Why don't we succeed abroad as the "Spain Gourmet" brand?

Why we don't succeed abroad as the Spain Gourmet brand

I read many wonderful things that Spain has done over the centuries. We were a global empire, the most dominant during the 15th and 16th centuries. We spread across the world, bringing our culture, our universities, our religion, and our laws. What's fascinating about that period is not just the territorial conquest, but how we managed to integrate and lead, creating ties that still endure today, centuries later.

Let us remember, for the less-studied, that in 1519 Hernán Cortés arrived with fewer than a thousand men on the Yucatán Peninsula and, with a bold strategy, freed the Tlaxcalteca, Texcocano and Chalca peoples from Aztec subjugation. What followed was a process of mestizaje, integration and cultural legacy, which can still be perceived in Spanish America. That is, for me, the true measure of success: to lead, to teach, to integrate and to leave an impact that transcends generations.

Today, centuries later, Spain has lost much of that international momentum. Our global leadership, which was once indisputable, gave way. The initiative to venture beyond our borders was not the norm until the late 20th century, and only very slowly, in this first quarter of the 21st century, are we beginning to reconquer markets. However, international gourmet growth remains slow, uneven and fragmented, and almost never reflects the true potential of the Spain Gourmet brand.

Dependence on intermediaries: a historical mistake

One of Spain's great mistakes in gourmet internationalization has been delegating all the work to intermediaries and distributors. “Leave everything to the importer,” some say: introduction, development, promotion, brand value creation... Wrong! This doesn't work. Leaving our brand and products in external hands means:

• Loss of control over the brand narrative and identity.
• Fragmented and outdated information about how products are perceived in the market.
• Dependence on intermediaries who will stay with us only while it suits them.

This approach has led many Spanish brands to fight alone, win small battles, but never conquer the international perception war. Because succeeding abroad is not just selling; it’s imposing a narrative, a standard, and a prestige.

The problem of disunity

Spain has been, and continues to be, great. But how have we left the international development of our gourmet products in external hands? The consequence is clear:

• Uneven and slow growth.
• Lack of collective support from the country brand; Spain Gourmet.
• Battles won individually (the ones companies achieve on their own), but without strategic cohesion or guild, political, or human support.

Disunity creates confusion. When each brand acts on its own, the message about Spain as a gourmet brand gets diluted. Products from unequal categories and qualities get mixed together, causing the best brands to lose value in the eyes of the international consumer. The result: the old and harmful cliché that “Spain always has a cheap alternative” is reinforced, undermining the best of our country.

Enough already!

Clear strategies and category unity

We need more coherent country brand strategies. It’s not enough to put “Made in Spain” on a label. We must:

1. Categorize with rigor and transparency: separate premium from mass-market, clearly identify products of excellence and protect them.
2. Create a Spanish gourmet seal: a mark that certifies quality, authenticity and origin. This would facilitate product entry and protect the best in the international market.
3. Encourage collaboration among brands: a common front allows stronger, coherent and more memorable international marketing campaigns.
4. Drive digitization and active international marketing: brands must get involved directly in online strategies, partner support and global visibility. Let’s remember that the most valuable thing, producers, is not what you produce, but the value of your brands.

Real public support, not posturing

State support must be tangible, strategic and consistent, not just appearances at trade fairs and photos of ministers at events. We need:

• Reduction of tax burdens so companies can allocate real resources to international promotion.
• Agreements with airlines, hotel chains and Spanish logistics operators to create a Spanish gourmet lobby that boosts presence and prestige in global markets.
• Support for internationalization that is measured by results and expansion, not by medals or certificates for attending fairs by public officials who neither have personal responsibility nor professional knowledge of business management. Let’s invest with professionalism and rigor.

The challenge of trust among Spaniards

Made in Spain Gourmet already leads this vision in the U.S., but collaboration among Spanish brands remains limited. The reason is simple, though sad: distrust among Spaniards. Until we overcome this barrier, efforts will remain fragmented and largely ineffective.

We need courage, commitment and action. More deeds, fewer words. We must invest in partnerships, create a unique and powerful message that represents the best of Spain and convey it consistently to international markets.

Learning from the past to conquer the future

Hernán Cortés did not conquer alone. He knew how to form alliances, organize and lead boldly. That is the perfect metaphor for Spain Gourmet: it's not enough to have excellent products; you must lead the international strategy.

• Select strategic partners.
• Protect and differentiate the best of Spain with a quality seal.
• Communicate with a unified, emotional message.
• Commit to innovation, digitization, and the professionalization of every international initiative.

If we achieve this, Spain will stop depending on intermediaries who only seek their own benefit and we will begin to position our country as a global benchmark for premium gastronomy, just as it was for centuries in other fields.

The path to succeed as the Spain Gourmet brand is not easy, but it is clear:

1. Unity among brands and categories.
2. International marketing strategies that are coherent and bold.
3. Tangible public support, with reduced tax burdens and strategic agreements.
4. Spanish gourmet seal, which protects excellence and helps position products in key markets.
5. Trust and collaboration among Spaniards, overcoming historical barriers and individual egos.

If we apply these strategies, Made in Spain Gourmet will not only be a project, but a movement that does justice to the talent, creativity and quality of Spanish products. Spain has everything it takes to conquer global markets; we only need the will, the strategy and the unity to make it a reality.

It is time to stop looking back and act with the same boldness that made us great. Because the world is ready for our flavors, our textures and our creativity. All that remains is for Spain Gourmet to dare to lead and conquer as it should.

AUTHOR: Israel Romero, CEO of Made in Spain Gourmet.

A story that began in Vic and conquered the world. November Made in Spain Gourmet: Flavor, History, and Luxury in Every Bite