Thank you to all members of the press for being here today. We are coming out of a meeting of 150 business owners who are the licensees of Marca País within Paraguay, an initiative of Redx. Today we are awarding the country brand license to 50 more entrepreneurs . The country brand is fundamental for Paraguay because in a way it is what protects national brands, giving them a platform to go out into the world. And this country brand is everyone's responsibility, it's not just the government's responsibility, it's the responsibility of the government, it's the responsibility of businesspeople, it's also the responsibility of society. civil and it is a responsibility that we have to address together with a shared narrative. Many people understand that when we talk about pasta, we directly associate it with one country; when we talk about high- quality watches, we associate it with another country; and when we talk about coffee, we also directly associate it with another country. And the big question is, what do we want to identify Paraguay with? And that's what we all need to start working on together. And that's not just about participating in international fairs; it's about having consistency in the narrative and discipline in the way we do things. Paraguay needs to differentiate itself as an innovative country, an innovative country in public policies, an innovative country in terms of the agility of being able to do things and process documents within the nation. That is why today I want to invite three great businessmen to join me at this press conference, who are already achieving a position for their brands within Paraguay that can later be used as a platform for expansion abroad. There is Marta Marecos from Upisa. Tatacá is also with us; as a brand it is surely much better known than as a name, and Café Quinto is also there. Come, Martha. So I wanted them to be able to give a brief message to you so that we all understand together the importance for a personal brand, a company brand, to have a solid country brand as a foundation in order to go out into the world. So first I would like the UPISA representative to tell us how Paraguay is positioning itself as a protein producer for the whole world. Thank you very much, Mr. Minister. Thank you very much for being able to be here discussing what the country brand means for Paraguayan pork production. It wasn't just about opening up the market; it was so important that it helped us position ourselves globally. The UPISA brand took this not only to our neighboring countries, but also reached Asia, making a strong impact and positioning itself as one of the best proteins. Thank you for the support of Redx, which opened the market for us, helped us, and with which we worked together. This is important: we have to work together, public sector and private sector, each in our respective roles. Thank you so much. Thank you very much, Marta. And now a brand that we all know that started in Paraguay is now conquering some other international markets. CDIA, please tell us a little about this project and the process that has formed the Tatacay brand and how important this brand creation is for a company that is beginning to consolidate. Well, thank you very much. It's like I came here with the speech from the minister, and the president too, about working together, working as a team, each one of us, as Marta said, from the place where we are. Today, Tatacá is indeed exporting, albeit timidly, to Guatemala, Brazil, and the United States. It's a dream that Saúl and I have had for 20 years, since he started in Mexico, and I think that since Tatacáa started building a brand, building flavor, doing the difficult task, because we started from a micro-enterprise, it is possible to dream big, to believe in ourselves, to feel a little proud of who we are, where we come from, what we do, and to show it to the world. And well, our task, I think the dream we have is to put a product on a shelf, in a supermarket, and that someone turns around the box and sees that it says Paraguayan industry. It's not the dream, and that's why we're working. And I also appreciate this exposure, this platform that is the country brand, to be able to show what we Paraguayans do from the country where we are, and to show the world what we are made of, because it's really about believing in ourselves a little bit, and that, I mean, thank you really for the exposure, for showing us, for giving us the tools, for creating this synergy with companies, for making visible the work of more than 120 families who are working in Tatacá, and well, that's about being able to show the world a little bit of what we are made of. Okay, and now a special guest as well, because he's developing a Paraguayan brand with a product that isn't made in Paraguay, who is the representative of Café Quinto, who is going to tell us a little about what it means for him at this beginning of his brand creation process to have a government that is focused on creating a country brand and is bringing, for the first time in history, the Ibero-American Country Brand Forum in November, to which all Country Brand licensees will be invited. Well, first of all, we are proud to be part of the Marca País licensees. Uh, a small brand, a brand that started during the pandemic in a living room with 5 kg of coffee. At the time, it was coffee that we brought roasted from Brazil. And last year we were able to close 28 tons already imported. We roast the raw material from Brazil here. We believe that Paraguay has all the capabilities to produce very high quality products, to be able to compete on equal terms with international brands. Today we have to compete here in Paraguay, in Gondola, with other international brands. That's why we decided to focus on having very high- quality products, from the presentation and packaging to the events we hold, because we believe we have everything we need to compete internationally. From the beginning, when we started going abroad, we wanted to go beyond Paraguay. Uh, the Ministry of Industry and Trade supported us with Redx so that we could begin the whole internationalization process. So we are celebrating our fifth year. This year we were also able to obtain BC certification, which validates this entire process, all the work we've been doing. We