The Agri-Food industry in Barcelona and Catalonia

The Agri-Food Industry in Barcelona and Catalonia

Barcelona City Council Government of Economic Promotion Catalonia www.bcn.cat/barcelonabusiness Invest in Catalonia www.22barcelona.com www.catalonia.com Economic Promotion is the department With headquarters in Barcelona and 35 of Barcelona City Council dedicated to overseas offices, ACC1Ó CIDEM/COPCA, promoting Barcelona as an attractive through Invest in Catalonia, provides place to do business and to supporting advisory services and assistance companies, professionals and institu- adapted to the needs of companies tions interested in setting up and doing interested in setting up or expanding business in the city. their operations and investments in Catalonia. 22@Barcelona is one of the strategic projects of the city of Barcelona. In the centrally located district of Poblenou, land has been set aside so that companies and Barcelona Chamber of institutions working in the media, Commerce information and communication technologies (ICTs), medical techno- www.cambrabcn.es logies, energy and design can interact The Barcelona Chamber of Commerce with knowledge centres such as is the institution that represents universities and R&D centres. companies in the city of Barcelona. Through its individualized services for companies and its actions, it promotes its member companies and business in Catalonia.

Presentation Index Barcelona and Catalonia 06 Catalonia and its capital, Barcelona, have always been known for welcoming visitors. Throughout history, many different peoples have passed through this 10 Reasons to Invest 08 region and a good number of them have stayed. This has made Catalonia a hospitable, tolerant and dynamic place that is open to all things new. The Agri-food Industry in Barcelona Catalonia and Barcelona have become a major economic hub of Europe. As a and Catalonia 10 driver of the Spanish economy, 21st-century Catalonia is an innovative region with highly qualified labour, an enviable geographic location (in the centre of 10 Reasons to Invest in the Agri-food Industry Europe and connected to the rest of the world through its Mediterranean port in Barcelona and Catalonia and international airports) and first-rate infrastructure, which is why it continues to attract major international investment year after year. 01. A very important agri-food industry 12 It is a pleasure for us to present this economic dossier, which describes the 02. A benchmark European cluster 16 characteristics of the agri-food industry, one of the primary economic sectors 03. A privileged geo-strategic location 17 in Catalonia and Barcelona in terms of its weight in the economy, its relative 04. The presence of leading companies 18 weight in comparison to other European regions, and the attention it receives from companies, universities and research centres. This dossier is the result of 05. Leadership in fresh products 20 the collaboration of four leading institutions in the economy of the city of 06. Barcelona Food Platform 22 Barcelona and Catalonia and provides a glimpse of what Catalonia has to offer 07. A focus on research and development 23 your company as a leading enterprising region in this industry. 08. Alimentaria International Food and Beverage Exhibition 24 We look forward to providing advice and helping you with your investment 09. Network of municipal markets 26 plants. 10. Barcelona and the Mediterranean diet 28 Websites of Interest 30 04 Presentation The Agri-Food Industry in Barcelona and Catalonia 05

Barcelona and Catalonia Barcelona, is in Northeastern Spain on the The basis for economic growth (which has become very important in recent years) can shores of the Mediterranean. It ranks among be found in a metropolis with a polycentric and economically diversified business structure the largest metropolitan regions in Europe and that facilitates its role as a generator of new ideas, companies and products. is the centre of an extensive metropolitan area Bearing in mind the distribution of gross added value in different areas of activity, made up of more than 217 towns and cities Catalonia accounts for the highest percentage of industrial activity of all Spain’s with a total population of 4.6 million. It is the autonomous communities (23%), and is ranked second in terms of gross added value economic, cultural and administrative capital of generated in the services industry (15.7% of the total). Catalonia and the leader of an emerging area of Moreover, Catalonia’s rate of entrepreneurial activity in 2007 was 8.4%, which was economic activity in Southern Europe with higher than the Spanish and European averages according to the Global Entrepreneurship 17 million inhabitants and more than 800,000 Monitor (GEM) 2007. companies. This Euro-Mediterranean region, International business activity in the Barcelona area receives special promotional attention which includes the Balearic Islands, Valencia, from the Fira trade fair centre, the Port of Barcelona, the airport, the Zona Franca Aragon and Southeastern France, is focusing on Consortium, the Barcelona Tourism Consortium and the new technological innovation new strategic, competitive and international districts. The close ties between the logistics infrastructure and the considerable business sectors, and is consolidating its position as one activity of the agri-food industry give the city a privileged geo-strategic position in of the main European conglomerations of Europe. metropolises. Barcelona and its metropolitan area attract major agri-food companies, which represent one of the pillars of the Catalan economy and occupy a leading position in Spain. Catalonia is a benchmark in the food industry for many reasons. In terms of economics, its advantages include the many important international companies operating in the area that sell packaged and fresh products, the considerable agri-food community, with large specific clusters such as the cava and wine cluster, the geo-strategic location, and the availability of first-class logistics infrastructure, research centres and prestigious international trade shows. Moreover, Catalonia is internationally renowned for its gastronomic culture, which is based on health and quality, as reflected by the Mediterranean diet and the many restaurants that are famous for exquisite dining. In terms of the availability of human resources, Barcelona is known for its prestigious universities, acclaimed research centres, R&D laboratories and intermediary institutions that facilitate the development of innovative projects that drive new initiatives in the agri-food industry through knowledge transfer. Barcelona Catalonia Euro-Mediterranean region 06 Barcelona and Catalonia The Agri-Food Industry in Barcelona and Catalonia 07

