Israel Romero / Wednesday, February 8, 2023 / Categories: Blog Are Spanish "épicerie fine" shops in France really gourmet? Fine Grocery When you look for physical places in France where Spanish gourmet products are well positioned, you realize there is a lot of work to do. It's outrageous that in 2023 there is still so much to do. But some of us have already set out to change that. Strange situation: we are a common market and it doesn't look like it France, our first market… really? Lack of a High-End strategy to seduce them International gourmet shops, where we are best represented Made in Spain Gourmet: your completely trusted store Our recommendations Strange situation: we are a common market and it doesn't look like it It's not easy to write this article trying to summarize all the information and experience we've gained over the past three years in the gourmet market. On one hand, we keep discovering, day after day, excellent, impeccable brands and people who have only one problem: they are very little known and therefore are so unfairly valued (that is, undervalued, both in Spain and abroad). And on the other hand, we get to know the different international markets more and more. As you know, we are focusing more on Europe at this stage, and they all have one thing in common: most of the Spanish brands that for us are Spain's gourmet references are not present. And why? Ah! That's the question we keep asking ourselves, because, to be honest, I still don't know. We have been in the European Union since 1986, when we joined with Portugal, and it has all been advantages: zero tariffs, free movement of people and goods, no VAT barriers (intra‑EU VAT), in short, a business dream to add a few million potential new customers to your database. And best of all, they are all in love with Spain — a significant percentage have had the pleasure and fortune of choosing to visit us and discover our culture and, of course, our gastronomy. Well, if you travel around Europe, we cannot say that we find our products everywhere — rather the opposite. France, our first market… really? I love France, I admit it; I have always professed deep admiration for its culture, its language and its gastronomy, of course. I have many ties with the French country, and with people who can give us their sincere assessment of Spain and our gastronomy. They were the ones who pushed us most to develop our business in their country. We share many bonds, and there are people who started their gourmet journey in France many years ago — I don't dispute that — but after doing an exhaustive study of delicatessens, the Épicerie Fine that sell Spanish gourmet products in France, I can only say one thing: Where are we? We find shops specialized in Spanish products and I must say the quality of many of them is more than questionable. I'm sorry, it may be Spanish, but it's not gourmet. They may be canned goods of Spanish brands, but their contents are not gourmet. Wines and sparkling wines priced around €10–15 (at most), tins of olives that are supermarket-grade in our country as a reference… in short, an authentic disaster. Lack of a High-End strategy to seduce them Is this how we present ourselves in the Mecca of the world's haute cuisine? To the most demanding public, and one we have within reach, I don't understand why we aren't better represented. That happens for two reasons: first, because the average Spanish product is good and can be sold cheaply (because it lacks brand value and packaging, of course) and second, because our presence as shops specialized in Spanish products is very poor compared to the countless shops dedicated to Italy. That is a big Spanish problem, because we don't invest in our brands abroad and, on the other hand, we don't entice the French entrepreneur to create gastronomic spaces that feature our gourmet products as the sole reference to sell. International gourmet shops, where we are best represented Where I have seen a rightful space we deserve (I acknowledge there are some excellent shops, but they can almost be counted on one hand) is in Epiceries Fine that are global — that is, they gather a bit of the best from the gourmet world. However, our prominence is still very relative: we're strong in charcuterie, some oils and olives, spices and some cheeses. But I miss, very much, the highest-quality canned seafood we have in Spain, both from fish and shellfish from Galicia, Asturias, Cantabria and the Basque Country, and those from the south, like Cádiz or Huelva, as well as the endless options of EVOO (extra virgin olive oil) with which we could outcompete other countries. Not in absolute quality—there are excellent oils throughout the Mediterranean basin—but in quality/quantity and multivariety of olives. The combined output of the nine countries that form the world top 10 producers cannot produce what we do alone, and it's hard for me to see a dominant Spanish presence in French gourmet shops. A lot of communication work remains to be done. Italy has done more and better (because it can rely on its countless single‑theme transalpine shops). Made in Spain Gourmet: your completely trusted store As I said before, if we don't do more joint work, some of us may succeed through a lot of work (let's not forget that), but our brand Spain Gourmet will not. So let's invest much more in France and seduce the French with the best of Spain. Let's promote the best products, explain their origins, their singularities, and advise how to pair them in the best way. The more information we share, the closer we will become. That's what our French customers ask of us and value. Because those who are used to gourmet products want that level from our Spanish gourmet products… and in the gourmet shop Made in Spain Gourmet they feel comfortable because we explain everything: everything we can think of about each product and each brand we work with (we introduce the owners, make them approachable, more accessible) and they can read it in French. And if they have questions, they can call us, send emails or WhatsApp messages, because we reply in French. If you want to convince and convey credibility that leads to trust, be empathetic and offer a Gourmet Customer Service, show up and defend with passion and professionalism why we've chosen those Spanish gourmet products. We are very proud of our French customers; we even have a brand ambassador in Paris, Ignacio Losada, a Spaniard who has been based in Paris for many years, and what he values most about us is equally our quality and variety of products as well as the personalized service we offer. But we want many more — dear French friends, we are waiting for you here. Our recommendations Gorrotxategi Mackerel Roe in Olive Oil, Conservera de Tarifa Iberian Ham (Jamón Ibérico) Casa Riera Ordeix, Fuet Extra «Bastonet» Gran Luxe Wild Bluefin Tuna Belly in Olive Oil, Conservera de Tarifa Are Spanish products and brands really well known? Santoña anchovies: these are truly premium. Print 3 Rate this article: No rating Tags: gourmetEVOO Please login or register to post comments.