From the 22nd to the 26th of March, Barcelona will host the eighteenth annual edition of Alimentaria, the International Food and Beverage Exhibition, the largest in Spain and one of the most important globally. It is expected that 5,000 leading food and beverage manufacturing and distribution companies will be present. An estimated 150,000 professional buyers from over 155 countries will also be in attendance. Once again, Catalonia and Barcelona will be world food capitals.

One of the most innovative aspects of this year’s Alimentaria is that the entire event will be held within the Fira de Barcelona Gran Vía exhibition site. Alimentaria 2010 will concentrate all of its commerce and activities in the site’s available pavilions. This, as revealed during the official presentation of the event by José Antonio Valls, Director of the site, is the result of “repeated requests from exhibitors and visitors, and it represents a realistically adjusted perspective to the current economic climate.”

Brands, innovation and internationalisation

Josep Lluís Bonet, President of Alimentaria as well as of the well-known company Freixenet, expects this year’s fair to respond to the concerns of the sector in three areas: “the value of brands, innovation and internationalisation.” So, on the one hand, Alimentaria 2010 will show that branding “is synonymous with safety, reliability, innovation, progress, development, quality, business and employment generation, among other attributes of vital importance,” Bonet explains. For him, “without branding there is no innovation or globalisation.” Innoval, Alimentaria’s space dedicated exclusively to R, D & I, – which in 2008 attracted 62,000 professionals – is confirmed as the indisputable reference point in research, development and innovation for the international food industry. Undoubtedly, this cluster of new ideas will once again attract the most interest from the media, buyers and opinion leaders. In addition, there will be a return of the Innoval Awards with twelve categories that reward the most innovative products in the industry. Finally, although attendees are expected to total less than last year, 15,000 m2 of the 94,500 m2 net exhibition area of Alimentaria 2010 will be reserved for exhibitors from the international arena, 2% more than the last event which took place in 2008. Great news.

A country of flavours

It is estimated that 85% of the Spanish food industry will be present at Alimentaria 2010, with a strong Catalan presence. Catalonia occupies a leading position in the Spanish agro-food sector with 23% of total net turnover. Its traditional cuisine is characterised by a large selection of traditional dishes and products including olive oil, fruit and vegetables, the famous Catalan seasoned sausages and cured meats, among others. It is a good example of Mediterranean cuisine in that it is characterised by high consumption of fruit, vegetables and cereals, moderate consumption of fish and poultry, moderate consumption of wine and low consumption of eggs and red meat. The famous “pa amb tomàquet” (bread rubbed with tomato), “butifarra” (Catalan sausage), “truita pagesa” (omelette with potato, peppers and tomatoes), “esqueixada” (a typical Catalan summer salad that is made with vegetables and cod), “xató” (a salad of endive, anchovy, cod, tuna and olives), “romesco” (a tasty dish made with different types of fish and seafood, accompanied by “allioli”), and “mel i mató” (a type of cottage cheese with honey) are, among others, the exponents of the famous Catalan cuisine. And they all have one common denominator: the extraordinary raw materials that are transformed into a major, active and very competitive industry that incorporates the most advanced technology and a careful preparation of the final products. Not surprisingly, Catalonia ended the last fiscal year with over 18,000 million euros of sales, a figure that represents 16% of the industrial sector of the autonomous region, and increases its exports by 30%, according to the latest data provided by the Department of Agriculture, Food and Rural Action of the Generalitat de Catalunya.

A sector in excellent health

Despite the severe crisis that plagues all fronts of the global economy, the Catalan food sector has shown remarkable strength. Companies have managed to weather the storm well, and in many cases have even increased their share of profits. This is true in the case of Condis, a Catalan family business founded nearly half a century ago that is totally professionalised yet independent. As its Director General, Enric Ezquerra i Costa, explains, “in 2009, we achieved a turnover of 770 million euros with a growth of 1% with respect to 2008. Very good figures taking into account the current economic crisis and the negative growth figures in our market.” With 418 supermarkets, Condis is the largest independent retail distribution group in Catalonia by number of stores and turnover. Ezquerra i Costa is optimistic and hopes that “we continue in this direction and have positive growth once again in 2010.” What’s in his favour? Confidence in the Condis business model. “Our format perfectly covers the needs of the current consumer: a trustable supermarket near home for a quick and easy purchase, offering a wide selection of renowned branded products, high quality in fresh produce sections, and one of the best quality-price ratios on the market,” argues Ezquerra i Costa.

