EUROPEAN QUALITY FOODS: EATING WITH YOUR FIVE SENSES INWARD MISSION 24-30 June 20121. Week’s Agenda for Spain2. European Quality Foods: Eating With Your Five Senses, the programme3. WHY INDIA?a. The Indian contextb. MAIN SPANISH SECTORS THAT EXPORT TO INDIA AND THE PRODUCTS EXPORTEDc. A European example: The main Spanish sectors that export to India and the productsimported4. Plan India5. CVs of those taking part in the press conference6. Contact for information purposes
EUROPEAN QUALITY FOODS: EATING WITH YOUR FIVE SENSES INWARD MISSION 24-30 June 2012WEEK’S AGENDA FOR SPAINMADRID: Monday, 25 June10.00-11.00: Seminar:• Introduction to the European food and drinks industry.• The Spanish food and drinks industry and the Spanish Federationof Food and Drink Industries (FIAB).11.00-11.30: Coffee break.11.30-13.00: Press conference to present the Inward Mission (Jaime Palafox,Director of Economic Affairs and Internationalisation at FIAB, Abhijit Saha,Founder, Director and Chef at Avant Garde Hospitality Pvt Ltd. and FarzanaBehram Contractor, Editor and photographer at UpperCrust.Bilateral meetings with sector associa-tions and institutions.13.45-15.00: Lunch.15.00-17.00: Bilateral meetings withsector associations and institutions.17-17.15: Coffee break.Bilateral Meetings.20.30: Dinner at the Casino de Madrid.ANDALUSIA: Tuesday, 26 June ANDALUSIA: Wednesday 27th June CATALONIA: Thursday 28th June11.00-13.00: Bilateral Meetings. 8.00-9.00: Breakfast.Educational collaboration talk and 9.30-10.30: Coach to Jerez de la 8.30-11.30: AVE high-speed traintechnical dimension (traceability). Frontera. Madrid- Barcelona13.00: Lunch with the ﬁve senses. 10.30-13.30: Visit to Grupo Estévez. 12.00-14.00: Visit to wine vineyards and wine and sparkling 14.00-16.30: Lunch.17.00-19.00: Visit to the olive ﬁelds wine wineries.and oil press to see how extra-virgin 17.00: AVE high-speed train toolive oil is produced. Madrid. 14.30- 17.00: Lunch. 20:30: Restaurant dinner: Poncelet
EUROPEAN QUALITIY FOODS: EATING WITH YOUR FIVE SENSESEuropean food is known for its quality, bothwithin its frontiers and beyond, where its ﬂavour,colour, aroma and the sensations it provokes onthe palate strike all those who have the pleasureof tasting and enjoying it. The ﬁne taste of ourproducts is entwined with the values theyconvey; representing as they do a way of beingand of understanding culinary pleasure, not tomention the way of life that forms part of theMediterranean diet, which characterises ourfood and the “European Brand”.There are many countries that now enjoy this gastronomic culture, but there are still some placesaround the world in which its promotion has a clear market niche in which to grow and develop itsbusiness opportunities.Aware as we are of this potential, and starting with Plan India 2010-2012 to promote Spanish foodand wine in India, in which the European Union, the Ministry of Agriculture, Food and Environ-ment (MAGRAMA) and the Spanish Food and Drink Industry Federation (FIAB), the Federationdecided to work on the elaboration of a three-year programme to make the European sector as awhole better known: the “European Quality Foods: Eating With Your Five Senses” programme.To this end, the strengths and opportunities of European food and drink have been outlined with aview to promoting and making the most of them, while at the same time minimising possible threatsand weaknesses, thus turning them into an opportunity for action.This European food and drink promotional programme is based on ﬁeld market knowledge andhopes to achieve its goals as effectively as possible by using those resources that have the greatestimpact on direct and indirect consumption, thus endowing the European Brand with greater value.The QUALITY idea presents the qualities of the products by linking them to healthy living and abalanced diet. This quality will be approached through the auspices of this haute cuisine and Euro-pean food and drink project as a worldwide reference in that which is truly delicious.
