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Summary Edited by LANDALUZ, Association of Quality Food Products within Andalusia Editorial Board LANDALUZ, Association of Quality Food Products within Andalusia D. Manuel Jurado Toro D. Ángel Gómez Esquinas D. Álvaro Guillén Benjumea D. Jesús Barrio Rubio D. Alfonso Hidalgo Romero D. Francisco Artacho Sánchez General Secretariat D. Juan de Porres Guardiola D. Santiago Urquijo Ruiz-Giménez D. Pedro Parias Jiménez Dña. Mariella Cingolani Coronel D. Miguel Angel Jiménez Segador 39 Flavours D. Armando Dávila Miura Dña. Rocío Rodríguez Hervella Restaurant Calima Editorial Coordination and Design GLOBAL PRESS Carlos Javier Aguilar Galea Paloma Rodríguez Rodríguez Rocío Manteca Medina Avda. San Fco. Javier, 24 Edificio Sevilla I - planta 9ª - Mód. 11, 41018 Sevilla Tel.: +34 954 92 32 33 - 627 955 630 Fax: +34 954 92 29 65 [email protected] Photographies 45 Routes Miguel Ángel Cano Pérez, Gema Aguilar, Aracena the Landaluz´s archive, Herba´s archive, beautifull land Extenda. This magazine has the support of EXTENDA, Trade Promotion Agency of Andalusia. LANDALUZ, Association of Quality Food Products within Andalusia Avda. de Grecia 8 - 41012 Sevilla Tlf: +34 954 23 48 49 +34 954 29 63 19 Fax: +34 954 62 32 06 [email protected] www.landaluz.es We would like to thank you: Herba Nutrición Depósito Legal: SE-0181-06 4 ANDALUSIAN FLAVOUR Summary 17 Flavours Andalusian rice all over the world Sumary..............................................................4 Words Editorial.......................................................7 Trade Promotion Agency of Andalucia........9 Landaluz Turn-key Promotions.................................10 Flavours Andalusian rice all over the world.............17 Legumes, Mediterranean diet...................31 Restaurant Calima....................................39 Routes Aracena.....................................................45 Pause Los Melonares...........................................55 Ideas Manuel Lombo...........................................61 New Features............................................................68 31 Flavours We are...............................................................82 Legumes, essential ingredients in the Mediterranean diet 55 Pause Los Melonares, under the Andalusian sun ANDALUSIAN FLAVOUR 5 Words Dear Friends: the international market and at quality—all essential requirements international events. Proof of this prior to entering the market are the efforts undertaken by abroad—to be able to present a First of all, it is my pleasure to EXTENDA to open new Business differentiated and competitive announce that LANDALUZ, with Promotion Units throughout the product with sufficient resources its many companies, will once world, such as the office to impulse the introduction. again visit our beloved neighbour inaugurated in the German city of Portugal. There will be two Düsseldorf. I encourage both companies and promotions in September and professionals in the sector to seek October at the Jumbo chain store All of these channels must be out valid formulas for Andalusian in Faro and the Corte Inglés used by Andalusian agri-business products and therefore the (department store) in Lisbon and managers to corner all possible gastronomy of the region it Porto. These promotions will be commercial channels in Europe. represents, to consolidate around the best stage for quality Acquiring a more global vision is the world as a source of flavour Andalusian products to illustrate essential for commercial and and health. the excellent gastronomy of the economic ties, as well as greater region. differentiation of competitors As anyone who has visited the listed by key aspects such as region knows, Andalusia offers a From the pages of this issue, I quality and food safety. number of possibilities and would like to express my attractions; the warmth of its appreciation to both chains and Branding is a more global aspect people, the light of its landscape, their managers for the sensitivity that is well above the actual the flavour of its food are the best they have shown towards the product. Day after day, it is easy presentation for this century old Andalusian agri-business sector by to see that various common land. As the slogan says, granting us all their confidence characteristics are repeated again “Andalusia loves you.” I would and therefore appreciating the and again, such as less space for like to encourage all of the quality and variety. the distribution of second and professionals within the sector to third brands, greater hindrances in get to know the details of a Andalusia, with its leading competing in price and the need modern agri-business sector that companies, continues to show its to lay stakes on one brand. is