systems Implementation and Software Development
Category 5: Associativism for Export
Winner: GEMACO S.A. (City of Buenos Aires)
Area: Building Materials Export Group
Category 6: Export and Promotion of Culture
Winner: The Book Foundation (City of Buenos Aires)
Area: Culture and Book Promotion-Non Profit organization
Category 7: Exports of Other Services
Winner: Hexacta (City of Buenos Aires)
Area: Technology Consulting and Software Development
Category 8: Exporter Process Support Services
Winner: ProCórdoba SEM Agency (City of Cordoba)
Area: Exports Promotion Agency-Provincial/State Level
Fabio Gasparri from HexactaGustavo Canevaro from El Libro Foundation

28 News
MBMed, located in the City of Buenos Aires, was granted the First Export
Award. MBMed develops health care equipment with the latest techno-
logy. The engineer Matías Madorno, MBMed founder, states that they
research constantly to improve their machines and develop new equip-
ment.
ArgentineInnovationin
MedicalEquipment
Have you done promotional activities jointly with Fundación
ExportAr? What were the results?
MBMed has belonged to the export group Medylab since 2010; so
we have been able to participate in the most prestigious international
fairs on medical equipment.
Fundación ExportAr has helped us a lot through Medylab, by setting
up a collective stand at these fairs, by building a network with
related companies, and through business rounds. Its support has
helped us a lot.
What does the First Export Award mean to you?
It has been very important to us. We are a very small business with
only three people. Everything is done with a lot of effort. To be
considered for this award is amazing. It is a high recognition and it
makes us feel very proud of our achievements.
How did you start exporting? What markets have you reached?
How do you plan to expand them?
Since we joined the export group Medylab in 2010, we have
gained truly international visibility. We also obtained the CE Mark
(European Conformity Mark from the European Community), and
the ISO13485 and ISO9001. We also found some distributors but
this market has a very slow pace, so our first export was in 2011.
We export our equipment to France, Mexico, Venezuela, Chile, and
Brazil. We have also sent a shipment to Spain. We will probably place
our product in Italy and Egypt soon. Our mid-term goal is ambitious
and we want to sell worldwide. I know this is really possible.
When and how did you start this company?
During my undergraduate studies at the Technological Institute
of Buenos Aires (ITBA), I worked at the Artificial Intelligence Lab.
One of my professors offered me a job at a company dedicated
to developing cardiologic equipment. My postgraduate studies
focused on Design and Maintenance of Medical Equipment, so
I concentrated my interest in bioengineering as it was a potential
area of research and study.
After some market research, I decided to work on respiratory
monitors which are complementary to respirators. I am talking
about the FluxMed monitor. At the end of 2004, I began its design
and, by mid-2005, I was sure that I could produce it and started
the company.
We always invest in research to improve our machines thanks
to the support of the Argentine Technology Fund (FONTAR-
National Agency for the Promotion of Technology and Science
for Argentina). I am proud to say that today FluxMed is a unique
product in the world.
What type of services do you offer and why would someone
be interested in your products?
The Flux-Med Monitor allows the monitoring of patients in the
process of weaning. It also enables calculating parameters that
respirators do not handle which is very useful when dealing with
a difficult patient.
We are always improving our products, adding new things or
functions to the existing equipment, or designing new machines.
Those who have our machines know that they are the latest
technology.
ExportAr Awards 2011 | MBMed S.A.

