Chefs, sommeliers and producers showcase Catalan gastronomic creativity at Worlds of Flavor

Catalonia strengthens its presence in the United States with a prominent participation at Worlds of Flavor, the leading international gastronomy conference organised by the Culinary Institute of America (CIA), held from 5 to 7 November at the CIA at Copia campus in Napa Valley (California). The event brings together world-renowned chefs, restaurant professionals, suppliers, trade media and trendsetters, and is considered one of the most influential forums for the North American HORECA sector.

The Catalan presence at the conference is organised through Prodeca – the Catalan Food Promotion Agency, a public company of the Department of Agriculture, Livestock, Fisheries and Food of the Government of Catalonia, with the aim of positioning Catalonia as a benchmark for creative food and innovative gastronomy within the framework of its designation as World Region of Gastronomy 2025. This action is part of the internationalisation strategy of the Catalan agrifood sector and of the strengthening of commercial ties with the North American market, one of the most attractive for its size, capacity for innovation and influence as a trendsetter.

Catalonia takes centre stage with avant-garde cuisine and innovative wines

Over three days, Catalonia will roll out a programme combining haute cuisine, premium produce and oenological innovation, with activities designed to inspire American professionals and generate business opportunities:

• Cooking workshop “Inside the Catalan Avant-Garde: A Mediterranean Culinary Revolution with Lessons for American Foodservice Operators”, led by chef Lluís Roger, Michelin-starred and head of the restaurant BCN Taste & Tradition (Houston, Texas). The session will show how Catalan creativity can provide solutions tailored to the HORECA market in the United States.
• Exhibition at the World Market Place, with Catalan companies such as Patates Torres and Mmmediterranean, which brings together producers such as Anxoves de l’Escala, Arrom, Bonblat and Heura, representing the diversity and quality of Catalan produce.

The presentation “The trilogy of Catalan Bread” is also planned, an educational, experiential proposal highlighting three iconic bites of Catalan cuisine: bread with tomato, bread with wine and sugar, and bread with oil, salt and chocolate. The gastronomic narrative connects heritage and innovation, highlighting Pa de Pagès —recognised as a PGI since 2013— and the tradition of reusing bread in times of scarcity.

At Worlds of Flavor, chef Alba Sunyer offers a creative version using contemporary techniques (tomato water granita with bread spread with anchovy oil; red wine foam with sugared bread crumble; and chocolate with olive oil spherification), which converses with its roots while opening up applications for front-of-house service and catering kitchens. The activity features the participation of companies such as Anxoves de l’Escala, the extra virgin olive oil of Grup Pons, Caviaroli, coca de Manlleu, Concept Pa and the hazelnuts of Fruit Secs Torra.  

During the event, Catalonia will also lead actions focused on the world of wine and pairing within the framework of the European project Taste The Difference (TTD.EU):

• Masterclass “Catalonia in a Glass: Oenological Innovation and Delicious Pairings”, led by sommelier Clara Antúnez Ferrer (La Gastronòmica), with the participation of chef Alba Sunyer, who will present her bread trilogy in traditional and creative versions.
• Walk Around Tasting in the conference's VIP area, with wines from the Parés Balta, Albet i Noya, Álvaro Palacios and Clos Mogador wineries.

The European project Taste the Difference (TTD.EU) is an initiative co-financed by the European Union that aims to increase the presence and visibility of Designation of Origin wines and cavas in the North American and Chinese markets. The actions promoting Catalan wine to North American opinion leaders include masterclasses with prestigious sommeliers, guided tastings, participation in trade fairs, reverse missions and the creation of informative materials, with the aim of conveying the uniqueness and quality standards of European wines.

All these activities aim to generate commercial links with the conference attendees, mainly HORECA sector professionals, and to position Catalonia as an innovative and sustainable territory, capable of offering high value-added products and gastronomic experiences.

Continuity of Catalonia's campaign in the United States

The participation in Worlds of Flavor forms part of a calendar of Prodeca actions in the United States: the second edition of the Catalan Food Show Miami (17 September), the Catalan Food Masterclasses in cooking schools (session in Austin, 4 September, and Albany, 23 September), and, coming soon, the Catalan Food Christmas Tastings in December in Houston and New York, two Christmas-themed showroom days with product display and tasting, organised through the importer and aimed at distribution and restaurant professionals. This calendar of actions seeks to strengthen product turnover, value positioning and the connection with key operators in the North American market.

The United States, a strategic market for the Catalan agrifood sector

The North American market is strategic for Catalan agrifood companies. With 1,175 exporting companies —432 of which export regularly— and a 3.6% share of total exports, it is the seventh largest destination market globally and the third outside the EU, after the United Kingdom and China. Over the last 10 years, sales of Catalan products in the USA have increased by 125% in value.

During the first half of 2025, Catalan agrifood exports to the USA reached 299 million euros, up 7.14% in value compared with the same period of the previous year, with particular relevance in sectors such as wine, olive oil, snacks and gourmet products. Taking part in events such as Worlds of Flavor is key to increasing the visibility of Catalan brands and connecting with opinion leaders and decision-makers in a highly competitive market.