believe that with the support we've received from the Marca País platform, we can continue to grow much more and, above all, go out into the world with our chests full of pride, saying that we are Paraguay, and with a great deal of confidence to compete with any other country. Well, and lastly, a traditional brand for us in Paraguay, a company that has helped Paraguay become a milk producer. Twenty years ago we were importers of milk brands, and today Paraguayan brands are the ones that occupy that market. Camilo is going to tell us a little about the importance of having a national brand, a local brand. And to understand how a national industry ends up permeating the economy versus some imported product. So Camilo, a brief message from you. Well, good morning everyone, as the minister mentioned 10 to 20 years ago, Parabay was a player in dairy imports. Here we started the first powdered milk drying plant in 2012 . Today we have a presence in 40 countries where we are currently operating, and we are proud to receive this award, so to speak, the country brand award, and to be able to demonstrate that Paraguay is productive, that Paraguay can do it. The Netherlands currently processes around 1,700,000 liters of milk per day, making us number one in both marketing and production. Today the industry doesn't stop. Every day we are working to industrialize this and obviously the surplus is what we export. We have 40 countries. This also allows Paraguayan industry to be recognized worldwide. And today we are playing with producers from Argentina and Uruguay, who are the greatest exponents in terms of the region's events, and today we have nothing to envy them for . Today we are practically at the level of these markets and also gaining new markets. We have the idea of ​​being able to export to Taiwan, of enabling Colombia for powdered milk, and that is a great incentive for us and that also motivates us, so to speak, to continue working. Thank you, Camilo. And all the support of the government. There are also sectors where the government needs to support them in order to enable markets, such as the meat sector and the dairy sector, and the Paraguayan government is committed to continuing this support until it secures the largest possible market share . And finally, I would like to invite the Vice Minister of RedX, Eduardo Gustave, to come up and tell us about the American forum on branded countries that will be held in November in Paraguay. Thank you very much, Minister. Many thanks to each of the brands that are joining us at this press conference and that joined us today in this session on licensees in country branding. One announcement we made was the realization of the country brand forum, the Ibero-American forum. Seventeen delegations of representatives from the Country Brand will be attending, as well as experts in brand development, both at the public policy level and at the private sector level. We are very pleased to be holding this world-class event for the first time in the country. We invite both licensed companies and those seeking to become licensed in Marca País to join us at this event, which will take place from November 16th to 18th of this year. So, thank you, Minister, and thank you to all the brands that already have the license and are joining us today. We are very pleased to announce this forum and take this opportunity to extend a broad invitation to any brands that wish to join. Thank you so much. Well, a brand, both a country brand and a private company brand, takes time, and that's why it has to become a state policy, and the private sector has to get back on board to answer the question, what do we want with the country brand? And through that response, to be consistent, disciplined, and responsible in order to continue that growth and development that is the Paraguay brand, a brand of energy, a brand of logistics, a brand of competitiveness, a brand of youth, and primarily a brand of quality. So we built the country brand together, and I thank everyone in the private sector who joined us today at this first country brand co-creation forum . Minister, the consultation. Currently, how many companies have the Country Brand license? Firstly, you were talking about how we are moving up in the rankings in terms of country brand positioning. How do you measure that, Minister? Well, today 150 Paraguayan brands have the country brand license. Uh, there are 150 brands with which we are going to co-create this brand creation process so that Paraguay can serve in the long term as a platform to position their brands. And Paraguay is growing in two country brand indicators . On the one hand, the soft power identifier in the world, where we climbed six positions from last year to this year. And also the Global Leader in Sports, which is a country brand in everything related to sports, which of course the rally also helped us to move up four positions in a year. It is a global indicator that is measured from Great Britain, from England, and they look at, for example, how people perceive the country, how much visibility the country has, online searches, what people search for in a rather prestigious indicator where obviously Paraguay used to be a country that was rarely searched for, rarely requested by people. This is changing nowadays, as our rise in the rankings demonstrates. Obviously, this is a result of the great work that not only each of these private brands has been doing, but also the government itself and President Santiago Peña in positioning the country. Today Paraguay is in fashion, not only do we say so, but these types of international rankings also confirm it . Thank you so much. This is how the press conference with the Minister of Industry took place, where Paraguay opens its doors to the world. A look also at the Paraguay Country Brand and the presence of the private sector. In that respect, this initiative seeks to ensure that Paraguayan products, services, and companies are recognized not only within the country, but also internationally. First the activity that took place in the Tirica room and then this press conference with the Minister of Industry and Commerce and also authorities from the private sector, the Country brand, which functions as a tool for international competitiveness and aims to strengthen S.