10 Reasons to Invest There are many reasons why Barcelona is such an attractive place to live, work and do business. The city is currently in an excellent position for new business activities. Here are just some of the good reasons for investing in the city: 01 Strategic geographic location 06 Human resources prepared for the future France is two hours away by road. As the southern gateway to Europe, the city’s port, airport, A high level of preparation, high productivity (one of the highest in Europe according to the OECD); 5 public duty-free zone, logistics park and international trade fair centre are all within a five-kilometre universities, 3 private universities, renowned business schools (IESE, ESADE, EADA); 27 international schools; radius of the city centre. considerable use of new technologies; a character inclined towards innovation and creativity. 02 Complete transport infrastructure 07 Excellent quality of life Motorway network connected with Europe; the airport with the fastest growth in Europe; the leading Ranked first in Europe in terms of quality of life*. A stable climate, sun, beaches, first-class ski resorts Spanish port and the largest container port on the Mediterranean; a comprehensive metro, rail and nearby, availability of excellent cultural and leisure activities; a network of 4500 educational institutions; bus network; the high-speed train connection between Barcelona and Madrid became operative a modern, accessible healthcare system; easy accessibility and mobility on public transport; a park system in 2008 and the link from Barcelona to the French border is expected to provide service by 2011. that surrounds the city. 03 The centre of a large, dynamic and diverse economic area 08 Major urban-planning projects for the future The population of the greater Barcelona area is 4.6 million. It is the capital of Catalonia (more Transformation of 1000 hectares and 7 million m2 of construction. The Llobregat area is focusing on logistics than 7 million inhabitants) and the centre of the Mediterranean Arc, a very large economic area and internationalization, with the expansion of the port and airport; the Besòs area is focusing on urban with 17 million inhabitants. It accounts for 70% of Catalonia’s GDP showed an increase in its own , renewal, sustainability and research centres; the Sagrera-Sant Andreu area will have its own high-speed GDP in 2007 of 3.1% (above the European average) and is the sixth-largest urban conglomeration train station; 22@Barcelona is the new technology and innovation district. in Europe and the fifth in terms of industry. 09 Competitive real estate 04 Successful foreign investment A wide selection of office space, commercial premises and industrial buildings with an excellent quality/price Ranked the fifth-best city in Europe for doing business, Barcelona accounts for approximately ratio. 20% of foreign investment in Spain each year. A total of 2700 foreign companies have set up in the city and 97% of them have expressed their satisfaction with the decision. Barcelona is also consolidating its reputation as a location for the European division of many multinationals. 10 Unique public-private cooperation Barcelona City Council and the Catalan government provide strong support to companies. Successful public- 05 Renowned international position private collaboration has been one of the keys to the transformation of Barcelona. Barcelona occupies an outstanding position in different international rankings in terms of its urban character, ability to attract foreign investment, entrepreneurial personality and quality of life. * According to the European Cities Monitor 2008 by Cushman & Wakefield 08 10 Reasons to Invest The Agri-Food Industry in Barcelona and Catalonia 09

