Oportunidades de la panela colombiana en la Unión Europea

Abstract

Panela is a natural product with a long tradition in Colombia, which has strengthened its production over the years, becoming the second country with the largest production, this is why a study on the export opportunities of panela is proposed to the EU (European Union), because it is a natural product that meets the expectations of the European consumer. In order to achieve the objectives set, the EU’s free trade agreement with Colombia and the EU’s consumer behaviour were analysed. The analysis of the alternatives presented by the international market of the EU for panela, suggests that the opportunities to expand are real, because of the benefits of the free trade agreement with the European Union and changes in the eating habits of the population seeking to improve and maintain their health.