29News 29News
InternetArtisanswith
GlobalReputation
The company has 220 professionals located in Argentina in
different development centers (Buenos Aires, Parana, and Bahia
Blanca). They serve both the local and international demands.
Hexacta has a long standing exporting experience of more than 11
years. Their commercial partners abroad are located in US, Mexico,
and France.
Hexacta contacted Fundación ExportAr a year ago and, since then,
they have participated in two international events: the World BPO-
ITO in New York City (March 2011) and the Gartner Outsourcing
Summit in Orlando.
In both opportunities, Hexacta was part of the Argentine
delegation. Fabio Gasparri, a partner and in charge of Technologies
& Methodologies, said that “it was a very positive experience and
we are eager to share more of these events in the future”.
As an example of their excellent performance in 2011, Hexacta
was recognized by Fundación ExportAr for being a service exporter
in Argentina. The company won in the category of “Exports of
Other Services”.
In reference to the award received, Fabio Gasparri stated that “this
award is very important to us. Software development is a fairly
craft activity that requires of a big intellectual effort. Somehow our
raw material is talent, creativity, and the excellence of our people”.
He further explained that “when we export software, we are, in a
way, showing the world the capabilities of Argentine professionals.
This is something that makes us proud and encourages us to
stay competitive in a global market that increasingly poses more
challenges”.
Hexacta is an Argentine technology consulting and software
development company. They stand out for their use of advanced
technologies that, combined with a mature and flexible
development process, results in high quality solutions. Hexacta
also provides software quality assurance and testing; user interface
design and usability; and training in Scrum.
Hexacta was created in 1999. Hexacta’s culture is based upon
self-initiative, creativity, and knowledge. Among the company’s
core values, it is worth mentioning the dedication and passion for
excellence; the human resources approach through collaboration
and respect; their talent retention and continuous motivation
towards new technologies; their creativity and innovation in all
research areas.
These characteristics have been appraised in several awards and
they have received prizes throughout these years, such as:
• Ranked by the Great Place to Work Institution (GPTW)
as one of the Best Company to Work for in Argentina (in the
past three years)
• Recognized by CESSI as the “Best Argentine IT Company
of the Year” – Sadosky Prize 2009
• Winner in the European Software Institute (ESI) 2010
Excellence Awards in the International category.
• Winner in the La Nación-Banco Galicia 2010 Awards in
the Most Innovated Export category.
• Recognized in the list of the top 100 companies that
define the global outsourcing business “GS100” conducted
by the consulting firm Global Services and NeoAdvisory.
• Assessed at CMMI level 3 by the Software Engineering
Institute (Carnegie Mellon University). It was one of the first
Argentine companies to be assessed at CMMI.
• Achieved ISO 9001 Certification.
• Recognized by the Scrum Alliance as Registered
Education Provider.
Hexacta is a technology consulting and software development com-
pany. They received the award for being a service exporter in Argentina.
Fabio Gasparri, a partner, describes their service as a fairly craft activity
that requires of a big intellectual effort.
ExportAr Awards 2011 | Hexacta

30 News
Ernesto Galíndez, partner of TGV Excellence in IT Solutions, highlighted
the importance of their award while they consolidate their role in foreign
markets.
“Ourdailyworkaimsto
consolidateourposition
asexporters”
and contact potential customers as well as meet our competitors
in person. During 2012, we plan on working with Fundación
ExportAr again in order to participate in more events that could
help us place our services in the American market.
India is a strong competitor for outsourcing services, right?
Yes, India is the strongest competitor. Nevertheless, we have
competitive advantages that are appealing to the American
market: the same time zone and a similar culture.
Do you believe that cultural similarities are so important?
They are definitely vital and a clear advantage for us. I have seen
American companies disregard Asian providers due to cultural
differences. This is an advantage for us, as well as being able to
operate in the same time zone. It allows us to instantly provide
technical support. While people work in the US, others are
sleeping in India, and we can step into this and offer qualified
help.
Would you share the history of the company?
In April 1992, Osvaldo Tessio, Marta Vicena, and I founded TGV.
We started with a select but reduced number of professionals who
had important experience in top-level consulting IT companies.
Three main values constitute the pillars of our success: the drive
to ensure that each product delivered is the most effective tool
for the process it supports; the vocation to apply the most suitable
technology to each project; and a commitment to our clients’
success. Each project is tackled with the TGV methodology which
is rooted in discipline, creativity, imagination, and a strong drive
for success. TGV’s work methodology was quickly accepted by the
market and we were hired by important national and international
companies, such as Philip Morris, Telecom Argentina, Loma Negra
(the largest cement company in Argentina), and Santander Rio.
Our original team of five professionals grew to almost a hundred
in 1999.
TGV, Excellence in IT Solutions, received an award during at 16th
Fundación ExportAr Award Ceremony. They were recognized
for their consolidation and role in foreign markets. Their 240
professionals are located in the City of Buenos Aires (headquarters),
in the city of San Francisco (production center in the Province
of Cordoba, Argentina), and in Monterrey (Mexico, its first
international branch). They deliver information technology services
and solutions (implementation and software development) to
commercial partners in Argentina, Switzerland, the Netherlands,
and many Latin American countries. They hope to open new
venues in the American market in the near future.
Ernesto Galíndez, partner and founder, welcomed us and expressed
how proud they were of their success this year, particularly after
having received the award from the hands of the Chancellor,
Héctor Timerman, at the Salón Libertador (Palacio San Martín).
What did the award mean for your company?
The award makes us want to continue growing along this
exporting path. We were very happy with it because our daily
work aims to consolidate our position in the export industry. We
are proud of receiving this award because it means that Fundación
ExportAr values our work. Becoming an export company has been
a strategic decision: we have always been interested in exporting
our services, despite the final outcome or the volatile context of
the last 20 years. Our vision is to be recognized by the global
marketplace as a world-class IT consulting company; thus we want
access to the American market.
What are you doing to achieve this goal?
Thanks to the support of Fundación ExportAr, it has been very
important for us to participate in the Gartner Outsourcing Summit
in the US. We were able to have a hands-on experience. We also
meet our competitors and evaluate our position regarding costs
and quality. In order to export our services, we need to invest
almost a year and a half to deal with all related issues. It is not a
quick task; thus, it is so important to participate in these events
Entrevista | Dra. Lía Fabiola Bianco
ExportAr Awards 2011 | TGV

