Sectorial report - The food industry in Barcelona

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Sectorial report - The food industry in Barcelona

Sectorial report - The food industry in Barcelona

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  • 1. The FoodIndustry inBarcelona
  • 2. EditionBarcelona City CouncilEconomy, Business and Employment AreaLlacuna 16208018 Barcelonawww.bcn.cat/barcelonabusinessWith the help ofMercabarnaAlimentaria Exhibitions S.A.Institut de Mercats MunicipalsFundació Dieta MediterràniaConsorci de la Zona Franca Table of contentsDesign and layout: g.graficD.L. (Copyright): B-11045-2012Barcelona, January 2012 01. Barcelona, the Mediterranean’s innovation hub 05 02. 10 reasons to invest in Barcelona 06 03. The Foodstuff Industry, a strategic sector for Barcelona and Catalonia 08 04. 10 reasons to invest in the Foodstuff Industry in Barcelona and Catalonia 01. An important Foodstuff Industry 10 02. Benchmark European cluster 12 03. Privileged geostrategic position 13 04. Presence of leading companies 14 05. Leadership in fresh produce 16 06. Barcelona Food Platform 18 07. Strategic commitment to Research and Development 19 08. Alimentaria, the second most important international food fair 20 09. Barcelona’s Municipal Markets, the largest network of food markets in Europe 22 10. Barcelona and the Mediterranean Diet 24 05. Links 26
  • 3. 01Barcelona,the Mediterranean’sinnovation hub Euro-Mediterranean region catalONIA BarcelonaBarcelona, located in north-eastern city economy. This has helped to drive Trade Fair, the Port, Airport, the ZonaSpain and on the shores of the Barcelona’s strategic leadership in the- Franca Consortium, Barcelona’sMediterranean, is one of the principal se fields. In 2010, Catalonia was home Tourism Consortium, Barcelona CityEuropean cities and the centre of a to more than 3,400 international firms Council and its new technologicalvast metropolitan region of more than in several sectors and received 36% innovation districts. As such, and given160 towns, and with a population of of all annual foreign investment in the importance of innovation in foste-more than 5 million people. It is the Spain, 90% of this concentrated in the ring competitiveness, productivity andeconomic, cultural and administrative Barcelona area. the internationalisation of companies,capital of Catalonia and the centre of the Food Industry is one of the keyan emerging area of economic activity Taking into account the distribution sectors for Barcelona and Catalonia.in Southern Europe, with 17 million of gross value added across businesspeople and 800,000 businesses. The activities, Catalonia is Spain’s top auto- Barcelona and Catalonia have posi-Euro-Mediterranean region, including nomous region in the industrial sector, tioned themselves as leaders in thethe Balearic Islands, Valencia, Ara- accounting for 25.2% of the total mar- food industry, and now bring togethergon and the south-east of France, is ket. In terms of services, it is positioned the largest number of top foodstuffpositioning itself in new strategic and second regarding national gross value companies and the largest productioninternationally-competitive sectors, added generated. Catalonia accounts volume in Spain. This area is alsoconsolidating itself internationally as a for 28.2% of all Spain’s companies in especially significant because of itsmajor European metropolis. industries with high and medium high- many facilities, universities and tech- tech and knowledge-based services. nology centres that support researchWith a long industrial tradition and and innovation activities in this area,a dense business fabric, Barcelona Additionally, Barcelona’s entrepreneu- as well as hosting the second largesthas a highly diversified economic rial activity rate in 2010 was 5.5%, foodstuff fair in the world. The Food Industry in Barcelonastructure. Its more traditional sec- above both the Spanish and Europeantors coexist with new emerging ones, averages according to the Global En- Barcelona and Catalonia boast a richcreating new clusters of knowledge that trepreneurship Monitor (GEM) 2010. food and cuisine culture, internationa-prioritise specialisation and competiti- lly recognised in terms of its eateries,veness, focusing on internationalisation Barcelona’s international economic with the Mediterranean Diet as a keyand creating a dynamic and innovative activities are mainly driven by the driver. 05
  • 4. 02 10 reasons to invest in Barcelona Barcelona offers a 01. Strategic geographic location 06. Human resources prepared for the future number of different Two hours by road from France and one day from the main European Barcelona now has one of the leading labour markets in Europe in terms of critical elements that make it cities. The gateway to Southern Europe and capital of the Union for the mass in high value-added sectors; highly productive, one of the best in Europe an attractive place to Mediterranean, Barcelona’s port, airport, logistics parks, international according to the OECD; 8 public and private universities; a number of prestigious live, work and do bu- trade fairs and city center are found within a five-kilometer radius. business schools including ESADE, IESE and EADA; 34 international schools; wide- spread use of new technology and a natural