The Agri-food Industry in Barcelona and Catalonia The Catalan food industry Catalonia, and the Barcelona metropolitan area, has become a benchmark occupies the leading region in the food and beverage industry or agri-food industry in recent position in Spain and the years. The agri-food industry plays a key role in the Spanish economy Barcelona area plays a key and is one of the most important industries. role, given that a The importance of the food industry in the Catalan economy is clear considerable amount of from the fact that the food, beverages and tobacco industry is the leading food is produced here and branch of industry in terms of turnover and accounts for 15.7% of the most of the research, total and nearly 3000 companies, many of which are located in the innovation and investment Greater Barcelona Area. The industry also generates 78,100 direct jobs, activity generated in the which represent 20.4% of the total number of people employed in the industry takes place in the industry in Spain. area. Agri-food Industry Turnover Catalonia is therefore the most important The aim of this document is to present the basic autonomous community in current and future characteristics of the agri-food the agri-food industry in industry in Catalonia and the city of Barcelona by Spain, in that it accounts for pointing out 10 strategic reasons: 23% of total turnover and nearly the same percentage 01 A very important agri-food industry of operating income. 02 A benchmark European cluster Catalonia also boasts a very 03 A privileged geo-strategic location rich food and gastronomy 04 The presence of leading companies culture, based on consumer Source: INE, 2007. habits grounded in the 05 Leadership in fresh products Mediterranean diet, quality Moreover, Barcelona’s weight and projection in the food industry is also reflected by the city’s distribution facilities: Mercabarna, Barcelona’s 06 Barcelona Food Platform supply and internationally renowned restaurants. wholesale market, is estimated to supply 10 million people in the area 07 A focus on research and development from Northeastern Spain to Northern Italy; the Alimentaria Food Exhibition is ranked second among food trade fairs in Europe; and a great many 08 Alimentaria International Food and Beverage Exhibition universities and research centres work in the fields of nutrition and food safety. 09 Network of municipal markets Also important are consumer habits, especially gastronomy, an area in which Barcelona, Catalonia and Spain have defined a new international 10 Barcelona and the Mediterranean diet standard. In fact, the Mediterranean diet has become one of the building blocks of the many fine-dining spots in Catalonia, along with the rich culinary tradition and the consolidated prestige of the many great Catalan chefs. All this has given Barcelona a reputation as a city of creative, quality cuisine. 10 10 Reasons to Invest in the Agri-food Industry in Barcelona and Catalonia The Agri-Food Industry in Barcelona and Catalonia 11

10 Reasons to Invest in the Agri-food Industry in Barcelona and Catalonia 01 A Very Important Agri-food Industry Catalonia has had a long tradition in the food industry, as reflected by the considerable economic activity this industry generates as a percentage of all industrial activity. The food industry is, in fact, one of the main drivers of the Catalan economy. The Catalan agri-food industry accounts for 15.7% (€17.14 billion) of all net sales in Catalan industry, a figure which is comparable to Of the 10 sectors the agri-food industries is divided into, meat processing is those of the chemical and pharmaceutical industries. Catalonia is the leader in total net sales. the Spanish autonomous community with the most jobs in the industry (78,100; 20.4% of the total), followed by Andalusia (13.3%) and Valencia (8.1%). Barcelona has very close ties with the agri-food industry: it boasts 10,000 jobs and 370 companies in the industry, which represent 10.8% of the Catalan companies in the industry and 15.8% of employees. Four branches of the agri-food industry account for most of these jobs. The main branch is Other Food Products, which includes activities Source: DAR, 2006. as diverse as making bread, biscuits and other pastry products; the sugar, cocoa, chocolate and confectionery industry; pasta making; coffee and tea; spices, sauces and condiments; and prepared dietary and baby food. This set of activities accounts for 55.8% of jobs and 72.7% of companies in the sector. The second agri-food branch with the most jobs is the beverage sector, which accounts for 16.6% of jobs, but only 5.1% of companies, which makes it the second-most important branch in the city in terms of company size (with 91 employees per company). Finally, the dairy and meat industries are the two other branches that account for the most jobs and companies in the Barcelona area. In terms of exports, meat, wine, oil and other food products are the most items sold abroad. The leading imports are milk and fish, fat and oil and other food products. Source: DAR, 2006. 12 10 Reasons to Invest in the Agri-food Industry in Barcelona and Catalonia The Agri-Food Industry in Barcelona and Catalonia 13