31News
adhere to a quality standard of the industry known as CMMI. A
specific department was created for this purpose, which directly
involved at least 30 people. Thus, the whole organization delivers
a homogeneous and predictable product for every project and to
each client. In September 2007, TGV received its CMMI Level 2/3
certification.
Today we employ 240 people, and have developed strong bonds
with local clients (in many cases, TGV has consistently provided
services for over 15 years to these clients) such as Loma Negra, the
gas company Transportadora Gas del Sur, and local subsidiaries
of multinationals like Philip Morris. We also have global clients in
Latin America and Europe, including Coca-Cola, Femsa in Mexico,
the International Criminal Court in The Hague, TÜV Rheinland in
Germany, and the United Nations in Switzerland. Furthermore, our
company is working towards a more advanced CMMI maturity
level. We have consolidated TGV as a benchmark for the IT industry
in Argentina, and we are expanding its services to international
markets. TGV’s organizational structure in Business Units and the
6 Operational Support Areas, added to our methodology and our
20 years of extensive experience, constitute TGV as a world-class
IT consultant company.
What does TGV offer today to gain more clients?
We have always understood technology to be a tool to help
organizations pursue their objectives, allowing them to use their
resources in the most effective and creative way while focusing on
their core business. This has allowed us to become local leaders in
IT industries: we know how to make software a competitive tool.
Today we offer a great deal of experience gained in important IT
projects in Argentina, Latin America, and Europe, combined with
the best professionals in the industry, coupled with an enthusiastic
approach. In other words, TGV is committed to addressing the
strategic needs of our clients in the public or private sector by
optimizing their use of technology through our proven experience
and best professional team.
In 2000, the company underwent another growth spurt that led us
to re-evaluate our structure. We set up a project of evaluation and
re-engineering of the whole organization, called CRECER (GROW),
with the participation of every member of the company. As a result
of this one-year project, in June 2001, a new corporate structure
was implemented; TGV’s management structure to date. It is built
on business units with specific objectives and responsibilities fixed
by the Board of Directors. Coaching was implemented as a work
philosophy and the roles and responsibilities of every member of
the TGV team were formalized.
In 2002, the Argentine economy underwent a sharp decline and
the local currency was devalued, resulting in a heavy hit to TGV.
Local demand for TGV services declined steadily. The crisis in
Argentina, however, created a new opportunity for TGV: exporting
services abroad. Previous international experiences were sporadic
and opportunities were limited due to the relatively high cost
of TGV’s fees in US dollars, but Argentina’s new exchange rate
favored an international strategy. Furthermore, TGV’s ongoing
relationships with leading multinationals positioned the company
to leverage this new opportunity and TGV signed various contracts
abroad.
In the following years, we consolidated our exporting business
and improved our services to customers abroad. And, more
importantly, our long-term goals were set in the export industry.
We also started promoting our remote software development in
the Spanish-speaking market, mainly in Latin America and Spain.
Besides, one of our CEOs has recently moved to Mexico to solidify
TGV´s position and leadership there.
Is TGV growing in parallel with the economic growth?
Ofcourse,itis.By2006,TGV’sstaffhadgrownto200professionals.
The volume of business made it necessary to consolidate TGV’s
commitment to the standardization of its products. Even though
the adherence to the industry’s best practices and standards had
been seen as part of TGV’s success from the very first day, this
commitment had to be formalized. So, we began a process to
Ernesto Galíndez from TGV Ernesto Galíndez, Marta Vicena, and Osvaldo Tessio