tendency for innovation and creativity. siness. Today the city is a highly interesting 02. Comprehensive transport infrastructure 07. Excellent quality of life location for new eco- A network of motorways connected to Europe; the fastest growing airport in Europe; the top Spanish port and largest container port in the Medite- For the 14th year running, Barcelona boasts Europe’s best quality of life for nomic activities. Some employees*. It has a mild climate, sun, beaches, culture, splendid leisure time rranean; wide reaching underground, train and bus networks; high-speed good reasons to invest train connections to the European rail network as of 2013. and arts programmes, a network of 4,500 educational institutions, modern and here are as follows accessible health system. It is easy to get around on the public transport system and boasts beautiful parks that surround the city. 03. Center of a large, dynamic and diverse economic area The Barcelona area has nearly 5 million inhabitants. It is the capital of Ca- 08. Large-scale urban-planning projects for the future talonia, with 7.5 million inhabitants, and the center of the Mediterranean Transformation of 1,000 ha and 7 million m2 of floor space in the metropolitan area Basin, an economic area with 18 million inhabitants. It accounts for 70% of Barcelona. of Catalonia’s GDP, and is the sixth largest urban area in Europe and has Llobregat Area: commitment to logistics, aerospace and mobility, with expansion the fifth highest concentration in Europe in terms of industry. Catalonia of the port and airport. has nearly 7,000 businesses working in innovation related activities, most Besòs Area: urban renewal, universities and research and innovation centers; of which are located in Barcelona and its surrounding area. Porta Europa-La Sagrera: arrival of the high-speed train; 22@Barcelona: the new technology and innovation district, and the Diagonal-Besòs Campus for activities 04. Successful foreign investment related to energy, water and sustainable mobility. Vallès Area: strategic concentration of technology, nanotechnology and research Barcelona is ranked the sixfth best city in Europe for business*, and Ca- facilities; the Alba Synchrotron, the Vallès Technology Park and the UAB Re- talonia accounts for approximately 36% of all foreign investment in Spain search Park. and is home to more than 3,400 foreign companies, 90% of whom are located in the Barcelona area. 09. Competitive real estate market 05. Internationally renowned positioning Wide range of offices, retail spaces and industrial warehouses with excellent price/quality balance and a high occupation rate. Barcelona tops a number of international rankings, which rate its urban 10. Unique public/private cooperation The Food Industry in BarcelonaThe Food Industry in Barcelona environment, ability to attract foreign capital, entrepreneurial spirit and quality of life very highly. Barcelona City Council and the Catalan Government are highly committed to companies; the success of traditional public/private collaboration has been key to *According to Cushman & Wakefield, European Cities Monitor 2011. Barcelona’s transformation.06 07
  • 5. 03 The Foodstuff Industry in Barcelona and Catalonia The Catalan foodstuff As well, Catalonia boasts a rich food with 17.9% of the total; there are It’s also worth noting the importance This document aims to set out the underlying features of the industry leads the Spanish and gastronomy culture, especially nearly 3,600 companies, many of of consumption and particularily gas- current and future agro-foodstuff sector in Catalonia and market, and Barcelona thanks to consumption habits based them in the Barcelona metropolitan tronomy, with Barcelona, Catalonia Barcelona under 10 strategic reasons: on the Mediterranean Diet, quality area. Between them they generate and Spain having become internatio- plays a crucial role in this 01 An important Foodstuff Industry shopping opportunities and interna- 78,500 direct jobs, and in 2008 nal benchmarks. The Mediterranean positioning, accounting for tionally renowned restaurants. they accounted for 20.5% of all Diet has been a significant driver in 02 European benchmark cluster a large volume of the total employment in the Spanish food- this process, having now become production and most of the stuff industry. 03 Privileged geostrategic position In recent years, Catalonia and the a steering force and benchmark research, innovation and fo- across a wide range of eateries metropolitan area of Barcelona reign investment generated present in the area. But, so too is the 04 Presence of leading companies have positioned themselves as a Additionally, Barcelona’s weight and in the sector. Catalonia is benchmark region regarding the prowess in the foodstuff world is rich culinary tradition and consolida- 05 Leadership in fresh produce Spain’s top autonomous re- food and beverage industry and reflected by its distribution facili- ted prestige of Catalan chefs, which gion in terms of its foodstuff the agro-foods business. The food ties, with, for example, Mercabarna has made Barcelona one of the 06 Barcelona Food Platform sector, representing 23% of industry plays an essential role supplying produce and products to great capitals for quality and creative total net sales, and a simi- in the Spanish economic system, a catchment area of more than 10 gastronomy. 