PROGRAMME GOALS- We are looking to increase the end consu-mer knowledge of the intrinsic qualities ofEuropean products. To this end, the localpress aimed at the urban, upper class, targetconsumer shall actively take part in the infor-mation and promotional actions that havebeen scheduled in order for the information toget to consumers through media and journa-lists in which they trust. Moreover, indepen-dent restaurant and hotel channels shall beused so that these local sector professionalscan inform and recommend the Europeanproducts that have been included on theirmenus to their consumers.- To foster the Indian consumer’s taste for European products by means of messages that attributeemotional qualities to them, such as tradition, exclusiveness, ﬁnesse, etc.- To increase the distribution channels (importers, restaurateurs, wholesalers and retailers)knowledge of European products, to foster their use in haute cuisine, as well as to increase their inter-est in promoting them. In this way, the idea is to increase the number of European products that reachthe end consumer.Furthermore, the project aims to make the quality and added value of European products and produc-tion processes known through the development of the ﬁve senses. By stimulating the senses, thequalities and properties of European food products shall become apparent, and more speciﬁcally,those of the Mediterranean Diet.
PROJECT PILLARS:EUROPEAN QUALITY FOODS:Dissemination of the qualities of European products and the high standards observed by the Euro-pean Union food production model, not only underlining their safety, but also their properties,characteristics and diversity; likewise, the beneﬁts of the Mediterranean Diet, which covers a largepart of European food product range, shall be highlighted.EATING WITH YOUR FIVETASTING: the intense ﬂavour of the ingredientsor the reﬁned taste of a dish with Mediterraneanproducts..SMELL: the importance of smell in Europeanproducts.SIGHT: colour of ingredients and their combina-tions.TOUCH: the sensations produced on the palate bythe textures of the food and drink. Sweet and HEARING: associated with the most rational dimension of thesourness, hot and cold and the play of other haute senses, this involves listening to expert nutritionists, journalistscuisine gastronomic contrasts, not to mention the and renowned sommeliers and chefs.subtlety of some products. TARGET PUBLIC: The project is addressed to two target publics: - Consumers: aims to reach some 35 million people (3% of the population) in the 8 main cities: New Delhi, Calcutta, Chennai, Mumbai, Ahmedabad, Bangalore, Hyderabad and Pune. It is expected that by 2025 the food product target public shall account for 30% of total consumption in the country. - Sector professionals: contact shall be made with institutions; importers; wholesale distributers, retailers and online; hotel, restaurant and catering channel.
PRODUCTS AND SECTORS INVOLVED:The programme is not looking to promote particular brands, but rather aims at promoting theconsumption of European food products by stimulating interest in the end consumer and furthe-ring knowledge about the products in the different distribution channels. When selecting theproducts, it was necessary that they fulﬁl three essential requirements:- Their origin is traditionally associated with European Union countries, where its producershave an international image for quality and their production processes are the object ofacknowledged prestige.- Owing to the climate, culture and the eating habits of its population, they have great consump-tion potential in India.- They are basic ingredients of the Mediterranean Diet, considered to be an element of Intangi-ble Heritage by UNESCO.These are:- Fresh, chilled and frozen beef and pork, as well as foodprepared on the basis of these products.- Quality poultry meats.- Dairy products.- Olive oil and olives.- Wines.- Sparkling drinks.- Fresh and processed fruits and vegetables.- Cereal and rice based processed products.
FROM THEORY TO PRACTICE. MAIN ACTIONS:An intense three-year campaign has been developed that involves the following actions:1 2 INWARD MISSION FOR PRESS AND SECTOR INFORMATION PAVILION AT THE PROFESSIONALS: Promotion of European “ANNAPOORNA-WORLD OF FOOD FAIR” food as a vehicle to introduce European ingre- (26th-28th September) dients. The idea is to reduce non tariff barriers - The last edition saw over 5,400 visitors from to European products in the Indian market by the sector and had 160 national and foreign means of inﬂuencing the participating institu- exhibitors. This is aimed at top quality tions. Likewise, institutional knowledge about products, especially for hotels, restaurants the qualities of European products shall be and the catering industry and gourmet sector. increased and any technical doubts about - 9 seminars are organised along with an production processes shall be clariﬁed. Lastly, information area to promote product values this action shall serve to establish contact and European food production processes, to between high level officials at institutions that extend knowledge of these and to convey their will be able to collaborate in the future by way quality image. of agreements aimed at promoting business collaborations.3 RECIPE BOOK AND PRESENTATIONS AT 4 SCHOOLS: Recipe books shall be published every year. These shall be structured into ﬁve PUBLICITY: Messages shall be conveyed over sections in reference to each of the senses. various different and important media that The recipes shall be organised in accordance shall attribute emotional qualities to European with the sensations they offer the end consu- products, revealing the inherent qualities of mer. Moreover, they shall serve to make Euro- European products and offering practical pean food and the use of European cuisine advice to enable their use in the consumption products known to over 2,000 cookery habits of potential consumers. students each year so that they can include them on their future professional menus. Fifty teachers shall be trained every year to enable them, in turn, to teach their students during the course of their studies. Lastly, European cuisine values shall be conveyed by means of presentations at 10 schools each year.5 PARTICIPATION IN THE “EUROPEAN WELLNESS PARADE”: We intend to make the range of Euro- pean products and their characteristics known by way of organising activities and shopping centres. To this end, we will visit the 9 target cities (3 a year) selected with a view to making European products widely known. A mobile stand shall be built from which to give out promotional gifts contai- ning messages dealing with the qualities of European food and the development of the ﬁve senses based on the experience of eating and drinking the products in question. Among other activities, there shall be childrens team games, blind tasting tests of European products, etc.