1. Barcelona: a laboratory of ideas and Innovation and New Trends. The identifier of new trends. Greater Barcelona Area is home to a Barcelona has become a key testing ground to chart first-class food cluster that offers new purchasing and consumer habits, and to identify companies a wide range of oppor- new trends in the food industry. tunities in the identification and adaptation to industry trends. Moreover, the presence of major trade fairs and cultural activities related to the food industry, such as the Alimentaria International Food and Beverage Exhibition, have made Barcelona a laboratory for generating and detecting new opportunities in the Catalonia and the Greater Barcelona Area industry and a continuous generator of fresh new become a key location for the development of ideas. research and innovation. Barcelona therefore helps companies identify • Product innovation, especially in the opportunities, and develop and test the wide range development of the 4th and 5th range. of innovations created in the Barcelona area, especially those related to: • Production-process innovation, especially in techniques involving product processing, • New consumer habits and the identification of manufacture and preservation. new consumer segments. • Adaptation to trends in logistics distribution • New purchasing patterns. and related new technologies, such as smart • The introduction and analysis of new products, packaging. such as functional food and environmentally • Technological innovation. friendly and organic products. • Incorporation and innovation in • The adaptation of new marketing channels, environmental matters and waste such as the hotel and restaurant channel. management. Also of note is Barcelona’s location near major 2. Innovation. logistics infrastructure, which give it considerable Catalonia also boasts an extensive network of pioneering associations and organizations international projection. in research, development and innovation which have created a first-rate environment for Catalonia, and especially the Greater Barcelona knowledge and innovation, and help companies develop new products and services (IRTA, Area, has thus become a major catalyst and Barcelona Food Platform, etc.). generator of business opportunities and R&D and The Greater Barcelona Area is also home to major clusters that complement and contribute innovation in the food industry. synergies in the food industry, such as those in information and communication technologies (ICTs) and the biotech sector. 14 10 Reasons to Invest in the Agri-food Industry in Barcelona and Catalonia The Agri-Food Industry in Barcelona and Catalonia 15

02 Benchmark European Cluster 03 A Privileged Geo-strategic Location Barcelona has a privileged Of special note is the Llobregat Delta platform, which is equipped with The agri-food industry in The agri-food cluster in Catalonia occupies a leading position in Europe, geographic location, given assets that make it a first-class agri-food cluster. These assets include the Barcelona area has according to data from the Observatory of European Clusters presented that all modes of transport the following infrastructure facilities: become a benchmark in by the Stockholm School of Economics, which analyses more than 250 can be found so close to • The Zona Franca Industrial Estate (PZF), which is the largest piece of Europe and the world: European regions. one another (at a distance active industrial land in Spain with a gross area of 600 ha. More than • It is home to a first-class Along with the Italian region of Lombardy, Catalonia has become one of of no more than 5 200 companies operate on this estate and turnover in 2006 amounted agri-food cluster the main agri-food clusters in Europe in terms of the number of jobs kilometres): sea, air, rail and to €20 billion. created and size, out of more than 150 food clusters analysed. road, as well as the • It is a hub that attracts • Mercabarna, one of the main food clusters in Southwestern Europe. infrastructure and land international companies The Barcelona area agri-food cluster is also the leader, given that, in necessary for the • Barcelona airport. terms of jobs created, it is second only to the construction industry. It is the largest agri-food cluster in Spain and the one that has created the development of large-scale • The Port of Barcelona and the Logistics Activity Area (ZAL), more than most jobs. quality logistics activities. 830 ha. of which is devoted to the agri-food industry, with 6 specific terminals. Cargo traffic (imports/exports) amounts to about 7.4 million tonnes per year. Finally, Catalonia has a considerable supply of agri-food warehouse Food Cluster space, currently around 1,500,000 m2, of which approximately 60% is (top 10 in Europe) located in Barcelona Province, where there is an excellent supply of Lombardy (Milan), IT cold logistics services. Catalonia (Barcelona), ES Denmark, DK Brittany (Rennes), FR Vlaams Gewest, BE Terminals dedicated to the agri-food industry in the Port of Barcelona: Emilia-Romagna (Bologna), IT 1 ERGANSA - Terminal that receives bulk grain and seeds. 2 3 BUNGE IBÉRICA, SA and CARGIL ESPAÑA, SA - Terminals that mill soy beans. Veneto (Venice), IT 4 TERMINAL PORT NOU, SA – Fruit terminal. Pays de la Loire (Nantes), FR 5 INTERLOGÍSTICA DEL FRÍO, SA (INTERFRISA) - Refrigerated warehouse. Masovia (Warsaw), PL 6 BIT S.A. - Coffee and cocoa terminal. Andalusia (Seville), ES 5 2 1 4 The Llobregat Delta agri-food cluster is supported by an intermodal system of 6 2 logistics and transport infrastructure: Foreign Investment • 7 km from the airport. Moreover, the Barcelona area has become a major focus of foreign investment, especially in industry and advanced services. Catalonia has • 500 m from the port. thus consolidated its reputation as the main destination of foreign • 200 m from the main rail cargo station companies, nearly 34% of which have their headquarters or main activity in Catalonia. in the region. The Barcelona area is home to 90% of the companies that have set up in Catalonia and close to 97% of those companies have • 7 km from the centre of Barcelona. expressed a high level of satisfaction with the decision. In the food industry, the dynamic, attractive profile of Catalonia is reflected by the fact that almost 11% of the foreign investment in Catalonia is in Road network FGC commuter rail network Logistics Activities Zone (ZAL) Zona Franca customs Port of Barcelona RENFE rail network Cargo network Zona Franca Logistics Park Barcelona air cargo Barcelona Airport the agri-food industry, right behind the automotive industry, with 13%. centre 16 10 Reasons to Invest in the Agri-food Industry in Barcelona and Catalonia The Agri-Food Industry in Barcelona and Catalonia 17

