PALACIO DE HIERRO COMMERCIAL PROMOTION

PRODECA - the Department of Climate Action, Food and Rural Agenda - and the Government of Catalonia's Delegation in Mexico - Department of Foreign Affairs - are organising the in-store commercial promotion at Palacio de Hierro department stores. The aim is to promote the Catalan products already available at Palacio de Hierro, give an opportunity to new companies not yet present, and position the Catalonia brand, where food is culture.

PALACIO DE HIERRO

It is one of the most important department store chains in Mexico, aimed at the mid-to-high segment with distribution of premium and luxury items. It currently has 21 stores in Mexico and annual revenue (2020) of €114 million, making it one of the leading benchmark department store chains

More information www.elpalaciodehierro.com

ORGANISATION OF THE ACTIVITY AND PARTICIPATION OPTIONS

During July the "Festival of Catalonia in Mexico" will be held under the "Catalonia, where food is culture" brand

The different participation options for Catalan food and drink companies present in the Mexican market are detailed below (chilled and frozen products are not included):

OPTION 1: In-store promotion at the Catalonia corner, 1 to 15 July

Promotion in 10 Palacio de Hierro stores (8 in Mexico City, 1 in Puebla and 1 in Querétaro)

Who can take part:

• Catalan companies already present at Palacio de Hierro (they join the Catalonia corner promotion directly; no registration required and no cost)
• Catalan companies working with importers/distributors approved by Palacio de Hierro. From the companies that register, Palacio de Hierro will select a maximum of 10 companies to form part of the Catalonia corner (maximum 5 product references per company). Selected companies will be registered through their Palacio de Hierro approved importer and must send, together with the registration, the technical data sheets of the references they wish to display;  the importer/distributor must deliver the product to be displayed at Palacio de Hierro)

Objective: Promotion and sales. Positioning the Catalan products already on the shelves and offering an opportunity to new companies interested in introducing their products at Palacio de Hierro

OPTION 2 - Tasting stand space - 3 weekends in July (Saturday and Sunday)

The tasting area will be on the outdoor terrace of the Palacio de Hierro Polanco store, on the following weekends: 2–3 July, 9–10 July and 16–17 July

Who can take part:

• Companies working in Mexico with importers/distributors not approved by Palacio de Hierro (the importer/distributor must supply and place the product on the stand). In this case only product promotion and tasting will be allowed
• Companies working with approved importers that wish to hold a tasting of their product (the importer/distributor must supply and place the product on the stand). In this case promotion, tasting and sales will be allowed, provided the product is registered with Palacio de Hierro. 

Objective: Product promotion and tasting. An opportunity to let end consumers try Catalan products. 

Promotional display support:

Interested companies must cover: the product for tasting, the display space and the hostess. The display space and hostess will be invoiced directly by Palacio de Hierro's agency to the registered company or, where applicable, to its importer/distributor

Display space (2 shelf units 150x180 cm on a display trolley) €1,280 + VAT

Hostess: €398/day

For companies not yet working with Palacio de Hierro that present their products through the Catalonia corner or the tasting stand, Palacio de Hierro will decide at the end of the promotion which products it is interested in, in order to negotiate adding them to its product portfolio  

Sample photos: point-of-sale corner, display trolley and shelves at Palacio de Hierro Polanco

OPTION 3: Private company tasting - 7, 14 and 21 July

Designed for companies present in Mexico that wish to hold a private presentation for their customers or potential buyers (Prodeca will arrange the attendance of at least 5 potential buyers matching the profile requested by the company)

Total capacity 20 people per tasting. Duration 2 hours. As only 3 rooms are available, they will be allocated in order of registration 

• 7 July Tasting in the champagne room at Palacio de Hierro Perisur
• 14 July Tasting in the Curcuma restaurant room at Palacio de Hierro Santa Fe
• 21 July Tasting on the Polanco Terrace

The tasting may involve a single company, but different companies with shared interests may also join the same tasting.

IMPORTERS/DISTRIBUTORS APPROVED BY PALACIO DE HIERRO

1. Vomac

2. Cesafer

3. Pedro Domecq

4. La Puerta del Sol

5. La Negrita

6. Quale Vinum

7. Marinter

8. Campari México

9. Novelda

10. Interamericana

11. Proyecto vinicola de México GR, sa de cv

12. Importadora PH

COST OF PARTICIPATION

In-store promotion at the Catalonia corner   €250 + 21% VAT

Catalan companies working with importers/distributors approved by Palacio de Hierro (maximum 5 references)

As Palacio de Hierro will select 10 companies, payment will not be made until the company is informed that it has been selected

Tasting stand space

Companies working with Mexican importers/distributors. Payment made directly to the agency appointed by Palacio de Hierro

Private tasting €600 + 21% VAT

Companies working with Mexican importers/distributors

(in order of registration) The tasting may involve a single company, but different companies with shared interests may also join the same tasting 

Invoicing will take place once we have the registration, in order of arrival

Companies may sign up for one or more options, provided they meet the requirements set out

APPLICATION AND PAYMENT DEADLINE

Registration deadline: 25 May 2022.

For options 1 and 2, companies must:

• Complete the registration
• Send by email to rarrufat@gencat.cat i sofiaelguero@gencat.cat the Spanish-language technical data sheets of the products to be promoted (maximum 5 references)

Prodeca will send the technical data sheets to Palacio de Hierro for review and it will confirm the selected companies to us

A company will be considered admitted once it has confirmation from Prodeca that it has been selected by Palacio de Hierro

For option 3,  companies only need to register. The selected companies will be confirmed afterwards and payment will then be made.

Once admitted, a company that withdraws will lose 100% of the amount paid. The organisers reserve the right to assess the reasons given by the company for cancelling its participation and to refund a percentage of the amount paid

The organisers reserve the right to select companies according to criteria of sectoral fit and product suitability for this activity. Should demand for spaces exceed those available, the order of arrival of registrations will apply