Ramón Sentmartí, General Manager

PRODECA

Mr. Sentmartí, let’s start with a descriptive introduction about what is PRODECA and what are its main activities and objectives 

PRODECA is the public body under the Ministry of Climate Action, Food and Rural Agenda of the Government of Catalonia,  devoted exclusively to promoting Catalan agri-food products and to provide support services for the internationalization and foreign trade of the agri-food sector in Catalonia, providing the knowledge, the tools and the experience in order to increase the value of Catalan products at worldwide level. Furthermore, we also support our local companies in the management of export certificates and other procedures required to facilitate their further expansion to international markets.

Our aim is to help Catalan companies to sell more and above all to sell better, which is not always the same, and we do this through different lines of action. One of them is by participating in the main regulatory fairs worldwide, including Alimentaria 2024, that was celebrated here in Barcelona from March 18th to 21st and it is one of the most important agri-food Fairs in the world. Another axis of our action lines is to organize and participate in international forums, both in person face-to-face and online, where we provide full information, consulting, orientation and support to the companies and distributors interested in our Catalan products.

PRODECA has been boosting the competitiveness and the internationalization of the Catalan agri-food sector for over thirty years. Agri-food is one of Catalonia’s strongest and more strategic sectors, and we act as direct connectors to put in contact the sector’s key players, in order to generate synergies and create new socioeconomic and business opportunities. We act as an essential bridge between the Catalan producers and the global markets, to facilitate the access of Catalan products to the shelves of the most important markets around the world.

We adopt various strategies to promote the quality and authenticity of Catalan products: from active participation in international fairs and events, to the organization of commercial missions and marketing and communication initiatives aimed to highlight and project the values ​​that best define our Catalan products: tradition, sustainability and, above all, an innate passion and commitment to extraordinary quality.

We work tirelessly to build and consolidate Catalonia‘s prestige and reputation as an agri-food global benchmark, creating opportunities for Catalan companies and producers to establish direct contacts with foreign buyers and distributors. Global presence and international visibility are instrumental in consolidating the image of Catalonia as an agri-food powerhouse at global level.

The agri-food sector is a key driver of the Catalan economy, it generates €43Bn turnover, equivalent to 19% of Catalonia’s GDP, and directly employs 177,031 people. This makes it one of the region’s largest sectors, comprising 57,427 agricultural holdings, 4,253 food and drink industries, and 658 establishments in the agri-food auxiliary industry.

The meat sector is the largest processed food sub-sector, followed by fine food, vegetable oils, wine, fruit and vegetables, cereals and mill grain products, and fish and seafood.

The food and drink industry in Catalonia accounts for 23% of the whole sector turnover in Spain.

Catalonia, with its rich agri-food sector, and PRODECA, with its dedication to international promotion, have created a culinary narrative that resonates throughout the world

Indeed, Catalonia is a mosaic of diverse agricultural lands, from the coastal plans to the vineyards of the interior region, and PRODECA is the key tool and ally to promote Catalonia’s culinary wealth at international level.

Catalonia’s diversity provides optimal conditions for the cultivation of fresh products such as fruits, vegetables and olives. Our local agricultural production, in harmony with sustainable practices, guarantees not only the extraordinary quality of our products, but also contributes to the conservation of the environment.

The Catalan star products, such as meat, olive oil, wines, fruits, embotits and many different types of fine-food such as almonds or chocolate, have achieved international prestige for their quality, authenticity and unmistakable flavors. The Denominations of Origin such as Priorat, Penedès and Empordà are benchmarks of wine quality, consolidating Catalonia as a gourmet destination.

PRODECA has the mission of positioning Catalan agri-food products as leading references of quality and authenticity at international level, and we work closely together with our local producers to guarantee that their products arrive to their destinations with the same level of excellence that characterizes our local rules and standards. The diversity of our land and the passion of our farmers are the basis of our agri-food force and through PRODECA, our mission is to make this rich Catalan cuisine shine in every corner of the planet.