04 The Presence of Leading Companies Catalonia is an industrial benchmark in the food industry, especially in the Barcelona area, as a result of the presence of international companies that are the leaders in their sectors and due to the Catalonia: Four Leading Food existence of four key clusters. Complementary industries have also Clusters developed, such as those related to packaging, logistics, and cold • Meat Industries: Cluster made up of more storage, etc. than 200 companies with 8,300 employees. • Mineral Water: Cluster made up of 11 There are nearly 3,000 companies working in the agri- establishments dedicated to mineral water, food industry in Catalonia, which is ranked first in Spain with more than 600 jobs and an annual in terms of the number of large companies, with close turnover of €400 million. to 700. Most of this industry and the employment it • Wine and Cava: This cluster is made up of generates is located in Barcelona Province, which has more than 200 companies employing 2,500 become a strategic area for any major agri-food people and invoicing €575 million per year. company. • Olive Oil: This cluster is made up of 130 A number of leading companies in the agri-food establishments that employ nearly 900 industry have thus set up in Catalonia and especially people and have a joint annual turnover of in the Barcelona metropolitan area, as well as many €500 million. companies that are the world leaders in their respective sectors. Examples include Nestlé, Danone, Agroaliment, Source: DAR Panrico, Borges, Bimbo, Coca-Cola, Damm, Freixenet, Codorniu, Cargill Spain, Corporació Alimentària de Guissona and Bacardi. At the same time, the presence of such important companies has generated a high level of specialization and qualifications of the professionals in the industry, which offers first-class human resources and knowledge. Headquarters of the AECOC – GS1 Spain The main association of manufacturers and distributors in Spain (AECOC), with close to 24,000 associates, has its headquarters in Barcelona. The AECOC was originally created to promote the use of barcodes, but has developed to offer the industry and distribution a framework for cooperation that is essential to be able to reach consumers as efficiently as possible by identifying opportunities for improvement all along the supply chain. AECOC is also a member and representative of the GS1 organization in Spain. The aim of GS1 is to define standards and good practices in the supply chain. 18 10 Reasons to Invest in the Agri-food Industry in Barcelona and Catalonia The Agri-Food Industry in Barcelona and Catalonia 19

05 Leadership in Fresh Products Mercabarna’s most immediate area of influence extends 100 km beyond Barcelona and covers all of Catalonia, the northern section of Valencia, an area in Western Aragon, the Balearic Islands, Andorra, Southern France and Northern Italy. It supplies a total of nearly 10 million consumers with fresh products. Mercabarna is a first-rate food unit and has become one of the main food clusters in Southwestern Europe for fresh products. It also handles marketing, preparation and generation of added value for food, logistics, distribution, importing and exporting, as well as the supply of infrastructure and technological services, waste-management policies and respect for the environment. Located on the Zona Franca Industrial Estate, Mercabarna is home to more than 800 companies, of which 350 are commercial concerns (wholesale buying and selling) and 450 work in other activities in the food industry (product processing and handling, restaurant services, warehousing, logistics and distribution, etc.). Overall, Mercabarna generates €2.5 billion in turnover each year, employs 8,000 people and is visited by 25,000 people a day. Mercabarna also forms part of MERCASA, the network of 23 wholesale markets distributed throughout Spain that account for an area of more than 7 million square meters dedicated to the agri-food industry, where more than 3,500 wholesale companies work. Mercabarna covers an area of 90 hectares divided into four sectors: • Fruit and vegetables, with a Central Fruit and Vegetable Market. • Fish, with a Central Fish Market. • Meat, with a slaughterhouse. • Flowers and plants, with a Central Flower and Plant Market (currently on premises The following figure shows the map in the towns of Sant Boi de Llobregat and El Prat de Llobregat). of Mercabarna with the different One of the factors that make Mercabarna stand out from sectors and activities carried out other markets in the world is the considerable development there. of the Complementary Activities Area (ZAC), where activities The modification of the General Metropolitan are carried out that give added value to fresh products Plan (PGM) should make it possible to expand (handling, cutting, cleaning, etc.) and that provide services Mercabarna in the future. In 22AL, an area in the product value chain (controlled-temperature adjacent to Mercabarna that belongs to the Zona warehouse management, logistics and transport, Franca Consortium, it has been established that distribution, importing, exporting, etc.). The ZAC also creates new activity licences will only be granted for strong synergies between suppliers and customers, given activities related to the commerce, industry and that the purchasing platforms of distribution companies distribution of agri-food products. Mercabarna make it possible to establish economies of scale and will therefore grow by an additional 44 hectares different advantages for the companies operating there as a means of increasing the development of (purchasing and logistics flexibility, reduction of stocks and Mercabarna and the agri-food industry in general improved planning). (at present 15% of the plots of land on the Zona Franca Industrial Estate is dedicated to the agri- food industry). 20 10 Reasons to Invest in the Agri-food Industry in Barcelona and Catalonia The Agri-Food Industry in Barcelona and Catalonia 21

