Resounding success of the "Germany Gourmet - TastingAsturias ImportMatch" program: 28 Asturian companies connect with the German market

 

The Principality of Asturias Foreign Promotion Society, Asturex, has successfully completed its program «Germany Gourmet – TastingAsturias ImportMatch", a key action for the Capabilities Plans Asturian agri-food companies. During two intense days, 28 companies from the region had the opportunity to present their products directly to top-level German importers, Chef of the Year y Roika Solutions.

 

This initiative, framed within the line of promotion ImportMatch from AsturexIt was conceived as a free, turnkey service, eliminating barriers for Asturian companies. German importers visited production facilities, learned about manufacturing processes firsthand, and tasted the products in their place of origin. This allowed them to appreciate firsthand the quality, authenticity and storytelling of the Asturian agri-food supply, thus generating valuable business and collaboration opportunities.

 

The focus on the German market is no coincidence. With a population of over 83 million and high purchasing power, Germany represents a strategic market with a deep appreciation for products. quality, with certified origin and sustainable production. The participation of Roika Solutions GmbH, specializing in innovative chefs and gastronomic concepts, and Chef of the Year, one of the most prestigious culinary competitions in Germany, guaranteed access to distribution channels premium.

 

Access to Strategic Distribution Channels

 

A highlight of the program was the presentation of "The Spanish Taste by Koch des Jahres," a gastronomic event scheduled for November 2025. This event will feature the participation of Intergast, one of the leading purchasing groups in the HORECA (Hotels, Restaurants and Cafeterias) sector in Germany. Intergast is a consortium of more than 40 food wholesalers with a presence in Germany, Austria, Switzerland, Belgium and Luxembourg, offering a exceptional opportunity so that Asturian products can access a broad segment of the market.

 

The event on July 7th, held at the Casería Asturiana La Maruta (Siero), included a welcome and presentation of the program. ImportMatch by Bruno Lopez, followed by the presentation of the event «The Spanish Taste by Koch des Jahres» and an analysis of the channel's key features and German HORECA. Subsequently, B2B meetings were held with Nuria Roig and Christian Kamm, representatives of German importers, who evaluated the potential of Asturian products. July 8th was dedicated to visits to the facilities of Asturian companies selected based on the interest detected during the initial interviews.

 

Collaborative Approach and Positive Assessment

 

The program Tasting Asturias ImportMatch It was designed under a collaborative approach, seeking to generate value relationships and promote exchange between professionals in the sector. This format of "reverse visits" allows foreign buyers to immerse themselves in the production processes, business philosophy and the differentiating values ​​of Asturian products, crucial elements for establishing solid and lasting commercial relationships.

 

Over the course of two days, the German importers toured various regions of Asturias, visiting everything from traditional bakeries and artisanal cheese factories to modern beverage and canning facilities. This tour gave them a chance to learn about the diversity and richness of the Asturian agri-food offering, recognized for its high quality, respect for traditions and innovation.

 

The importers' assessment has been extremely positive. Christian Kamm he claimed: "The storytelling of Asturian companies has been key to connecting with the select audience our clients target. Their way of communicating the origin, tradition, and added value of their products makes a significant difference. We have identified 75% of them as potentially aligned with the premium scale."The German team, made up of Christian Kamm and Nuria Roig, has already confirmed meetings in Germany for next week, where samples of the selected products will be presented, demonstrating the real interest and effectiveness of the format."

 

For their part, Asturian companies have praised this new formula for internationalization. Many have congratulated Asturex for promoting «A direct, highly personalized and results-oriented format that allows you to present products and generate real opportunities without having to travel outside the Principality."This represents a significant saving in time and resources, optimizing the export effort."

 

Promotion Plan for the Agri-Food Sector

 

This meeting is part of the Promotion Plan for the agri-food sector designed by Asturex for 2025Asturex, a company of the Sekuens Group, continues to support the internationalization of the Asturian company through various promotional initiatives in strategic markets. Among the initiatives planned for this year are not only reverse missions like this one, but also participation in specialized international fairs and promotional initiatives at the point of sale, all with the aim of increase presence and visibility of Asturian products in the most demanding international markets.