Citywire today brings the news that Colombian asset manager Bolsa y Renta (ByR), has brought its “flagship domestic equity offering” to Europe in response to growing demand among institutional investors for local country specialists. The group says it is the first to offer singular access to Latin America’s fourth largest economy in Ucits form.
Now, I wonder: Colombians did a better job than us in marketing coffee and selling to new markets.
Traditionally, Brazil has been the number one coffee producer in the world. Sitting in this grand pole position seemed enough. No marketing, no strategy was necessary. Look where it got us. Today, everywhere in the world you hear about the great Colombian coffee.
Let’s hope that we have learned the lesson. It is not enough to be good, you need to look good. Marketing abroad demands plan, investment and work.