32 News
ACompanythatWantsto
ApplyMakeuptotheWorld
It was a rewarding experience for all the cosmetics companies that
traveled there and many potential customers felt safe contacting
these companies as this trade venue was held at the Embassy
and with the support of the Foreign Affairs Office and Fundación
ExportAr. We will see a positive commercial outcome in the near
future.
Garibaldi highlighted that, during 2006, Plumari received the
international certification ISO 9001-2000 for the Manufacturing
and Commercialization of their cosmetic products, “so we
guarantee the quality of each product and the uniformity in the
production processes”.
Plumari offers extensive experience in the development and
production of private labeling. They have participated in this niche
market of direct sales for more than 15 years, Avon International
being one of their most important customers. They also produce
cosmetics for customers in Spain, Argentina, Panama, UK,
Australia, France, Puerto Rico, and Chile.
Plumari S.A. from the City of Buenos Aires has been exporting
its high-quality cosmetic products for more than 28 years. They
received the award “Opening New Markets” from Fundación
ExportAr for their persistent effort in opening new venues and
increasing their exports.
Fiorella Garibaldi, International Business Manager, explains that
Plumari S.A.’s first exports to Uruguay were in 1983. During the
1990s, they started selling private labeling products to several
countries, and its main client was Avon International. They also
stepped into the Brazilian market and participated in different fairs
in major cities, such as the Cosmoprof –Sao Paulo Cosmetic Trade
Show.
Since 2001, Plumari has focused its strategic goals in expanding
their foreign markets while taking advantage of the financial
scenario after Argentine’s currency devaluation.
They first redesigned their packaging and printed materials for
their point of sale, developing bilingual versions of their brochures
in Spanish/English and Spanish/Portuguese.
After receiving the award from Chancellor Timerman, Garibaldi
explained that “right now, we have our materials in several foreign
languages, such as French, Lithuanian, Persian, and Arabic, among
others”.
She also added that “we participated in international cosmetics
fairs and exhibitions to contact potential clients, such as Intercharm
in Moscow, PLMA in Chicago, Cosmoprof North America in Las
Vegas, Asds in Las Vegas, Cosmoprof Bologna in Italy, Cosmoprof
Sao Paulo in Brazil, PCIA in China, Beauty World Middle East in
Dubai, PLMA in Amsterdam, Beauty Eurasia in Turkey, Beyond
Beauty Cosmeeting Paris in France, among others. We also seek
for new business opportunities for innovative products in each
market”.
Plumari belongs to an Export Group supported by Fundación
ExportAr. The members of this group jointly with ExportAr
organized an event at the Argentine Embassy in Santiago de Chile.
Since 1983, Plumari has worked hard to place its cosmetic products
abroad. They did all that was required to be a part of the international
market in Spain, France, England, Australia, Panama, Puerto Rico, and
Chile. As a consequence, they received the ExportAr award for “Opening
New Markets”.
ExportAr Awards 2011 | Plumari S.A.
Fiorella Garibaldi from Plumari S.A. receiving her award

33News
“Thisaward
fillsuswithpride”
ProCórdoba Agency has been granted the Fundación ExportAr
award in the category Exporter Process Support Services. Oscar
Guardianelli, President, received this award from the hands of
Chancellor Héctor Timerman at the ceremony held at Palacio San
Martin.
This distinction is annually granted by Fundación ExportAr for
public recognition of the efforts and achievements of those
companies and organizations that provide products and services
to the global market. In this way, it promotes the growth and
diversification of the exportable offer with quality, value-added,
and high differentiation.
Guardianelliremarkedthat“in2011,weincreasedtheparticipation
of companies in our activities by 17% and we introduced new
services to continue providing them our full support to initiate or
strengthen foreign markets. This award fills us with pride and it is
in recognition of all the work and effort in the agency”.
Oscar Guardianelli, President of ProCórdoba, expressed his satisfaction
to Fundación ExportAr for the Exporter Process Support Services Award
that the agency received.
ProCórdoba Agency is the only entity that has received this award
twice, as it was also distinguished in 2007 under the presidency of
Gerardo Juarez. On that occasion, Fundación ExportAr highlighted
the ongoing task of promoting foreign trade and giving advice to
companies participating in the various trade promotion activities.
In reference to the 2012 trade promotion activity agenda,
ProCórdoba has a calendar of activities for the companies to
participate including international fairs and missions abroad.
The Agency plans to support and promote 64 activities related
to the foreign trade sector: 22 exhibition stand participation in
trade fairs, 13 commercial missions to attend fairs abroad, 18
commercial missions to participate in Business Rounds, and 11
reverse trade missions or foreign buyer’s rounds in the Province
of Córdoba.
ExportAr Awards 2011 | ProCórdoba
Oscar Guardianelli, President of ProCórdoba

