Catalonia strengthens the positioning of its agri-food products in Southeast Asia

This week Prodeca is taking part in two commercial activities in Singapore aimed at strengthening the presence of Catalan wine and olive oil in Southeast Asia: the ProWine Singapore trade fair and a European trade mission as part of Food & Hospitality Asia.

From 21 to 24 April, Prodeca is organising the group participation of 13 Catalan companies at the ProWine Singapore trade fair, a professional platform for international wine trade, with a shared stand model that boosts joint visibility and commercial activity.

With a format designed to facilitate direct contact with market operators, the fair brings together importers, distributors, horeca professionals and retail specialists, creating an environment conducive to generating commercial opportunities and new business contacts.

This line-up reflects the diversity and export capacity of the Catalan wine sector, with companies spanning different product segments and positioning.

Catalan companies taking part in the fair with Prodeca:

• De Muller
• Josep Masachs
• Montesquius
• Roqueta Origen
• Torelló
• Unió Origen
• AECAVA
• Avinyó
• Castell d’Or
• Ferrer Wines Group
• Masia Torreblanca
• Mastinell
• Vins el Cep

An international platform for the wine sector

ProWine Singapore has established itself as a leading event in the region. Its previous edition brought together more than 200 exhibitors from 27 countries and over 14,000 trade visitors from 83 markets, with strong international participation.

These figures show the fair's role as a meeting point between international supply and demand, particularly at a time when Asian markets are showing growing interest in European wines and value-added products.

Institutional activity within the European framework of Food & Hospitality Asia

Alongside the fair, from 20 to 23 April Prodeca is taking part in a trade mission organised by the European Commission within the EU pavilion at Food & Hospitality Asia.

The activity combines networking spaces, bilateral meetings with local companies and market intelligence sessions, with the aim of facilitating commercial scouting and connections with Singaporean operators.

Over the first few days, the agenda includes meetings with agri-food companies and networking sessions with institutional and business representatives, helping to identify opportunities and establish initial avenues for collaboration.

As part of the mission, Prodeca is taking part in a technical session on the commercial opportunities arising from the free trade agreement between the European Union and Singapore. To showcase the diversity and quality of Catalan olive oils, Prodeca is presenting the talk “Olive Oil from Catalonia. Diversity as Expression”.

Taking part in these spaces makes it possible to engage directly with industry professionals and opinion leaders, who play a key role in introducing and establishing products in the market.

Singapore, gateway to a growing market

Prodeca's presence in Singapore reflects its aim of consolidating the position of Catalan agri-food products in international markets with growth potential. Southeast Asia has become a strategic region for many Catalan exporters, both for its economic dynamism and for the evolution of distribution and consumption channels, with considerable scope for categories such as wine and olive oil — sectors linked to quality, origin and product differentiation where Catalonia has established itself in recent years. 

In this context, Singapore acts as a regional hub and concentrates a significant share of the importers and distributors operating in countries such as Malaysia, Indonesia and Thailand. This central position makes it an important gateway for companies looking to establish or expand their presence in the area.