Israel Romero / Wednesday, January 28, 2026 / Categories: Internacionalización, Blog Made in Spain Gourmet Trade Missions Made in Spain Gourmet Trade Missions To lead, create opportunities and position Spain where it belongs At Made in Spain Gourmet we deeply believe in an idea that guides all our decisions: Spain does not need permission to play in the global gourmet first division. It needs leadership, judgment, consistency… and people willing to take real risks. That’s why, once again, we took the lead in the United States. The context: why we decided to do things differently Creating real opportunities for Spanish gourmet brands in the United States is not easy. Not because the product isn’t good — that’s beyond doubt — but because the traditional system supporting internationalization is often not designed to generate business, but to justify structures. Public organizations have their role, but also an obvious reality: their salaries are guaranteed. Private companies’ salaries are not. Brands take economic, logistical, and strategic risks. They travel, invest, adapt products, learn complex markets and play for the long term. And yet, too often they are offered a “trade mission” model based on generic agendas, poorly qualified meetings and lots of lost time. Very Spanish, as you know — by which I mean: pure bureaucracy and stalling, without professional reasons to help brands with passion and responsibility. We said: no more. The Made in Spain Gourmet Trade Missions are born At Made in Spain Gourmet we decided to create our own trade missions, designed from the field, from real experience and with a single clear objective: Generate business and position Spanish gourmet brands where they belong. These missions are: Led by Christian Müller in the United States, with deep knowledge of the market, the channel and the key people. Strategically coordinated from Spain by Israel Romero, defining objectives, participating brands and the focus of each mission. We don’t improvise. We plan with intention. Choosing who to meet changes everything One of the great mistakes in internationalization is thinking that the more meetings, the better. We believe the opposite. Choosing who to meet, when and why has enormous value. We are not here to fill agendas or to “check off” meetings that lead nowhere. Every encounter has a strategic purpose: importers, distributors, real decision-makers, profiles that can open doors today or sow solid relationships for tomorrow. Our partners don’t show up cold. They arrive on a pre-established groundwork, with context, references and, something fundamental in the U.S., with a carefully cultivated personal relationship. Because business, especially in the United States, is built as much on trust as on numbers. The value of human relationships (and why it matters more than it seems) One of the great strengths of our missions is that they are not limited to the commercial side. We create an environment where: people speak honestly visions are shared mutual respect is built That human stimulus generates something very powerful: Opportunities that were not initially foreseen. Parallel developments. New businesses that blossom over time. It looks easy when everything runs smoothly. But it isn’t. The real difficulty (and the merit) of doing it well Coordinating 6 or 7 high-level meetings in just 5 days, with: real decision-makers changing agendas large geographic distances multiple time zones is no small feat. And even more so when the goal is not the photo or the headline, but the medium- and long-term consequences. Anyone who thinks short-term in the United States simply doesn’t understand how that market works. There people think with foresight, patience and strategic vision. Important decisions are matured. Relationships are built over time. What we do is accelerate those processes, without forcing them, but by ordering and focusing them correctly. missions already carried out and what’s coming Since late 2025 we have already carried out several missions: Panama, on two occasions Florida, in an exclusive mission And this is only the beginning. This year we have new missions planned in: California Texas New York Brazil Each destination has its logic, timing and ideal type of brand. Not every company fits every market, and saying that is also a form of leadership. A clear invitation to Spanish gourmet brands If you are a Spanish gourmet brand with: honest product real quality capacity to adapt and willingness to build for the long term Our trade missions may make sense for you. The objective is clear and shared: Generate business Position Spain as a gourmet power We don’t sell smoke. We don’t promise miracles. We promise serious work, sound judgment and a clear market vision. Spain, the product and the conviction Spain is unique. Its gastronomic diversity, productive quality and food culture are unmatched. But only those who truly succeed are the ones who: believe in their product defend their origin and support their arguments with facts At Made in Spain Gourmet we believe in Spain with deep conviction. And we know that, with effort, coherence and honesty, international recognition comes. These trade missions are not a trip, they are a declaration of intent. And this, honestly, has only just begun. Manchego Cheese: What Makes It Unique and Why It's Spain's Most Iconic Cheese D.O. Valle de los Pedroches: the 100% Iberian ham born from the silence of the dehesa Print 4 Rate this article: No rating Tags: gourmetinternationalizationcommercialU.S.EuropemissionUSA Please login or register to post comments.