06 Barcelona Food Platform 07 A Focus on Research and Development Barcelona Food Platform is Barcelona Food Platform will provide space for Catalonia, and the Greater Catalonia, and the Greater Barcelona Area in an initiative in progress for innovative companies in the agri-food industry on Barcelona Area in particular, particular, boasts a wide range of research centres the development of a a plot of land of more than 30 hectares on the Zona is equipped with major and groups linked to the food industry that contribute technology park for Franca Industrial Estate. infrastructure, platforms to creating a business community that understands innovation and provide the R&D services companies innovative companies that Barcelona Food Platform will therefore provide agri- and universities dedicated need. generate and provide food companies with access to technologies and to research, development technological and logistics services that will help them improve their and innovation in the agri- They include: services to the agri-food competitiveness and business projection through food industry that • Innovative Technological Analysis for industry and related such actions as improving products and processes, contribute to extensive Competitive Industrial Processes (ATIPIC). sectors. distribution and export logistics, and innovation in knowledge of the industry • Centre for Agro-food Economy and the introduction and creation of new products. and provide companies Development (CREDA). with the R&D and • Centre for Animal Health Research (CReSA). innovation services they • Spanish National Research Council (CSIC). need to increase the added • School of Agriculture of Barcelona. Barcelona Food Platform focuses on value of their products, take • Catalan Institute of Wine and Vineyards. technologies such as: advantage of new technologies and innovate. • Institute for Food and Agricultural Research • Freezing and cryogenics. and Technology (IRTA). • Improving preparation, evisceration and • CSIC-IRTA Consortium Plant Molecular dispensing. Genetics Laboratory. • Pasteurization and sterilization. At the same time, the main Catalan universities have • Packaging and palletization. research groups with links to the agri-food industry • Identification, such as labelling and that carry out basic and applied research: radiofrequency identification. • Universitat Autònoma de Barcelona. • Innovative technologies such as radiation • Universitat de Barcelona. treatments, fast drying, • Universitat de Girona. electromagnetism, etc. • Universitat de Lleida. • Universitat Politècnica de Catalunya. Barcelona Food Platform provides the • Universitat Rovira i Virgili. following services: • Warehousing: refrigeration, controlled atmosphere, freezing. • Logistics. The Triptolemos Foundation for Agri-food Development is a private institution whose objective is to • Consulting on R&D and innovation. define and create a cross-cutting framework for dialogue, exchange of knowledge and activities between the agents involved in the agri-food chain, especially in the area of R&D and innovation. Its • Product innovation and market research. mission is to promote actions that increase the availability, quality, knowledge of and trust in food. The • Inspection, auditing and certification. foundation’s headquarters is in Barcelona. 22 10 Reasons to Invest in the Agri-food Industry in Barcelona and Catalonia The Agri-Food Industry in Barcelona and Catalonia 23

