The USA confirmed this Wednesday that its market is now open for Uruguayan citrus fruits. This will allow Uruguay to bring in new export earnings of around USD 20 million per year, bringing benefits to the 15,000 people employed in the sector and creating new jobs related indirectly to fruit production.

Once the two countries have finalized coordination and logistical details, on August 9 the first exports of all classes of Uruguayan citrus fruits can be approved for sale in the US, said the country’s ambassador in Montevideo, Julissa Reynoso.

The fruits will be exported under the banner of Uruguay’s country brand.

From now on, these fruits will be exported with the country’s Uruguay Natural brand, following an agreement forged between the Ministry of Tourism and the Ministry of Livestock, Agriculture, and Fisheries (MGAP).

The initiative, which revolves around the certification of production and the application of defined standards, adds value to the product and was one of the US requirements for allowing these products into the country.

At the signing of the agreement with the Ministry of Tourism, MGAP Minister Tabaré Aguerre stated that “the country brand, now adopted as a state policy, sets out to create a public benefit allowing different Uruguayan stakeholders can conduct their activities”.

Aguerre added that the scheme provides a springboard to “move towards new activities that provide us with efficiency, competitiveness, and access in international markets”.

Pointing out that Uruguay currently exports 75% of its orange crop, the minister added that the country brand “is not a trade policy, but rather a drive towards specialized agriculture, setting our products apart and positioning them in a premium niche”.

“Uruguay has the opportunity to build a global reputation for quality” said Aguerre, but he warned that “today, gaining that kind of reputation requires a clear identity, and that is the purpose of the brand”.

The minister pointed out that when the National Wine Institute (Inavi) was encouraged to label bottles with the Uruguay Natural logo, “we were making Uruguay’s great wines into flagship products, as these are the only items that reach the consumer’s table”, like olive oil, and now oranges.