For us, collaboration with local companies is an essential pillar of our strategy. In addition to promoting the Catalan products worldwide, we also provide our local producers all the practical support they require in export management, ensuring a smooth transition for all Catalan companies that wish to expand internationally.

With a closer look to the future, this fruitful symbiosis continues to make of Catalonia a truly unavoidable destination for lovers of gastronomy around the world, while ensuring the constant growth and prosperity of our local businesses.

The combination of Catalonia‘s outstanding diversity with PRODECA‘s expertise and commitment to internationalization is making of Catalonia a veritable agri-food paradise. A paradise that is not just tasted, but lived and experienced through the senses, with PRODECA as a guide that projects the essence of Catalonia‘s flavors to the international markets.

C A T A L O N I A  

WORLD REGION OF GASTRONOMY 2025

Catalonia will be the World Region of Gastronomy in 2025

Becoming the first European region to receive this distinction.

This recognition is an extraordinary opportunity to reinforce synergies between the administrations and sectors involved, to place more value on the entire Catalan agri-food and culinary heritage, and to further promote it at both local and international level.

The Catalonia, World Region of Gastronomy 2025 is an initiative promoted by the International Institute of Gastronomy, Culture, Arts, and Tourism (IGCAT), a non-profit entity that since 2010 has been working with consortia of regional entities and agents in the field of gastronomy, culture, arts and tourism.

Yes, Catalonia is the first European region to receive this distinction, and this recognition reaffirms the consolidation of Catalonia’s innovative and regenerative tourism model, where Catalonia’s gastronomic revolution has gone beyond restaurants, opening its doors wide open to the world, inviting to discover Catalonia’s richness and to explore and enjoy its outstanding local food production.

The distinction aims to highlight and foster those regions that actively contribute to improving its residents’ quality of life by valuing the different food cultures, health and sustainability education, and gastronomic innovation. It is an award that guarantees full credibility to the winning regions, as it is given by an independent and international jury made of experts from different fields, such as tourism, culture, hospitality, and of course agriculture.

In May 2023, the international jury visited different food and tourism related experiences, to witness and experience first-hand the potential of the Catalonia candidacy.

The jury valued, among many other aspects, the dedication and professionalism of the people from the sector and their commitment to constant improvement and progress.

They agreed that few places can compare to Catalonia‘s renowned first-class cuisine, where the fusion of flavours and the exceptional nature of its products allows for unique culinary experiences.

On 6 June 2023, IGCAT’s President, Mrs. Diane Dodd, announced that Catalonia had been selected to receive this distinction.

We are profoundly proud and immensely excited about this important milestone, as in 2025 Catalonia will become, more than ever, the flagship reference of the world’s best Gastronomy.

It represents an outstanding opportunity to project Catalonia’s leading position as a food and wine powerhouse and to maximize the audience of Catalan Food at a global level  

In an increasingly inter-connected world, the prestige and reputation of Catalan products is key

The distinction will help Catalonia gain greater international visibility, because it boosts our Catalonia brand as a Fine Food & Wine Destination. It will also allow us to further attract more quality tourism interested in gastronomy, which is an ideal visitor because it generates-spends 3,5 times more than other types of tourists, travels throughout all year-round, and are usually interested in knowing other aspects of our territory in which Catalonia also excels.

The online platform Catalan Food is another significant tool to showcase our Catalan products in the international markets, offering a unique window that exposes the diversity and quality of our products to a global audience, helping our companies to establish increasing connections and partnerships with producers, distributors, buyers and food lovers from all over the world, while gaining further recognition and prestige for the Catalan products among international consumers.

A Perfect Tool and a Perfect Strategic Partner…

Catalan Food acts as a very effective channel to highlight the quality and variety of our products, but also conveys the history and passion behind each Catalan label and brand.

Through Catalan Food, worldwide consumers can learn about the richness of Catalonia gastronomic heritage from the comfort of their own homes. The platform not only facilitates online shopping, but also educates consumers about the benefits of choosing authentic Catalan products.