07 Strategic commitment to research and development lar percentage of operating and is one of the most important million people, stretching from the 08 Alimentaria, the second most important international incomes. industrial sectors. north east of Spain to the north of food fair The Food Industry in BarcelonaThe Food Industry in Barcelona Italy. Barcelona is the host city for To put the importance of the food the Alimentaria trade fair show, the 09 Barcelona’s Municipal Markets, the largest network of sector in the Catalan economy in second largest in Europe, and finally food markets in Europe context, the foodstuff, beverages it has a large number of universities and tobacco industry is the principal and research centers working in the 10 Barcelona and the Mediterranean Diet business sector in terms of turnover fields of nutrition and food safety.08 09
  • 6. 04 10 reasons to invest in the Foodstuff Industry in Barcelona and Catalonia Distribution of jobs across the food industry in Catalonia. emerging trends in the food sector. public universities, etc...). These allow Year 2008 (%) Additionally, with important trade for and provide a first rate space to fairs and cultural activities related share knowledge about innovation. 01. Meat industry Sugar, chocolate, Fish transformation confectionery to the foodstuff industry taking place - Product innovation, especially in Fruit and vegetables Other diverse conserves product here, like the Alimentaria trade fair, the development of the 4th and 5th Fats and oils Wines Barcelona has turned itself into a ranges An important Dairy industry Grain and mill Other alcoholic drinks centre for the generation and detec- - Innovation in production processes, tion of new opportunities in especially in processing techniques, foodstuff products Animal feed Waters and non-alcoholic drinks the sector, and a laboratory of and the elaboration and conservation industry products Bread, pastries, continuous ideas. of products pasta - Adapting to distribution logistics Catalonia has a long The weight of the food industry 1.70% 3.40% As such, Barcelona allows com- trends and related technologies tradition in the food sector, regarding overall net sales made by 5.90% Distribution of product sales in panies to identify opportunities, such as smart packaging reflected by the importance Catalonia’s industry is 17.8%. This is the food industry in Catalonia. 36.20% Year 2008 (%) 10.50% develop and test their innovations - Technology innovation almost the same figure as the che- of this sector’s economic all in the same setting, especially - The inclusion of innovation in mical or pharmaceutical sectors, with Meat industry Sugar, chocolate, activity in the overall a turnover of 20.055 billion Euro in Fish transformation confectionery 4.30% regarding: environmental issues and waste industrial makeup, and Fruit and vegetables Other diverse - New consumer habits and the management. 2008, the same year that Catalonia conserves product which has become one of identification of new consumer registered the highest employment Fats and oils Wines Dairy industry segments In the Barcelona metropolitan area the main drivers of the in this sector in Spain, with 78,500 Other alcoholic 19.60% 1.30% Grain and mill drinks 3.00% - New shopping patterns there are also significant clusters Catalan economy. workers or 20.5% of all Spain’s products Waters and 4.10% 1.80% - The launch and analysis of new that can provide synergies and com- Animal feed 2.00% 4.50% agricultural sector. products non-alcoholic drinks products, such as organic, functional plement the Foodstuff Industry, such Bread, pastries, pasta foods as the ICT or biotech sector. Barcelona’s metropolitan area - Adaptation to new marketing chan- 1.40% 5.70% 30.40% constitutes a first class foodstuff nels such as the hotel and catering We should also highlight Barcelona’s 4.80% cluster offering those companies channel. strategic location and its proximity to that locate here a wide range of major logistics facilities, which gives 10.20% opportunities to identify and adapt Key setting for the it a significant international slant. The Food Industry in BarcelonaThe Food Industry in Barcelona 4.20% to industry trends. development of innovation Thus, Catalonia, and especially the and research metropolitan area of Barcelona have 0.60% 7.40% Laboratory of ideas and Catalonia has a wide network become an important catalyst and 2.70% identification of new trends of institutions and organizations generator of business opportunities 7.30% Barcelona has become a key loca- pioneering R&D to help companies and the development of R&D in the 12.50% 2.40% 6.50% tion to discover new purchasing and develop new products and services foodstuff sector. consumption habits, and identify new (IRTA, research groups based out of10 11
