{"id":36848,"date":"2025-08-22T09:54:10","date_gmt":"2025-08-22T15:54:10","guid":{"rendered":"https:\/\/www.catie.ac.cr\/?p=36848"},"modified":"2025-08-22T09:54:13","modified_gmt":"2025-08-22T15:54:13","slug":"taller-fortalece-innovacion-y-mercadeo-digital-en-pymes-agricolas-y-forestales-de-la-region-trifinio","status":"publish","type":"post","link":"https:\/\/www.catie.ac.cr\/en\/2025\/08\/22\/taller-fortalece-innovacion-y-mercadeo-digital-en-pymes-agricolas-y-forestales-de-la-region-trifinio\/","title":{"rendered":"Workshop strengthens innovation and digital marketing in agricultural and forestry SMEs in the Trifinio Region"},"content":{"rendered":"<ul class=\"wp-block-list\"><li><em><em><em><em><em><em>Over four days, producers and technical personnel from Guatemala, Honduras, and El Salvador participated in a training process of the Northern Mesoamerican Resilient and Biodiverse Landscapes (BLF) project, focused on business innovation and digital marketing<\/em><\/em><\/em><\/em><\/em><\/em><\/li><\/ul><p>From August 5 to 8, at the FARO Cooperative Cultural and Learning Center in Esquipulas, Guatemala, a workshop was held to strengthen the capacities of small and medium-sized agricultural and forestry enterprises (SMEs) in innovation and digital marketing. The event brought together 24 participants from Guatemala, Honduras, and El Salvador, including producers and representatives of organizations such as COOSAJO R.L., the Asociaci\u00f3n de Desarrollo Verde (ASOVERDE), and the Tri-national Commission of the Trifinio Plan (CTPT).<br><\/p><figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"850\" height=\"638\" data-id=\"36852\" src=\"https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE2.jpg\" alt=\"\" class=\"wp-image-36852\" srcset=\"https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE2.jpg 850w, https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE2-300x225.jpg 300w, https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE2-768x576.jpg 768w, https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE2-16x12.jpg 16w, https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE2-600x450.jpg 600w\" sizes=\"(max-width: 850px) 100vw, 850px\" \/><\/figure>\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"850\" height=\"638\" data-id=\"36851\" src=\"https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE3.jpg\" alt=\"\" class=\"wp-image-36851\" srcset=\"https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE3.jpg 850w, https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE3-300x225.jpg 300w, https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE3-768x576.jpg 768w, https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE3-16x12.jpg 16w, https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE3-600x450.jpg 600w\" sizes=\"(max-width: 850px) 100vw, 850px\" \/><\/figure><\/figure><p><br>La capacitaci\u00f3n se enmarca en el proyecto <em>Paisajes Resilientes y Biodiversos del Norte de Mesoam\u00e9rica, del Biodiverse Landscapes Fund (BLF) del Reino Unido<\/em>, implementado por la <em>Wildlife Conservation Society<\/em> (WCS) y el CATIE (Centro Agron\u00f3mico Tropical de Investigaci\u00f3n y Ense\u00f1anza), en colaboraci\u00f3n con la CTPT y socios locales.<\/p><p>El programa incluy\u00f3 un repaso de contenidos del taller inicial realizado en febrero y nuevos m\u00f3dulos. Entre ellos, la innovaci\u00f3n en pymes forestales y agr\u00edcolas, con ejemplos de agricultura 4.0 y el uso de inteligencia artificial y nuevas tecnolog\u00edas para enfrentar desaf\u00edos como la sequ\u00eda. Tambi\u00e9n, se present\u00f3 la experiencia de <em>AGRO-INTRI<\/em>, iniciativa juvenil de Trifinio premiada en el <a href=\"https:\/\/www.catie.ac.cr\/en\/2025\/03\/14\/hackaton-agromarket-llega-a-su-cierre-con-ideas-innovadoras-para-fortalecer-los-agronegocios-en-la-region-trifinio\/\">Hackat\u00f3n Agromarket<\/a>.<\/p><p class=\"translation-block\">In addition, specialists from Costa Rica shared virtually how technology\u2014including the use of drones\u2014can enhance agricultural production. The second part of the workshop focused on digital marketing, addressing topics such as building the <em>ideal customer profile<\/em>, the <em> customer journey<\/em>, social media strategies, creativity and brand narrative, as well as the development of digital marketing plans with key performance indicators (KPIs).<\/p><figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\"><figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"850\" height=\"638\" data-id=\"36853\" src=\"https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE4.jpg\" alt=\"\" class=\"wp-image-36853\" srcset=\"https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE4.jpg 850w, https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE4-300x225.jpg 300w, https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE4-768x576.jpg 768w, https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE4-16x12.jpg 16w, https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE4-600x450.jpg 600w\" sizes=\"(max-width: 850px) 100vw, 850px\" \/><\/figure>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"638\" data-id=\"36854\" src=\"https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE5.jpg\" alt=\"\" class=\"wp-image-36854\" srcset=\"https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE5.jpg 850w, https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE5-300x225.jpg 300w, https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE5-768x576.jpg 768w, https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE5-16x12.jpg 16w, https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE5-600x450.jpg 600w\" sizes=\"(max-width: 850px) 100vw, 850px\" \/><\/figure><\/figure><p><br>\u201cToday it is essential for rural enterprises to have a grasp of how to manage digital platforms to position their products and businesses,\u201d emphasized Marianela Arg\u00fcello, from the Innovation and Entrepreneurship Laboratory: ACTIVA-CATIE, who, together with Juan Jos\u00e9 Serrano, also from ACTIVA-CATIE, were in charge of delivering the sessions.