Israel Romero / Monday, January 8, 2024 / Categories: Internacionalización "The demand for Spanish gourmet products in the U.S. is very high, and there isn't enough suitable supply on the market." — Marti Buckley, culinary expert “The demand for Spanish gourmet products in the U.S. is very large and the market does not have a sufficient or adequate supply” Marti Buckley, gastronomy expert. Marti Buckley is an American journalist and cook from Alabama who has lived in San Sebastián for 14 years. On her blog she writes about food and the Basque Country. Buckley also writes about gastronomy and travel for numerous outlets, such as Afar, National Geographic Traveler and The Telegraph. For us she is a “Golden Nugget,” that is, a gem who loves our gastronomy and understands its value. What a pleasure it is to meet Marti Buckley and be able to share our love for Spanish gastronomy. After the years she has spent in Spain—more than 14 years—she has become an advocate for Spanish culinary culture in the United States. Let’s see what we can learn! What did you appreciate most about our country when you arrived? I arrived as a student and was very young, but everything seemed wonderful—the people, the lifestyle, everything. But when I came to live here in 2010, what fascinated me most was the Spanish way of life. You don’t just sell the food itself, but when and how it’s consumed, how the table is set... the gastronomic experience is what truly enchants foreigners when they come here. I came from Alabama, where we talk a lot about food, and I arrived in the Basque Country, where it’s part of people’s daily life. Do you think Spanish gastronomy is unique? Absolutely yes. Thanks to its fundamental pillars. Besides being a Mediterranean cuisine, which it shares with France or Italy, its Arabic influences make it very special. That fusion of cuisines does make it unique. And it has such a wide variety that it is practically infinite in terms of recipes, and each region has developed them in its own way. That breadth of interpretations makes it an unparalleled cuisine. What are Spanish gourmet products to you? The standout element of Spanish gourmet products is the craftsmanship and tradition in how they are made. In my country we often have to design dishes to be attractive, but in Spain, for example, if you produce an anchovy or a turrón, you are expected—if you want to do it excellently—to follow the guidelines set by the tradition of their places and people to obtain the best result. [caption id="attachment_27615" align="aligncenter" width="802"] Marti Buckley, gastronomy expert[/caption] Isn’t it ironic that, with everything we can offer by explaining our products and how they’re made to seduce international consumers, there is a blatant lack of use of this “branded content” by the brands? As if we don’t want to explain it… Well, it’s a mix of several things: the lack of English usage, the lack of investment in internationalization—perhaps that has made Spanish gastronomy less known in the U.S. Of course there is much content still to be published about what Spanish gastronomy is like in the United States. In the United States, why isn’t Spain a gastronomic reference yet? There are several factors. French cuisine decided to invest in elegance and convey prestige with its gastronomy—haute cuisine, white tablecloths, pretty cutlery and glasses—and that established a clear positioning. On the other hand, Italy, thanks to immigration and its straightforward cuisine, also found its space in the U.S. Spain, however, began to get on the map from Ferran Adrià onward, with innovative gastronomic techniques that are very difficult for ordinary people to copy. So there is still a lot to do. I have proclaimed myself an ambassador of Spanish gastronomy to the U.S., and I hope that people who think like I do will follow me. I agree with you, and I think we’ll row together on that project. We have products as unique as jamón ibérico, extra virgin olive oil, cheeses… and we haven’t led that differentiation compared to other Mediterranean countries. Maybe we need to unite people as a lobby and think alike to develop that verticalization of the Made in Spain Gourmet concept through networking… I totally agree, Israel. We need to bring together people who think this way and enjoy sharing Spanish gastronomy. [caption id="attachment_27616" align="aligncenter" width="802"] “The demand for Spanish gourmet products in the U.S. is very large and the market does not have a sufficient or adequate supply” Marti Buckley, gastronomy expert[/caption] How do you see the potential of Spanish gourmet products in the U.S., from 0 to 10? Without a doubt, 10—because right now I wouldn’t say the current situation is 0, but it’s close. So it’s clear the potential is enormous. Demand is very large and the market does not have a sufficient or adequate supply, so when attractive gourmet offerings begin to appear, people will literally be blown away (laughs). Also, if you add complements like cookbooks—like the ones I do—the outlook is very optimistic. How would you seduce your fellow Americans? Without a doubt, with tapas, because with them you can introduce several products they’re not used to, and in this way you remove initial barriers. We’re big on meat, so if you want to introduce, for example, preserved fish and seafood, tapas are a perfect way to do it. Which U.S. cities do you think offer the most growth potential for those of us marketing Spanish gourmet products? Of course on both coasts, and in cities like Washington, Chicago, Dallas or Houston. Plans for 2024 I plan to go to the U.S. to promote my book about Pintxos, which will be released in April. The idea, with the help of sponsors, is to create gastronomic experiences to bring Spanish gastronomy closer to Americans. Thanks for your time, Marti, and we hope to share your wishes and dreams, which are very similar to ours. My pleasure, Israel. Cavas: always! ISBILYA: The Disruption in Extra Virgin Olive Oil Print 3 Rate this article: No rating Tags: gourmetMade in SpainSpain Please login or register to post comments.