New York and Texas host two Catalan Food Christmas Show days to strengthen the presence of Catalan products

On 9 and 16 December 2025, Prodeca held a new edition of the Catalan Food Christmas Show in the United States, with two showroom days in New York and Houston bringing together Catalan companies, importers and key opinion leaders with the aim of consolidating the presence and value positioning of Catalan food and drink in these markets.

The first day took place in New York, at a venue in the city centre, while the second was held in Houston (Texas), a market with sustained growth in the consumption of international gourmet products. The format chosen was a Christmas-themed showroom, with product display and tasting spaces managed by the Catalan companies' importers, creating a close, functional setting geared to tasting, professional conversation and the exchange of commercial information.

Gastronomy, tasting and product storytelling

In New York, the programme combined a walk-around tasting of Catalan wines and foods with gastronomic experiences designed to highlight the product's versatility. Chef Alba Soler led a reinterpretation of bread with tomato to place Catalan products within a gastronomic imagery understandable to local audiences.

The Houston day added complementary content such as a masterclass on Catalan designation-of-origin wines, organised within the framework of the European project Taste The Difference (TTD.EU), and a live cooking demonstration, reinforcing the link between product, territory and gastronomic application.

Business participation and market focus

A total of 17 Catalan companies from the wine and gourmet food sectors took part in this year's Catalan Food Christmas. All of them have a commercial presence in the United States and were represented by their importers, who acted as direct contacts with distributors, buyers, chefs, sommeliers and specialist communication agents.

Participating Catalan companies

• VICHY CATALAN 
• MAS BLANCH I JOVE 
• CELLER KRIPTA 
• ATAVUS PRIORAT
• NAVERAN (ROQUETA ORIGEN) 
• ARROM
• ANXOVES DE L'ESCALA
• BON BLAT
• CARPIER 
• NOVACOOP
• TRIAS
• SANT ANIOL
• AIGUA DE VILAJUÏGA
• ALBET I NOYA
• COSTA BRAVA FOODS
• PONS
• GLASS CANNED WINES

An instrument at the service of internationalisation

The main objective of the Catalan Food Christmas Show is to boost the value positioning of Catalan food and drink already operating in the North American market. Throughan experiential, professional format, Prodeca seeks to consolidate the presence of Catalan companies, strengthen relations with distribution channels and generate new business opportunities in a strategic market for the Catalan agrifood sector.

With this action, Prodeca continues its international promotion strategy in the United States, a priority market for many Catalan companies. The Catalan Food Christmas Show forms part of the set of actions aimed at strengthening visibility, product knowledge and the differentiation of Catalan food in mature, highly competitive markets, with a clear focus on generating value for the sector's business community.