\nThe participants agreed on the relevance of the topics addressed.<\/p><p>Ludvin Santos Ramos, a technician from ASOVERDE in Chiquimula, Guatemala, emphasized that agricultural innovations and digital marketing \u201care of great importance, because we must focus on new technologies that adapt to our environment. The course made me see the importance of analyzing what lies behind digital marketing, something that could be applied so that the organizations we work with can sell their products better.\u201d<\/p><p>For his part, Eddie Guill\u00e9n L\u00f3pez, from COOSAJO R.L. in Guatemala, underlined that the workshop made it possible to delve deeper into key concepts: \u201cWe have learned quite a bit about innovating within enterprises. Now we are moving into deeper topics, such as Agriculture 4.0 and digital marketing. In our case, as we work with coffee, maize, and beans, these innovations could be implemented in the crops through the technical assistance we provide to our members. It is vital for us to update ourselves and also to update the farmers we work with.\u201d<\/p><p>From El Salvador, Dora Alicia Zamora, an entrepreneur of goat dairy products in Metap\u00e1n, commented that the learnings will have a direct impact on her business: \u201cBefore, we limited ourselves to promoting only within our community, but now we have a different outlook. We plan to create a website and apply new tools that will help us grow and expand our market.\u201d<br><\/p><div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"638\" src=\"https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE6.jpg\" alt=\"\" class=\"wp-image-36855\" srcset=\"https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE6.jpg 850w, https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE6-300x225.jpg 300w, https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE6-768x576.jpg 768w, https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE6-16x12.jpg 16w, https:\/\/www.catie.ac.cr\/wp-content\/uploads\/2025\/08\/trifinio-CATIE6-600x450.jpg 600w\" sizes=\"(max-width: 850px) 100vw, 850px\" \/><\/figure><\/div><p class=\"translation-block\">The workshop was organized by Juan Jos\u00e9 Sosa and Cristian Garc\u00eda, technicians of the <em>Northern Mesoamerican Resilient and Biodiverse Landscapes <\/em>project on behalf of CATIE, who supported logistics and outreach. As part of the process, a third workshop is planned for September to complement the knowledge acquired and continue strengthening the region\u2019s enterprises.<\/p><div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\"><div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\"><p><strong>More information:<\/strong><\/p>\n\n<p>Alejandra Mart\u00ednez-Salinas<br>Coordinator<br>Forests and Biodiversity in Productive Landscapes Unit<br>CATIE<br><a href=\"mailto:amartinez@catie.ac.cr\">amartinez@catie.ac.cr<\/a><\/p>\n\n<p>Juan Jos\u00e9 Sosa<br>Local Coordination<br>Resilient and Biodiverse Landscapes of Northern Mesoamerica Project\nTrifinio Sub-landscape<br>Trifinio Sub-landscape<br>Forests and Biodiversity in Productive Landscapes Unit<br>CATIE<br><a href=\"mailto:juan.sosa@catie.ac.cr\">juan.sosa@catie.ac.cr<\/a><\/p>\n\n<p><\/p>\n\n<p>&nbsp;<\/p><\/div>\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\"><p><strong>Written by:<\/strong><\/p>\n\n<p>Karla Salazar Leiva<br>Communicator<br>Communications and Marketing Office<br>CATIE<br><a href=\"mailto:karla.salazar@catie.ac.cr\">karla.salazar@catie.ac.cr<\/a><\/p><\/div><\/div><p><\/p>","protected":false},"excerpt":{"rendered":"<p>Del 5 al 8 de agosto, en el Centro Cultural y de Aprendizajes Cooperativo FARO de Esquipulas, Guatemala, se llev\u00f3 a cabo un taller para fortalecer las capacidades de peque\u00f1as y medianas empresas (pymes) agr\u00edcolas y forestales en temas de &hellip; <\/p>","protected":false},"author":3,"featured_media":36849,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"pmpro_default_level":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[31],"tags":[158,219,725,726,484],"class_list":["post-36848","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-capacitacion","tag-innovacion","tag-mercadeo-digital","tag-pymes","tag-trifinio","pmpro-has-access"],"_links":{"self":[{"href":"https:\/\/www.catie.ac.cr\/en\/wp-json\/wp\/v2\/posts\/36848","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.catie.ac.cr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.catie.ac.cr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.catie.ac.cr\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.catie.ac.cr\/en\/wp-json\/wp\/v2\/comments?post=36848"}],"version-history":[{"count":2,"href":"https:\/\/www.catie.ac.cr\/en\/wp-json\/wp\/v2\/posts\/36848\/revisions"}],"predecessor-version":[{"id":36857,"href":"https:\/\/www.catie.ac.cr\/en\/wp-json\/wp\/v2\/posts\/36848\/revisions\/36857"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.catie.ac.cr\/en\/wp-json\/wp\/v2\/media\/36849"}],"wp:attachment":[{"href":"https:\/\/www.catie.ac.cr\/en\/wp-json\/wp\/v2\/media?parent=36848"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.catie.ac.cr\/en\/wp-json\/wp\/v2\/categories?post=36848"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.catie.ac.cr\/en\/wp-json\/wp\/v2\/tags?post=36848"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}