Food Products Such As Quince of a Modern Approach to Cooking
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01_AF_EDITORIAL.qxd 1/11/11 15:55 Página 1 T I D E If the Romantic travelers of the 19th century were to retrace their route through Spain today, would they still complain that it smells too much of garlic? Like it or not, Spain is one of the five main producers of garlic in the world, and in this issue we introduce you to the delights of a particular species, grown in the land of Don Quixote. Turrón is another thoroughly Spanish specialty; although other countries produce ersatz versions of it, the true, genuine article is certainly “made in Spain”. The turrón we know and love here, and eat particularly to celebrate Christmas and the New Year, is currently acquiring even more devotees as it conquers new horizons. A growing number of foreign visitors to Spain are showing an interest in gastronomic tourism. Many of our regions have a great deal to offer by way of wines and plenty of opportunities to sample them in situ and explore the local artistic and historical heritage in the process. One winegrowing region well worth making a detour to visit is Toro. Despite a name suggestive of another iconic symbol of Spain, Toro also stands for wines, and prestigious ones at that. As, indeed, does the Grandes Pagos de España association, whose member bodegueros (some of the biggest names in Spanish winegrowing) produce world-class estate wines. This first issue of 2012 also brings you a report on the selling power of design: we learn how certain brands (just a few examples—there are many more) achieved impressive growth in international sales by making design work for them. Oh yes! By the way: should you happen to be in Panama around the festive season, this issue’s Have a Spanish Break recommendation sounds like just our kind of place: great wine list, fusion tapas… Cathy Boirac Editor-in-chief [email protected] Editor-in-chief Advertising Awards Subscription: Cathy Boirac CEDISA Gold Ladle in the Best Food Spain Gourmetour is a publication Publication Coordinators [email protected] Magazine category, at the 2010 of the Spanish Institute for Foreign Le Cordon Bleu World Food Trade (ICEX) of the State Secretary Almudena Martín Rueda D.L.: M-45307-1990 Almudena Muyo Media Awards. for Trade and Tourism, Ministry of ISSN: 0214-2937 Communications Award Industry, Tourism and Trade. Photographic Archive The magazine is issued three times Mabel Manso NIPO: 705-11-023-2 “Best Journalistic Work” from Alimentos de España, a year in English, French, German and Spanish, and is distributed free Editorial Secretary Cover 2006, Ministry of the Environment of charge to trade professionals. Ángela Castilla Juan M. Sanz/©ICEX and Rural and Marine Affairs. If you want to subscribe to Spain Design and Art Direction Information and Publisher Marqués de Busianos Award Gourmetour, please contact the Manuel Estrada Design ICEX from the Royal Spanish Academy Economic and Commercial Maps State Secretary for Trade and of Gastronomy. Offices at the Embassies of Spain Javier Belloso Tourism, Ministry of Industry, “La Gula y Bachiller en Fogones (see list on page 108). Tourism and Trade. 1998” Award from El Nuevo Lunes, The opinions expressed by Color Separations www.icex.es a Spanish weekly economic publication. Espacio y Punto the authors of the articles are Design Award from the Spanish not necessarily shared by Printed in Spain Association of Design the Spanish Institute for Foreign Artes Gráficas Palermo Professionals (AEDP),1995. Trade (ICEX), which cannot Spanish Food Journalism Award, be held responsible for any 1990, Ministry of the Environment omissions or errors in the text. and Rural and Marine Affairs. Printed on PEFC-certified Special Gastronomy Award paper to promote the from the Fine Cuisine Association responsible management and the Royal Spanish Academy of our forests. of Gastronomy,1988. 02_AF_SUMARIO.qxd 1/11/11 23:15 Página 2 SPAIN GOURMETOUR January-April 2012 No. 84 S T N E Editorial ............................1 Food Basics Colophon Garlic. The Purple Rose Have a Spanish Break! Colors of La Mancha....................48 Rosa María González Different by Design.............8 Recipes .............................60 from Panama ....................98 T Turrón Temptations. Wines Regular Features All Year Long ....................66 Lasting Impressions ........100 DO Toro. Recipes .............................80 Taming the Bull ................22 Ad Index ........................102 Credits............................104 Pulling the Cork on Site. Close-up Exporters........................106 N Wine Tourism in Spain .....34 Manuel de la Osa .............84 Spain Overseas ...............108 Business Watch The Lore of the Land. Grandes Pagos O de España .........................92 C 2 JANUARY-APRIL 2012 SPAIN GOURMETOUR JANUARY-APRIL 2012 SPAIN GOURMETOUR 3 02_AF_SUMARIO.qxd 1/11/11 23:15 Página 2 SPAIN GOURMETOUR January-April 2012 No. 84 S T N E Editorial ............................1 Food Basics Colophon Garlic. The Purple Rose Have a Spanish Break! Colors of La