34 News
ArgentineBooksSpread
OurCultureAroundthe
World
The Book Foundation organizes, collaborates, and supports
activities throughout the year, such as:
International Book Fair of Buenos Aires
Books for Children and Young People Fair
Fairs and Exhibitions in Argentine Provinces
Book donations to underfunded schools and libraries
Literary and Cultural Contests
Literature and Education Awards
Books published by The Book Foundation
National and International Conferences and Congresses
Promotion in International Fairs
Since 1994, The Book Foundation has sought out new literary
voices to promote cultural production and has organized annual
literary contests for unpublished authors. The winners have been
published and their books circulate in public libraries all over the
country. The list is as follows:
It is remarkable the importance Fundación ExportAr assigns to
Argentine culture, which is the image of our identity. On this basis,
several promotional activities are conducted to show the oeuvre
and ideas of our artists, authors, sculptors, and musicians abroad.
Thus, Fundación ExportAr has an award category labeled “Export
and Promotion of Culture”. This year, The Book Foundation
received this special prize.
Alberto Hughetti, Head of the Professionals Committee and
Member of the Administrative Board, explained that “The
Book Foundation is a non-profit organization established by
the Argentine Society of Writers (SADE) in conjunction with the
Argentina Book Chamber, the Argentina Publishing Chamber, the
Magazine and Book Sector of the Spanish Chamber of Commerce,
the Argentine Federation of Graphic Industry and Related Fields,
and the Argentina Federation of Bookstores, Offices Supplies, and
Related Fields”.
The main goal of The Book Foundation is the promotion of books
and the enhancement of reading habits in society. Hughetti
shared its history: “In 1974, several organizations and institutions
responsible for the book industry established an Executive
Committee and organized the first International Book Fair with
the slogan From the Author to the Reader. This Committee was
responsible for the International Fairs until 1984, when The Book
Foundation was finally established”.
El Libro Foundation received the award for Export and Promotion of
Culture. Alberto Hughetti, member of the Administrative Board, expres-
sed their satisfaction with the prize. He also highlighted the importance
of the book industry in the promotion of our national culture around the
world.
ExportAr Awards 2011 | Fundación El Libro

35News
1998. Cuentos con Historia. Cuentos históricos.
[Stories from History/Historical Tales]
1997. Cuentos con buena onda. Cuentos infantiles
[Good Mood Stories/Tales for children]
1996. Primeros poemas. Poesía
[First Poems/Poetry]
1995. Nuevos cuentos. Nuevos cuentistas. Cuentos de autores
noveles
[New Short Stories, New Story Tellers/Tales from New Authors]
1994. Pájaros debajo de la piel. Novela.
[Birds Beneath Your Skin/Novel]
In reference to the Fundación ExportAr Award, Alberto Hughetti
affirmed: “I must emphasize that this award is an important
achievement for The Book Foundation and, particularly, for the
Committee of Professionals. We feel extremely proud of this
recognition. I would like to thank Fundación ExportAr for their
support every year with the organization of reverse missions and
roundtables during the International Book Fair. Our publishing
industry has been able to access new international markets and
place our culture and authors worldwide”.
Regarding plans for 2012, Hughetti said that “we trust we will
improve with the support of Fundación ExportAr, so we can
reach those markets that show a lack of Argentine books. It is an
immense challenge but we have the resources to face it. We will
keep growing and reaching new markets”.
2010. Cuentos Rioplateados. Dos siglos, dos orillas. Cuentos
[Riverplated Stories. Two Centuries, Two Sides/Short Stories]
2009. Historias y mitos de barrios de Buenos Aires. Relatos
[Neighborhoods in Buenos Aires: Tales and Myths/Tales]
2008. Los que vienen y los que se van. Cuentos
[Those Who Arrive and Those Who Leave/Short Stories]
2007. Viajar para contar. Relatos y crónicas de viajes
[Travel to Tell/Travel Narratives and Chronicles]
2006. Cuentos de la escuela. Relatos y anécdotas escolares
[School Stories/Stories and School Anecdotes]
2005. Cuentos sin respiro. Quince cuentos infantiles de suspenso
[Stories that Will Take your Breath Away/15 Thriller Stories for Kids]
2004. El arte de la novela corta. Obras de novela corta
[The Art of Short Fiction/Novel]
2003. Teatro breve por cinco. Obras de teatro
[Five Brief Plays/Drama]
2002. Medios de comunicación. 10 enfoques. Ensayos sobre los
Medios.
[Ten Approaches to Media/Essay]
2001. Doce ventanas al Tango. Ensayo sobre El Tango: historia,
autores e intérpretes.
[Twelve Windows to Tango/Essay on tango history, songwriters, and
singers]
2000. Diez lecturas de Arlt. Ensayo sobre algún aspecto de la
obra y la vida de Roberto Arlt.
[Ten Approaches to Arlt/Essays on Roberto Arlt, his life and oeuvre]
1999. Borges en diez miradas. Ensayo sobre algún aspecto de la
obra y la vida de Jorge Luis Borges.
[Ten Perspectives on Borges/Essays on Jorge Luis Borges, his life and
oeuvre]

