Prodeca rolls out a campaign in Mexico to position Catalan produce

Catalan agri-food products take centre stage in the Mexican market this May with the Catalan Food PRISSA campaign. This initiative, led by Prodeca, the promoter of Catalan food, in collaboration with the Delegation of the Government of Catalonia in Mexico and Central America, is structured as a comprehensive trade promotion activity designed to make a direct impact at the point of sale and strengthen the positioning of Catalan produce in the premium segment.

The campaign runs in 13 outlets of the PRISSA chain located in different strategic retail areas of the country, including cities such as Puebla, Veracruz, Oaxaca and Mexico City. In total, 21 Catalan companies are taking part with 100 product lines, including wines, cavas, olive oils, preserves, confectionery and beverages, among others.

This activity is part of Prodeca's strategy to boost the internationalisation of the Catalan agri-food sector through direct promotion in strategic markets, especially those with growing demand for value-added products.

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Point-of-sale activity, tastings and a gastronomic experience

The Catalan Food PRISSA campaign is built around three main strands. First, the installation of featured corners throughout May with Catalan products in the participating outlets, aimed at increasing their visibility and encouraging turnover at the point of sale.

Second, a programme of tastings and commercial activation activities. Over the coming weeks four tastings will be held in different locations, with a total of seven Catalan companies presenting products such as cavas, wines, vermouths, olive oils and gourmet preserves. The sessions are aimed at varied audiences including influencers and content creators, with the aim of strengthening product advocacy and generating new commercial opportunities.

Finally, the initiative includes the creation of a Catalonia Menu in the chain's gourmet restaurants, with dishes made using the Catalan products featured in the promotion. This proposal brings together the participating companies' products and enhances their value through the dining experience.

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Participating Catalan companies

• Anxoves de l'Escala: tinned anchovies
• AVGVSTVS Fòrum: wines and vinegars
• Álvaro Palacios: wines
• Bodegas Aessir: wines
• Bodegas Yzaguirre: vermouths
• Can Bech: jams, fruit preserves and pairing sauces
• Canigooil: extra virgin olive oil
• Cavas Hill: wines and sparkling wines
• Celler Domenys: wines, sparkling wines and olive oil
• Clos Galena: wines
• Clos Pons: wines and extra virgin olive oil
• Cuadrat Valley: extra virgin olive oil
• Espinaler: tinned fish and seafood, sauces and aperitif products
• Glass Canned Wine: canned wine
• Idilia Foods: baby food products and cocoa powder
• Olis Solé: extra virgin olive oil
• Pastas Gallo: pasta, flours and sauces
• Priorat B&D Lab: spirits and artisan vermouths
• Ratafia Bosch: traditional liqueurs and ratafia.
• Torrons Vicens: nougats and artisan chocolate specialities.
• Vichy Catalan: sparkling mineral water and soft drinks

PRISSA: the benchmark for the gourmet sector in Mexico

Founded in 1992 in Puebla, PRISSA has established itself as the leading chain distributing wines, spirits and high-end food products in central and south-eastern Mexico. With a network of almost 30 outlets operating under various formats — from specialist self-service stores to Gourmet concept shops with terraces and live tastings — the Mexican company stands out for its excellence in selecting international products and its ability to advise end consumers. Its strong presence in key states such as Puebla, Veracruz, Oaxaca and Tabasco makes it a strategic logistics and commercial platform for brands seeking to enter the Mexican premium market.

Institutional agenda and official visit to Mexico

An institutional trip will take place from 17 to 23 May as part of the Catalan Food PRISSA campaign. The Catalan delegation will be led by the Minister of Agriculture, Livestock, Fisheries and Food, Òscar Ordeig, accompanied by the Secretary General for Agriculture, Livestock, Fisheries and Food, Cristina Massot, the director of Prodeca, Dèlia Perpiñà, and the Delegate of the Government of Catalonia in Mexico and Central America, Aran Mayola.

The institutional agenda includes meetings with key market players and senior Mexican government officials, with the aim of strengthening trade relations and identifying new opportunities for Catalan companies. In addition, Minister Òscar Ordeig will take part in the “Modernised Mexico–EU Global Agreement Forum: opportunities from a regional perspective”, with an address on Catalonia's approach to agri-food innovation, territorial cohesion and food safety.

On 21 May the central institutional event of Catalan Food PRISSA takes place in Puebla, with Catalan and Mexican authorities and business representatives. The day will include the presentation of the campaign, tastings of Catalan products and a lunch featuring the Catalonia Menu.

Mexico, a strategic market for the Catalan agri-food sector

Mexico has established itself as the main destination for Catalan food and drink in Latin America. With exports exceeding 185 million euros a year, it accounts for close to 28% of the value exported to the region.

This weight is built on a solid business base: more than 400 Catalan companies export regularly to the country, with clearly positive performance in recent years in both value and volume. Since 2021, exports have grown steadily, driven by an ongoing strategy of promotion and commercial presence.

The country stands out for its consumption potential, with a population of more than 130 million and a growing agri-food market. Demand for imported products, especially in the premium segment, is being driven by the expansion of modern retail and growing interest in the Mediterranean diet.

This context positions Mexico as a priority market for Catalan companies, especially in categories such as wines, olive oil, gourmet products and high value-added specialities.