  • 7. BARCELONA 04 10 reasons to invest in AIRPORT PORT the Foodstuff Industry Road network Renfe railway network in Barcelona FGC railway network Freight network and Catalonia ZAL ZF Logistics Park Barcelona Airport freight Centre Port of Barcelona MEDITERRANEAN SEA Zona Franca Customs Barcelona Airport Denmark polAND BelGIUM 02. European FRANCE ITALY 03. Privileged SPAIN benchmark geostrategic cluster position The regional food sector in The foodstuff cluster in Catalonia High attraction value for Barcelona enjoys a privile- Especially important is the Llobre- Finally, Catalonia has large food- the Barcelona area has be- holds a leading position in Europe, foreign investment ged geographical location gat Delta platform, whose facilities stuff warehousing facilities, come a benchmark at the according to data from the Euro- As well, the greater Barcelona area given that the highly con- have made it a top foodstuff cluster. currently around 1.5 million m2, of pean Cluster Observatory presen- has become a magnet for foreign in- centrated nature of its size These assets are characterized by which some 60% is located in the European and international ted by the Stockholm School of vestment, especially in industry and the following infrastructure: province of Barcelona and which level, having become: - just 5 km in radius - and Economics, which analysed more advanced services. Catalonia has - The Zona Franca industrial includes a wide range of cooled - A first-rate foodstuff where a variety of transport than 250 European regions. become the top destination of fo- zone, which is the largest and logistics facilities. cluster modes coincide (sea, air, reign companies. In 2010, Catalonia most active industrial area in - A centre of attraction for Catalonia has become, along with was home to more than 3,400 in- rail and road), combined Spain. It has a gross area of international companies the Italian region of Lombardy, ternational firms and received 36% with the facilities and land 600 hectares with more than one of the major foodstuff clusters of all annual foreign investment in required for the develop- 200 companies set up there and in Europe in terms of number of Spain, 90% of this concentrated in ment of quality large logis- with an economic activity genera- Foodstuff Clusters jobs generated and size, compa- the Barcelona area. It is worth no- tics facilities. ting 20 billion euros (2006). (Europe’s top 10 ranking) red to the 150 foodstuff clusters ting that nearly 97% of these show - Mercabarna, the leading food- 1. Lombardy (Milan), IT considered. high levels of satisfaction with their stuff cluster in the southwest of 2. Catalonia (Barcelona), ES location decision. Europe. 3. Denmark, DK Regarding Spain, the food cluster in the Barcelona area is the leader - Barcelona Airport. 4. Brittany (Rennes), FR In the context of foodstuff, the dyna- because it generates more jobs mic nature and overall attractiveness - The Port of Barcelona and 5. Vlaams Gewest, BE ZAL, which has more than 830 ha The Food Industry in BarcelonaThe Food Industry in Barcelona and occupies more space than any of this region is reflected by the 6. Emilia-Romagna (Bologna), IT other cluster except the construc- fact that 11% of foreign investment dedicated to the foodstuff sector, 7. Veneto (Venice), IT tion industry. with 6 specific terminals. Freight in Catalonia is in this sector, just 8. Pays de la Loire (Nantes), FR behind the automotive sector, which traffic (imports/exports) is around 9. Mazowieckie (Warsaw), PL boasts 13% of all investment. 7.4 million tonnes a year. 10. Andalusia (Seville), ES12 13
  • 8. 04 10 reasons to invest in the Foodstuff Industry in Barcelona and Catalonia 04. Presence of leading companies Catalonia is a benchmark The quantity of foodstuff compa- At the same time, this major In 2009 the Foodstuff Cluster in the industrial foodstuff nies in Catalonia is very high and concentration of businesses has Association was set up with Six outstanding foodstuff clusters (Catalonia) sector, both because of the brings together nearly 3,000 firms. generated high levels of specia- Mercabarna, 22@Barcelona, The - Meat Industries: This cluster is made up of over 200 companies Nationally, Catalonia heads the lization and professional qualifi- Consortium of the Zona Franca Bar- presence of outstanding with 8,300 employees. ranking with respect to large com- cations, and provides top quality celona, the Car Dealership Associa- and sector-leading inter- - Aquaculture: Fifty companies compose this sector’s value chain panies, with almost 700. Most of human capital and knowledge. tion of Mercabarna (Assocome) as national companies -es- founding members. with a turnover of 400 million Euros. this employment-generating indus- pecially in the Barcelona try is in the province of Barcelona, The main association of manufactu- area-, and because of the - Wines and cavas: This cluster brings together more than which has become a strategic area rers and distributors (AECOC), with The Association’s aim is to help 200 companies employing 2,500 workers and a turnover of presence of six benchmark for any major food company. nearly 24,000 members, has its improve the competitiveness of 575 million euros. clusters. In parallel, com- headquarters in Barcelona. AECOC, its companies and ensure their plementary industries, like For example, in Catalonia and espe- which was founded to promote the growth, promoting companies’ stra- - Foodstuff packaging and machinery: There are 300 compa- those related to containers cially in the Barcelona metropolitan use of bar codes, has evolved to tegic innovation in order to adapt nies in this sector with a total turnover of around 2.6 billion Euros, and packaging, logistics, area