WHY INDIA?The current state of the European economy hasrevealed the need to identify opportunities ingrowing markets. The curb on consumptionbeing experienced in Europe must be counte-racted with exports to countries outside theEuropean Union with import potential.India is an extremely interesting market in the short term for European products given that its develop-ment is in full ﬂight and the fact that there are numerous possibilities for positioning in this land of conti-nuous change. The European food and drink sector is said to be worth €134,000 million with an annualgrowth rate of 14%. Moreover, a multiplier effect is expected by means of the expansion of moderndistribution. In spite of the world economic recession, India has doubled its imports of food products inthe last two years, thus reﬂecting the interest of urban consumers in foreign products. The food productmarket import ﬁgure is quickly approaching €200 million mark, a ﬁgure that shows the great potentialof this burgeoning market. On the other hand, the gradual lowering of tariffs are expected in the shortterm, owing to free trade agreements that shall facilitate entry into the market.Food distribution in India is valued at $236,000 million, catering to a total of 12 million points of sale.At present, the modern distribution presentation only reaches 6%, thus the long road yet to be travelled.Over the last 10 years, India has experienced the take-off of modern formats that have enabled thegradual entry of products from all around the world. All of these chains are in expansion. Indeed, accor-ding to Images Retail calculations over 3,000 new supermarkets were opened throughout India from2008 to the end of 2011.Another hindrance facing European products in India is consumers lack of knowledge, given that theyare being presented with these products for the ﬁrst time. The novelty of products at points of sale crea-tes curiosity and attraction. Interest can be seen in unknown products that are eaten in other countries.THE INDIA FILE:- Emerging country with constant GDP growth since 1992.- Great technological capacity. In 2009, seven Indian companies were among the ﬁrst 15 on an inter-national scale with respect to outsourcing their technology.- Great potential: the middle and upper class urban population is made up some 400 million people.In 2008 over 50 million people had an income of €2,900 and €14,500. It is estimated that by 2025this number shall have risen to 583 million (41% of the population).- Trade increase. At present, the country’s trading volume represents a mere 0.7% of world trade.- “A story of China and India. The Intelligence Unit”. The Economist, 25th August 2011: * The Indian retail market ranks 4th in the world * It is expected that modern retail business shall focus on India * It is expected that the Indian economy shall grow quicker than Chinas over the next decades..
THE INDIAN CONTEXT THE EUROPEAN INDIA CHINA USA JAPAN UNION GDP (2010 THOUSANDS OF 1,727 5,926 14,586 5,458 16,251 MILLIONS $) ANNUAL GDP 8.8% 10.4% 3.0% 4.0% 1.9% GROWTH (2010) GDP PER CAPITA 1,475 4,428 47,199 42,831 31,934 (2010 US$) POPULATION 1,170 1,338 309 127 501 (MILLIONS 2010) EXPORTS (2010 22% 30% 13% 15% 12% %GDP) IMPORTS (2010 25% 26% 16% 14% 13% %GDP)
MAIN EUROPEAN PRODUCTS EXPORTED TO INDIA 2005-11 (Millions €) % OF THE GROWTH % TARIC CHAPTERS 2011 2005 2011 2005-2011 TOTAL DRINKS, SPIRITS AND VINEGAR 87.69 55.06 59% 23% 22 830 WHISKY 61.70 38.31 61% 16% 04 WINE 7.83 6.74 16% 2% SUGARS AND CONFECTIONER GOODS 27.14 11.99 126% 7% 17 SUGAR CANE OR BEET AND 02 22.75 9.36 143% 6% SUCROSE IN SOLID STATE ANIMAL OR VEGETABLE OILS AND FATS AND THEIR DERIVED PRODUCTS, 23.62 9.01 162% 6% PREPARED EDIBLE FATS, ANIMAL OR VEGETABLE WAXES 15 OLIVE OIL AND ITS FRACTIONS, INCLUDING 09 11.58 4.04 187% 3% REFINED, BUT NOT CHEMICALLY MODIFIED DAIRY PRODUCTS, BIRDS’ EGGS 12.45* 5.63 121% 3% 23 01-02 MILK 2.76* 1,46 89% 1% NOT NOT 2 MEAT OR OFFAL NOT RELEVANT NOT RELEVANT RELEVANT RELEVANT 1-24 FOOD SECTOR 379,86 142.96 166% 100% Exports UE – India (mil €) General 40.425,22 Food&Drink Industry 305,91
