“Estamos trabajando para construir un futuro mejor, para nuestros municipios, corregimientos y veredas. Un futuro mejor para nuestra pluralidad étnica, un futuro mejor para nuestro campo.” Gobernador Víctor Manuel Tamayo Vargas.
Como uno de los grandes logros de la administración “Sentimiento de Todos” que preside el gobernador Victor Manuel Tamayo Vargas, en el sector agropecuario en convenio con FIDATEC, se consiguió este año con el desarrollo y registro mediante Resolución N°40637 del 28 de junio de 2022 por parte de la Superintendencia de Industria y Comercio, de la nueva Marca de Región “Hecho en Risaralda”, con la esencia del Eje Cafetero, que genera un valor agregado para los productos de esta bella región de Colombia que se oferten en el país y en el mundo.
Esto significa que se tendrá el uso exclusivo de la marca durante 10 años en beneficio de nuestros productores del departamento.
“Hecho en Risaralda” es una marca regional patentada ante el mundo para que los productos tengan una identidad, un sentido de pertenencia, y para que se entienda que vienen directamente de un productor a un consumidor final sin intermediarios.
La marca “Hecho en Risaralda”, también habla de turismo, que motiva e incentiva a conocer lo nuestro, para que visiten la mejor oferta turística en infraestructura, gastronomía, avistamiento de aves, senderos ecológicos, entre muchos otros atractivos con los que cuenta Risaralda.
El sector rural de Risaralda comprende el 24% de la población total del departamento. Risaralda cuenta con un total de 202.978 campesinos, quienes trabajan diariamente en las 146.489 hectáreas dedicadas al sector agropecuario.
“La marca “Hecho en Risaralda” ha sido un pilar fundamental de esta administración, de la secretaría de Desarrollo Agropecuario, donde demostramos que con una marca región se pueden mejorar las condiciones del sector rural, de disminuir los índices de la pobreza multidimensional, una meta clara del plan de desarrollo”, expresó Juan Carlos Toro Castellanos, secretario de Desarrollo Agropecuario de Risaralda.
¿Cómo nació la idea de la Marca Región?
La población mundial es cada vez más grande y cada vez estamos más y mejor conectados. Por ello, en el sector agropecuario y/o agroindustrial se está haciendo cada vez más importante para los consumidores conocer la procedencia de los productos que compran.
Las etiquetas de los productos se han convertido en una seña de calidad donde los ateliers de Francia, los trabajadores del cuero en Italia o los relojeros suizos son el máximo exponente gracias a los estándares con los que se fabrican los productos en cada región. Por esta razón hoy en día el llamado “made in” es el indicador más fiable, no solo de la calidad, sino de las condiciones de salud y seguridad (entre otras) con las que se fabrican los productos.
Ya han pasado dos años desde que se reportó el primer caso de Covid-19 en Colombia la cual sigue generando efectos preocupantes, que afecta el proceso de mercadeo y comercialización tradicional o presencial de la producción agropecuaria y como consecuencia, empuja a la pobreza a los productores más vulnerables.
Reactivación económica
El sector agropecuario es muy importante porque de él depende el abastecimiento de alimentos en el país. Uno de los sectores llamados a fortalecer la economía en el departamento de Risaralda es el sector agropecuario para que regrese el empleo y la esperanza a sus municipios, corregimientos y veredas.
Cero intermediaciones
Facilitar el contacto directo entre productores agropecuarios y compradores a través de medios digitales logrando precios más ajustados y justos, con mayor rentabilidad para el productor.
Fue así entonces como se estructuró la estrategia de la marca de región articulado con el Plan de Desarrollo Departamental 2020 – 2023, línea estratégica No. 2, Infraestructura y desarrollo económico con sentimiento de todos, programa No. 13 – Desarrollo integral del campo para la productividad, subprograma No. 13.4 – Promoción de mercados para el campo, con una meta resultado: Implementar una (1) estrategia de comercialización que fomente los planes de negocio de los productos agropecuarios del departamento, vinculando e implementando actividades establecidas en el plan de acción regional de negocios verdes.
Impacto de la marca “Hecho en Risaralda”
La marca ha permitido a la región diferenciar sus productos o servicios agropecuarios y/o agroindustriales, ayudando a garantizar la calidad a los consumidores. Por tanto, ha construido confianza.
Al ser registrada la marca de región, le genera al departamento del Risaralda el derecho exclusivo a impedir a terceros que comercialicen productos y ofrezcan servicios idénticos o similares con marcas idénticas o similares, con el fin de que los consumidores no se confundan y adquieran el producto o el servicio del empresario que en realidad quieren.
Mediante convocatoria se seleccionaron 50 beneficiarios productores agropecuarios y/o agroindustriales que generan encadenamientos productivos.
Se han diseñado 30 contenidos de promoción de la marca, además de capacitación en línea en desarrollo de marca y mercadeo de productos agropecuario de Risaralda, así como diseño de pauta publicitaria a nivel nacional para exposición de la oferta de productos agropecuarios del departamento.
Implementación del Centro de Apoyo a la Comercialización de productos agropecuarios, tipo Call Center, ubicado en las instalaciones de la secretaría de Desarrollo Agropecuario, donde los asesores tienen una relación directa con el contacto comercial interesado, además de gestionar nuevos contactos comerciales entregando 20.000 nuevos contactos comerciales en este año.
Participación por primera vez del departamento de Risaralda en la Feria Agropecuaria más importante de Latinoamérica Agroexpo 2021 en Bogotá. Así como la participación en eventos internacionales como el SPECIALTY COFFE en New Orleans, USA y en Boston Massachussets, donde por primera vez Risaralda fue el único departamento de Colombia participando en las ferias.
¿Cómo puede un productor obtener la licencia de la marca “Hecho en Risaralda”?
Para este año 2022 se encuentra abierta la convocatoria hasta el 5 de octubre, donde las empresas del departamento se pueden postular para recibir la licencia para usar la marca Hecho en Risaralda, y así fortalecer la promoción y comercialización de sus productos a nivel nacional e internacional.
Postúlese gratis en el siguiente link https://www.convocatoriahechoenrisaralda.com/ y dele un valor agregado a sus productos agropecuarios y/o agroindustriales.
Es importante recordar que los productos agropecuarios deben tener un proceso de agroindustria y cumplir con la normatividad vigente que son los mismos para todos.
Para finalizar cabe resaltar que el objetivo principal de esta estrategia es que los sellos de calidad de la marca digan que no hay un intermediario, que es un campesino que le está vendiendo directamente a un consumidor final, que tiene un código QR dentro del sello, que nos lleva a la web de la Gobernación; donde se puede verificar que el sello de calidad pertenece a esa asociación.
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