Yorkshire exporters urged to target "booming" Latin America market

A Uruguayan business expert from Sunny Sky Solutions, which specialises in supporting UK firms to win Latin American deals, has urged Yorkshire businesses to take advantage of the “booming” Latin America market.

During an international trade event in Leeds with Shulmans Solicitors, Gabriela Castro-Fontoura said: “Every sector is booming in Latin America and everyone wants products and services from Yorkshire firms.”

However, the event also heard that Yorkshire must do more to raise its profile across the continent.

Gabriela said Yorkshire is relatively unknown across the continent but reiterated that this is an opportunity for the region to create a brand that showcases its expertise and innovative products.

In response to a question from Leeds City Region Local Enterprise Chairman Roger Marsh, Gabriela said: “Latin America loves brand Britain – the UK represents quality. London is recognised and Manchester and Liverpool are both known because of their football teams.

“There is no real awareness of Yorkshire and a huge lack of knowledge about what the region can offer. However, that is an advantage. Yorkshire can create the brand it wants and that is an incredible opportunity in a market that is hungry for your products and services.”

The event at Shulmans featured experts and exporters from across Yorkshire who argued that businesses across the county were missing out on the “massive potential” of Latin America.

Speaking at the event was Gordon MacRae, special projects manager at Sheffield manufacturing business Gripple; Sharon Ratcliffe, commercial manager at PBS International, a technical fabric manufacturer in Scarborough; and international law specialist Rob Lucas, a partner at Shulmans. It was chaired by Shulmans senior partner and head of international, Jeremy Shulman.

According to the panel, after over a decade of growth across the continent there is now a huge demand for British products. However, the experts also highlighted that businesses need a long-term strategy and have to get out there if they want to succeed.

Gaby said: “You will only win business in Latin America if you have a long-term vision, long-term investment and a clear strategy. Latin America is a continent, not a country and you need to treat everyone of the 20 countries differently.

“Be strategic. Look for the demand and then focus on one country. You can then use that as a base to target other countries. If you don’t succeed in one country, don’t give up as you will find a market for your product or service in another.”

Sharon Ratcliffe added: “To say you have to be persistent is an understatement. You have to be willing to invest and stick at it. It has taken us five years to get a return, but the rewards are worth it.”

Gordon MacRae believes that the only way to succeed was to visit Latin America in order to fully understand the market. He said: “We call it the backpack strategy. You have to get on the ground and get your feet dirty to understand what the opportunities will be and how you can win them. We’ve now got five people in Latin America creating millions in business for us.”

Rob Lucas said that your IP can be protected in Latin America in much the same way as it can in the UK, but warned you needed to treat every country differently and would need protection in each.

He added: “Businesses must remember that it is 20 different countries and you can’t just adopt a blanket approach to Latin America – either with your strategy or in the way you protect your IP.”

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