36 News
“Now,wearemakingour
wayintoAfricanmarkets”
What results have you achieved as a group and with your
permanent office in Lithuania?
We have had very good results. For example, thanks to our
promotional centre, in 2009 we sent a shipment from Buenos
Aires to Klaipeda port, and onto Kazakhstan. In fact, we have sent
80 shipments since the creation of this group.
We believe that our ‘know how’ will be useful to other export
groups or SMEs interested in accessing those markets.
In general terms, during 2010 GEMACO obtained the highest
export volume when compared to other groups from the Program
of Export Groups (from Fundación ExportAr and Standard Bank
Foundation).
What did the award mean to your group?
This prize is a clear recognition of the hard work done by the group
throughout these years. We have to remember that the building
industry was badly affected by the international economic crisis.
We had to find alternative ways to keep us in our markets and,
even, access new ones.
Which are your short-term goals?
We want to create a new promotional centre in Africa, mirroring
what we are doing in Lithuania. We are closing negotiations
with commercial partners in Nigeria and Angola, which is a very
important achievement.
How was GEMACO born?
Our export group is formed by companies of different sizes and
structures, so it was very hard to work together at the beginning.
We constantly need to remind ourselves that we are a team.
What sort of activities have you done with the support of
Fundación ExportAr?
The most important activity we have done as an Export Group
is participate in International Building Material Fairs in Russia,
Lithuania, and Ukraine. The support of Fundación ExportAr was
essential to access these trade venues. We also receive commercial
information regarding new sales points and how to access them. It
is so important to have a clear knowledge of all things involved in
the process of accessing a new market. We must know prices, the
role of our local competition, the characteristics of each potential
market and its buyers, their way of doing things, and their cultural
understanding of trading.
Fundación ExportAr has organized reverse commercial missions,
bringing potential buyers for our Export Group. It has also
supported our participation in BATIMAT 2010 (International
Building Exhibition) held in Buenos Aires.
Our group also has a showroom and a promotional centre in the
City of Kaunas, Lithuania, through which we reach Eastern Europe
and Asia. We are able to show all our products and there is a sales
team in charge of the daily promotion of GEMACO abroad.
José Sabaliauskas, Coordinator of the Building Materials Export Group/
GEMACO, affirmed that the award received “is a clear recognition of the
hard work done by the group”. Fundación ExportAr granted GEMACO a
prize under the category “Associativism for Export”. This group has crea-
ted a promotional centre in Lithuania and they are planning to open up
another one in Africa in 2012 as they have potential commercial part-
ners in Nigeria and Angola.
ExportAr Awards 2011 | GEMACO/Building Materials Export Group

37News
ArgentineMachines
SowingAbroad
In the beginning, they made hoeing machines for corn; later they
produced the first Grain Drills or Planter for coarse grain. In the
1970s, they started making their first Seed Drills and Disc Harrows.
In 1970 when the era of vertical farming started, they also built
the Chisel Plough to replace the use of plowshares. Later on, they
launched the Field Cultivator to complete tillage operations and
the seedbed.
A few years later, they developed the first Grain Drill for
transport endwise (longitudinal), which allowed the export of
these machines to Uruguay and Bolivia. In 1985 they made the
first totally articulated Disc Harrows, with retractable discs for a
better performance and transportation (3 meters wide). They also
designed the first Grain Drills with a two/three-part chassis that
replaced the Tandem Grain Drill.
An important milestone in the history of the company was the
partnership agreement between GIORGI and Atheliers Ribouleau
(from France) to produce the first Pneumatic Grain Drill GIORGI-
MONOSEM in 1995.
Since the 1980s, the tillage system or no plowing has been used
in the sowing activity. It is worth mentioning that in 1998 GIORGI
S.A. received the Zero Tillage National Championship Award.
With great emotion after receiving the award, the President of
GIORGI S.A. explained to his partners and employees that it was
the first award his company has ever received in almost 54 years of
existence. He really wanted to share this recognition everyone who
worked at his company. He deeply thanked Fundación ExportAr
for granting this prize to an SME from a province (Santa Fe).
He further insisted on the importance of participating in
promotional events organized by Fundación ExportAr in Argentina
or abroad, in order to take advantage of all the resources and tools
available for those companies eager to export their products.
Finally, he highlighted that Fundación ExportAr played a key role
in the successful outcome of several foreign trade enterprises in
the past years.
In the 1930s, Santos and Quinto Giorgi started repairing
agricultural equipment in Fuentes (Province of Santa Fe). Most of
these machines were from abroad and in terrible condition. They
also developed different ploughs for existing sowing devices.
On April 29, 1958, they founded GIORGI & CO S.R.L., which
started as a small family venture to produce agricultural machines
and tools. In 1972, it became GIORGI S.A. and, since 2002, Hugo
Héctor Giorgi has been the Chairman of the Board and President
of the company.
GIORGI S.A., located in the Province of Santa Fe, received the ExportAr
Award for “Incorporating Innovations and/or Added Value to Products
for Export”. This company, founded in the early 1930s, works every day
to build modern planting and seeding machines (sowing machines)
which are on the cutting edge of agricultural technology. After receiving
the prize from hands of Chancellor Héctor Timerman, Hugo Giorgi
admitted that “it is a very great honor for me to receive this distinction”.
ExportAr Awards 2011 | Giorgi S.A.

