Israel Romero / Sunday, February 11, 2024 / Categories: Internacionalización United States: a great opportunity for Spanish gourmet products Spanish gourmet products Yes. That is the market where Spanish gourmet products should focus. For many reasons that we now reveal to you. We say it with knowledge and conviction. Nobody pays us for this; we say it because we love Spain and its producers, and we believe 100% that it is the market that will grow the most. The beginning of our dream America: the unfinished business… for lack of contacts Gastronomic Consulting “Spanish Gourmet” New gastronomic projects, chefs, gourmet shops offline/online… The beginning of our dream Since I first saw Made in Spain on La 2 (the second channel of Spanish public television), I knew it was a dream I wanted to fulfill: to conquer the United States with our gourmet products. José Andrés, the well-known Spanish chef and host of the program (by the way, financed with American money, not Spanish), made our country discovered by Americans. “Made in Spain” premiered in February 2008 in the United States and was broadcast by PBS across the country –Boston, Los Angeles, Chicago, Dallas...– and it became much more than a cooking or travel show: a unique window into our country’s culture, watched by millions of American viewers. José Andrés opened the door, but contrary to what might be expected, brands and mid-range products rushed in to try to conquer America; besides not being very well known, their gourmet quality was questionable compared to what Andrés showed in the 26 episodes of “Made in Spain” when presenting those products from Spain. America: the unfinished business… for lack of contacts Importers of Spanish products emerged, some with a degree of success, but the majority of products that were exported (and are exported) cannot be considered gourmet. Very, very few have that prestige, and it is those same producers who arrive in the U.S. on their own and negotiate with local distributors for expansion across the country. But the American consumer still does not know, and much less recognize, the Spanish gourmet product. And it is not recognizable because there are no standardized attributes by which they can be identified. Huge Spanish mistake! For example, quality seals like Marca España Gourmet (to give one example) that would let American distributors know about that superior quality of our gourmet products. What the Spanish gourmet producer finds is great difficulty in finding distributors specifically for that gourmet channel. What is more feasible is finding a distributor or even large stores that claim local distributions to block the expansion of those products in their area of influence (another huge mistake by brands), and what matters least to them is product differentiation; for them what prevails is what they see on the packaging, and if it says Spanish mussels (mejillones españoles) and they cost $5, as with the company Matiz, they do not understand that other mussels also of Spanish origin can cost from $14 up to $30 depending on their size, such as those from Conservera La Curiosa, Real Conservera Española, Conservas Agromar or Conservas Nosa. They do not demand, for example, the Origen Galicia seal, because they do not know it and NO ONE is pushing for its introduction. That seal guarantees the legal origin of that product, in addition to what is stated on the packaging. Thus, on many occasions, since price is what prevails for the distributor (understood to be the distributor not suitable for the gourmet channel), the demand for Spanish gourmet products becomes extremely difficult. But I repeat, it is not because there is no demand, it is because the introduction channel is wrong. Here Made in Spain Gourmet has created its own network of contacts that allows the brand of Spanish gourmet products to have at all times that feedback from the delicatessen store and gourmet restaurant market, and to create tailored strategies. Because networking is undoubtedly essential to succeed in the U.S., and you must require your partners to have it so you can go hand in hand. Gastronomic Consulting “Spanish Gourmet” That is another vital point to generate the right introduction channels and recurring sales afterward. Obvious: if there is no contribution of knowledge from the brand or brands (Brand awareness) and about the products (Product awareness) toward the sales channels, can you tell me how we expect to do it? By magic or divine providence is literally impossible. First you must convey knowledge, again demand it from your partners, and ensure it is passed on to the American professional customer—again I reiterate, the gourmet customer. Yes, yes, the gourmet, and let’s not think that because they are American they can be fooled. They are generally very intelligent people and knowledgeable about what is happening in Europe. Remember that France and Italy have a big lead over us, so let’s not underestimate them and try to pass off inferior goods. What they need is true gourmet consulting. From the origins of the products to their application, including quality certificates and how they are made. In short, be a true expert in what we sell. Because the best part is, when you know how to explain the value of the product and can plant it in the American mind, the final step—trying it—will already have them convinced of the quality. All that remains is to close the deal on quantities. At Made in Spain Gourmet, we have even made video calls with our commercial collaborators in the U.S. and their professional clients, for example, delicatessen stores, where we explained the products they were being shown and answered many questions. The most relevant are always how to eat our products and the best ways to serve them. We love sharing that because there we are connecting directly and sensorially with our new ambassadors of Spanish gourmet products… and that is one of our secrets. New gastronomic projects, chefs, gourmet shops offline/online… Every day new gastronomic projects centered on Spanish cuisine and of gourmet quality are being created, which is the most important thing. That is why we shout from the rooftops that demand is growing in the U.S. market, and that supply is scarce, very scarce, and therefore a huge opportunity for growth is being created for Spanish brands. Much more than in Europe, our natural market, for a simple reason: Europe is also contaminated by biased communication that arbitrarily goes against high Spanish quality, so that other countries do not lose their competitiveness in the gourmet sector and so that other players selling Spanish products do not offer the best of Spain. Because they simply do not know how to do it and sell medium-quality products as gourmet. Unacceptable for Made in Spain Gourmet. A market of more than 300 million inhabitants with over 40 million people holding $500,000 in the bank, more than 200,000 Spaniards with significant purchasing power living there (and increasing), more than 5 million Americans visited Spain in 2023 (+70% vs. 2022)… all these are data that invite investment in the U.S., and at Made in Spain Gourmet you will find the ideal partner. What is Early Harvest in olive oil? Want to eat healthier? Discover vegetable preserves. Print 3 Rate this article: No rating Please login or register to post comments.