The Catalan food sector is focusing on Mexico

With a business volume of nearly €210 billion, Mexico is the primary market for Catalan companies in Latin America. The country has experienced exponential growth of 41% in the last five years, and it is projected to grow by 36% over the next five years, at an annual rate of 6.4%. In recent years, the country has established itself as one of the main destinations for Catalan food and beverages, with a market share valued at €140 million. 

This trend has increased in recent years since the stable presence of Prodeca in the Mexican market in 2021, as part of the joint work between Prodeca and the Government Delegation in Mexico. In these years, Catalan food and beverage exports have increased by nearly 40% in value, and exporting companies have grown by 26.7%. This reinforces, on the one hand, the shift from volume to value that the Catalan agri-food sector has made in its international positioning, and on the other hand, the commercial commitment of Prodeca to Mexico as a strategic market.

Assessment of actions in the Mexican market

Business opportunities for Catalan companies have significantly increased in recent years thanks to the commercial actions carried out jointly by Prodeca and the Government Delegation in Mexico, with the collaboration of ACCIO. 

This was stated by the government delegate, Lleïr Daban, during the presentation of results from the collaboration between both entities. Over the past three years, more than 500 B2B meetings have been fostered between Catalan companies and importers and distributors in this market, and more than fifteen promotional and gastronomic events have been organized with the participation of 80 Catalan companies, along with the exhibition of more than 500 references of Catalan products. Various master classes have also been held, featuring Catalan products as the main focus, attended by more than 170 Mexican professionals from the fields of distribution, restaurants, hospitality, sommeliers, and journalists, along with industry agents. 

These data were highlighted during a visit by a Prodeca delegation to Mexico, led by the entity's director, Ramon Sentmartí, alongside the technical head of Prodeca in this market, Rosalba Arrufat, and Sofia Elguero, the Commercial Promotion Technician of the Delegation and Prodeca representative in Mexico, who conducted follow-ups on the activities carried out so far, as well as evaluating and preparing for future actions and strategic collaborations in Mexico. To this end, they held meetings with agents from the agri-food and gastronomic sectors in Mexico, such as retailers, importers, chefs, and culinary schools. 

Meetings with agents and companies in the sector to promote the positioning of Catalan products

The agenda of meetings for the Catalan delegation included encounters with representatives of the Grupo Abascal, one of the most important distribution companies in Mexico, which currently works with the main supermarkets in the country. Through various actions with this group, Catalan products have entered the shelves of major chains such as La Comer, Soriana, Chedrahui, Walmart, Costco, Sam’s, and Palacio de Hierro. 

The meeting with the owners of one of the main importers and distributors specialized in selling gourmet food and beverage products in Mexico, Eurofood, served to analyze the results of the positioning actions for Catalan products as well as the opportunities in this market. 

With representatives from El Palacio de Hierro, one of the most important chains in Mexico focused on a mid-high sector distributing premium and luxury items, the results of various promotional actions for Catalan products were evaluated, with particular attention to the Catalonia Festival, which had significant repercussions and impact, while also showing great interest in leveraging the recognition of Catalonia as a World Gastronomy Region 2025 to enhance the presentation of the diversity and quality of Catalan products at their points of sale. 

The Catalan delegation also met with the owner of La Naval, the leading chain of wine, liquor, and gourmet product stores in Mexico, with whom, through the Prodeca team in Mexico, promotional and positioning actions for Catalan products have been carried out in their stores and restaurants. 

The recognition Catalonia World Gastronomy Region 2025 has been the main thread of the meeting with a representation from the Colegio Superior de Gastronomía de México, led by Gina Pérez, to explore collaboration proposals to present Catalan cuisine and promote our products in this market. With the Catalan chef Xano Saguer, owner of the emblematic Espai Gastronòmic Çuina and considered one of the leading ambassadors of Catalan cuisine in Mexico, opportunities and challenges for the positioning of our cuisine and products were analyzed, and various projects for 2025 were discussed.

The Prodeca delegation also met with the director of the Mexican School of Sommeliers, Ricardo Espindola, one of the most expert and recognized figures in the wine world in Mexico and collaborator of Prodeca and the Government Delegation. They reviewed the positioning of Catalan wines, sparkling wines, and liquors in this market, as well as the various tastings conducted for professionals in the restaurant and distribution sectors. 

Coinciding with the visit of the Catalan delegation, a master class was held at the Catalonia Space of the Government Delegation in Mexico, led by the same sommelier Ricardo Espindola, featuring Catalan vermouth as the protagonist. The session was highly rated by the fifty attendees, representing hotels, restaurants, cocktail bars, importers, distributors, and specialized media. Both in this session and in meetings with industry agents, it has been noted that vermouth is trending in Mexico, presenting very interesting opportunities for Catalan brands of this product.