The times I have heard and read that you have to differentiate yourself to be successful. This recipe seems simple, but when creativity is lacking, and worst of all, money to invest in this differentiation, is when an excellent product can be forgotten or simply not exist for the market. Spanish gourmet products do not escape this pathology.

• lack of connections
• Competing with Italians and French, very difficult... but
• Our market is saturated, it is time to internationalize

lack of connections

Spain has an endemic disease, we would say that it is chronic, and very difficult to change if there is not a true revolution: we do not like to go out and sell our products. We know of its value and quality, but we have been forgetting that the market is a sum of competitors that are there, like the best warrior, with their best weapons and strategies to win the crown, in this case a place at the table. I see with pride and satisfaction the innumerable awards that chefs and restaurants based in Spain obtain year after year, establishing itself as the country that grows the most in these aspects. A clear sign that our gastronomy and the people who "cook it" are a trend and will surely continue to be so.

But there is one thing that does not fit me, Why is there such a difference between cooking experts and producers? Let me explain, I think that, in the discourse on the excellence of our gastronomy, the role is excessively focused, in my humble opinion, on the people who prepare excellent dishes without a doubt. They are true geniuses full of talent and who represent us internationally in an excellent way.

But what about the products? What about their producers? In Formula 1, when they win a Grand Prix or a Championship, the victory is attributed to the “Scuderia”, to the team, having of course the pilot at its spearhead. But everyone is aware that, without the engineers, engine, aerodynamics, chassis, etc., it would not succeed.

I lack that link. And I think it is a unique opportunity to generate an unbeatable, hegemonic team and we could even call it dynastic. I miss that the elite of Spanish cuisine does not lead and champion, in a disinterested and non-profit way, producers who are exceptional and who could put Spain on the top of the world gastronomic pedestal.

Competing with Italians and French, very difficult... but

The symbiosis of our Mediterranean brothers, such as the Italians and the French, between their chefs and their native products is something that makes me envious, because we are relegated to a position, far removed from theirs, for the mere fact of not making practically nothing to fix it. That union or business lobby, of brands and chefs, gets penetration into other markets is accelerated and, therefore, the internationalization of your brands. Generating a book case from an economic point of view: encouraging exports, making own companies strong, generating employment and improving trade balances.

I believe, being very honest, that our big problem is the success of our gastronomy and our internationally recognized chefs. People come to our country to enjoy our food, our restaurants and the headliners, the chefs, who represent them. We offer the best of our gastronomy to a dedicated public (with all the recognition), but that dilutes the possibility of making a greater effort to go out there, to conquer the world... again. However, we believe that there is hope for changes, at least we see them because we work on them.

Our market is saturated, it is time to internationalize

Spain is in full revolution from the point of view of the creation of gourmet products and brands. Probably encouraged by the successes of our chefs, the quality of the products and their packaging, very much.

The excellence of the final results is evident and notorious, but here comes the question:Is there a market in our country to absorb so much product and so many gourmet brands? Apart from the restaurants in estrella Michelin, Respsol Guide and others who are at that level of excellence in their letters, the rest may not assume that trend.

And if we refer to marketing channels, the environment is even less rosy: the supermarkets of generalist chains are not in favor of betting on the gourmet, rather the opposite, and the most specialized stores, are small in size, with arbitrary selections, normally based on geographical proximity or commercial margins, and that on many occasions, they fight to create own brands to generate of course, more commercial margin and close the door to the producer. And I'm not criticizing that strategy in itself, but when most of the times it's done, some stories as beautiful as they are emotional behind each elaboration and the unique history of each producer are lost or forgotten.

That is our real opportunity for differentiation, the uniqueness of our products and the people behind it.

That is the cornerstone of Made in Spain Gourmet to conquer the international market.

The international market is literally unaware of what we are the number one power in world gastronomy, and as an example the Extra Virgin Olive Oil (EVOO), first in production and first in producing the new harvest (with a few months in advance to Italy, and we are not the reference. Multitude of brands, many excellent, of Jaen, Catalonia, Castilla La Mancha, Aragon, Extremadura, Galicia…etc., and when you talk to specialized stores in Europe or to end customers, they always put you up to date. AOVE Italian first. I am no longer talking about the Italian brands in the US and how many there are Spanish.

There is the work in common, developing a common strategy so that the concept Spain is Gourmet had a benefit for all.

We have not waited for anyone, because time is money, and our success is based on sharing our value as expert gastronomic advisors with the sharing of the value of the producers (people), their values ​​and eventually, their products, which are the consequence of how these people are and how they interpret the gourmet product.

The key to being chosen by consumers, we do not have to see it only in the investment in digital marketing industry standard (SEM and SEO of keywords), but it is necessary to emphasize the unique value(s) that each brand and each of its products possesses. Only then will we be seen and the best, recognized as something different and with more chances of being chosen.

In our gourmet online store we strive to be a haven of knowledge and a provider of information from unique and own content, essential so that the products that are represented there are perceived as a guarantee of quality, and worthy of the seal Made in Spain Gourmet.

In two years we have arrived to 21 European countries and Puerto Rico, and we continue to grow. If we didn't have arguments based on our experience, it wouldn't be so strong. Let's share information, values ​​and experiences, we will all do much better.