can be found leading foodstuff provide the distribution industry with to changes in the sector. As such, making it the second largest in Europe, together with the Øresund companies with a significant presen- the sort of collaboration network within the association they are de- region (Denmark and Sweden). cold storage, etc… have been developed. ce of leading international compa- needed to reach consumers as veloping projects in areas of Food - Foodservice: With 150 companies dedicated exclusively to this nies in their respective sectors. efficiently as possible, whilst also Service, wholesale and retail. sector and over 300 others with significant business activity dedica- identifying opportunities for impro- ted to this area, the estimated turnover of companies in this industry Some of the most noteworthy include vements along the entire production The Food Industry in BarcelonaThe Food Industry in Barcelona is more than 4.3 billion euros. Nestlé, Danone, Agroalimen, Panrico, chain. AECOC is also a member and Borges, Bimbo, Coca-Cola, Damm, representative of the GS1 organiza- - Catalonia Gourmet: made up by 21 companies, this cluster’s Freixenet, Codorniu, Cargill Spain, tion in Spain, whose objective is to main objective is to promote and contribute to the competiveness of Corporación Alimentaria de Guissona define standards and best practices the Catalan gourmet food stuff sector. or Bacardi, to name but a few. in supply chain management.14 15
  • 9. 04 10 reasons to invest in the Foodstuff Industry in Barcelona and Catalonia 05. Leadership in fresh produce Mercabarna is a first rate Mercabarna (Mercados de - Location: Barcelona’s Zona the principal transport infrastructure involved with the preparation of is also very good for the hotel and Food Unit, having beco- Abastecimientos de Barcelona, Franca (ports, airports, terminal Tir, Nus del fresh produce (cleaning, handling, restaurant sector. me one of the major fresh SA) manages the Food Unit, which - Area: 90 hectares Llobregat, freight train station, etc.). packaging, etc.), seafood nurseries; brings together the city’s wholesale This is just 10 km from the centre banana maturers; potato dea- In addition, some of these compa- produce foodstuff clusters - Number of companies: 700 markets (Central Market of Fruits of Barcelona. The quality of fresh lers (importing, cleaning, sorting, nies have also committed to develo- in the southwest of Europe, - People who access the zone and Vegetables, Central Fish Mar- products decreases significantly packing); importers and exporters ping products for what is known as offering marketing activities, every day: 25,000 ket and Slaughterhouse), as well over time, so logistics advantages from all over the world, modern the fifth range (pre-cooked meals), the development of added as the many firms making, selling, - Number of employees: 8,000 and good transport are essential, fruit chain processors, companies directed mainly at hospitality and value for foodstuff, logistics, distributing, importing and expor- - Annual Turnover: 3 billion euros especially since transport origins supplying the restaurant trade; large catering channels. This is still very distribution, import and ex- ting fresh and frozen products, and destinations are increasingly distribution companies’ purchasing much a new business area and port, and the incorporation providing value added products remote. platforms, cooking units for catering therefore it’s difficult to assess the of technology facilities and and customer service, and which Mercabarna products are sent to companies, large refrigerators for results to date. services, waste manage- are located in the Complementary Spain and reach many countries The promotion and development public use, etc.. ment and environmentally Activities Zone (ZAC). around the world, but its immedia- of the Complementary Activities Mercabarna also forms part of the friendly policies. te sphere of influence covers the Zone (ZAC) around the wholesale As such, value added activities are Mercasa markets network, a set of Mercabarna also has a plot of whole of Catalonia, north Valencia, markets has been crucial for the becoming more and more impor- 23 wholesale markets across Spain 4.5 hectares next to Barcelona the strip along south Aragon, the evolution of Mercabarna and this tant (preparation and packaging of whose total surface area covers Airport, where it has built Merca- Balearic Islands, Andorra, the south is what differentiates this impor- products). This was something that more than 7 million m2 with more barna Flower, a new business of France and northern Italy. In total, tant foodstuff park from other started in the meat companies, but than 3,500 wholesalers. The Food Industry in Barcelona Mercabarna supplies fresh produceThe Food Industry in Barcelona centre that specializes in wholesale markets in the world. In this area that has now spread to fruit and ve- flowers, plants and accessories. to around 10 million consumers. value-added activities have been getables dealers and, more recently, promoted to product and customer fishmongers. Mercabarna is strategically located services to meet the current needs at the heart of the main logistics of commerce and consumers. This diversification of activities area of the country, where we find ZAC activities include: companies –mainly driven by large retailers-,16 17