38 News
GIORGI entered the international market in 2005 through Eastern
Europe (Ukraine, Russia, and Romania) and became the company
that promoted the tillage system in that region.
In 2010, GIORGI broke its own record with the PRECISA 8000 with
44 rows (at 52.5 cm row spaces).
Nowadays, the company has more than 100 full-time employees
and another 50 part-time employees from small manufacturing
centers in the area.
To this day, GIORGI places no-tilt systems and technology locally
and around the world. With more than 30 years of experience, its
machines work the soil of several different countries.
GIORGI exports knowledge and technology for sowing and
obtaining the best harvests at low cost and with low environmental
impact.
This brought huge enthusiasm and in 2000 they developed the
first No Till Planter/Seed Drill, called model D-10 for wheat and
other grass seeds.
In 2003, GIORGI offered the first and largest No Till Grain Drill with
39 rows (at 52.5 cm row spaces). By mid 2004, they developed
a planter mounted on four modules, which aimed to reduce soil
compaction.
In 2005, GIORGI launched the planter “PRECISA 8000” with 40
rows (at 52.5 cm row spaces). In June 2006, two new designs
appeared with rows at reduced row spaces and a multipurpose
row furrower:
• “PRECISA 52/40” combines row spaces at 52.5 cm, 40 cm,
and 20 cm.
•“PRECISA 70/35” combines row spaces at 70 cm, 35 cm,
and 17.7 cm.
In August 2006, the new “D-10 TOTAL” appeared as a seed drill
with additional front blades.
ExportAr Awards 2011 | Giorgi S.A.

39News39 NewsNews News 39
For further information:
www.senasa.gov.ar
0800-999-2386
Fundación ExportAr Agreement
SENASA at
International
Exhibitions
The National Service of Agrifood Health and Quality (Senasa) takes part in
different national and international exhibitions, in order to give advice to
exporters and importers of agrifood on phytosanitary requirements that the
Argentine Republic and buyer countries of said products demand.
Under the agreement between Fundación ExportAr and Senasa, a decentralized organization of the Ministry
of Agriculture, Livestock, and Fisheries of the nation, during 2011 Senasa will participate in different fairs
and exhibitions at national and international levels, to give advice to agrifood exporters and importers about
phytosanitary requirements that the Argentine Republic and buyer countries demand of said products.
It is very common for the Senasa to show its activities in different national fairs.With this agreement the authorities
of this organization have decided to widen their scope and participate in well-known international exhibitions
related to the agrifood industry and contribute to the development of the international trade for these products.
The purpose of this agreement between the two organizations is to implement the necessary means and actions to
reach mutual technical complementation and carry out in a coordinated way projects in areas of mutual interest,
working in cooperation through different activities.
In this regard, the Senasa and Fundación ExportAr jointly assist small and medium agrifood exporters abroad, as
well as boosting imports, in matters related to quality and health in agrifood.
This joint work permits collaboration in the design of the necessary conditions for the development of actions
towards the fulfillment of the export policies set forth by the national government.
Thus the Senasa widens its regional scope by participating in these international meetings, adapting and
accompanying its main goal that is to strengthen the role of the state on animal and vegetable health, food safety
and environment care.
SENASA – Servicio Nacional de Sanidad y Calidad Agroalimentaria/National Service of Agrifood Health and Quality

40 News
2011
ABusyYearFull
ofActivities
3,980 companies participated in 127 trade promotional events organized by
Fundación ExportAr in 2011
Fundación ExportAr, as a management institution working within
the strategic guidelines of the Argentine National Government,
follows the directives issued by its Administrative Board. Thus,
throughout 2011, several actions by Fundación ExportAr were
carried out, working in a coordinated fashion with national
ministries, promotion agencies, national, provincial, and municipal
governments, as well as chambers and related institutions
Almost 4,000 Argentine companies participated in 76 International
Fairs worldwide, attended 26 International Business Rounds, and/
or got engaged in 25 promotional service activities.
Fundación ExportAr directly answered a great number of technical
inquiries and more than 1,400 companies received support on key
issues related to foreign trade.
Among them, it is worth mentioning that they have helped
the search for market opportunities; the analysis of potential
businesses and buyers abroad; the identification of customers and
communications; the international business training sessions (for
companies); the consulting services for accessing new markets;
and the technical support granted during the export process (from
initial contact to deal closing).
At the same time, Fundación ExportAr provided support and
assistance to 465 companies which are members of 67 Export
Groups. Also, under the intensive Federal Program, 1,367
entrepreneurs from around the whole country received training
during 38 seminars, remaining in close contact by way of the
renewed website of Fundación ExportAr, www.exportar.org.ar.
In the following pages, there are details of the main promotional
activities and services provided by Fundación ExportAr to exporters
during 2011.

