"The Red Jackets" Movement announces the TOP100 Latvian exporting brands

A lady in a bright red costume stood out once at a significant meeting of presidents against the background of dark suits worn by all the rest of them. The costume was worn by an outstanding, courageous and powerful personality. Yes, it’s a story about Latvia’s former and only female president Vaira Vīķe-Freiberga. This story inspired Gateway Baltic, MATKA and DDB as co-authors to create the name and identity for the "The Red Jackets" Movement, which wishes to tell the story about Latvia – through the brands that are created and through people.  

"The Red Jackets" have announced themselves with a survey in which the TOP100 Latvian export brands creating Latvia’s image beyond its borders were identified. Such brands as airBaltic, Dobeles Dzirnavnieks, Latvijas Balzams, Grindeks, Latfood, Latvijas finieris, Pure Food, Stenders, NP Foods, Film Angels Studio and others are mentioned among Latvia’s 100 export brands.  

Of these, 25 will receive the title of "The Red Jackets". Expert opinions from the government, non-government and private sectors will be collated to determine the 25 Red Jackets. The 10 "Rising Stars", which are original, and the most promising, and which have the potential to become outstanding tellers of the Latvian story will also receive awards 

The aim of "The Red Jackets" is to create a selection of Latvia’s most powerful export brands and to find out what Latvia’s export image is currently like.  The basic idea for the movement is to create a unified, appealing, and understandable story about Latvia as a country of origin – from which we come, what the values are which make us different from others - and to encourage all exporting companies to use this story, so that its communication is the same, uniting values and qualities.

Gateway Baltic, the Latvian Chamber of Commerce and Industry, Eko Investors, the Latvian Guarantee Agency Ltd., Hipotēku banka [Mortgage Bank], as well as the Ministry of Foreign Affairs and the Ministry of Economics and others are among the creators, supporters and partners of the movement.