Alberto Rubio
During the presentation in Madrid of the Costa Rican coffee and cocoa brand ‘El Gusto‘, the Costa Rican ambassador, Ana Helena Chacón, stressed her satisfaction “at positioning one of the best coffees and cocoas in the world on the Spanish market, a finished tasting product, which gives it added value”.
The presentation, at the SinSombrero restaurant in Madrid, was attended by around fifty businessmen from the world of coffee and distribution, as well as specialised consumer journalists. Also present were the general director of ‘El Gusto’, Óscar Chacón; its general manager, Eugenia Sánchez; the director of Alma Speciality, Adriana Fratila; and the director of Procomer, Jorge Zamora.
‘El Gusto’ coffees, which have a long history in the North American market, are being presented for the first time in Spain by the distributor Alma Speciality, with the aim of Spain also serving as a bridge for their commercialisation in the rest of Europe.
The ambassador stressed that “this effort can only be made by having a trade promotion agency and investors who have a vision for the future“, in addition to the legal security that Costa Rica offers when it comes to doing business.
She also stressed that this business “in record time” is an alliance in which women have participated in the majority. “In my country we have more and more voice to be able to innovate in products that we have traditionally seen in one way but now that young look adds a boost”.
Finally, Ana Helena Chacón said she was “proud and happy to be able to say that we are allies and friends, that we have more and more of what is ours in Spain and we want to have more of Spain in our hearts, two hundred years after our independence”.
