Israel Romero / Thursday, November 9, 2023 / Categories: Blog Spain's gourmet product: still awaited Spanish Gourmet Product It’s an idyllic category where every Spanish producer would like to be. But it’s not easy. There is too much encroachment, and there’s no clarity to determine who deserves to be in this category and who does not. Made in Spain Gourmet has its own classification… and it’s very reliable. Importers and distributors: to blame for this situation Create the “Made in Spain” Gourmet category Our recommendations For as long as I can remember I only have memories of having eaten very well in Spain, because the raw ingredients are of the highest quality. But that alone wasn’t enough to build a philosophy around our products and consider them gourmet. Well, yes, but with qualifications. What we’ve discovered in these almost four years developing our brand and approach to how to work with Made in Spain Gourmet is that, to date, as a country we’ve done very poorly abroad. Not because the brands didn’t want to enter the international market and succeed, but because we left the fate of this category — the gourmet one, which is the most prized and must be nurtured to the utmost — in the hands of unprofessional actors. Importers and distributors: to blame for this situation I admit I haven’t been in this sector long, but I realized very quickly that having the best product does not guarantee success with importers or distributors. The former, who were the ones who pushed exports, generally positioned themselves in a mid-range profile of Spanish gastronomic products, without greater aspirations. That’s noticeable in markets like Germany or France, very close to us, but where stores that are truly dedicated to real Spanish Gourmet products are noticeably absent. That doesn’t mean there aren’t stores that are stepping up and looking for that defined, distinctive quality — something truly superior. Some restaurants are heading in that direction as well. Distributors in those countries look to France and Italy as the benchmarks for gourmet, and although Spain is recognized for its variety, it isn’t placed at that level because, quite simply, we’re hardly present anywhere. I may sound like I’m exaggerating, but I’m not — this opinion comes from the hours I’ve spent with my producers, who tell you that the markets where they would like to grow are international, but that it’s very difficult. But why is that? Because of the lack of soul and sensitivity in the key people needed to stimulate those markets. Brands cannot leave the keys to the brand in the hands of the first importers or distributors who show interest and then not worry about how the brand will be treated in the channels the distributor or importer controls. That’s why 100% Iberian breed ham isn’t sold as it should be, while 50% Iberian, because it’s considered “Iberian,” already carries that label of an exclusive product, even though it is far from being the best representative of our gastronomy. Many times they ask us whether we have the right prices on our website. I only tell them that if they can’t tell it apart from the rest, they’re wasting their time with our offerings. When you offer a Patek Philippe, you don’t worry about the other brands; you sell a philosophy in which, moreover, you are the ultimate responsible party and guarantor of what you offer. Period. Create the “Made in Spain” Gourmet category There is much to do, and we need to bring together people and brands who share our philosophy: that of Excellence. Only in that way will we find the people who understand what we offer and value what we bring them. From Made in Spain Gourmet we believe that leading this community is essential so that everyone involved — producers, and of course consumers — speaks the same language. Only then will we move forward and be recognized as the greatest gastronomic power in the world. We must start with the brand value of each one. We should not only introduce and test new brands and products — that becomes tedious. Today, if you do not explain your differences and exclusives, it’s very difficult to carve out your space naturally. We believe markets such as the American, European, South Korean, or even countries like Saudi Arabia are objectives we should target. Not only for their enormous economic capacity, but for what they ask of us: new products, with storytelling and clarity about what recognitions they’ve already earned, what they bring us (status, prestige, pleasure), and above all that they have excellent packaging and taste. Always garnished with a few drops of media recognition. And not forgetting that behind them should be people with values such as professionalism, honesty, transparency, and a spirit of sharing. That’s what a true winning horse looks like. Our recommendations Señorio de Montanera Ojos del Guadiana Les Garrigues Alemany 1879 All Saints' Day... and fall is already here Made in Spain Gourmet triumphs on American soil Print 2 Rate this article: No rating Please login or register to post comments.