The sun. [volume] (New York [N.Y.]) 1916-1920, 1919-03-24
LATIN AMERICA OFFERS
GREAT TRADE PROSPECTS
Former Peruvian Minister Gives Practical Hints to
American Manufacturers-Ho to Retain
Business Formerly Placed in Europe.

ufactures and products generally by
Latin America the increase in values be-
tween 1918 and 1917 is due primarily to
enhanced prices but also to an increase
in the number OF articles that the United
States and Latin America have ex-
changed In their trade relations
South American raw materials enter
into the manufacture OF most Of the
principal articles exported by the
United states as finished products OF its
industry. They are consequently essen
tials to this country. and everything
points to-day toward an increase In their
use not only in this country, but in
every manufacturing country through
out the world.
1t is therefore good, sound business
TO look ahead and to get ready now for
the moment when conditions will make
IL possible for all importing concerns to
have share In this trade.
Europe has been busying hersek for
some time with trade possibilities. and
II is not overlooking by any means the
trade with Latin America. Europe has
always acted wisely. and while studying
the needs of the peoples In whose terri
tory 1t has traded and seeing that they
got the class and quality of goods they
desire, II has ever been diligent In get
ting the best Of the native products and,
IL needs be. assisting by every posi-
Bile means TO increase their output and
to facilitate their expectations to its own
markets. 1t is in this way that 1t has
built up its great industrial power and
concurrently with 1t its enormous for
| eign trade.
Is Good Spender.
The Latin American Is a good spender.
and when he has the money he is fond
| OF investing II in good things to wear.
to eat and drink and to make himself
| comfortable with. He is wont to be
| ostentatious and consequently INDUCES
In the very best of everything, and.
being refined and by atavism fond of
leisure. he is more apt to take life
easily than tho man from Europe who
| has emigrated to better his position.
| Consequently he will indulge himself
wherever possible, surrounding himself
| with material comforts. So much so II
this that even among the lower classes
| there is a very distinct inclination to-
ward luxuries. and so far as personal
attire and outward looks go there is
no end of vanity. Therefore 1t is a
gross mistake to suppose that in Latin
America anything can go and that ANY
old thing is good enough for those
people" The upper classes are as fas-
ttdious about their clothes, homes. fur
niture and table as are the most re-
fined people in Europe. Accustomed
to import from Europe 90 per cent. of
such articles as enter into the home.
they know what they want and they
know how to appreciate good quality.
With them price is a secondary con-
sderatlon, quality coming invariably
| first.
Europe in its endeavor to maintain Its
hold on South America has been very
careful In its catering to the native taste
and In giving It's customers exactly what
they wanted and in the manner they
| wanted II. With the shutting Off OF
| European exports into Latin America
the American manufacturer found his
opportunity to enter large market I'M
der conditions OF exceptional advantage.
Necessity forced the Latin American to
avail himself of the opportunity to COM
pare tho American product with the
European, and Il is all important to the
! ultimate result Of the test that the Amer
| lean goods should measure up to the
standards of the European articles
previously furnished. Also that condi-
tons OF payment and administrations
ances being made for abnormal times
should not be more onerous than the
buyers had been accustomed to in their
dealings with Europe.