Mancha....................48 Rosa María González Different by Design.............8 Recipes .............................60 from Panama ....................98 T Turrón Temptations. Wines Regular Features All Year Long ....................66 Lasting Impressions ........100 DO Toro. Recipes .............................80 Taming the Bull ................22 Ad Index ........................102 Credits............................104 Pulling the Cork on Site. Close-up Exporters........................106 N Wine Tourism in Spain .....34 Manuel de la Osa .............84 Spain Overseas ...............108 Business Watch The Lore of the Land. Grandes Pagos O de España .........................92 C 2 JANUARY-APRIL 2012 SPAIN GOURMETOUR JANUARY-APRIL 2012 SPAIN GOURMETOUR 3 04_AF_COLORS PACKAGING.qxd 10/11/11 05:21 Página 8 Different by Any brand with its sights set on the market’s upper reaches needs the magnetic pulling power that the right container and packaging exert. The way our products are perceived—their image—is largely dependent on the messages that their packaging sends out. Good design deploys innovation, sustainability and creativity to ensure that a brand’s image is coherent and effective through and through. Spanish design, respected worldwide and with a clutch of awards to prove it, is something of a pace- DESIGN setter in this field. You’ll see what I mean… 8 JANUARY-APRIL 2012 SPAIN GOURMETOUR JANUARY-APRIL 2012 SPAIN GOURMETOUR 9 04_AF_COLORS PACKAGING.qxd 10/11/11 05:21 Página 8 Different by Any brand with its sights set on the market’s upper reaches needs the magnetic pulling power that the right container and packaging exert. The way our products are perceived—their image—is largely dependent on the messages that their packaging sends out. Good design deploys innovation, sustainability and creativity to ensure that a brand’s image is coherent and effective through and through. Spanish design, respected worldwide and with a clutch of awards to prove it, is something of a pace- DESIGN setter in this field. You’ll see what I mean… 8 JANUARY-APRIL 2012 SPAIN GOURMETOUR JANUARY-APRIL 2012 SPAIN GOURMETOUR 9 04_AF_COLORS PACKAGING.qxd 10/11/11 05:37 Página 10 C DESIGN AND PACKAGING O L O R S TEXT GLORIA ESCRIBANO/©ICEX PHOTOS JUAN M. SANZ/©ICEX TRANSLATION HAWYS PRITCHARD/©ICEX For the most part, the products we originality (assuming, of course, The simpler, use come in containers that become raw material of a certain quality part and parcel of our daily lives, in the first place). Renovation the better an ingredient in our common and adaptability are essentials for Lluís Morillas, head of Morillas cultural heritage. The brand any firm aiming to compete in a Brand Design, believes that reinforces this effect, taking on global market. A word of warning, originality is at a premium these comfortable familiarity as time goes however: old doesn’t always mean days “…and a rational approach by. Good packaging, in essence an valuable any more than new even more so. We need to connect exercise in communication, should is always best. The fact is that with the consumer sincerely and be evocative not only of good taste, companies have accepted that good openly, letting the packaging reflect but also of experiences and packaging scores plus points the importance of R&D (research emotional responses. and recognized that image is an and development),” he explains. Spanish brands have demonstrated extra factor that has been decisive “A product should emanate their grasp of this principle by in consolidating their position. security and reliability—properties harnessing design to tell the world Current trends? The general public that strategically cut through who they are and what they do. and sector professionals will tell formally imposed obstacles This in itself functions as an you there are lots; meanwhile, to communication.” introductory calling card: design on the strength of a swift fact- This is an area in which Spain encapsulates an approach to life, finding tour of some of the flagship has extended itself, learning a mindset, a communicative style. firms in Spain’s food and gourmet the differentiating potential of It’s a broad gesture whose effects sector, I’m in a position to report design in the process and putting are felt culturally as well that we are among the leaders in that knowledge into practice with as commercially. this field, and that the creativity considerable success. Morillas is We should remember, too, that and originality that good design convinced that Spanish attitudes periods of crisis can spur us on entails add to the pleasure and lifestyle equip Spaniards with a to greater feats of creativity and of sitting down to eat. particularly sensitive understanding 10 11 04_AF_COLORS PACKAGING.qxd 10/11/11 05:37 Página 10 C DESIGN AND PACKAGING O L O R S TEXT GLORIA ESCRIBANO/©ICEX PHOTOS JUAN M. SANZ/©ICEX TRANSLATION HAWYS PRITCHARD/©ICEX For the most part, the products we originality (assuming, of course, The simpler, use come in containers that become raw material of a certain quality part and parcel of our daily lives, in the first place).