It's still a challenge for gourmet Spanish products to be recognized at first glance in Europe. They're undoubtedly among the best you can find, but we often face competition from middling Spanish products marketed as gourmet... and that's not the case. Let's see why.

We are the second country in the world and in Europe with the most international visitors, after France, we are also the country with the most Michelin stars, we have the number 1 restaurant among the Top 50 in the world and more than 10 chefs among the top 100. Even so, we are not perceived as "the cream of the crop among gourmet products. Why? Well, basically because of our own fault. Yes, yes, we can't blame it on other people. It's Spain that hasn't done its homework properly.

The Spanish gourmet products, despite their quality and tradition, face several challenges to be recognized and valued in European markets. Here are some key reasons:

  1. Dominance of other European countries in the gourmet category

France and Italy have successfully positioned their premium products (cheeses, wines, cured meats) with a strong identity and aggressive marketing strategies. Consumers often associate "gourmet" with these countries rather than with Spain. And we must address this outstanding issue in our country once and for all. How? By more aggressively explaining our differences and strengths, such as the Extra Virgin Olive OilWe are the world's leading producer, and Italy must buy our oil so it can export "its oil"!! Are we stupid or something? If they don't have more oil to export, why They produce 5 to 6 times more than Spain, then they should focus on pasta and pizzas.

Spain has the widest variety of extra virgin olive oils and doesn't need to sell our "liquid gold" to another country to receive credit and recognition. But that's what happens with Iberian ham, sheep and goat cheeses, or gourmet preserves (anchovies from the Cantabrian Sea, bluefin tuna from the Mediterranean, mussels from Galicia, etc.), not to mention vinegars, sweets, nuts. In short, we must encourage national brands to explore other markets where they're sure to enjoy our gourmet products once they discover them.

  1. Lack of a unified country brand strategy

Spain has exceptional products (Iberian ham, olive oil, wines, cheeses), but they aren't always presented under a unified identity that contributes to their international recognition. We don't know how to unite intelligently, simply, and transparently to achieve much greater success together. The lack of unity is evident in the brand. Made in Spain, It does not have roots as the Italians and French have done with it Made in Italy y Made in FranceAssociating a product with a country is much easier to position in the minds of people from other countries. Simplicity generates trust. In Spain, however, we're more disorganized (products from Catalonia, products from Galicia, products from Castile and León, etc.), thus creating confusion and laziness on the part of consumers from other countries, because they shouldn't have to know all of Spain's regions.

If we worked on the brand Made in Spain Gourmet, Many unknown products would benefit from the strength of, for example, 100% Iberian Ham or EVOO, to give two examples.

  1. Lower investment in marketing and branding

While France has developed the image of the "know-how and excellence, and Italy that of the "Made in Italy» With a strong emotional charge, Spain has not fully exploited the storytelling of its gourmet products. A strategy that, in addition to being real and straightforward, is simple: we just need to explain what we are, without lying, without exaggerating, sharing the good fortune we have in Spain to produce exceptional products with unbeatable and innate quality raw materials. To achieve this, once again, we suffer from the same problem as with the country brand strategy: we need more unity between product categories, unified quality criteria to explain everything, the same message so that it resonates more deeply, and, of course, we need to invest much more in digital communication, content, and social media. This way, no one can block us, and we'll reach every corner of Europe.

  1. Competition with lower quality and cheaper products

In European markets, gourmet Spanish products compete with cheaper, lower-quality versions that entered the market earlier and were classified as Spanish products = gourmet products from Spain. This is a big mistake, and one that continues to harm higher-value Spanish products. Furthermore, it makes it difficult for European consumers to understand their true value. We also need to fight against the moles that torpedo higher-value, higher-quality products made in Spain. Here, it's important to create quality seals, emphasize Designations of Origin, PGIs (Protected Geographical Identification), traceability seals, etc. If it's already hard to have to fight against other countries, having to do so against products from our own country of inferior quality makes the effort even more difficult. However, sometimes it's precisely our competitors who flood the market with lower-quality, cheaper Spanish products to emphasize the value of their products (affordable and high-quality) and reduce ours with inferior products (a divide-and-conquer strategy).

  1. Logistics and distribution barriers

The lack of knowledge of international logistics among many Spanish gourmet brands means they haven't made the same progress in optimization as Italy and France, which have a better geographic positioning in the rest of Europe. Furthermore, we need to improve our relationship with European distributors, implementing more public relations activities and conducting events with them. tastings of product, to generate more trust and brand value Spanish Gourmet.

  1. Consumer ignorance or prejudice

In some markets, consumers are still not as familiar with Spanish gourmet products as they are with Italian or French ones. For example, prosciutto is more recognized than Iberian ham, even though the latter is superior in quality, and even though the value of Iberian ham as a category has been growing (including 50%, 75%, and 100% Iberian ham). The same is true of Spanish extra virgin olive oil, which also cannot compete with Italian products on price (at a higher level) simply because the foundation of the category has not been developed as it should have been.

How to improve recognition of Spanish Gourmet products?

It's not an easy task, especially if there isn't a general consensus among the brands that produce Spanish gourmet products.

Branding reinforcement. One of the first things we should do is create a strong gourmet identity for Spain, similar to that of France and Italy. With values ​​such as the packaging, the storytelling, values, traceability, quality seals from DOs, PGIs, etc. But establishing a clear designation of Spanish Gourmet Product won't be easy. Brand websites must be driving forces and showcases for their products, where they can organically and seamlessly position their products, categories, and the brand itself. 

Greater consumer education. It is key, and hence the obsession with creating informative content about products, brands, their history, their production... we must explain the value of products and how they are made, so that the consumer knows how much it costs to produce them, such as, for example, Iberian acorn-fed pata negra ham (cured for 36/48 months) or extra virgin olive oil (early harvest, different varieties of olives...), their certifications of origin...

Taking advantage of trends. Incorporate Spanish products into global culinary trends (e.g., tapas in haute cuisine, fusion with other cuisines).

Presence at international fairs and events: Greater visibility in key markets to increase recognition and prestige (Asia, USA, France, Italy).

Much to do, but there are people and companies like Made in Spain Gourmet, We know this is the only way forward. It's the way forward, developing our space, which we deserve, and we must fight to defend it, because we are the world's leading gastronomy, but we're not at the level of the country and brands to endorse it. Let's keep going!

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Israel Romero, CEO of Made in Spain GourmetAUTHOR: Israel Romero, CEO of Made in Spain Gourmet.