Israel Romero / Monday, January 26, 2026 / Categories: Blog Spain has a problem: we aren’t a Community… and will we ever become one? Spain has a problem: we are not a community… will we become one? At Made in Spain Gourmet we have been defending something for years that to us is almost obvious: Spanish gourmet products are exceptional. Not good. Not adequate. Exceptional. For their quality, their diversity, their history, their territories and the people behind each project. And yet, when we look beyond our borders, when we observe how we position ourselves as a country, an uncomfortable feeling that’s hard to admit appears: we are not playing as a team. And that, in a globalized world, is costly. Spain has talent, product and a story to tell. What it doesn’t have — at least not yet — is a community mindset. And until we have that, we will continue to lag a few steps behind countries like Italy or France, which understood long ago that when one of us wins abroad, we all win. Wonderful stories… that remain unfinished Every week I hear incredible stories. Small and medium companies that do things very well. Producers with unique products, with identity, with soul. Oils that could be on any table in the world, cheeses that move you, preserves that tell the sea’s story better than any book… Products I would gladly have in my pantry without hesitation! But when the conversation turns to commercialization —and especially to internationalization— something changes. Silences appear. Doubts. Fear. “We don’t know where to start.” And not because the product isn’t up to the task, but because they don’t have the resources, the experience, or the support to make that leap with confidence. And this is where we fail as a country. Without sharing knowledge you can’t grow It’s that simple. Without sharing knowledge you cannot grow beyond our borders. Why do we make it so difficult? Why don’t we share what we know? Why does everyone prefer to go it alone, try, make mistakes, waste time and money… instead of joining forces? These questions point, to a large extent, at regional governments, public agencies, the ICEXs of the moment. But it would be unfair to stop there. Because producers often don’t want to share either. They prefer the individual guerrilla approach, “I’ll cook it myself, I’ll eat it myself,” even if that means never growing as a lobby or as a country brand. Meanwhile, other countries move forward together. The EVOO case: a clear example Let’s take Extra Virgin Olive Oil (AOVE). Probably one of Spain’s best products and, paradoxically, one of the worst explained abroad. We have unique varieties: picual, hojiblanca, arbequina, cornicabra… We have regions with their own identities: Jaén, Córdoba, Toledo, Catalonia, Extremadura, the Levant… Wouldn’t it make sense to go hand in hand to develop these varieties and regions together? Wouldn’t it make sense to remove from the equation the big groups that confuse consumers with generic “olive oil,” blends of questionable origin (not so questionable: Morocco, Tunisia…) and impossible prices because they buy product elsewhere to cut costs? What’s missing here is a common, powerful and professional strategy. Well-thought-out commercial actions, both abroad and within Spain. Events where we invite relevant chefs, discerning influencers, international gourmet distributors. Experiences where they taste, learn, understand… and then can recommend our virtues to their communities like no one else. Europe, Asia and the Americas are out there. Waiting. But they won’t understand us if we don’t explain ourselves well. And that can’t be done alone. [caption id="attachment_47966" align="aligncenter" width="600"] The luxury carved by knife: discover authentic Iberian Ham[/caption] The ibérico: four DOs, a huge opportunity Another clear example: ibérico. We have four Denominations of Origin (Jabugo, Guijuelo, Dehesa de Extremadura and Valle de los Pedroches), each with its identity, its territory, its know-how. And yet we continue to communicate in a fragmented, confusing, sometimes even contradictory way. Each DO should develop a solid business plan, including communication, marketing and commercial action. A plan that clearly conveys its uniqueness, its quality and its differentiating properties. That educates the international consumer and makes them understand why a 100% ibérico is not “just another ham.” This is not about competing among ourselves, but about elevating the entire category. When the world understands the value of ibérico, we all win. And we won’t have to justify its price, as if we were foolishly lowering the perceived quality of something unique simply because we don’t know how to sell it properly. Preserves and cheeses: a heritage we don’t know how to sell together And what can be said about our canned seafood and our cheeses. Anchovies from Cantabria, Galician preserves, Mediterranean bluefin tuna, northern bonito, sea urchins, razor clams, oysters, mussels, mackerel from Andalusia… Or our cheeses: manchego, cabrales, garrotxa, gamonéu, zamorano… A diversity many countries would envy. Here the problem is the same: individual excellence, non-existent collective strategy. Each one communicates as they can, sells as they know how and reaches only as far as they can. And it’s very difficult to build a strong, coherent image of what Spain represents in the gourmet world that way. Lobbying is not a negative thing In Spain the word “lobby” often generates rejection. But lobbying, correctly understood, is simply defending common interests professionally. Italy does it. France does it. And nothing bad happens. On the contrary: their producers benefit, their country brand is reinforced and their global positioning is solid. We need to lose the fear of that. Of joining forces. Of sharing. Of thinking long term. Made in Spain Gourmet wants to lead… but it can’t do it alone At Made in Spain Gourmet we are clear on one thing: we want to lead this movement. We want to be a meeting point, a platform, a voice that pushes toward the community that doesn’t exist today. But for that to work we need companies to follow us. Companies that understand this is the path. That stopping going it alone is not losing identity, but multiplying opportunities. That doing things professionally, jointly and strategically is the only way to truly conquer markets. Spain doesn’t have a product problem. It has a mindset problem. The good news is that this can be changed. But only if we decide to do it together. Mediterranean Winter: Legumes and Robust Extra-Virgin Olive Oil to Warm You Up Manchego Cheese: What Makes It Unique and Why It's Spain's Most Iconic Cheese Print 4 Rate this article: No rating Tags: Spaininternationalizationcommunitylobby Please login or register to post comments.