  • 10. 04 10 reasons to invest in the Foodstuff Industry in Barcelona and Catalonia BZi Barcelona Innovation Zone 06. Barcelona This new area is being used by Mer- cabarna and CZF to develop the so- 1. The growth and consolidation of food-related activities in the Zona 07. A strategic called Barcelona Food Platform, an Food Platform idea aimed at getting technology and Franca area, making this a central foodstuff business area that has a commitment to Since 1916, the Zona Franca knowledge-led food companies to set national and international benchmark research and Consortium (CZF) has been up in this part of the industrial zone projection and which boasts signifi- development managing what is one of (a 160 hectares area that includes cant components of innovation and Leading research centres: - Centre for Nutrition and Aging Catalonia, and in particular Spain’s main industrial zones spaces developed by Mercabarna, BZi value-added. (NUTREN-nutrigenomics) and 22AL) which aims to characteri- the metropolitan area, has - Analysis of Innovative Techno- and Catalonia’s principal 2. The complementary nature of mea- highly-significant facilities, logy for Competitive Industrial - Triptolemos Foundation se the technological changes that the industrial park -incidentally sures taken by Mercabarna and CZF, platforms and universities Processes (ATIPIC) - Food and Science Foundation food sector needs to make. going by the same name as that avoid duplication and competi- engaged in research, deve- - Research Centre for Agricultu- (ALICIA) the consortium itself. In this As such, both Mercabarna and CZF tion, and that facilitate the creation of lopment and innovation in ral Economics and Development - Combinatorial Chemistry Unit area, CZF has a 44-hectare share the same policy measures synergies and the sorts of economies the food sector, and this has (CREDA) (UQC) zone classified as urban regarding driving the food sector of scale that come from the combined helped it to get the most - Centre for Research in Toxicolo- 22AL, which means it is to reach new objectives in terms of actions of these stakeholders. of the sectors’ extensive gy (CERETOX) being given over to activities their approaches to strategy, tactics The main universities in 3. The encouragement and promotion industry knowledge to pro- - Nutrition and Health Technolo- related to the food industry. and operations. This frame, which is the country boast research a joint and coordinated Mercabarna- of innovative measures, processes vide service companies with gy Centre (CTNS) Recently, CZF has recove- groups related to the agro- CZF strategy, has to aim at providing and the distribution of fresh produce the sort of R&D&i needed - Centre for biotechnological and red an area of 50 hectares to the entire foodstuff area affected. food sector, which carry a better service and to clarifying to increase products’ added agrifood developments (DBA) (the former SEAT factory) to out fundamental, basic, and the forecasts of future growth and 4. The promotion of best-practices value, incorporating new - Research Centre for Animal applied research promote as a new business the consolidation of the whole food technologies and innovation. Health (CReSA) services to companies in the food- venture zone project called industry and those companies that - Autonomous University of stuff area by both organizations. - Spanish National Research Enterprise Platform BZi and operate in it. Additionally, it has to Catalonia, and the Barcelona area Barcelona Council (CSIC) 17 hectares of this land will raise the national and international 5. The promotion of technical, busi- in particular, offer a wide range of - University of Barcelona - Catalan Institute of Vines and be made over to the new impact of the Barcelona Zona Franca ness and financial assistance by both research centres and investigation - University of Girona The Food Industry in BarcelonaThe Food Industry in Barcelona groups linked to the foodstuff world Wine (INCAVI) food axis alone. food centre in order to make it a entities to foodstuffs-related business - University of Lleida benchmark -without it prejudicing operators –and also between the en- that has helped to create a body of - Institute for Research and Tech- the legitimate interests and objecti- tities themselves-, to achieve common businesses with a vocation for in- nology (CSIC-IRTA consortium) - Polytechnic University of ves of the respective entities-, in or- goals that best meet the needs of the novation, and that provide research - Bakery Sector’s Center for Te- Catalonia der to achieve the following specific industry and businesses. and development services that chnology Promotion (INNOPAN) - University of Rovira i Virgili objectives: companies need.18 19
