The document summarizes the presentation of the 19th edition of Alimentaria, the international food and beverage trade show, which will take place in Barcelona, Spain from March 26-29, 2012. Key points include: - Over 80 international journalists attended the presentation to learn about the new features and focus on internationalization at this year's event. - Alimentaria 2012 is expected to have 4,000 exhibitor companies, a third international, and attract 150,000 buyers, 25% from abroad. - New exhibition halls and 14 specialized shows will showcase innovation and brands in the food industry from over 75 participating countries. - Speakers emphasized the importance of the food industry for Catalonia

1. Speciale Spagna
Le grandi novità di
Alimentaria 2012
B
FOODMEAT
DI ALBERTO BONI arcellona (Spagna). Presen-
FOODMEAT li del trinomio R+S+I, dello svi-
FOODMEAT
tata alla stampa internazio-
FOODMEAT luppo aziendale, della sostenibili-
Presentata alla stampa nale la XIX edizione di Alimenta- tà e della nutrizione. Ad esempio
ria, salone internazioale dell’ali- il Congresso Internazionale della
internazionale l’edizione mentazione e delle bevande, che dieta mediterranea, Innoval, Best
2012 di Alimentaria. si terrà dal 26 al 29 marzo 2012 Pack, le Giornate di trasferimento
Le grandi novità della nella capitale catalana presso il di ricerca e tecnologia, gli incon-
nuovo polo espositivo “Gran Via”. tri aziendali della Fiab (la Fede-
rassegna catalana. Un edizione che assume un’im- razione Spagnola delle industrie
portanza speciale nel contesto dell’alimentazione e delle bevan-
economico odierno e che si ba- de) e la ricerca universitaria che
sa sui valori strategici dell’inter- presenta la Fondazione Triptole-
nazionalizzazione, dell’innovazio- mos. Dunque un unico raccogli-
ne, della concorrenza e della pro- tore per molteplici iniziative e si-
NA
SPAG mozione dei marchi alimentari. nergie.
dalla
Inoltre la fiera potenzierà le sue La conferenza stampa ha preso il
attività più rappresentative tra via dalla splendida “location” del
le quali troverà maggior spazio, palazzo Llotja de Mar de Barce-
come autentica novità assoluta, lona, uno dei simboli maggiori di
“The Alimentaria Hub”, il grande architettura gotica di Barcellona
centro di interconnessione tra in- risalente al XVIII secolo. Questa
novazione, conoscenza e tenden- opera è stata progettata dall’ar-
Da sinistra: Antonio Valls, direttore
generale di Alimentaria Exibitions; ze per l’industria alimentare e di chitetto Joan Soler Faneca, co-
Fernando Salazar, vice presidente di Icex; tutti i comparti che ruotano nel struita su un antico edificio me-
Josep Lluis Bonet, presidente Fiera di
Barcellona; Josep M. Pelegrí, consigliere del mondo agroalimentare. “The Ali- dievale e inaugurata da Re Car-
Dipartimento Agricoltura e mentaria Hub” sarà un’iniziativa los IV nel 1802. Storicamente è
Alimentazione della Catalogna; Isabel fondamentale che riunirà attivi- sempre stata la sede della Giun-
Bombal, direttore generale del Ministero
dell’Industria e dei Mercati Alimentari; tà classiche di Alimentaria, che ta Particolare del Commercio Ca-
Jesus Serafin Pérez, presidente di Fiab. condividono già valori come quel- talano, oggi oltre ad essere un
punto d’incontro delle imprese
spagnole e anche la Sede Corpo-
rativa della Camera Ufficiale del
Commercio, industria e navigazio-
ne di Barcellona.
Il presidente di Alimentaria Josè
Luis Bonet ha dato inizio ai lavo-
ri facendo gli onori di casa e por-
gendo i saluti agli oltre 80 giorna-
listi stranieri presenti, provenien-
ti da tutto il mondo, e a diversi
imprenditori spagnoli del settore
alimentare.
In seguito è intervenuto Josep Pe-
legri consigliere del Dipartimen-
to dell’Agricoltura e Alimentazio-
ne della Catalogna. Josep Pele-
FOODMEAT 126 NOVEMBRE 2011

2. Speciale Spagna
gri ha sottolineato l’importanza
dell’agricoltura nella Regione Ca-
talana. «Siamo una regione me-
diterranea – ha detto Josep Pe-
legri – quindi i nostri prodotti so-
no caratterizzati da questa posi-
zione geografica e dalla loro tipi-
cità come l’olio, il vino e i salumi.
Ambasciatori famosissimi come i
nostri chef stellati Ferran Adrià,
Joan Roca, Carme Ruscalleda e
anche con Santi Santamaria re-
centemente scomparso, rappre-
sentato nel mondo la nostra cul-
tura gastronomica». Infine Anto-
nio Valls, general manager di Ali-
mentaria ha descritto le caratteri-
stiche della prossima edizione di
Alimentaria.
