Marca País Uruguay presented its licensing model at Expo Uruguay Sostenible

With over 23,000 people in attendance and over 200 stands, the fourth edition of Expo Uruguay Sostenible consolidated its position as the country’s leading environmental awareness event. From June 5 to 8, the Antel Arena hosted this initiative organized by the Ministry of the Environment, which brought together companies, civil society organizations, educational institutions, and international organizations around a commitment to sustainable development.

The event offered a diverse program with activities for children, young people, and adults, as well as more than 60 conferences, workshops, and opportunities for conversation with national and international experts. The main themes were the circular economy, climate change, biodiversity, renewable energy, and citizen participation.

In this context, Uruguay XXI—through its Country Brand management—participated for the third consecutive year to reaffirm that the values promoted by the Uruguay brand are closely aligned with sustainability principles.

Country Brand licensing: a commitment to quality and impact

Germán Amorín, head of Country Brand licensing, presented the licensing system, developed in conjunction with LSQA, to interested companies during the exhibition. This scheme certifies national companies that wish to incorporate the country brand into their products or services, evaluating their performance in four fundamental pillars: origin, sustainability, leadership and management, and export capacity.

Companies are evaluated on a scoring scale through a self-application process. Those who do not reach the minimum required but exceed 50% of the score can access a six-month to one-year improvement plan, guided by LSQA and Uruguay XXI, to achieve certification at a later stage.

“Licensing is not just a badge; it is also concrete support for responsible management, environmental commitment, and international projection,” said Amorín during his presentation.

The presence of companies already certified by Marca País reinforced the value of the model presented. Brands such as Agni Ghee (clarified butter), Mare Sustentable (products with triple impact from waste), Pika (children’s games), Vitanna (superfood made from Tannat pomace), Deshidratados Genese (vegan dehydrated fruits, without preservatives or added sugars) and Nestlé shared their experience in sustainability, innovation, and international projection from their respective stands. In addition, several companies participated in the Sustainable Business Roundtable, which generated more than 150 meetings between startups and large companies, promoting synergies and opportunities for collaboration with an environmental focus.

With more than two decades of experience, Marca País Uruguay is positioned as a strategic component in promoting the country’s image globally. Its use has contributed to diversifying export markets, attracting foreign direct investment, and increasing the number of tourists and residents in Uruguay.

In 2024, the brand celebrated more than 100 new members, demonstrating that more and more Uruguayan companies recognize the value of aligning their identity with national values of quality, sustainability, and international projection.

“The country brand is a positioning platform, an indicator of trust, and a reflection of the best that Uruguay offers the world,” said Amorín.