Uruguay XXI recently organized the “Uruguay Value Proposition” event in São Paulo to highlight Uruguay’s advantages as a strategic platform for regional expansion. Supported by the Uruguayan Ministry of Foreign Affairs and its consulate, the event brought together leaders from both Brazilian and Uruguayan business communities.
Mariana Ferreira, executive director of Uruguay XXI, and Fabiana Valiño, investment specialist, emphasized Uruguay’s stability, efficiency, and market access as key reasons for companies to consider it a hub. They noted the bilateral agreement allowing production in Uruguayan free trade zones while maintaining Mercosur origin as a significant tariff advantage.
Patricia Nunes from BASF Services Americas spoke about choosing Uruguay over Mexico or Costa Rica for their service hub due to its low corruption levels and security for long-term investments. She praised Uruguay XXI’s support in showcasing what Uruguay offers. Since 2014, BASF’s Montevideo center has grown from 14 employees to nearly 1,200, providing various services across languages.
Nunes highlighted institutional continuity and government commitment as crucial factors inspiring confidence. “The programs we used ten years ago are still in place,” she said.
Diego A. Hekiamian from PepsiCo Cono Sur shared insights on their concentrate plant in Colonia del Sacramento. He recalled that even in the 1980s, Uruguay was seen as a serious country with strong institutions. PepsiCo now stands as one of Uruguay’s leading exporters with nearly US$800 million annually.
Hekiamian emphasized an intangible asset: closeness and willingness to help within the country’s culture. He also appreciated consistent investment attraction policies by Uruguay XXI directors.
The event concluded with networking among businesspeople and advisors exploring new opportunities alongside a country known for clear rules and quality talent. “Uruguay is an excellent place to live,” said Nunes.
The “Uruguay Value Proposition” event underscored that beyond tax advantages or geography, human, institutional, and professional strengths make Uruguay a valuable partner for growth in Latin America.
