f this table refers solely to the final landed sales at retail in the U.S. market. The actual revenues generated for the Argentinean vintners were less, in some cases considerably less. Of the some 40 vintners of sufficient size to generate export products, some 12 of the companies are attempting the direct export route.
The details of the Value-added steps for direct export are shown in Table 2. This table should be explained first. Because the Argentine government has still not finalized the Mercosur definitional standards, and because of the variations in the peso, meaningful data in many cases must be extrapolated based on culture, regulations, and traditions. (3) Because of this difficulty of finding a fixed FOB price that lasts any longer than 24 hours, the Value Added is given in percentages rather than dollars or pesos.
Table 2. Direct Export Value Added Summary (4)
To build infrastructure for regulation-- slated to end in 2005
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