08 Alimentaria International Food and Beverage Exhibition Alimentaria is the most important international food trade fair in Spain and one of the largest in the world. Organized every other year, Alimentaria has been held seventeen times and has become a real meeting point for the international food and distribution industry where the main sector innovations and trends are presented. Nearly 4,800 exhibitors (a 20% increase in the last 20 years) from leading companies in the production and distribution of food and beverages from more than 70 countries meet at this international event every two years. A total of 158,000 visitors attended the last fair, 21% of whom were from 155 foreign countries. Alimentaria has thus become an international business centre and a bridge between Europe, Africa and Latin America, which A multi-sectoral fair representing all is one of the advantages of the international trade fairs held in Barcelona. industries: Based on its privileged position, backed by its track record and guided by the key words of CONGELEXPO. Frozen products. innovation, professionalization, internationalization and dynamic activities, as well as its exhibition space, Alimentaria is without a doubt very highly respected. EXPOBEBIDAS. Soft drinks, mineral water, beer, cider and grape juice. The trade fair generates more than €1.8 billion in business for participating companies while it produces profit for the city of Barcelona to the tune of €168 million. However, the EXPOCONSER. Preserves and semi-preserves. impact of the show is not only quantitative, but extremely qualitative, as reflected by the INTERCARN. Meat and meat products. many parallel activities that are held: Alimentaria Premium, the International Food Forum, the Futura d'Innova shop and the 7th International Conference on the Mediterranean Diet. INTERLACT. Dairy products. OLIVARIA. Olive oil. INTERPESCA. Seafood, aquaculture and fish farming. INTERVIN. Wine and spirits. MULTIPRODUCTO. General food products. MUNDIDULCE. Sweets, biscuits and confectionery. RESTAURAMA. Eating out. VEGEFRUIT. Fresh fruit and vegetables. 2004 2006 2008 ENVIRONMENTALLY FRIENDLY AND ORGANIC Net exhibition space 105,815 m2 115,000 m2 122,000 m2 FOODS Space for dynamic activities 6,000 m2 7,000 m2 9,000 m2 ALIMENTARIA PREMIUM. Premium products. and entertainment Participating companies 4,087 4,148 4,806 Professional visitors 142,513 152,344 157,632 International professional visitors 31,000 32,892 33,418 24 10 Reasons to Invest in the Agri-food Industry in Barcelona and Catalonia The Agri-Food Industry in Barcelona and Catalonia 25

09 Municipal Markets The food industry is strengthened by a food culture based on quality Markets are also cultural references and health, which is why the municipal markets are well stocked with excellent products, especially in the Barcelona area. These markets A number of different activities, campaigns and have a thousand-year-old history and form a key part of the city’s cultural events take place at municipal markets: economy. A wide selection of food products are available, especially • Promotional campaigns such as Come to Your fresh products. Market and Cuisine Science. • Programmes to disseminate healthy food There are 170 municipal markets in Catalonia, of which 46 are in the different neighbourhoods culture such as To the Market for Health. of the city of Barcelona and have a total of 8,790 stalls. Barcelona’s markets are grouped • Participation in events and conferences such in the network of the Institute of Municipal Markets of Barcelona, the largest in Europe. as A Taste of Barcelona. In figures, municipal markets boast more than 100,000 m2 of commercial space and 3,500 • Organizing product samples and exhibitions commercial establishments, while providing more than 5,000 direct jobs. They are estimated such as the Country Food Shows in Berguedà to receive about 50 million visitors a year who spend a total of €500 million. and La Boqueria. Of note is that the municipal markets organize many dynamic activities that contribute to • Entertainment activities during major holidays disseminating food culture based on a balanced, quality, healthy diet. such as Christmas, the Epiphany and Mardi Gras, and cultural activities at markets such as Arts Night in Sarrià. Markets with projection in Europe • Campaigns aimed at immigrants, through training, information about native products and Different markets and towns that believe in bringing Europe closer to people and raising the introduction of new products, etc. concern about the quality of life of its inhabitants have created EMPORION, a European association that groups together the best food markets. The association has its headquarters • Presentations, sessions and tours with students in Barcelona and encourages markets to improve their daily performance and to ensure they to teach about eating habits. are heard in the European Union. 26 10 Reasons to Invest in the Agri-food Industry in Barcelona and Catalonia The Agri-Food Industry in Barcelona and Catalonia 27