  • 11. 04 10 reasons to invest in the Foodstuff Industry in Barcelona and Catalonia 08. Alimentaria, the second most important international food fair Alimentaria is Spain’s most With an increase of 60% in the Alimentaria enjoys undisputed 2004 2006 2008 2010 A fair with cross-sector represen- important international food number of participating countries recognition and credibility. So much Total Surface Area 105,815m2 115,000m2 108,714m2 85,122m2 tation from all other industries: and beverage trade fair over the last 12 years, some 4,000 so that its trade show model has CONGELEXPO leading companies in the manufac- been exported to other cities such Workshops and Activities 6,000m2 7,000m2 9,000m2 9,500m2 and one of top events in Frozen products ture and distribution of food and as Lisbon (Alimentaria & Horexpo- the world. The fair, which is Number of Companies 4,087 4,148 4,806 3,936 beverages from over 75 countries Lisbon) and Mexico D.F. (Alimentaria EXPOBEBIDAS been held for 18 by-annual Soft drinks, mineral waters, beers, come together for this event every Mexico), and very soon it will take events, is a true meeting two years for what is an international place in other cities, too. Professional Visitors 142,513 152,344 157,632 140,542 ciders and grape juices point for international food benchmark event year after year. The International Professional Visitors 31,000 32,892 33,418 35,874 EXPOCONSER manufacturing and distri- number of visitors during the last edi- The fair generated a turnover for Conserves and semi conserves bution, and some of the tion was 140,000, with 25% of these participating companies of more than industry’s principal innova- coming from 155 foreign countries. 1.8 billion euros, with the city itself INTERCARN tions have been presented The event has become an interna- benefiting from fair-related supple- Meat products and derivatives here. tional business centre and a bridge mentary incomes worth 168 million. INTERLACT between Europe, Africa and Latin Milk & dairy products and derivatives America, a fact that is now one of the The impact of the fair is not only core values of international fairs held quantitative, but also very qualita- OLIVARIA in Barcelona. tive, reflected by the many parallel Olive oil and vegetable oils activities held, too. All of these are The Food Industry in BarcelonaThe Food Industry in Barcelona INTERPESCA From this leading and privileged linked to research, development and Seafood and fish farming position, and backed up by its past foodstuff innovation, knowledge results and guided by the core values creation, nutrition, health, welfare, INTERVIN of innovation, professionalism, inter- sustainability, the Mediterranean Wines and spirits nationalization and parallel dynamic Diet, new ways to communicate, activities to the main exhibition, retail, and avant-garde cuisine.20 21
  • 12. 04 10 reasons to invest in the Foodstuff Industry in Barcelona and Catalonia 09. Barcelona’s Municipal Markets, the largest network of food markets in Europe The foodstuff industry is The network of markets in Barcelona Markets with an international - Campaigns promoting health strengthened by a food is the largest network of food markets projection related issues such as Fight Cancer culture based on quality and in Europe, with 43 markets -39 of Different markets and towns across Week or Cardiovascular prevention these food markets and 4 non-food Europe have joined together under workshops. health, and this has had the markets- scattered across the city’s the Emporion Association to defend - Educational programmes for schools, knock on effect of creating a different neighbourhoods. In these and strengthen the role of markets to encourage the use of food markets wide range of stalls in muni- markets you’ll find 2,895 stalls, with as keys to urban, commercial, social and healthy eating habits like To keep cipal markets, and especially 1,984 of these food-related, and in and cultural development. The asso- a balanced diet, I eat market produce. those in the Barcelona area. 18 of the markets we can find some ciation, based in Barcelona, provides Barcelona’s markets have - Organization of market and product sort of supermarket (self service) support so that markets can improve fairs like The market of markets a thousand years of history operator. Markets in Barcelona are their every day business practice, campaign. behind them and they are a grouped under the network of markets and it aims to provide markets with significant part of the city’s overseen by the Institute of Muni- a voice at the European Union level, - Participation at events and work- cipal Markets of Barcelona, the too. As such, the Association is also shops like Alimentaria and Barcelona economy, where one can largest network in Europe. Figurewise, promoting a project called Med Degusta. find a wide range of food the city’s markets boast 108,000 m2 Emporion with European funding - Joint action programmes with social and mainly fresh produce. of commercial surface area, 208,500 and led by Barcelona, and the result organizations across the region like m2 of constructed area, and about has been exhibitions, educational The Big Food Collection with Banc 8,000 direct jobs. Estimates show projects, studies and best practices dels Aliments or the Solidarity Bag that every year the city markets get identified in this business. with the movement Escolta. The Food Industry in BarcelonaThe Food Industry in Barcelona 60 million visitors and customers and - Consumption promotions to favour the value of their purchases amount Markets as social, cultural and environmentally-friendly measures to between 950 and 1.1 billion euros. health benchmarks like the distribution of reusable bags. Local markets are very dynamic, a hive Different activities are carried out in - Promotional campaigns to stimu- of activity, but they also help to promo- markets, like campaigns, events and late sales like Pla de dinamització te a food culture based on a balanced, other measures such as: comercial. healthy and quality diet.22 23
