
Mayra Souza
Director, Global Trade at International Flavors & Fragrances (IFF); global trade leader and D&I champion with 20+ years' experience in international trade policy and compliance.
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Jun 16, 2026
Trade Unpacked episode 9 | Rules of Origin: From Compliance to Strategic Advantage
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3:20Katrien OertsHOST
But maybe, Mayra, from your experience, did companies treat these two systems differently or did you manage them as one integrated process? How do companies deal with it? Because I think it can be confusing having these two different systems with the same, actually, verb.

Mayra SouzaGUEST
But just to step a little bit back on the negotiation process of the trade agreement itself, because we need other trading partners.

Mayra SouzaGUEST
And understanding that process actually helps to explain how rules of origin end up written the way they are.

Mayra SouzaGUEST
So first of all, you have a government that it has like a trading partner and those will be based on economics, geopolitics or strategic alignment, right? So that would be like the first step in choosing a trade partner.

Mayra SouzaGUEST
Then there would be some stakeholders consultations and that's the very crucial moment, especially for the private sector, when we can voice our interests.
25 MINS LATER
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28:55Katrien OertsHOST
But how can a company actually... yeah work with all these agreements and definitely new ones coming in how do how do you deal with this and exporting to potential even new markets that are now opening up because of these agreements