Oltre 4.000 aziende espositri-
ci per una superficie di 95.000
mq. e 14 saloni specializzati. Di
grande interesse il salone Inter-
carn, dove insieme alle industrie
spagnole di carne e salumi ci sa-
ranno anche una nutrita rappre-
sentanza di aziende internaziona-
li del settore con le loro migliori
produzioni.
Da sinistra: Marcos Ruvira, Gruppo Campofrio; Julio Lopez Castaño, Gruppo Internal de Osborne
ALIMENTARIA’S MOST 5J; Javier Ortiz De Zarate, Conservas Ortiz; Gotzon Elizburu Osa, Gruppo Eroski; Josep Pont
Amenos, Borges Holding.
INTERNATIONAL EDITION IS
WARMING UP
More than 80 journalists from economic situation, making it a international edition. With an ex-
around the world attended the venue where companies can gain pected 4,000 exhibitor compa-
international presentation of access to foreign markets, espe- nies, a third of which will come
the trade show. Alimentaria cially Asia. Japan, Thailand and from abroad, and 150,000 buy-
has institutional and business Vietnam will be sending institu- ers, 25% international, Alimen-
relationships with over 150 tional exhibitor groups to the ex- taria is warming up for this gath-
countries. hibition for the first time, China ering of industry professionals,
is doubling the size of its space which will bring together special-
Food industry opinion leaders, and the Alimentaria website will ists from more than 75 coun-
officials, and national and inter- now have a version in Chinese tries in Barcelona. The presenta-
national journalists took part in and Japanese. tion was held at La Casa Llotja
a day of talks analysing the eco- Alimentaria 2012 will feature two de Mar.
nomic situation in the food indus- new exhibition halls, 5 and 7, at
try. There was also a presenta- the expense of Exhibition Hall 8, INTERNATIONAL PRESENTATION
tion of the main new features at for a total of almost 95,000 m2. OF ALIMENTARIA 2012
the trade show, which will be held This edition will include twelve Presiding over the internation-
at the Gran Vía exhibition site in sector-specific shows and three al presentation was Josep-Lluís
Barcelona (Spain), 26–29 March specifically for international del- Bonet, chairman of the Alimen-
2012. egations, autonomous communi- taria Organising Committee. Al-
The trade fair will be redoubling ties and organic food products. so present were Josep Maria
its efforts to adapt to the current This will be the trade fair’s most Pelegrí, secretary of the Govern- ´
FOODMEAT 127 NOVEMBRE 2011

3. Speciale Spagna
´ ment of Catalonia’s Department er for Grupo Eroski, and Javier Or- doña offered attendees a master
of Agriculture, Livestock, Fishing, tiz, marketing department man- class on economics with encour-
Food and the Environment; Jesús ager at Conservas Ortiz, accom- aging figures: Spanish consump-
Serafín, president of the Span- panied by FIAB Secretary Gen- tion is expected to rise 0.3%, to
ish Food and Drink Industry Fed- eral, Horacio González-Alemán, which we can add the 14.7% rise
eration (FIAB in its Spanish acro- brought their opinions and busi- in Spanish food and drink ex-
nym); Fernando Salazar, execu- ness experience to the table, ports compared to the same peri-
tive vice-chairman of the Spanish placing special emphasis on the od of the previous year, according
Institute for Foreign Trade (ICEX importance of international ex- to ICEX data.
in its Spanish acronym); Isabel pansion for Spanish food and ‘The food and drinks industry is
Bombal, director-general of Food drinks companies in order to ride stable and innovative, creates
Manufacturing and Markets at out the crisis. jobs and promotes internationali-
the Ministry of the Natural, Rural sation,’ Argandoña concluded.
and Marine Environment (MARM THE FOOD AND DRINKS
in its Spanish acronym); the di- INDUSTRY, KEY TO ECONOMIC ALIMENTARIA, THE BEST
rector of Alimentaria, J. Antonio RECOVERY INTERNATIONAL PROMOTION
Valls; the general manager of Al- ‘The food and drinks industry is TOOL FOR COMPANIES
imentaria Exhibitions, Francisco the most important for the Cata- Alimentaria has established it-
Carrió, and IESE economics pro- lan economy and the sector which self as the best tool for compa-
fessor Antonio Argandoña. has most and best withstood the nies seeking to promote their
The event focused participants’ crisis,’ stated Government of Cat- products and demonstrate their
attention on internationalisation. alonia Department of Agriculture, quality and innovation. However,
Five success cases at Spanish Livestock, Fishing, Food and the it is also important to remember
companies were presented to Environment Secretary Josep Ma- the trade show’s capacity for cre-
demonstrate the special impor- ria Pelegrí, who stressed that the ating synergies between compa-
tance of this concept for the food industry is a key driving force be- nies and countries, with increas-
and drinks industry in Spain, as hind Catalan economic policy. es of 91% (international) and 6%
well as for each one of the 14 Isabel Bombal made similar com- (national) in the number of visi-
shows that make up Alimentaria. ments, adding that ‘it is impor- tors since the year 2000.
