1.2 MM Km2. Population: 46 MM. Bogota. GDP: $ MM USD. GDP/Cap: $ USD.

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1 Bogotá, 20 September, 2010

2 1.2 MM Km2. Population: 46 MM Bogota. GDP: $ MM USD. GDP/Cap: $ USD.

3 Artesanías de Colombia S.A. founded in Mixed ownership company that belongs to the national Ministry of Foreign Trade, Industry and Tourism. Industrial and Commercial Government Entity.

4 Colombia has faced the challenge to enter the world commercial streams. Free trade commercial agreements. More opportunities to improve competitiveness and to speed up growth and increase the wellbeing of the people.

5 But entering this stream by itself does not guarantee higher productivity or competitiveness. Colombia needs to prepare to take advantage of world wide commercial trade. For this reason, there is an urgent need to deeply transform the productive system and factors.

6 DNP Internal Agenda for competitiveness and productivity. Bottom-up, participative process with regions and sectors. Through Conpes 3297, DNP is appointed as responsible for the agenda. The aim is to design an action plan of priority reforms, programs, and projects to encourage productivity and competitiveness to increase market participation. Colombian productive system = heterogeneous. Different Economic Development Strategies.

7 Sectorial document for craft chain DNP AdC. Vision: In 2019, the Colombian craft sector will be recognized as an economically consolidated productive sector with high market participation and positioned products at the national and international levels, contributing to job creation and wellbeing.

8 4 main strategies: To consolidate the activity as an economically productive sector. Research, Innovation and Technical development are the most important bets to achieve the strategies. To consolidate the export offer (differentiation of products based on market demands, improving quality & design). To access specialized market niches. To position the Colombian craft product in the market.

9 development projects. Work done in 30 national states (out of 32), more than 300 municipalities Artisans directly attended. $ million of pesos invested new products developed each year 70% of artisans income is due to craft work.

10 GENERAL DIRECTOR INTERNATIONAL COOPERATION CRAFT DEVELOPENT CENTER C.D.A SIART EXPOARTESANIAS FAIR EXPOARTESANO FAIR C.D.A NARIÑO C.D.A RISARALDA C.D.A PUTUMAYO C.D.A CALDAS C.D.A QUINDIO DEVELOPMENT DIRECTION ADMINISTRATIVE DIRECTION COMMERCIAL DIRECTION CENDAR NATIONAR PROGRAM OF JEWERLY SHOPS BUSINESS

11 Subsector of the manufacturing sector. 52 Traditional Crafts techniques. Artisan Population: (15% of the manufacturing sector). People involved: Supports: Employment preservation. Income generation. Poverty reduction. Material and inmaterial heritage. Small segments of markets. Cultural value.

12 New challenges: Industrial manufacturers. + quality + customized. High volumes of production. Additional services. New labor strategies. Innovation and service. New markets with standards.

13 Innovative craftmen Positive attitude toward change. Open mind. Desire for learning. Recognize the chain of value. Financial sufficiency. Management skills. Schemes of marketing and sales. High capacity of response. Market understanding. Design as a strategy to solve problems.

14 Understanding the value chain in each territory and community. R&D Commercialization Innovation & Design Promotion Raw materials Production

15 Understanding the problems and needs of the chain as a whole, on each link and on its actors.

16 Through structured actions: R&D. Technological upgrading. Product development. Innovative training. Design thinking. Environmental sustainability. Stimulating commercialization. Preservation of cultural heritage. Preservation of identity.

17

18 Trainning and Technical Assistance Program Objective: To provide structured actions to solve weaknesses of craft activity in order to improve the market performance. Through: Programs Projects Agreements

19 Trainning and Technical Assistance Program Punctual assessment Seminars Specialized workshops

20 Handcrafted Quality Label Program that leads to permanent certification granted to hand made products. Meeting high quality and tradition parameters. High expression of identity and culture.

21 Handcrafted Quality Label Objectives: To train and qualify communities on certification schemes. To develop with the community the technical norms of techniques. To deliver the certification and seals to those who meet the standards.

22 Handcrafted Quality Label Benefits: To promote the trade of products. Access to new markets. Quality assured by norms. Reliability for the consumer.

23 Skilled craft medal The highest recognition given to artisans and communities for the quality of their work, skillfulness of technique and human qualities. Objectives: To strengthen technique preservation. To encourage the craft activity. To improve quality. To promote knowledge and value of craftwork as heritage.

