Raising awareness of the benefits of certification and assurance services


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Spreading the messages of the benefits of certification

Having IAF communications meetings in different geographies presents fabulous opportunities to engage with key stakeholders.

IAF Communications & Marketing Committee (CMC) Deputy Chair and IAF Director representing certification body associations Marcus Long explains, ‘The CMC group works hard at producing great material and great channels for communicating this content. Sites like publicsectorassurance.org and business-benefits.org hand the conformity assessment industry vital tools to help them in their dialogue with potential users. Locating the meetings in a variety of places enables us to actually get out there and spread the messages’.

Whilst in Argentina the CMC Chair (Jon Murthy) and Vice Chair (Marcus) both took the opportunity to spread these messages. Firstly, Marcus took the messages of how conformity assessment can be used by the agriculture and food sector at Argentina’s biggest agricultural trade show Expoagro in San Nicolás. Presenting to a diverse audience and meeting with Minister of Agriculture Luis Miguel Etchevehere (2nd left below) helped explain how various conformity assessment tools can be used to boost Argentinian exports.

Secondly, a number of the banks in Argentina are interested in understanding how accredited certification can help boost business and deliver better risk management of the banks’ investments. To support this, Marcus presented to the Banco de la Nación Argentina. In both instances Marcus worked with Argentinian CB association CACER including CACER President Luis Puga (2nd right below) who continue to push the agenda with these vital stakeholders

Finally, Jon and Marcus presented to the Quality Infrastructure Council for the Americas (QICA), explaining the range of tools and content IAF has to be able to tell exactly the kind of stories told at Expoagro and to Banco de la Nación Argentina.

Marcus summarised, ‘The IAF Communications and Marketing Committee produces great material to tell the tale of conformity assessment. But, this only delivers value if we get out there and engage with our stakeholders. Combining the development of the material with spreading it to a wider audience in Argentina demonstrates exactly the value of the CMC’s work.’

In addition Marcus met with IIOC Country managers in both Buenos Aires and São Paulo, explaining IIOC’s activities and understanding the key issues and opportunities in Argentina and Brazil for certification. Additionally, Marcus met with Brazilian CB association ABRAC, including discussing the potential of ABRAC joining IAF as a new CB association member.

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