María Lucía Vargas Lobo is a dedicated Costa Rican professional whose vision and commitment have shaped her impactful role as an Export Promoter at PROCOMER for over six years. With a background in International Relations and a specialization in Trade Policy, María Lucía has made it her mission to strengthen Costa Rica’s export sector—particularly by empowering small and medium-sized enterprises (SMEs) to expand into global markets. Her passion for sustainable economic growth, job creation, and responsible international trade has guided her through diverse projects, from supporting innovative agrifood exports to leading Costa Rica’s representation at major trade shows like the Saudi Food Show. Renowned for her strategic mindset and cultural empathy, she has successfully navigated complex negotiations, advanced market diversification, and championed Costa Rica’s reputation as a democratic, environmentally conscious nation. Driven by her ideals, María Lucía continues to inspire and pave pathways for Costa Rican products and communities on the global stage.

The Social Digest: María Lucía, your role as an Export Promoter at PROCOMER is pivotal for Costa Rican SMEs. What inspired you to pursue a career in international trade, and how did your journey lead you to this position? 

My name is María Lucía Vargas. I am a 29-year-old woman from Costa Rica; a Latin American country located in Central America. I have always considered myself a dreamer and an idealist. My professional goal, wherever I may be, has always been to contribute to building a better country—one with more opportunities and employment for all. Since choosing to pursue a degree in International Relations, and later specializing in Trade Policy, I knew my professional path would be focused on dedicating all my efforts toward promoting well-being and contributing to economic growth and job creation in the country where I was born. For the past six years, I have had the opportunity to work at an institution that supports small and medium-sized enterprises (SMEs) in their internationalization processes. This work has allowed me to contribute to Costa Rica’s export sector and to help SMEs scale up, become more competitive, and prepare to access international markets. Through my advisory role, we have worked together to attract international clients and open new markets—markets where Costa Rica is recognized as a democratic, environmentally conscious, and sustainable country.

The Social Digest: You’ve been with PROCOMER for over six years, advising SMEs on agricultural exports. Can you share a success story where your guidance significantly impacted a company’s export journey? 

Thanks to my professional experience in recent years, I had the opportunity to support the export processes of companies in the agrifood sector, working with products such as pineapples, bananas, coffee, roots and tubers, dried fruits, juices, pulps, and many others. I have witnessed how the dreams of company founders come to life—how an idea born within a family can grow into a solid and reliable business. Among the cases I recall, I have contributed to the implementation of projects that secured non-reimbursable funds with environmental impact. One example includes the application of Trichoderma-based fungal fertilizers in the ornamental plant industry. I have also been involved in advancing precision agriculture in flower production and supporting plant breeding initiatives for the export of patented ornamental plant seeds from Costa Rica to the world, among many other initiatives. Another noteworthy case was my contribution to expanding trade in the export of butterfly pupae, bringing the joy and elegance of Costa Rican butterflies from countries like Mexico to major cities such as Dubai. This sustainable business model generates employment for more than 100 families in rural areas of Costa Rica. As a result of this impactful work, the Morpho butterfly was officially declared a national symbol of Costa Rica in 2022.

The Social Digest: Costa Rica’s participation in the Saudi Food Show showcases efforts to diversify markets. What strategies did you employ to prepare exporters for this event, and what made it a milestone? 

The concept of market diversification in international trade has often been regarded as a natural and straightforward step in the internationalization process of companies. However, in recent years, I have come to understand that diversifying markets is far from simple. International trade is constantly evolving and never stands still; therefore, any effort toward diversification must be supported by a rigorous and scalable strategy over time, along with adaptability and sufficient financial resources for proper execution. Diversification, in every sense, is an investment. Costa Rica’s participation in the Saudi Food Show reflects the country’s longstanding commitment to such efforts. In recent years, I have had the opportunity to support Costa Rican exporters in their diversification strategies across regions such as Europe, Asia (Japan and Corea), and more recently, the Middle East. Costa Rica made its debut at the Saudi Food Show in 2024, with a country delegation composed entirely of women. In 2025, we returned to the event with a broader export offering, with our primary objective being to promote the consumption of Costa Rican specialty coffee in the Saudi market, a country that has increasingly embraced coffee culture, gradually shifting away from tea. Preparation for international trade shows begins six months to a year in advance. We analyze the participating companies and their products and conduct thorough research on the target market’s access conditions, including export procedures, tariff and non-tariff requirements, logistics, competition, and pricing. The goal is to ensure that companies are well-prepared to negotiate on-site and to offer commercially sound and competitive solutions. Pre-event preparation and post-event follow-up are key pillars for achieving success. 