Josep Pont Amenós, managing tant to lend strength and visibil- ‘We have set ourselves the goal
director of Borges Holding; Julio ity to the food industry because of 140,000 buyers,’ announced
López, international managing di- of how much capacity it has for Director of Alimentaria and Dep-
rector of Osborne-5J; Marcos Ru- job creation’ and defending sup- uty Managing Director of Ali-
vira, international customer and port and resources from the gov- mentaria Exhibitions J. Antonio
export development manager for ernment and media for this type Valls, who highlighted the show’s
Grupo Campofrío; Gotzon Elizbu- of initiative. strong focus on Asian countries
ru, business partnership manag- IESE professor Antonio Argan- like Thailand, Japan, Vietnam,
China, Indonesia and India.
Valls also explained that Alimen-
taria would increase investment
in international promotion by
30%, renewing internationalisa-
tion agreements with FIAB (Span-
ish acronym for the Spanish Food
and Drink Industry Federation), in-
creasing advertising investment
in international media outlets, or-
ganising practical seminars on in-
ternational markets such as Rus-
sia and China, and strengthen-
ing programmes such as Hosted
Buyers.
Alimentaria has institutional and
business relationships with more
FOODMEAT 128 NOVEMBRE 2011

4. Speciale Spagna
than 150 countries, a clear ex- The welcome of mr. José Pelegrí
ample of the trade fair’s interna-
tional focus. The number of inter- Dear friend,
national agents has risen from 4
(in 1998) to 27 (in 2012). As the person responsible for the agricultural and food policy of Catalonia, I
would like to welcome you to our country, which I hope you will also consider a
kind of second home following this visit.
A CLEAR COMMITMENT TO
Catalonia is a Mediterranean country that is open and advanced, meaning that
INNOVATION AND BRANDS
it has incorporated products from around the world into the classic Mediterra-
Alimentaria remains committed
nean trio of wheat, oil and wine to become one of the most emblematic cuisines
to brands: ‘brands create val-
in the world. Catalan cookery, with well-known ambassadors like Ferran Adrià,
ue, security, trust and jobs,’ ex-
Joan Roca, Carme Ruscalleda and the recently deceased Santi Santamaria as
plained Valls at the international examples of the wealth of professional chefs who hail from these parts, is a cor-
presentation of the trade show, nerstone of Catalan culture, which is also gastronomic.
where attendees were able to Catalan agricultural produce, from its meat and fruit through to its cured sausag-
consider the food and drinks in- es, olive oils, wine and cavas, nuts, rice, sweets and chocolate, biscuits and tor-
dustry’s capacity to help Spain rons (nougat), pasta, prepared and smoked goods, pickled vegetables and fish,
emerge from the crisis. dairy products and cheeses, boasts a number of exceptional qualities, wheth-
The trade show, which from the er destined for the mass market or the more demanding gourmet segment. Be-
very beginning has sought to be a hind it is an entire sector committed to innovation and creativity, with the guar-
gathering of brands, features the antee and traceability of products that provide an essential service to the popu-
presence of top food and drinks lation: nutrition.
firms from the various sectors. The welcome sample is intended to provide a taste of Catalonia so that you can
For Alimentaria, brands are the have a better idea of everything that will be on display at Fira Barcelona as part of
country’s assets. Alimentaria Barcelona 2012, produce both from Catalonia and from the 75 other
Alimentaria’s ongoing commit- countries due to attend this major international event.
ment to value propositions which
educate and inform specialists Josep Maria Pelegrí
will not disappoint specialised 4PUPZ[LY MVY (NYPJS[YL 3P]LZ[VJR -PZOLYPLZ -VVK HUK 5H[YHS ,U]PYVUTLU[
.V]LYUTLU[ VM *H[HSVUPH
visitors this year. Almost 10,000
m2 will be devoted to this type of
activity, with highlights including
BCNVanguardia, TasteFlavours
and a number of seminars and
conferences for each sector at
the trade show.