PRODECA is fully committed to working with Catalan Food to consolidate the global positioning of Catalan products through international joint campaigns of strategic value, as our aim is to conquer the world’s main markets and increase the international visibility of our products, our companies and our brands.

PRODECA and Catalan Foods is much more than a commercial alliance, it is also an expression of our shared determination to share our gastronomic wealth with the world.

Together, we are building bridges that connect cultures through the pleasure of good food.

Catalonia has renowned chefs who keep leading the international rankings 

This is another very important advantage, a Gastronomy of Excellence, with renowned chefs who stand out with  innovative cuisine, disruptive but at the same time with a lot of tradition and solid background.

Catalonia produces practically everything, and especially talent…

Excellent olive oils, cheeses, meat, fine-gourmet food, sweets and chocolate, fruits and seafood…and we take them to all markets in the world.

We undertake constant activities in the main European cities, in the United Kingdom, in the United States, in Mexico and Latin America, in the Middle East, Africa and of course in Asia, in all the markets that we consider there is potential for growth and development opportunities.

There are places where we go together with the Delegations that the Catalan Government Generalitat de Catalunya has in each country, for example Germany, the United Kingdom, the United States, Mexico and many other markets, and we also work with a lot of what we call aerial agencies and specialized people, very knowledgeable about the agri-food sector in each market, who also know our companies and products very well and they help us organize our Catalan Food events around the world.

We undertake many different actions and activities, including tastings, outdoor performances and specific promotions, and we establish collaboration and partnerships with the opportunities that align with our mission to achieve the greatest knowledge, projection and visibility of our Catalan products internationally. 

How does China show up in your global strategy?

China has become indeed one of the most important markets in the world for the agri-food sector and companies, and it is already the second economy in the world.

Our Catalan Minister of Business and Labour Roger Torrent I Ramió, accompanied by the Government’s Director-General for Industry, recently traveled to mainland China and Hong Kong to promote trade relations and strengthen commercial ties with Catalonia.

Chinese foreign investment in Catalonia has amounted to 1.164 billion euros in the last five years and has created 2,100 new jobs, so we aim to accelerate the internationalization of our Catalan companies in this market.

With more than 2.3 billion euros exported by Catalonia in 2022, China is currently the second non-European destination with the highest volume of sales by Catalan companies, only behind the United States.

Thus, China is a strategic market of great importance to showcase our Catalonia brand and Catalan products, as in doing so we also support the Catalan companies that are already present in the Asian giant, be it with direct offices or through distributors or local partners.

Catalan exports exceed 100,000 million euros in 2023, a new outstanding record…

Yes, Catalan exports grew by 6.1% in 2023 and for the first time exceeded 100,000 million euros, standing at 100,683.5 million euros. Our exports have reached the best figure in the historical series.

As the Minister of Business and Labour, Roger Torrent i Ramió assured, «This is the merit of the Catalan companies and their innovative and competitive projects, but also of the policies of accompaniment of the Catalan Government in the process of internationalization of our companies in an environment of slowdown. These figures show the capacity for resilience, dynamism and adaptability of the Catalan business fabric, which has been able to overcome 2023’s uncertainties and difficulties on a global scale».

Catalan exports grew at a faster rate than global foreign trade (0.8%), and in contrast to the declines experienced by the whole of Spain (-1.4%), and the Eurozone (-3.4%).

In fact, the growth of exports to Catalonia during 2023 has been higher than that of global foreign trade as a whole, which the World Trade Organization (WTO) places at 0.8%, and it contrasts with the fall they have suffered both in Spain as a whole (-1.4%) and in the eurozone (-3.4%).

In the last 10 years, Catalan exports have grown uninterruptedly, only with the exception of 2020 of course, due to the lockdowns caused by the pandemic. Thus, throughout this last decade, Catalonia’s sales abroad have increased by 70.8%.

2023 also saw the highest number of regular exporters with 17,757, up 1.6%.

According to ACCIÓ – Catalonia’s Agency for Business Competitiveness these are indeed the highest figures in Catalonia’s historical series.