Promotion of Argentine Beef
In order to increase sales in foreign countries and to improve the production and reliability of beef produced in Argentina, a public non-governmental organization, the IPCVA (Instituto de Promoción de la Carne Vacuna Argentina— The Argentine Beef Promotion Institute) was founded in December 2001. Furthermore, the IPCVA is also concerned with promotional work in Argentina itself.
The IPCVA is made up of a range of partners involved in Argentine Beef production and export, from experienced cattle farmers to managers. This broad expertise in various fields aims to allow the IPCVA to organize beef production and beef sales professionally. As a fairly young institution, the IPCVA has had to define an image which allows the identification of the main product, beef. Three key factors influence this image: history, tradition, and prestige. All of them are considered to be USP's (Unique selling propositions).
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