committed to quality and ability for self-improvement, continual renovation. efforts, dedication and initiative Andalusian companies must invest with an ever growing presence on in innovation, distinction and 6 ANDALUSIAN FLAVOUR Words Manuel Jurado Toro Editorial ANDALUSIAN FLAVOUR 7 Words INAUGURATED THE EXTENDA BUSINESS PROMOTIONAL UNIT IN DÜSSELDORF This past month of July, the Regional Minister of Sandra Rodríguez Gericke will be the manager of the recently inaugurated BPU, which began operating early Tourism, Commerce and Sports, Mr. Paulino Plata, this year, and has just finished elaborating the Country officially inaugurated the Andalusian Business Promotional Plan. This document established the lines of action for Unit in Düsseldorf with the participation of more than the next three years, as well as the priority sectors 300 German and Spanish entrepreneurs. The event where specific work will be undertaken. These fields was held at the Rheinterrasse convention center. include agricultural-foods, aeronautics, industry and Together with the Regional Minister was Mr. Joachim consumer goods. Erwin, Mayor of Düsseldorf, and Mr. Jacobo González, the Consulate of Spain in Germany. The German Objective During his speech, the Regional Minister underlined the In keeping with the Strategic Plan for Internationalization presence of Andalusia in Germany, with some 500 firms of the Economy, the support offices abroad have been exporting products. He explained that between 1998 established in those markets with high potential, and that and 2003 this number increased 17% in comparison to present certain difficulties due to their complexity or the 8% of all of Spain. “The new office,” he stated, “has distance. Today, the demand of the companies and the been designed to increase this dynamics, to provide continual increase of activities by Extenda in Germany companies services at one of the main markets of the have motivated the inauguration of this office. world, but also one of the most competitive and demanding, where it is essential to have ample Currently, the Andalusian Promotional Agency has a consultancy services.” network of 17 BPUs, located in Europe (Brussels, Budapest, Düsseldorf, London—which will official The Business Promotional Unit (BPU) is located in the inaugurated this next fall—Lisbon, Moscow, Prague, center of Düsseldorf, capital of Renania in northern Warsaw and Paris), in America (Buenos Aires, Mexico Westfalia. This region of Germany has the greatest D.F., Miami, Santiago de Chile, and Sao Paulo), in Asia volume of foreign trade and is home the HQ of a (Beijing and Tokyo), and in Africa (Casablanca). number of important industrial groups as well as some of the largest distributors of agri-business and consumer products. 8 ANDALUSIAN FLAVOUR Words ANDALUSIAN & PORTUGUESE ENTREPRENEURS MET FOR THE 2ND HISPANO-LLUSO FORUM Some 200 Andalusian of Andalusia and Algarve and Alentejo. and Portuguese businessmen and women met to Andalusia maintains intensive strengthen commercial ties and commercial relationship with identify new business opportunities Portugal. Currently, more than 700 at the 2nd Hispano-Luso Forum. companies in the region have been The encounter was held in Sevilla in contact with the Portuguese on June 30, and was organized by market, in sectors such as Extenda (the Andalusian Agency for agri-business, construction, Promotion Abroad)—an Agency machinery and furniture. One dependent upon the Regional fourth of the trans-national Ministry of Tourism, Commerce exchanges between Spain and and Sports—and the Chambers of Portugal are concentrated in the Commerce of Portugal and Spain. province of Huelva and the Algarbe area. During the celebration of this forum, entrepreneurs had the During this encounter, four opportunity to establish contacts round-tables were held to debate between both areas, in search of sectorial topics, including new business possibilities and agri-business, real estate, tourism cooperation as well as the and energy and finally, the exchange of commercial environment. Julio Moreno, from experiences. Likewise, Extenda, inaugurated the event. the participating Likewise, the Consulate General for authorities in the venue held a Portugal in Sevilla, José Manuel variety of meeting to consolidate Bulhão and Enrique Santos, the institutional relationships between President of the Luso-Spanish Andalusian and Portugal. Chamber of Commerce attended the event. This activity was part of the EU Interreg III-A initiatives, a Business opportunities cooperation Project with Portugal, in which Extenda has been The Government of Andalusian is undertaking a number of activities working hard to strengthen ties to collaborate with the Agency for with Portugal, as it is a strategic Regional Development of Alentejo.