66�SEPTEMBER / OCTOBER 2025�ABASTO.COM By Hernando Ramírez-Santos M ore than 3,500 national and in- ternational busi- nesspeople attended the Business Meeting Forum “Colombia, the country of beauty, 2025,” held on July 9 and 10 in the city of Cali. Te event concluded with commercial expectations of $237.6 million in exports, $8.6 billion COP in tourism, and 59 investment inten- tions. Te meeting established itself as the main stage for the international promo- tion of Colombia and Valle del Cauca. It was organized by ProColombia at the Valle del Pacífco Event Center, with the support of the Ministry of Commerce, In- dustry, and Tourism, the Government of Valle del Cauca, the Mayor’s Ofce of Cali, and the Cali Chamber of Commerce. In addition to promoting commercial opportunities with more than 8,000 bu- siness meetings, the forum positioned the South Ame- rican country as a strategic platform for global busi- ness, highlighting the role of the regions and streng- thening the national pro- ductive fabric. A Strategy to Transform the Regional Economy In this context, Carmen Caballero, president of ProColombia, highlighted that “with this Business Meetings Forum, we de- Business Meetings Forum “Colombia, the Country of Beauty” Trade, Investment, and Tourism monstrate why Colombia is a strategic country in foreign trade. Its connecti- vity, human talent, and en- trepreneurial vitality made this event a transformative experience for our regions. Tis edition fulflled its promise to the country: we showcased our territories, connected opportunities, Sigue en la página 68 mobilized investment, and highlighted Colombia’s ex- port power.” For her part, the Minister of Commerce, Industry, and Tourism, Diana Marcela Morales Rojas, highlighted that this event provided real opportunities for small and medium-sized enterprises to access international mar- kets with high-value pro- ducts and services. “It’s not just about exporting goods, we also promote tourism and attract investment to sustainable sectors such as the bioeconomy, agribusi- ness, and clean energy,” she said. FOOD INDUSTRY Cesar Aponte: Orquidea Infusiones Company. Fernando Perdomo and Sandra Perdomo: Mr. Lechón Colombia Company. Santiago González Dorado: Himalaya Agricultural Company. Mario Fernando Paredes Muriel: Pasto Chamber of Commerce. Jorge Andrés López: Kafetarianos Company.