A EUROPEAN EXAMPLE: MAIN SPANISH PRODUCTS EXPORTED TO INDIA MAIN SPANISH SECTORS THAT EXPORT TO INDIA AND THE PRODUCTS EXPORTED TARIC 2011 2012 2010-2011 02 – MEAT AND EDIBLE MEAT OFFAL 0.11 0.15 -28.55% 0.49 120.30% 03 – FISH, CRUSTACEANS, MOLLUSCS 1.09 0.11 0.11 -3.06% 04 – MILK, DAIRY PRODUCE; BIRDS’ EGGS 11 – PRODUCTS OF THE MILLING INDUSTRY; 0.05 0.00 2056.40% MALT 9.88 8.05 22.65% 15 - ANIMAL OR VEGETABLE FATS AND OILS 7.81 6.44 21.27% 1509 OLIVE OIL 0.30 0.23 33.17% 16 – PRESERVED MEAT OR FISH 0.14 0.03 360.02% 17 – SUGARS; SUGAR CONFECTIONERY 0.59 0.35 69.89% 18 – COCOA AND COCOA PREPARATIONS 19 – CEREALS AND PASTRY COOK 0.90 0.26 243.71% PRODUCTS 20 – FRUIT OR VEGETABLE PRESERVES; 3.60 2.81 28.10% FRUIT JUICES 1.55 1.34 15.67% 2005 VEGETABLE PRESERVES (*OLIVES) 1.4 1.04 34.62% 2009 JUICES 1.59 1.17 35.53% 21 – VARIOUS FOOD PREPARATIONS 22 – ALL TYPES OF DRINKS (NOT INCLUDING 0.78 0.55 42.35% JUICES) 0.31 0.28 10.71% 2204 WINE OF FRESH GRAPES 0.32 0.16 100.00% 2208 LIQUORS, SPIRITS AND OTHERS 23 -- RESIDUES AND WASTE FROM THE 0.92 0.58 58.66% FOOD INDUSTRY TOTAL 20.05 11.79 35.57% Exports Spain – India (mill €) General 2.807,54 (7% UE) Food&Drink Industry 20,05 (6,55% UE)
PLAN INDIAKnowledge about European cuisine and products has been seen to be quite scant. Consequently,there is a need to promote them in order to reach a greater number of the target public. At present,only the upper classes of society are occasional consumers. The opening of some 200 new, ﬁvestar hotels in 2001 shall directly favour the consumption of imported products through this chan-nel.Starting from this market context, in 2008, FIAB promoted the carrying out of an in-depth strategicstudy on India to enable a profound analysis of the opportunities and threats that aforementionedmarket could represent upon the introduction into same of Spanish food products. This study wascarried out within the framework of the Food Coordination Committee (made up of MAGRAMA,FIAB, ICEX, Food Cooperatives, the High Council of Chambers of Commerce, and Export PromotionBodies from the 17 Spanish Autonomous Communities).On the basis of the results and conclusions drawn from the Study, the so-called “Plan India 2010-2012, Spanish Food and Wine Promotion Plan for India” was elaborated, in which MAGRAMA,FIAB, ICEX and Promotion Bodies from 11 Spanish Autonomous Communities are taking part. Theplan’s goals are to: to double total Spanish food exports to India in three years, to extend up to 100the number of food and drink companies exporting to India – there are currently about 62 exportingthere –, to increase the knowledge of the range of Spanish food on offer, to encourage the con-sumption of Spanish products to strengthen commercial relations between Spanish industry andIndian distribution.Plan India is a promotion strategy aimed a positioning the Spanish food sector in India in order togain a market share in all categories. The Plan also intends to be a tool to create a Food CountryBrand that shall beneﬁt Spanish industry as a whole based on:- The quality of its products- The variety and richness of its food and drink- Technological innovation and developmentThe project is laying the foundations for the solid growth of the Spanish food and drink industry inthe long term in a country with a rapidly growing middle class. According to various studies thathave been carried out, Indian society is developing towards an increasingly extensive urban middleclass, which is changing the country’s consumption habits, thus favouring the penetration of Spa-nish products. The plan’s strategy is based on three pillars:- Informing Spanish companies on the challenges and opportunities represented by the Indianmarket- Carrying out activities that increase the exports of companies that are already marketing theirproducts, as well as identifying new importers- Creating a strong and well deﬁned Country Brand.