41News
Among the different venues for international promotion, Fairs hold
a privileged position due to the fact that they promote building a
network between exporters and potential customers.
The participation of Argentine companies in International Fairs
and Exhibitions is one of the most efficient tools to strengthen
competitiveness and boost exports.
All of these promotional activities carried out in Fairs are jointly
organized by the public and private sectors. In fact, they are part
of a commercial strategy tended to support Argentine products
and services abroad.
During 2011, Fundación ExportAr set up the Argentine Pavilion for
the Guadalajara International Book Fair and also set up 76 stands
in International Fairs.
International Fairs
In fact, 1,458 companies participated in these stands, offering
their products and services, while meeting potential buyers and
foreign distributors in person.
All of these 76 International Fairs represent an increase of 15
percent participation compared to 2010, and of 24.6 percent
to 2007.
In reference to the participation of companies in these Fairs,
the1,458 companies that participate in 2010 show an increase
of 12 percent compared to the year before, and of 16.5 percent
to 2007.
Companies Participating in International Fairs
2007 2008 2009 2010 2011
30
25
20
15
10
5
0
2007 2008 2009 2010 2011
750 1074 809 851 2339
Year
Company
International Fairs
2007 2008 2009 2010 2011
80
70
60
50
40
30
20
10
0
2007 2008 2009 2010 2011
61 67 64 66 76
Year
Company

42 News
INTERNATIONAL FAIRS IN 2011
Date Name Sector Country
13/01/11 MIAMI INTERNATIONAL ART FAIR ARTS & ANTIQUES USA
16/01/11 WINTER FANCY FOOD GOURMET FOOD USA
22/01/11 MIDEM MUSIC France
30/01/11 ISM CONFECTIONERY Germany
02/02/11 PAPUDO INTERNATIONAL FAIR MULTISECTORIAL Chile
07/02/11 PRODEXPO FOOD & BEVERAGES Russia
09/02/11 FRUIT LOGISTICA FRUITS & VEGETABLES Germany
16/02/11 BIOFACH ORGANIC PRODUCTS Germany
27/02/11 GULFOOD FOOD United Arab Emirates
01/03/11 CEBIT IT Germany
01/03/11 FOODEX FOOD Japan
06/03/11 PDAC MINERY Canada
09/03/11 EXPOANTAD FOOD & BEVERAGES Mexico
11/03/11 EXPO WEST ORGANIC PRODUCTS USA
12/03/11 EQUITANA HORSES & RELATED INDUSTRIES Germany
13/03/11 IFE LONDRES FOOD & BEVERAGES UK
18/03/11 COSMOPROF COSMETICS Italy
20/03/11 BOSTON SEA FOOD FISHERY USA
22/03/11 IDS DENTAL Germany
23/03/11 EXPOCOMER MULTISECTORIAL Panama
27/03/11 PROWEIN WINES Germany
12/04/11 AUTOMEC AUTOPARTS Brazil
12/04/11 LATIN AMERICA AERO & DEFENCE/LAAD AEROSPACE; IND. MANUFACTURE Brazil
25/04/11 SEOUL FOOD FOOD South Korea
28/04/11 FEICOBOL MULTISECTORIAL Bolivia
09/05/11 APAS FOOD & BEVERAGES Brazil
11/05/11 HOFEX FOOD & BEVERAGES Hong Kong
11/05/11 SITDEF NAVAL / AEROSPACE Peru
11/05/11 EXPOLIVA VEGETABLE OIL / FOOD Spain
11/05/11 VI FERIA INTEGRAL DE LA MUJER MULTISECTORIAL Bolivia
12/05/11 INTERPACK PACKAGING Germany
17/05/11 DISTIL BEVERAGES UK
17/05/11 NAMPO HARVEST DAY AGRICULTURAL MACHINERY South Africa
18/05/11 SIAL CHINA FOOD & BEVERAGES China
23/05/11 FEIMAFE MACHINE TOOLS Brazil
24/05/11 HOSPITALAR MEDICAL EQUIPMENT Brazil
29/05/11 NAFSA EDUCATION Canada
02/06/11 AGROEXPO AGRICULTURAL MACHINERY Ukraine
13/06/11 SNACKEX FOOD Spain
22/06/11 FOOD TAIPEI FOOD & BEVERAGES Taiwan

Argentine Publishers at Guadalajara International Book Fair

Argentine Publishers at Guadalajara International Book Fair

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