Mission
Argentina to the World is born of a conviction
Argentina to the World is born of a simple and profound conviction: that Argentina produces excellence, talent and identity, yet until today had not projected them to the world under an architecture of its own — comprehensive and federal. There were initiatives, individual efforts and valuable brands; what was missing was the system that would articulate them as a Country Project.
The mission
To bring the best of Argentina to the world in a comprehensive way, articulating human capital, production, identity, territory and technology, to build a Country Project that is inclusive, federal and with global projection.
How it takes shape
That mission takes shape in four interdependent pillars — product, origin, use and projection to the world — that operate as the virtuous chain of the ecosystem. Each pillar is autonomous in its category; together they form something that, to date, has no documented equivalent on a global scale: the first comprehensive country-promotion platform conceived from within and projected to the world, built over almost a decade with its own capital, sustained research, its own teams of professionals, the unconditional collaboration of technical staff from public and private bodies of national scope, and more than 500,000 kilometres travelled across Argentine territory in the first person — because only that qualifies someone, or something, to be a worthy ambassador.
What sets the project apart
Argentina to the World is not a brand. It is an architecture. A virtuous ecosystem, with a life of its own, sustained today by more than 25,000 direct and indirect collaborators spread across the length and breadth of the entire national territory, in each of its corners. It is not built on the logic of marketing, but on the logic of virtuous federalism, of triple productive impact and of the dignity of Argentine labour. Every decision of the project answers a single question: what does this give back to the country it claims to represent?
Argentina to the World was not born of a business plan. It was born in October 2014, in silence, from a question that would not leave me: why was a country with the eighth-largest surface on the planet, an incomparable diversity and exceptional human talent not able to project itself to the world under an architecture of its own? The answer was not in books. It was in the territory.
For almost a decade I travelled more than 500,000 kilometres, crossing every corner of the country in the first person, alongside my own technical teams and with the unconditional collaboration of public and private bodies of national scope. I identified producers, validated regional economies, listened to chefs, to hoteliers, to provincial governments, to families who have worked the land for as long as 210 years. From that work came the conviction that the project could not be built any other way: with its own capital, without haste, without shortcuts. And so it was.
Today Argentina to the World is the first comprehensive country-promotion platform that exists in the world. I do not say this with personal pride — I say it with responsibility, because the living ecosystem that sustains this project is made up of more than 25,000 direct and indirect collaborators in every corner of the national territory, and that compels. My role was simply that of someone who had the conviction and the privilege to begin. The rest was done, is done and will continue to be done by the people.