The Social Digest: What are the biggest challenges SMEs face when exporting agricultural products, and how do you help them overcome these hurdles? 

Undoubtedly, scalability remains one of the greatest challenges faced by small and medium-sized enterprises (SMEs), and I would venture to say this holds true on a global scale. Establishing a strong presence in international markets requires significant organizational infrastructure and technical upgrades to their production facilities, often through internationally recognized certifications. This entire process is costly. It is therefore essential to provide a national platform that facilitates access to financing and investment for SMEs, as well as ongoing training in key areas of international trade such as logistics, INCOTERMS, international negotiation, and business management, among others. On the other hand, the agricultural sector faces external conditions that are beyond its control, such as water scarcity, droughts, rising temperatures, high energy costs, and climate change. Climate change has increasingly threatened crops, reduced farm productivity, and impacted harvests. For agricultural SMEs, mitigating the effects of climate change would require even greater financial resources to invest in infrastructure and technology. Ultimately, this would raise the cost of exported goods— particularly in the fresh produce sector, where success is largely driven by volume and quality.

The Social Digest: Your expertise includes international negotiation. Can you describe a challenging negotiation you’ve handled and the key tactics that led to a successful outcome? 

The main challenge I have faced in international negotiation has been precisely during efforts to diversify markets. It is critically important to understand the cultural norms of the counterpart and to avoid assuming that certain words, gestures, or mannerisms will be well received. Doing so would be to act from our own frame of reference, without empathy for the other party. The best advice I can offer is to seek proper guidance beforehand, avoid sensitive topics (such as religion or conflicts), and understand that negotiation is not only about speaking with the right tone, but it also involves appropriate body language, posture, and confident argumentation. Negotiation is not just about talking; it is about listening and allowing the counterpart to express themselves. My most significant challenge arose during my visit to Saudi Arabia. I arrived with a degree of apprehension due to being a woman. Initially, it was difficult to navigate the cultural differences, coming from a Western country. However, mutual respect proved to be the most important element. I was able to understand their worldview, and in turn, they were open to understanding mine. I was aware that, for many Saudis, it was unusual to see a young woman doing business in their country, but I also recognized that they are making genuine efforts to open to the world. I never felt afraid. From the very beginning, I was welcomed with tremendous hospitality and even curiosity about my country and the products we export to the world.

The Social Digest: Sustainability is increasingly important in global trade. How do you ensure Costa Rican agricultural exports align with sustainable practices, and why is this critical?

Costa Rica has been at the forefront of sustainability for decades, and this commitment is one of the key elements that sets us apart as a country. I would like to illustrate this through several important facts: • Although Costa Rica represents only 0.03% of the Earth’s land surface, it is home to nearly 6% of the world’s biodiversity. Environmental protection is deeply embedded in our national identity. We safeguard protected natural areas, national parks, and biological reserves through a strong legal and governmental framework that ensures compliance with environmental standards. • More than 90% of the country’s electricity comes from renewable sources such as wind and hydroelectric power. • In the area of sustainable agriculture, a significant portion of our farmers are trained in Good Agricultural Practices (GAPs), enabling them to demonstrate traceability and sustainability efforts at the highest international standards through globally recognized certifications such as GlobalG.A.P., Rainforest Alliance, and Fairtrade. Additionally, the country promotes the principles of a circular economy. • Costa Rica plays a leading role in international forums on climate action and ocean protection. Furthermore, since 1948, education has been free and publicly accessible for the entire population.

The Social Digest: What are the most significant trends shaping the global market for fresh produce, and how do you advise SMEs to stay competitive in these markets? 

Following the COVID-19 pandemic, the demand for natural and fresh products increased exponentially and this trend is here to stay! Consumers are now fully aware of the impact that food has on their health, which has driven a surge in the consumption of fresh products due to their nutritional and vitamin content. Likewise, vegan, plant based, and gluten-free diets continue to appeal to a mid-to-high-income segment that seeks high-quality products at fair prices. In markets such as Europe and Asia, consumers are looking beyond basic attributes. Agricultural SMEs must maintain a strong focus on traceability “from farm to table” which includes the use of sustainable, low-residue fertilizers, fair treatment of farmers, and the application of advanced technologies in agriculture to maximize the efficient use of natural resources. Each product must also carry a story—one that speaks to its impact on employment, gender equity, productive linkages, the use of eco-friendly packaging and public-private partnerships that support the communities where these agricultural goods are grown.