24 Traza Artesanal award Recognition to innovation applied to products made with traditional techniques and materials. For artisans, students, professionals from Colombia and abroad. Objectives: To bring together traditional techniques with contemporary design. To highlight innovative creative work in the craft sector. To bring together the professional creative trade with the craft sector.

25 Craft intellectual property rights Program designed to protect and promote traditional and cultural expressions. Objective: To provide communities and artisans with the necessary tools to implement and use collective trade brands, certifications, and origin denominations.

26 Craft intellectual property rights Works through: Identification of the most appropriate type of protection. Legal assessment, and training on the use of property rights. Legal paper work. Commercial promotion.

27 Craft Information System - SIART Allows interaction between craft sector and people linked to the sector. Provides fast and updated information. Accountability.

28 National Program of Raw Materials Program that aims to preserve species and ecosystems related to craft work, contributes to maintain natural environments. Through: Ecological, biological, breeding, farming, reforestation studies. Clean management of raw materials. Participative methodologies with farmers

29 National Program of Raw Materials Objectives: Products with no negative impact. Products that foster the sustainability. To promote the preservation of species. Benefits: Master plans for sustainable use and management of raw materials. ID of concrete solutions to the problems of lack of raw materials. Improvement and preservation of quality of raw material for future generations.

30 Craft Development Centers - CDA The most important added value is the decentralization and permanent assistance in the national states where they are located. Work in partnership with Chambers of Commerce and territorial entities. They are: small Artesanias de Colombia in the national states. All services are provided through the CDA. Foster: economic, social, cultural, environmental, and technical development in the region. 488 artisans attended 2010.

31 Craft Development Centers - CDA Scope: Aim to have all the artisans and actors of the value chain generating labor competences through training and qualification. To be a linking instrument between the entities that work in development projects located in the territory. Training Program: Design & Product Development Graphic Production Marketing & Commercialization Packaging Technological Development Entrepreneurial Development Human Development Trends

32 CDA - Caldas 850 artisans attended in2010

33 CDA - Quindio 180 artisans attended in 2010

34 CDA - Risaralda 500 artisans attended in 2010

35 CDA - Nariño 362 artisans attended in 2010

36 CDA - Putumayo 280 artisans attended in 2010

37 National Jewelry Program Aims for a constant improvement of productivity and competitiveness of handcrafted jewelers and goldsmiths. To give added value to the gold-jewelry productive chain. AdC has one of the best workshops in the country and the courses rescue antique techniques used by Precolombian people.

38 National Program of Jewelry Courses: Assembly Systems Finish Casting Engastes Enamels Resins mokume Married metals Design Collections

39 National Fashion Program New orientation given to techniques, materials and products in order to take them from indoor living spaces to the streets.

40 National Fashion Program Objectives: To access new markets by developing a design concept for a collection according to global trends and market needs. To transfer the new tech knowledge applied on catwalks and shows to communities Designs are developed in AdC and then transferred to communities.

41 Craft Documentation Center - CENDAR It is one of the most complete documentation centers on craft topics in Latin America. Objectives: To compile, organize, maintain, and spread sector information to facilitate the formulation of policies and strategies of AdC. To be a source of information for structuring development projects. To encourage research and intellectual production about craft topics and pop art.

42 Craft Documentation Center - CENDAR Services: Specialized references Searching Inter-library loans Publication sales Collections: Institutional General Newspaper library Video library

43 Attention to the Vulnerable and Displaced Population Improvement of the living conditions of artisans who are in conditions of vulnerability or displacement. Programs for training, updating, upgrading, and providing technical assistance to strengthen craftwork as a way of income generation and productive occupation. The base line is the most important input before any action.

44 Commercial Promotion and Fostering The commercial direction searches for scenarios for craft sales in order to foster product positioning and to consolidate craft activity as a source of income Services: Export Services Direct Exports Advisory for exports Institutional sales On line sales

45 Commercial Promotion and Fostering Shops: El Retiro Las Aguas Casa del Quindio Sociedad Portuaria CDA Caldas CDA Nariño CDA Risaralda

46 Expoartesano Fair - Medellín

47 Expoartesanías Fair - Bogotá

48 Muchas gracias Pedro Perini National Coordinator Craft Development Centers

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