Companies from Asturias make their mark in Germany, the EU's second largest agri-food market, with the gastronomic summit 'The Spanish Taste'

 

The Society for the Promotion of the Principality of Asturias (Asturex) has organized the delegation's participation in the professional gastronomic summit that took place on the days 16 and 17 November in the Grand Hall Zollverein in Essen. The main objective of this display was twofold: to promote the quality food and beverages of the region and strengthen its presence in the HORECA channel German through direct contact with buyers and distributors.

 

During the two days, the companies not only showcased their products, but also participated in an intensive program of activities. The event began with a welcome afternoon which included tastings and showcookings of Asturian products overseen by the renowned chef Sergio Rama.

 

The program included a dedicated exhibition area for Asturian representatives to carry out live demonstrations and offer tastings. November 17th He dedicated himself to trade negotiations with sessions of 'speed dating'These are brief, four-minute meetings designed to allow international importers and distributors to learn about the products and generate business contacts.

 

As the culmination of the events, chef Sergio Rama led a second tasting session. Furthermore, the mission yielded concrete results with the signing of trade agreements under the program ImportMatch between the importer Aurelia Trade GmbH and three of the participating companies of Asturias.

 

Positive assessment of the impact and the market

 

Asturian companies have given a very positive assessment of the strategy of Asturex, Highlighting the “effectiveness of combining a strategic importer with a high-level gastronomic event”They believe this formula has been crucial for introducing their products into Germany through actions of visibility, professional networking and tastings.

 

Special emphasis has been placed on the “quality of contacts” generated during 'speed dating', especially with Intergast, One major wholesale groups of the HORECA channel in Germany. Furthermore, the companies highlighted the “exceptional media impact” of the event, with extensive digital coverage from Koch des Jahres and thousands of social media interactions, along with promotion through the channels of @TastingAsturias.

 

For the companies, “These actions are essential to consolidate its international presence and establish sustainable business relationships in the European HORECA sector.”.

 

Germany: A key destination for quality and sustainability

 

The German market is a essential opportunity for the agri-food sector of Asturias. The data confirms its importance as it is the second destination market for the region's exports within the EU, with a particular focus on the categories of drinks, meat products and canned fish.

 

German consumers are showing a growing trend towards products that guarantee origin, quality, traceability and, especially, sustainabilityIndustry statistics indicate that 59% Germans prioritize sustainability in their food purchasing decisions. This preference opens up a significant niche for gourmet, high-end offer and those products with a designation of origin, such as specialties, premium preserves and exclusive drinks.

 

Asturex's plan for 2025

 

This participation in Germany is part of the activity plan for 2025 from Asturex (a Sekuens Group company) to promote the internationalization of the agri-food sector. This program includes trade missions and fairs, training in priority markets, and the constant digital promotion through the project @tastingasturias, an already established tool for connecting regional producers with international importers.

 

With initiatives like this, Asturex “It reinforces its commitment to positioning Asturian products in strategic markets and supporting the internationalization of the sector.”.