Israel Romero / Wednesday, February 1, 2023 / Categories: Blog Are Spanish products and brands really well known? Products and Spanish Gourmet Brands It's not easy to write this article when our project is to praise Spanish gourmet products and brands. But transparency is part of our DNA, and we are committed to it. In reality, awareness of our products—and even more so of the brands—is very low in the European market. But do we see it as a great opportunity? Some definitely do. Paradox: the country with the most chefs in the top 100 Tourism: a double-edged sword Italy dominates because we haven't done anything Historic opportunity Our recommendations Paradox: the country with the most chefs in the top 100 Joan Roca, Dani García and other Spaniards who accompanied Dabiz Muñoz in the "top 100" of the world's best chefs. 18 Spanish chefs made the list of the 100 best chefs in the world at the ceremony held in September 2022 at The Best Chef Awards. That's one detail that makes clear that Spain is a superpower of world gastronomy. No country has more chefs in that privileged set of the top 100. It’s the result of great work carried out since the 1990s, with Ferrán Adriá and Santi Santamaría as the spearheads of the new Spanish cuisine. However, that has not contributed as I believe it should have: to promote our gastronomic products beyond our borders. That opportunity is being lost day by day. Creating ambassadors (these 18 chosen chefs, for example) to promote our gastronomy around the world—there are no better influencers to do this (aside from what José Andrés did in the United States at the start of this century). At Made in Spain Gourmet, we continue to bet on strengthening the Marca España Gourmet, and not taking advantage of our greatest asset—the natural talent of our master chefs—is a monumental mistake other countries would not let pass. Tourism: a double-edged sword Our nature has regressed. From being global conquerors, we are now decidedly more inward-looking; starting businesses is extremely difficult for us, and the notable success of tourism to our country has contributed to that. Millions of foreigners discover Spain and many repeat their visits more than once. The gastronomic experience is increasingly valued and gastronomic tourism is establishing itself as one of the most economically healthy channels. Visiting Michelin-starred restaurants is on the rise and booking a table year-round has become almost impossible at some of them. And here a new paradox arises: restaurants are full, with a high percentage of foreigners eager to discover and enjoy our products and gastronomy in general, yet they do not consistently push for their internationalization (I mean the products'). Thus, the honor and the merit remain with the restaurants and their chefs, but the products do not receive their deserved share of recognition beyond the fleeting moment of consumption. Here is another monumental lost opportunity for brands: the potential to commercialize their products in Spanish restaurants to promote them, and perhaps to encourage entrepreneurship in restaurants with a new revenue channel. Italy dominates because we haven't done anything We are still very new in this business, only since 2020, and we keep discovering new things every day. But what we have accepted is Italy's unparalleled and unchallenged reign as a gourmet reference in Europe. It's not that their gastronomy isn't pleasant and attractive—it is, thanks to their Mediterranean roots. But what happens is that its virality is admirable and daunting thanks to the entrepreneurial development of Made in Italy. They have known how to seduce with strengths like pasta, wines, oil, cheeses, and truffles, to name a few. And if we wanted to compete with the same products, wouldn't we be competitive? Of course we would. In some cases we are superior or much superior in quality and quantity (I say this about Extra Virgin Olive Oil, where we are by far the largest producer, producing seven times the output of the second producer—precisely Italy—and for their exports they buy our oil and sell it as Italian!). But what is known are the transalpine products. They have done a great job, and ours has been poor, so let’s stop complaining that the Italians sell better and get to doing it ourselves, with no excuses. Historic opportunity Approaching the midpoint of the second decade of the 21st century, there are still great opportunities for international growth for our gourmet products in Europe, our primary market—but beware, being receptive doesn't mean it will happen on its own. Competition is fierce, not only from the Italians, but from the French and many artisanal producers who create gourmet products, which makes barriers to entry for our products more difficult. If you're not present, you're not known; if you don't promote your brand and your products, you don't exist; and if you don't enter European shops, you won't sell in Europe. So there is only one path left: invest. If you don't invest in yourself, who the hell will? Because on paper we all have wonderful, unmatched, unbeatable products—the envy of half the world… but if they are not known and there is no investment in their communication, in the value of the products and the brand that protects them, the work will not come to fruition. We will not conquer new markets, and we will have to settle for whatever they leave us. In many cases we only have access to shops Spaniards created with great effort and bravery in countries like Germany, France, or Switzerland, but if we want to succeed, we must convince shops run by locals so they can entice their customers with our attractions. There lies our roadmap at Made in Spain Gourmet: to develop our own channel where our values, those of the brand, those of the products, and also those of the people behind each project will make us distinctive and, we hope, successful. Because effort and perseverance always bear fruit. Our recommendations Casa Riera Ordeix, Salchichón Gran Luxe Turrón with Latxa sheep's milk, truffle, honey and walnuts, Rafa Gorrotxategi Are Spanish products and brands really known? Iberian specialties and Black-Label acorn‑fed ham: there's nothing better. Are Spanish "épicerie fine" shops in France really gourmet? Print 2 Rate this article: No rating Tags: gourmetEVOOMade in SpainSpainSpain Please login or register to post comments.