11.27.20

The Agriculture and Foreign Action ministries incorporate food commercial managers in strategic markets

The Minister of Agriculture, Livestock, Fisheries and Food, Teresa Jordà, and the Minister of Foreign Action, Institutional Relations and Transparency, Bernat Solé, signed an agreement on November 25 for the incorporation of specific commercial managers for the food sector in strategic markets through the Delegations of the Generalitat. This initiative, which will be carried out through Prodeca, aims to accompany companies in the sector to minimize the Covid-19 difficulties and uncertainties.

The new commercial managers will be a key figure for the reinforcing Catalan food sector internationalization, which generates a business volume of € 38,205 million and directly employs 163,372 people. "With this incorporation, we will help and reinforce our products through these managers, whom will sell them, promote them and make them known even more, because there are excellent, healthy, safe and high qualified products", said the Minister Teresa Jordà during the signing of the agreement.

For his part, the Minister Bernat Solé has assured that "during the pandemic, the good work carried out by the Government delegations abroad has become evident." "They are an essential tool that we have to put at the service of the most important sectors of the country to internationalize our economic and productive industry," he explained.

Strategic markets

Thus, the initial phase of incorporation of these food commercial managers will begin in four strategic markets for the Catalan food industry: United States, United Kingdom, Germany and Mexico.

The United States and Germany are the two main world importers of food and beverages, and 9th and 4th Catalan food destinations, respectively. The growth forecast in the German market, with a relevant trajectory in the organic sector, is 15% for the next 5 years and the task of the new commercial managers will focus on the distribution of the hand of the main German retailers, also present in Catalonia. 

The US market is especially strategic, with significant knowledge and appreciation of the Mediterranean Diet. However, Catalan food products lose some competition compared with other countries since the application on October 2019 of new taxes on European food and beverages. In this sense, and to reinforce the promotion of Catalan wines in the United States, Prodeca starts this November the Chafea program for the next 3 years: support and constant dialogue with the North American market will be needed. It is an initiative to disseminate Catalan wine, which will include various projects such as events with specialized press and professionals in the sector, workshops, training sessions, business meetings, fairs, etc.

Mexico is the 14th world food importer and represents an important demand and forecast of consumption will growth in this industry in the coming years. Despite the slowdown in food and beverages spending in the next 5 years, it’s a very potential market in the medium and long term.

Finally, United Kingdom is the 8th world importer and the 6th destination for food and beverages for Catalan producers, and it also requires special treatment to minimize the Brexit consequences.

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