  • 13. 04 10 reasons to invest in the Foodstuff Industry in Barcelona and Catalonia 10. Barcelona and the Mediterranean Diet Barcelona’s people are the On the 16th of November 2010, The Mediterranean Diet Foun- - Ministry of Agriculture, Food and heirs to the Mediterranean UNESCO decided to recognize dation was created in 1996 to Environment (MAGRAMA) Catalonia as an international gastronomy and Diet and a food culture the Mediterranean Diet as a World preserve a lifestyle shared by the - Olive Communal Heritage Foun- restaurant benchmark: for example, Catalonia Intangible Cultural Heritage. This Mediterranean’s different peoples dation has more Michelin-starred eateries than any other deeply rooted in our history recognition was thanks to an alliance for thousands of years. Scientists - Barcelona City Council Spanish region: for thousands of years. This between Spain, Italy, Greece and Mo- have shown that this lifestyle is be- - Mercabarna has allowed us to enjoy a rocco, who had been working for two neficial for our health and wellbeing. - Department of Agriculture, Lives- - Restaurants with 1 star: 39 healthy diet and create an years to win the nomination. With its Also, it contributes to the mainte- tock, Fisheries, Food and Natural En- internationally recognized - Restaurants with 2 stars: 3 headquarters in Barcelona, the Medi- nance of sustainable agriculture and vironment (DAAM). Together with 8 culinary tradition. terranean Diet Foundation (FDM) the preservation of the environment. companies in the foodstuff industry. - Restaurants with 3 stars: 4 has been the key organization in this The main objectives of the Founda- transnational coordination process. tion are to promote research about The Foundation has an internatio- El Bulli Foundation (Ferran Adrià) the Mediterranean Diet in relation nal scientific committee made up www.elbulli.com This UNESCO recognition represents to health issues, history, culture, of over 23 renowned international a major boost to the international cuisine, agriculture and environmen- researchers from over 12 countries. El Celler de Can Roca prestige of the Mediterranean Diet tal studies, and to use the results (Josep Roca, Jordi Roca and Joan Roca) and its general promotion. This has to promote the Mediterranean to The main activities of the Founda- www.cellercanroca.com also been the case when other different population groups. tion include: El Racó de Can Fabes (Founded by Santi Santa- concepts have been recognized by - School education campaigns maria, Àngels Serra and Xavier Pellicer) UNESCO as world heritage. The The Board of Trustees of the about food and the Mediterranean The Food Industry in BarcelonaThe Food Industry in Barcelona www.canfabes.com move also means a huge boost for Foundation’s Honorary President Diet Foods the promotion of local agricultural is HRH Infanta Cristina and it has - Organization of the Barcelona Sant Pau (Carme Ruscalleda) production related to Mediterranean the support of the main official International Congress on the Medi- www.ruscalleda.com and avant-garde cuisine, sustainable institutions: terranean Diet rural development, our landscape and - The International Observatory of the overall environment of our region. the Mediterranean Diet Report.24 25
  • 14. 05 Links Universities and Research University of Girona Business organizations Centres www.udg.edu AECOC – GS1 Spain Centre for Research in Economics University of Lleida www.aecoc.es and Agricultural development www.udl.es Barcelona Chamber of Commerce (CREDA) Polytechnic University of Catalonia www.cambrabcn.org www.creda.es www.upc.edu Clúster Catalonia Gourmet Centre for Animal Health Research Rovira i Virgili University www.cataloniagourmet.cat (CReSA) www.urv.cat www.cresa.es Emporion www.emporion.org Spanish National Research Council Local and regional agencies (CSIC) Barcelona trade fair www.csic.edu 22@Barcelona www.firabcn.es www.22barcelona.com Centre for New Technologies and Mediterranean Diet Foundation Food Processes (CENTA) ACC1Ó - Government of Catalonia www.fdmed.org www.centa.cat www.acc10.cat Triptolemos Foundation ESADE Barcelona City Council www.triptolemos.org www.esade.edu Economy, Business and Employment Area School of Agricultural Engineering www.bcn.cat/barcelonabusiness of Barcelona www.esab.upc.edu Autonomous Regional Government of Catalonia IESE Department of Agriculture, Food, www.iese.edu Rural Action Catalan Institute of Vines and Wine www.gencat.cat/darp www.gencat.cat/dar/incavi Institute of Municipal Markets Institute for Research and www.mercatsbcn.com Technology (IRTA) Mercabarna www.irta.cat www.mercabarna.es Laboratory of Vegetable Molecular Barcelona Zona Franca Consortium Genetics(Consortium CSIC-IRTA) www.elconsorci.net The Food Industry in BarcelonaThe Food Industry in Barcelona www.csic-irta.es Autonomous University of Barcelona State agencies www.uab.es Ministry of Agriculture, Food and University of Barcelona Environment www.ub.edu www.magrama.es26 27
  • 15. With co-financing www.bcn.cat/barcelonabusiness