THOSE TAKING PART IN THE PRESS CONFERENCEJaime Plafox, Director of Economic Affairs and Internationalisation at FIAB He is Bachelor in Economics, by the University of Valencia (1983-1988) and has a PDG Executive Programme for General Management of IESE Business School. Between 1989-1991 and 1992-1995 he worked in several positions related to Trade Promotion at the Foreign Trade Office of the Spanish Embassy in Vienna (Austria). In 1991, is Deputy Secre- tary General in the Spanish Wine Federation (FEV). In 1995 he joined the Spanish Food and Drink Industry Federation (FIAB) as Head of Trade Promotion and, since 2010 he is the Economic Affairs and Inter- nationalization Director in the Federation.Farzana Behram Contractor, Editor and photographer at “UpperCrust” Farzana Behram Contractor is a well known Indian journalist. She is currently the editor and photographer of the top, local food, wine and travel magazine, UpperCrust. Her articles and photographs are immediately recognised by her readers. She has been awarded the prestigious Giant’s Award for the best journalist. Moreover, she is regularly interviewed by Indian press and television and takes part in conferences on food, travel and health. Before embarking on her career as a professional journalist she worked as a gourmet chef of acknowledged talent. Learn more about Farzana Behram Contractor and UpperCrust at: http://www.farzanacontractor.com/
THOSE TAKING PART IN THE PRESS CONFERENCEAbhijit Saha, Founder, Director and Chef of Avant Garde Hospitality Pvt Ltd AAbhijit Saha is the Founder, Director and Chef of Avant Garde Hospitality Pvt Ltd. He runs two critically acclaimed, top class restaurants in Bangalore, the Caperberry and the Fava. The daily newspaper, DNA, the biggest in the country, chose him as one of the 50 most inﬂuential people in Bangalore. He is currently the Chairman of The Bangalore Wine Club and Marketing Manager of the Indian Federation of Culinary Associations. He is a member of the “Hall of Fame”, which lists the 50 most important people in the food and drink industry in India. The list was published in the latest issue of the magazine, UpperCrust. Moreover, he was awarded the Chef of the Year special MoMo jury prize at the Hotelier India Awards in 2011. On the other hand, he has also been awarded with the Entrepreneur Chef of the Year prize by the prestigious Indian Federation of Culinary Associations and with the Golden Hat by the South India Culinary Association for his contribution to the cooking profession. Moreover, he is an expert in classic and modern European cuisine, as well as regional indigenous cooking.Abhijit Saha is the Founder, Director and Chef of Avant Garde Hospitality Pvt Ltd. He runs two critically acclai-med, top class restaurants in Bangalore, the Caperberry and the Fava. The daily newspaper, DNA, the biggestin the country, chose him as one of the 50 most inﬂuential people in Bangalore. He is currently the Chairmanof The Bangalore Wine Club and Marketing Manager of the Indian Federation of Culinary Associations.This is a top quality international restaurant. Itexcites and stimulates many senses. Innova- This is an elegant, Mediterranean style restau-tion, top quality and attention to detail are its rant and a bar with private dining room andguiding principles. Located in the very heart of delicatessen. Its subtle sophistication offers theBangalore, it specialises in modern European most demanding diners the chance to genui-cuisine with molecular gastronomic elements. nely experience the magniﬁcence and variety ofwww.caperberry.in Mediterranean cuisine.Awards: www.fava.in• Best Independent Restaurant in India, Time Awards:Out Food Awards, 2011 • Karnataka Service Excellence Award, Brands• Karnataka Service Excellence Award, Academy, 2011Brands Academy, 2011 • Best European Restaurant Award, Food• Best European Restaurant Award, Food Lovers Food Guide, 2011Lovers Food Guide, 2011 • Silver Medal at the Food and Wine Showcase,• Best European Restaurant Award, Times 2010Food Guide, Bangalore 2010 & 2011• Gold Medal, Food and Wine Showcase,2010