On the subject of innovation, Ju-
lia Pérez, journalist and food crit-
ic for the El Mundo newspaper
and spokeswoman for the tech-
nical committee for BCNVan-
guardia, Barcelona International
Gastronomy Conference, which
this year will focus on business
management, announced that at
this edition the gathering will be entation of Alimentaria, just as At this edition, the TasteFlavours
broadcast live via the Internet, re- they will during the exhibition experience will cast its eye
inforcing the idea of internation- next 26, 27, 28 and 29 March. abroad. For the second consecu-
alisation (reaching more media Food critic and journalist Paul tive year, Alimentaria will focus on
and specialists) and innovation. Richardson offered an overview the best of national and interna-
of the origins of Spanish cuisine tional cuisine, placing special em-
A DATE WITH GASTRONOMY and announced that at this edi- phasis on the quality and variety
AND HEALTH tion TasteFlavours will offer ‘a of cuisine from other countries.
Health and gastronomy also had new concept for enjoying Iberian The news announcement for
a place at the international pres- pork, oil and wine”. the International Conference on ´
FOODMEAT 129 NOVEMBRE 2011

5. Speciale Spagna
´ the Mediterranean Diet added a
healthy note to the event. Obesity
will be the issue dealt with at the
conference, with Dr. Ordovás pre-
siding. The event will take place
in the exhibition site’s auditorium
on 27 and 28 March.
Dr. José María Ordovás is a pro-
fessor of nutrition and a pioneer
and specialist in the fields of nu-
trigenetics and nutrigenomics. He
directs the USDA Human Nutrition
Research Center on Aging at Tufts
University and is a researcher at
the National Cardiovascular Re-
search Centre (CNIC) in Spain.
‘The fight against obesity re- Il gruppo di giornalisti internazionali in visita alle famose cantine Torres.
quires the determined involve-
ment of society and the leader- dustries and a showcase for the ic, on-the-move and international
ship of public authorities’, indi- strength of Spanish industry.’ — trade show in Spain.” — Francis-
cated the president of the Asso- Isabel Bombal, Director of Food co Carrió, Managing Director of
ciation for the Advancement of Manufacturing and Markets for Alimentaria Exhibitions and Reed
the Mediterranean Diet, Francis- the Ministry of the Natural, Rural Exhibitions Iberia.
co Sensat. and Marine Environment (MARM ‘After tourism, the food industry
At this edition, the conference in its Spanish acronym). makes the second largest contri-
will be especially relevant due to “We are proud to host and sup- bution to Spain’s GDP — Jesús
.’
UNESCO’s decision a few months port this trade show, a Europe- Serafín Pérez, President of the
ago to award the Mediterranean an and international leader.” — Spanish Food and Drink Indus-
Diet its Intangible Cultural Herit- Josep Ma Pelegrí, Secretary of try Federation (FIAB in its Span-
age of Humanity designation. the Government of Catalonia’s ish acronym).
Department of Agriculture, Live- ‘Alimentaria is one of the most
MORE THAN 80 stock, Fishing, Food and the En- important food industry events
INTERNATIONAL MEDIA vironment. in the world.’ — Paul Richardson,
OUTLETS INVITED “Alimentaria is the best venue journalist and food critic.
About eighty foreign journal- for promoting Catalan industry ‘The programme for the next edi-
ists took part in the internation- abroad. Our market is the world.” tion of Alimentaria will give spe-
al presentation of Alimentaria — Josep Ma Pelegrí, Secretary cial meaning to the variety of mod-
2012, representing major food of the Government of Catalonia’s ern Spanish cuisine.’ — Paul Rich-
and drinks industry publications. Department of Agriculture, Live- ardson, journalist and food critic.
In addition to attending the press stock, Fishing, Food and the En- “In Alimentaria, our international
conference at Casa Llotja de Mar, vironment. partners find a gateway to Span-
the journalists – from 30 Europe- ‘Alimentaria is the best showcase ish products.” — Gotzon Elizburu,
an, Asian, American and African for Spanish food and drinks.’ — International Partnerships Man-
countries – enjoyed an intensive Fernando Salazar, Executive Vice- ager for Grupo Eroski.
two-day programme of activities chairman of the Spanish Insti- “Alimentaria is a crash course on
in Barcelona. Highlights included tute for Foreign Trade (ICEX in its consumers in the world.” — Julio
the leisure, cultural and culinary Spanish acronym). López, International Managing Di-
tour of Torres winery. ‘Alimentaria will increase the rector for Osborne 5J.
number of exhibitors in its In- “Alimentaria is an opportunity to
WHAT PEOPLE ARE SAYING ternational Pavilion by 30%, to demonstrate the quality of our
ABOUT ALIMENTARIA 600 companies.’ — Josep Lluís products.” — Marcos Ruvira, In-
‘We want Alimentaria to contin- Bonet, Chairman of Fira Barcelo- ternational Customer and Export
ue to grow, because it is an ex- na and Freixenet. Development Manager for Grupo
cellent business forum for our in- “Alimentaria is the most dynam- Campofrío. Q
FOODMEAT 130 NOVEMBRE 2011