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The economic policy of the country's recent governments has included the promotion of exports as an engine of economic growth. In this context, it is necessary for regions and companies to face the challenge of competitiveness through their insertion in world markets. The research is generated from the question: What products and to which markets does Rionegro export? This allowed characterizing the exportable offer of the municipality and finding relevant information of its potentialities, but, above all, for the evaluation of other markets to which these products can be oriented and, to find the niches that generate greater benefits.