Voltz Energy Shot:  moving the market

Others, like Raúl Díez, Marketing Director at COVACA, believe that “the market is in need of new references and new products. It needs movement.” COVACA was formed 25 years ago and, although it was originally designed to distribute domestic products in Catalonia, “it has adapted to market changes and is now positioned in importing products from around the world.” Just one of those new references that Díez alludes to is Voltz Energy Shot, which, thanks to COVACA, will be the first Energy Shot to be commercialised in Spain. The category of the energy shots has been a blockbuster in the US and the UK. “In North America, for example, it began its journey from scratch 5 years ago now. In those five years, it has been doubling its sales and last year it made 500 million dollars.” The Voltz Energy Shot has everything to permeate deep into the Spanish market. Aimed at an audience of between 25 and 55, it is an energy drink without sugar or carbohydrates and with only three calories. It is expected to become a must for all those who need energy. According to Díez, “it is completely healthy, a mixture of amino acids and vitamin B without contraindications. All it does is give you the level of caffeine in a coffee and then the amino acids and B vitamins maintain that caffeine level for 5 hours.” It is ideal for athletes. It is a good bet that it will take the market by storm.

Improving competitiveness

Another way of combating the crisis is that which Mercabarna is undertaking. As Montserrat Gil de Bernabé, its Director General explains, Mercabarna (the name stands for “Central food market of Barcelona”) is the managing company of the food organisation that brings together the city of Barcelona’s wholesale markets, as well as many firms involved in the elaboration, commerce, distribution, import and export of fresh and frozen products. Mercabarna products are sent all over Spain and to many countries throughout the world, but its immediate sphere of influence includes Catalonia, Valencia, Aragon, the Balearic Islands, Andorra, southern France and northern Italy. In total, Mercabarna provides fresh produce to some 10 million consumers. The company is currently developing, with a commission from the Department of Economic Development of the Barcelona City Council, the elaboration of the Strategic Plan of the Cluster of food companies of Barcelona. “This project’s main aim is to improve the competitiveness and quality of the Mercabarna companies through the identification of groups of companies best suited to the current needs of commerce and consumption and the development of common strategies. On the whole, they are studying some 300 firms that commercialise fresh and frozen products (all those that have their centre of decision-making in this food area), and grouped according to their sector of activity: fruit and vegetables, fish and meat. This entire process will culminate in the drafting of the strategic plan, scheduled for early 2010, proposing specific actions that will benefit companies in the exhibition”, Montserrat Gil de Bernabé concludes. Competitiveness and quality are two keys to success.

Sustainable business

Other businesses opt for ecology. For  Oriol Solé, Director of Marketing of Santiveri, “the future lies in a sustainable economy. Besides trying to reconcile all our production policies with environmental protection, within a few years you will find more certified organic nutritional products and supplements and more natural and ecological cosmetics on the shelves of Santiveri”, he explains. Santiveri has always been at the forefront of its sector. It was the pioneer in natural nutrition and dietetics in Spain for over a century. Its founder, Jaime Santiveri Piniés, was diagnosed with an irreversible disease but, thanks to naturist therapies in Germany, he was cured and he created his company to help other people with similar problems. Today, Santiveri has 272 points of direct sale (40 plus 232 franchises), it distributes its products to some 7,000 outlets, with a staff of close to 400 people (including the self-employed individuals of the commercial network) and it offers a range of nearly 1,000 products. Moreover, it exports to 30 countries and has subsidiaries in Italy and Mexico. Solé has no doubts. “The brand is very important because it means quality and in our case it means a way of understanding food, nutrition and quality of life. What ‘sells’ the Santiveri brand is a different way of understanding food and nutrition as factors that improve quality of life, something that we have done for 125 years.” And that is certainly appreciated by consumers in this niche segment.

