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Summary Edited by LANDALUZ, Association of Quality Food Products within Andalusia Editorial Board LANDALUZ, Association of Quality Food Products of Andalusia D. Manuel Jurado Toro D. Ángel Gómez Esquinas 36 Routes D. Álvaro Guillén Benjumea D. Jesús Barrio Rubio Ronda 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 D. Armando Dávila Miura Dña. Rocío Rodríguez Hervella Editorial Coordination and Design GLOBAL PRESS Paloma Rodríguez Rodríguez Rocío Manteca Medina Avda. San Fco. Javier, 24 Edificio Sevilla I - planta 9ª - Mód. 11, 41018 Sevilla Tel.: + 0034 954 92 32 33 - 627 955 630 Fax: + 0034 954 92 29 65 26 Flavours [email protected] Ham Photographies Miguel Ángel Cano Pérez Landaluz´s archive This magazine has the support of EXTENDA, Trade Promotion Agency of Andalusia. 32 Flavours Tragabuches LANDALUZ, Association of Quality Food Products witin Andalusia Avda. de Grecia 8 - 41012 Sevilla Tlf: +0034 954 23 48 49 +0034 954 29 63 19 Fax: +0034 954 62 32 06 [email protected] www.landaluz.es We would like to thank you: Real Maestranza de Caballería de Ronda (www.rmcr.org) 4 ANDALUSIAN FLAVOUR Summary 46 Pause Real Club de Golf de Sevilla Summary......................................................4 Words Editorial.....................................................6 Julio Moreno Ventas......................................8 Who we are Landaluz........................................10 Flavours Wine......................................................18 Ham........................................................26 Tragabuches .............................................32 Routes Ronda............................................................36 Pause Real Club de Golf de Sevilla.....................46 Marta Prieto................................................54 Ideas Paulino Plata................................................60 New Features..............................,.......................68 We are .............................................................82 10 Who we are 54 Pause Landaluz Marta Prieto ANDALUSIAN FLAVOUR 5 Words Dear friends: liquors and fizzy drinks, rice, hams and sausages, oils and fish preserves, etc. As the president of LANDALUZ Entrepreneur Association for In 2003, LANDALUZ created the Agricultural Quality within Department of Foreign Trade, Andalusia, it is a major satisfaction which is dedicated exclusively to be able to address you for the supporting and developing activities first time from this new related to foreign markets, for the promotional tool for trade abroad. companies who are members of With this first issue, I would like to the Association. The objective of present to you, as representatives this Department is two-fold: to of the professional spectrum making support the exporting activities of up the European distribution sector, member companies which are and describe the excellences of the already present in international foreign commerce. agricultural production within markets, as well as to promote, Andalusia, as well as the unmatched facilitate and advise those others Our initial experiences have proven framework surrounding it. with less experience as exporters, successful, as expected. Quality with regards to internationalization. Andalusian products are well The agricultural industry within received by consumers, which rein- Andalusia has a strong exporting Among other activities organized by forces our intentions and vocation, thanks to its geographical the association are the promotion objectives. Countries such as location and to the added value of of products in the point of sale in Portugal, the Czech Republic and its products. At LANDALUZ, we large superstores, the participation Poland have acted as testing are aware of this and for this very in strategically interesting interna- grounds for successful promotional reason, we have, for years, tional fairs, the collection of infor- activities, thanks to the established the promotion of our mation about distributors and collaboration of the distribution products overseas as a priority. importers in other countries, as chains such as Carrefour or Auchan well as training activities and Portugal through the well known LANDALUZ is currently a modern information about topics related to brand name Jumbo. and dynamic business and entrepreneur association that has adapted to the new demands and strategies of the market and is, therefore, completely prepared to present and ship all the types and quality varieties of Andalusian products to the most distant corners of the world. LANDALUZ represents the interests of more than 105 Andalusian agricultural companies that prove their innovative capacity daily and the quality of its leading products in the various sectors, including such products as wines, 6 ANDALUSIAN FLAVOUR Words In conclusion, a new and broad playing field is awaiting the conquest of our brands and products. No doubt, the leap into internationalization will take the Andalusian agricultural industry to success rates that are comparable to those of the domestic market. Quality, variety and innovation are our best advertisement. LANDALUZ President Manuel Jurado Toro Editorial ANDALUSIAN FLAVOUR 7 words Andalusia is, of all the regions in Spain, the largest in terms of population and the second largest in size. Together with tourism, the main source of wealth in Andalusia is from agricultural products. When it comes to exports, Andalusian is a national leader in comparison to other regions of the country. The Andalusian Regional Government supports the internationalization of companies located in the region as one of its highest priorities for the economy. Therefore, a wide variety of products and services are exported, as well as overseas that integrates more than one consolidation of brands, the investments. hundred companies, which acts as involvement of the producer and an official negotiator and is exporter in the distribution EXTENDA, Trade Promotion particularly concerned about the channels, the demand for Agency of Andalusia, carries out quality of their products, greatly guarantees of quality and safety for these internationalization policies. facilitates the execution of specific the consumer, with endorsed This entity works together with the actions aimed at promoting these controls for the traceability of the regional Government and the products. product. All of these aspects enter various Chambers of Commerce into play without forgetting the within Andalusia. It is, Specifically, mention must be made necessary care in the presentation therefore, an instrument serving of the numerous joint promotional of products: good packaging design business managers. It has been campaigns that have been carried and offered in formats appropriate conceived as catalyst for the various out in many countries by to consumer tastes and habits of private and public, business and LANDALUZ and EXTENDA. each market. institutional initiatives, for the These promotional activities international economic promotion provide enormous potential as they Undoubtedly, in a sector such as of Andalusia. facilitate direct contact with the end agribusiness, the consumer. In many cases, the final generation of added value and the Along the same lines of buyer can taste and try the various differentiation of the products are collaboration, on the productive products, including brands of food not only necessary, but vital for the front, EXTENDA has designed and and drinks produced by the consolidation and development of developed a great number of participating companies, at their the Andalusian companies in activities with the business own business centres. markets abroad, particularly those associations of the sector. It has of Europe. become a model example of the With an approach such as that of close relationship that has been LANDALUZ several of the aspects The competition from other maintained over the years between come to light, which, in the producing countries is becoming EXTENDA and LANDALUZ. Andalusian promotion policies ever more intense and, as export abroad have a strategic impact. barriers decrease and protectionist The fact that there is an association These are the creation and obstacles disappear, it is increasingly 8 ANDALUSIAN FLAVOUR Words evident that those countries with more highly developed agriculture, such as Andalusia, cannot compete on price, but rather should be dependent on the quality and distinction of their products. Due to this, it is fundamental to have and follow a well prepared strategy when exporting and, for that reason, EXTENDA and LANDALUZ also collaborate in actions involving dissemination, information, and training of managers and directors who are interested in approaching the difficult but captivating challenge of internationalization. From here, I would like to confirm the recognition deserved by those who, from the public sector, have been working on the development of LANDALUZ with its associate companies and I wish overwhelming success to everyone who is working on this ambitious project of promoting the quality of Andalusian food products abroad. EXTENDA General Manager Julio Moreno Ventas Extenda ANDALUSIAN FLAVOUR 9 Landaluz 10 ANDALUSIAN FLAVOUR Landaluz Andalusia, Spain’s southern region has a long tradition in the agro-alimentary and fishery sectors. It generates high quality products that are known