Spain's Premium Brand: A Dream to Build Together
The Premium Spain Brand: A Dream to Build Together
Since I began my journey with Made in Spain Gourmet, I have always been clear that Spain is a unique place. A country of contrasts, of history and, above all, of exceptional cuisine. For me, there is no doubt: Spain has the best cuisine in the world, a richness that endures over time and that, moreover, wins the most hearts across the planet. But here comes the challenge. Why, if we have the best, have we not managed to position our cuisine at the same level of international recognition as other great luxury brands?
I would say the problem is that we have not yet managed to work together. Spain’s cuisine and gourmet products, no matter how incomparable their quality, are not projected in a cohesive way; they do not come together to tell the same story, that of a premium Spain brand that transcends borders.
Spain: We’re nice people, but…
"We're nice people!" That is one of the greatest attributes that define us as Spaniards. We like to be kind, hospitable, warm, and approachable. People we meet around the world like us for our friendliness, for that contagious laugh that so characterizes our culture. But, paradoxically, among ourselves, we find it hard to agree when we go abroad. And the thing is, we cannot live on our friendliness alone. We must be recognized for what we really are: a country that produces the best, with a brilliant history, tradition, and future.
If there is one thing I have learned throughout my career, it is that Spain has infinite gastronomic potential. But it needs something essential to succeed: to work together, without selfishness, without fear of becoming bigger, without hesitation to join forces to project excellence. We need to believe in the quality of our products and defend them as what they truly are: the best in the world.
The Golden Nuggets: The Engine of Transformation
The Golden Nuggets are those people with whom, from the very first moment, you know that something big is about to happen. They are the ones who think like you, who have that commitment to improve and elevate Spain to its true greatness. And here, at Made in Spain Gourmet, I am proud to say that I have many of those people who have joined this dream. People who not only think about personal gain, but who understand that the great victory is collective.
Sometimes the difference between being great and not is finding those Golden Nuggets who accompany you on the journey, who share your values of transparency, honesty, innovation and excellence. People who not only add, but multiply. And that’s why, increasingly quickly, we detect the right people without having to sift through tons of dirt, because acting with consistency allows us to identify them easily.
Spain's Premium Brand: Why Not Now?
French gastronomy has managed to position itself as one of the best in the world, largely thanks to the creation of the Comité Colbert, in 1954!, an organization that has worked to position France's gourmet products internationally. Why can't we do the same in Spain?
If we combine Spain's culinary art with a solid brand strategy, we can become the international leaders in gourmet products. To achieve this, we need to put some key steps into motion:
1. International Promotion of Spanish Gastronomy
Spanish gastronomy deserves to be seen as an art, a symbol of quality, creativity, and excellence. From our wines to our cheeses, olive oils, our ham and gourmet preserves, our flavor reflects centuries of history. We need to bring that essence to international markets, highlighting the authenticity and richness of our culinary tradition.
2. Promotion of Culinary Tourism
Spain is the second country with the most international tourists in the world, but we still don’t take full advantage of the potential of our culinary tourism. Wine tourism and gourmet gastronomy can and should be reasons to visit in their own right. To achieve this, it is essential to strengthen our reputation as a premium gastronomic destination.
3. Support for Fine Dining
Our top chefs and restaurateurs are at the forefront of our gastronomy, but we must also involve them more with the gourmet brands in this process. We need sincere recommendations from our chefs, without hidden interests — including financial ones — so the entire industry benefits from the visibility and prestige of haute cuisine. A gastronomically united country is a guaranteed victory.
4. Culinary Education
Training is key so that future generations of ambassadors of Spanish gastronomy carry our message to every corner of the globe. We need courses that not only train cooks, but also salespeople, marketers, and communicators who know how to effectively project Spanish excellence.
5. Innovation in Gourmet Products
Tradition and innovation must go hand in hand. Many of our delicacies and premium products are already winning international palates, but there is still much to do. Together, we can create products that respect our roots while having a global vision.
6. International Events: Making Noise
It's not about attending traditional trade fairs. We need to create premium events, exclusive, that tell our story without filters, and reach a global audience that values who we really are: Spain's gourmet excellence.
And I'm not talking about the usual fairs like Alimentaria, Sial, Anuga… I'm talking about luxury events and the creation of Spanish Premium Gourmet events, meaning that we ourselves explain our story, without filters or bias. This will give us the opportunity to showcase the exclusivity of Spanish products to a global audience.
7. Protection of Spain's Gastronomic Identity
We must not only be excellent, we must protect our authenticity. Defending our Denominations of Origin and authentic products is essential to ensure the world perceives Spain as the gastronomic powerhouse that it is.
A Dream That Can Only Be Achieved Together
If we want Spain to be seen as the gastronomic center of the world, we all need to move in the same direction. It's time to stop being just “good people” and start being recognized as the country that produces the best gourmet products on the planet. To achieve this, we need to come together, collaborate and work toward a Premium Spain Gourmet Brand that transcends borders.
This is not a dream of mine alone. It is the dream of everyone who believes that Spanish gastronomy deserves the place it rightfully holds. And, together, we will make it happen.
AUTHOR: Israel Romero, CEO of Made in Spain Gourmet.