The Social Digest: Your work involves positioning Costa Rica as a reliable business ally. How do you build trust with international buyers to enhance Costa Rica’s reputation? 

Before promoting a product based on its origin, especially when competing with other regions it is essential that both buyers and consumers become familiar with the country itself. Costa Rica has made significant efforts to position itself globally through its country brand, Essential Costa Rica (https://www.esencialcostarica.com/), which has received international recognition, including awards for fastest-growing country brand and Country Brand of the Year, among others. In addition, Costa Rica is known as a nation of peace, having abolished its army in 1949. This framework ensures legal certainty—not only for conducting business but also for attracting foreign direct investment. Costa Rica continues to receive investment from multinational companies, due to the availability of fiscal incentives and a highly skilled workforce. Our professionals have strong English-language proficiency and advanced technical capabilities. In fact, our people are our greatest national asset. This foundation of trust and national branding is further reinforced by the sustainability and environmental credentials outlined in question #6.

The Social Digest: Digital tools and platforms are transforming trade. How are these technologies impacting export promotion, and what opportunities do they offer for Costa Rican SMEs?

That is an excellent question! Post-pandemic international trade has experienced a significant surge in e-commerce platforms, yet the path is not as simple as it may appear. This marketing channel presents considerable challenges for SMEs, as it requires specific know-how to successfully enter major online marketplaces—such as Amazon—and to develop effective promotion and marketing strategies that can translate into actual sales. It is important to understand that most exporters operate under a B2B model, whereas e-commerce platforms are largely oriented toward B2C. This requires a distinct approach, aimed at increasing product visibility and differentiation in a highly competitive environment. In recent years, we have supported companies in navigating these channels by providing training on how to open e-commerce accounts, take professional product photographs, identify and secure warehouse locations outside of Costa Rica to store and distribute products efficiently, determine optimal international logistics solutions, and conduct comprehensive market research and cost structure analyses to offer competitive pricing. Lastly, PROCOMER has promoted digital campaigns during international trade shows to showcase the launch of new products, communicate the unique benefits and attributes of our fresh produce, and support the creation of a national marketplace. This platform, called Buy From Costa Rica (https://buyfromcostarica.com/), serves as a showcase for our exportable offer and facilitates direct connections between international buyers and local suppliers.

The Social Digest: For professionals aspiring to work in international trade or export promotion, what’s the best advice you can offer based on your experience?

International trade is a vast field; my first recommendation is to pursue a specialization. International trade encompasses many interesting areas, so it is important to focus on one: logistics and supply chains, customs, marketing, international relations and diplomacy, trade policy and cooperation, international negotiation, international finance, among others. Never stop learning! Since trade evolves daily, there is always new information. Future professionals should be proficient in at least two to three languages, which will open many doors. English is the universal language, followed by other important languages such as French, Portuguese, Mandarin, Japanese, German, among others. Stay constantly informed about global developments. Nowadays, there is an abundance of real-time information available; it is essential to update oneself daily and be careful to rely only on trustworthy and reliable sources. Adaptability to multicultural and changing environments is crucial. If you wish to study international trade, you should be somewhat extroverted, unafraid to speak in public, dynamic, and always receptive to change. Soft skills are very important in international trade, as well as proficiency in data analysis and interpretation tools (Excel, Power BI, TradeMap…), along with emerging tools such as Artificial Intelligence, which will significantly enhance international trade in the coming years and is growing exponentially. To the students, I recommend seeking internships in both public and private institutions and building a solid network of contacts. Finally, my most valuable advice is: BE YOURSELF. Remember that in international trade, relationships are built on trust and time. Trying to project a person that is not genuine will work against you. Ultimately, we are human beings creating long-term bonds, seeking complicity, understanding, and openness—and that can only be achieved by being authentic, honest, and transparent.

This interview was conducted by our Head of outreach, Ansh Vachhani, The Social Digest on 30/06/2025. If you have any interview recommendations or have a story that you want to share with our readers, get in touch with our editor Vedant Bhrambhatt, at editor@thesocialdigest.com