Many growers would like to sell more at European level. But the vast majority succumb to distributors, as the only option to internationalize. Europe is our common market, and there are other formulas. Made in Spain Gourmet has its own.
Every week we receive countless proposals from Spanish producers who want to put their products on our platform. MadeinSpain.store. With a common denominator: we have a very attractive website in terms of the categories and products that we offer on it. And some feel identified with these brands, and others aspire to be with them, because the quality of their products is similar.
Bingo! That is one of our goals, to be the shelter of the best brands and the best Spanish gourmet products. And now comes the question, when we tell them if they want to sell in Europe, they all say yes, and that some of them already do it, with some success, even if it is through distributors. But the vast majority do not yet and their presence is very sporadic.
What is certain is that the sensitivity with which we work is very difficult to find. Explaining the differences with respect to other products, their strengths and also with that approach of good greedy, that he knows these products, that he buys them regularly and that he knows their real price, what it costs to produce it and how good and differentiating it is.
Go international or die
Fundamental, necessary and essential... or we will die trying. That is the obsession that we want to transfer to producers 24/7. It is necessary that the product and above all the brand be known and recognized in the international market. If not, we will always fall into the trap of others selling our products.
And who should be the people who best convey our differentiating points to the market? Currently almost exclusively are the distributors and importers of each country. But are we sure that this is the best option?
Absolutely not. And we say this because of the experience that we already have in our business and others related to the transmission of trust through people and what we transmit.
Spain is still a country that is not recognized at the level of Branding in Europe, and that prestige is not obtained overnight. It requires time and a long journey (brand recognition, excellent positioning in key stores, and a lot of content about the brand in international media, as well as positioning in digital marketing). We are very far from Italy y France in positioning, not in quality, and that is because their marketing investment is much more constant and above all consistent, because they bet on their own brands. How? Well, with investment in the brand at a digital level. Because without an investment in your own brand on a digital level, it is very difficult to grow in the international market.
The recommender: key figure
The gourmet market is a different market, it is very demanding, and reaching the final customer is not easy at all, rather it is the opposite. And the figure of recommender, becomes an essential piece to be recognized as a brand and be purchased by the end customer or consumer.
The recommendation is so important because the gourmet market is very fragmented, and it is very difficult to know all the gourmet brands. And there plays a great role the people who recommend the products for their gastronomic criteria.
Therefore, in Made in Spain Gourmet We believed from the beginning that we should be the ones to recommend Spanish gourmet products to all European consumers. For its quality, for its packaging, for its storytelling and for the relationship with the owners from our side. In this way, we undertook to take responsibility as recommenders for the products that were always on our website, thus giving our personal guarantee to all of them.
A long-haul job
Despite knowing everything we have to do, the work is very hard and long-term. An extensive content plan must be created, adding articles, videos, posts in the RR.SS., Google Ads and a weekly or maximum fortnightly newsletter because if not, we will not notice the change in trend. Let's remember that the website must be in several languages (the more, the better) to facilitate the message of our website as much as possible, and the payment methods, too, the more extensive, the easier it is to receive a positive conversion.
We recommend having external help from professional companies and experts in digital marketing, but as long as they show that they know the gastronomic market and the European market, because for them to offer you the same thing that would be done in Spain, it does not work in Europe.
Let us remember that the European consumer has in his mind France or Italy far ahead of Spain in the positioning of the country brand, so if we want to reduce distances, we must get closer to the final consumer, how? Well, online.
Does all this really work? In one year we are already selling in 12 countries of the European Union, and each month exceeds the previous one in demand for Spanish gourmet products at a European level. But there is still much to do. 2022 will be a year of constant reinvestment to continue growing in our old Europe. Without forgetting that, thanks to all the investment in digital marketing, Spain is a country that buys more and better online every day.
Yes, it really works.
AUTHOR: Israel Romero, CEO of Made in Spain Gourmet.
