“Costa Rica, no artificial ingredients” has been a brand that, in the words of the designated Minister of Tourism, Wilhelm von Breymann, “has really characterized us and people have identified with it as much on the outside as within the country”.
The minister, that will take the reins of the Instituto Costarricense de Turismo (ICT), said on Wednesday that bringing back the brand is something he will be considering.
Last year, the country opted for a change, developing the “Esencial Costa Rica” brand to replace the “No Artificial Ingredients“. At a cost of US$650.000 dollars, the “Esencial” brand was received with criticism and so far only four companies have been licensed to use it.
The minister-appointee is not saying that “Esencial” will be scrapped. But, he is of the opinion that perhaps both brands can be used. “The country brand (Esencial) sounds good, it has to be exploited more, but I don’t want to let go of the other (Ingredients) entirely”, said von Breymann.