Comprehensive service

In the same line as Santiveri is the prestigious Vichy Catalán. Its Managing Director Joan B. Renart Montalat, explains that its philosophy is to be the point of union between nature and people. “Most of the 130 million euro turnover of the company comes from bottled water. Vichy Catalán’s vocation is to bottle and sell mineral water, among which are two of the Spanish public’s favourites, Vichy Catalán and Malavella. Other natural mineral waters are: Font d’Or, Font del Regàs, Monte Pinos, Mondariz, Fuente Estrella, Manantial de Sant Hilari, Les Creus, y Fuente del Val, which are classified among the 11 best on the national market for their hydrating and diuretic properties.” However, in recent years they have extended their products “marketing bio-juices and nectars to meet growing market demand”, as stated by Renart. Besides offering a comprehensive service increasingly associated with healthy living, the company also successfully manages the Hotel Vichy Catalán, which is emerging little by little as the favourite spa, tranquillity and wellbeing sanctuary of Catalans. It has been said by many economics gurus, in times of crisis there is much to gain in diversification.

But the crown jewel remains the source of Vichy Catalán water. “Since our inception, 125 years ago, we have carried out numerous open medical and scientific studies on the beneficial health properties of Vichy Catalán,” says Renart. The water is endorsed by, among others, a scientific study conducted by the Higher Council for Scientific Research and published by the prestigious nutrition and medical journals, the British Journal of Nutrition and the Journal of Nutrition of the American Society for Nutritional Sciences. This study clearly confirms the close relationship between the consumption of Vichy Catalán and good health. The study shows that continuous consumption of Vichy Catalán carbonated natural mineral water reduces levels of “bad” cholesterol (LDL-cholesterol) by up to 15%. It has also been shown to decrease postprandial lipemia in postmenopausal women, that is, the presence of lipids or fats circulating in the blood during digestion. This does not occur when low mineralisation level mineral water is drunk.

These special therapeutic properties and organoleptic characteristics have not only made Vichy Catalán one of the most appreciated bottled waters by Spanish and European consumers, they have also made it an indisputable reference for professionals of the restaurant industry. Some of the most emblematic names of the current Catalan cuisine such as Ferran Adrià, Carme Ruscalleda and Santi Santamaria, all with 3 Michelin stars, use Vichy Catalán in their exceptional creations, as has been witnessed on countless occasions. What is more, the Vichy Catalán group regularly publishes books on cuisine and constantly encourages the use of mineral water in quality cooking and baking. It has also established the Modest Furest i Roca culinary awards, conceived with the aim of promoting and disseminating new Catalan cuisine and the works of research and creativity of professionals. It has also been the corporate sponsor of research that led to the publication of the Corpus of Catalan Cuisine, the bible of traditional Catalan cooking, which was edited by the Catalan Culinary Institute in 2006.

All this helped the Vichy Catalán group to form part of the Renowned Spanish Brands Forum (FMRE) in 2002. The Forum is an initiative of the leading Spanish brands that have developed a partnership with the government to promote and defend Spanish brands both nationally and internationally. As Renart says, “in the first list of ‘Leading Spanish Brands’, Vichy Catalán was among the 60 selected.” It had ample merits.

Today, Vichy Catalán is one of the three major Spanish producers of mineral water, bottling about 450 million litres annually and with around 750 employees. It is in second position in the Spanish sparkling water market with a 25.8% share (by volume of litres sold).

The group exports to 29 countries and in recent years has strengthened its presence in France, the UK and Ireland. The water was recently introduced in the Asian market with the opening of the first Vichy Catalán Bar Café in downtown Tokyo. The company is now also present in both the normal and bio juice and nectar markets as a response to the growing demand. It also continues to expand its portfolio at the therapeutic Hotel Vichy Catalán, located in Caldes de Malavella, Girona, in order to offer a more complete and comprehensive range of products and services                                                                                           related to good health.

As we can see, almost all Catalan companies are facing the economic crisis in their own way. Quality, innovation, competitiveness, sustainability... there are many paths. But all agree that events such as Alimentaria are essential if the sector is to remain united when facing such difficult economic times as the present ones. Finding new products, expanding international networking and exchanging strategies, philosophies, knowledge and experiences are some of the key features provided by the International Food and Beverage Exhibition. For the Catalan food sector is an essential and necessary event.