Why are we Spaniards, French, and Italians so "stupid"?
Why are we Spaniards, French and Italians so “stupid”?
I say it with affection, but also with the bluntness leadership requires: sometimes we act as if we were. And not because we lack talent, history or product. Quite the opposite. If there is something that defines Spain, France and Italy it is precisely the gastronomic and cultural excellence we have gifted the world for centuries.
The Mediterranean Diet was recognized as an Intangible Cultural Heritage of Humanity because it is not just a way of eating; it is a way of living, of sharing, of understanding the land, time and family. And yet, being the natural custodians of that legacy, we often act in a fragmented way, as if we were competing with each other for a throne that is already ours.
Italy has turned its cuisine into a global flag. Its oils, cured meats, cheeses, pastas, pizzas, truffles and wines are part of the world’s collective imagination. France has done the same with a flawless country strategy: cheeses, charcuterie, foie gras, pâtés, jams, and the universal symbol of luxury that is Champagne. And Spain, my dear Spain, is no less. EVOO, Iberian cured meats, jamón —our Holy Grail—, preserves, cheeses, wines, seafood… We have a gastronomic heritage that has nothing to envy anyone.
A few days ago, talking with Michelin-starred French chefs, deeply knowledgeable about and respectful of Spanish products, an uncomfortable question arose: if we are so similar in essence and so powerful as global benchmarks, why don’t we propose a joint strategy to conquer, in a coordinated way, the rest of the planet?
Why do we keep acting like isolated compartments when the world already operates in blocs?
I would call it Mediterraneaning.
Not as an empty slogan, but as a strategic concept. Mediterraneaning is about conveying knowledge, culture, innovation, tradition and, above all, health. Because if something sets our cuisine apart from other great culinary traditions it is its natural balance between pleasure and well-being. Plant diversity, olive oil as the primary fat, moderate consumption of animal proteins, legumes, grains, fish… The Mediterranean diet doesn’t chase trends; it simply weathers the passage of time.
However, the global market doesn't wait. Asia, the Middle East and the Americas are seeking authentic experiences, real stories and products with soul. What would happen if Spain, France and Italy developed joint promotional platforms in third markets? What would occur if, instead of competing for linear centimeters on a shelf, we created integrated Mediterranean spaces? What if we shared logistics, market intelligence and cultural narrative?
Leadership is not about imposing oneself, but about proposing a vision others want to follow. And here we must be honest: our way of being, proud and deeply identity-driven, sometimes limits us. We confuse patriotism with isolation. We think that collaborating diminishes our prominence when, in fact, it multiplies it.
Joining forces always means going further.
Spain, France and Italy have been, throughout history, allies, rivals, awkward neighbors and inevitable partners. We have influenced, invaded, admired and copied one another. We know each other too well to ignore that we share deep cultural roots. Precisely for that reason, we are in a privileged position to lead a new stage. This is not about diluting national identities, but about strengthening them within a common strategy. The strength of the Mediterranean lies not in uniformity, but in diversity under the same sun. If we truly believe in the value of our products, in the quality of our farmers, ranchers, fishers and artisans; if we believe that gastronomy is culture and that culture is influence, then we must take a step beyond individual pride and commit to collective ambition.
And if, on that path, it falls to Spain to take the first step and propose the strategic unification of Mediterraneaning, so be it. Not from arrogance, but from the calm conviction of someone who knows their worth and doesn't need to prove it by shouting, but by building. Once again, at Made in Spain Gourmet we must lead, but we do so with passion and, above all, with taste.
We're not fools. We'd be fools if, having everything, we weren't able to do it together.
AUTHOR: Israel Romero, CEO of Made in Spain Gourmet.