10 Barcelona and the Mediterranean Diet Catalonia as an international Barcelona has a clear cultural interest in the agri-food industry and, benchmark in gastronomy together with the main countries on the Mediterranean, has submitted an Also of note is the international recognition of official request to have the Mediterranean diet included on the UNESCO Catalan restaurants. For example, Catalonia has list of intangible cultural heritage of humanity. the highest number of Michelin-starred establishments in Spain: Of special note in this area is the Mediterranean Diet • Restaurants with 1 star: 29 Foundation (FDM), a non-profit organization of a strictly scientific and cultural nature whose main objective is to • Restaurants with 2 stars: 2 preserve the age-old heritage of the populations on the • Restaurants with 3 stars: 3 shores of the Mediterranean Sea, i.e. the philosophy of El Bulli (Ferran Adrià) life and eating habits that have sparked the interest of eminent scientists all over the world in recent decades Racó de Can Fabes (Santi Santamaria) due to their contribution to the prevention of numerous Sant Pau (Carme Ruscalleda) ailments. With this aim in mind, the Foundation promotes research and the dissemination of the scientific advantages for health of the Mediterranean diet and lifestyle. The Foundation Board receives support from the following official institutions: • Spanish Ministry of the Environment, the Rural Community and the Sea. • Catalan Ministry of Agriculture, Food and Rural Action. • Barcelona City Council. • Association for the Advancement of the Mediterranean Diet (ADDM). The Foundation’s main activities include: • Educational campaigns on eating and the Mediterranean diet for schools. • Report of the International Observatory on the Mediterranean Diet. • Organization of the international conference in Barcelona on the Mediterranean diet. • Collaboration with different institutions and organizations to raise awareness about the Mediterranean diet, such as Barcelona City Council, the Spanish Ministry of the Environment, the Rural Community and the Sea, the Spanish Federation of the Food and Beverages Industries (FIAB), the organizing committee of Alimentaria, etc. • Forming part of the NAOS strategy (nutrition, physical activity, obesity prevention) to implement actions to promote the Mediterranean diet, and participation in different conferences and congresses. Moreover, a scientific committee has been created with more than 23 renowned international researchers from more than 12 countries to strengthen the international projection of Mediterranean food and gastronomic culture. 28 10 Reasons to Invest in the Agri-food Industry in Barcelona and Catalonia The Agri-Food Industry in Barcelona and Catalonia 29

Websites of Interest Local and Autonomous Emporion Escola Superior d'Agricultura de Community Organizations www.emporion.org Barcelona (School of Agriculture of Fira de Barcelona Trade Fair Centre Barcelona) 22@Barcelona www.firabcn.es www.esab.upc.edu www.22barcelona.com Mediterranean Diet Foundation (FDM) IESE ACC1Ó CIDEM|COPCA www.fdmed.org www.iese.edu www.acc10.cat Triptolemus Foundation Institut Català de la Vinya i el Vi Invest in Catalonia www.triptolemos.org (Catalan Institute of Wine and www.catalonia.com Vineyards) www.gencat.es/darp/incavi Barcelona City Council Universities and Research www.bcn.cat Centres Institut de Recerca and Tecnologies Agroalimentàries (Institute for Food Catalan Ministry of Agriculture, Food Anàlisi Tecnològica Innovadora per a and Agricultural Research and and Rural Action Processos Industrials Competitius Technology, IRTA) www.gencat.cat/darp (Innovative Technological Analysis for www.irta.es Competitive Industrial Processes, Institute of Municipal Markets ATIPIC) Laboratori de Genètica Molecular www.mercatsbcn.com www.atipic.es Vegetal Consorci CSIC-IRTA (CSIC-IRTA Consortium Plant Molecular Genetics Mercabarna Centre de Recerca en Economia and Laboratory) www.mercabarna.es Desenvolupament Agroalimentari www.csic-irta.es (Centre for Agro-food Economy and Development, CREDA) Universitat Autònoma de Barcelona Editors National Organizations www.creda.es www.uab.es Barcelona City Council - Economic Promotion 22@Barcelona Spanish Ministry of the Environment, Centre de Recerca en Sanitat Animal Universitat de Barcelona ACC1Ó CIDEM|COPCA. Government of Catalonia the Rural Community and the Sea (Centre for Animal Health Research, www.ub.edu Barcelona Chamber of Commerce www.marm.es CReSA) www.cresa.es Universitat de Girona Design www.ubg.es Glòria Escoruela - g.grafic Business Organizations Consejo Superior de Investigaciones Científicas (Spanish National Research Universitat de Lleida Printing Gráficas Sierra S.L. AECOC – GS1 Spain Council, CSIC) www.ubl.es www.aecoc.es www.csic.es Universitat Politècnica de Catalunya Barcelona Chamber of Commerce ESADE www.upc.es D.L. (legal deposit) www.cambrabcn.es www.esade.es Barcelona, March 2009 Universitat Rovira i Virgili Circulation: 2,000 (english version) www.urv.es 30 Websites of Interest The Agri-Food Industry in Barcelona and Catalonia 31

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