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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 46 Routes D. Alfonso Hidalgo Romero Osuna, a jewel in the D. Francisco Artacho Sánchez heart of Andalusia 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 40 Flavours Dña. Regla García de Velasco Argüeso Hotel Palace Marqués de la Gomera 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 - Fax: +34 954 92 29 65 [email protected] Photography Miguel Ángel Cano Pérez, Landaluz´s archive, Extenda, Lina´s archive. Translation Arual & Company, traducciones corporativas. This magazine has the support of EXTENDA, Trade Promotion Agency of Andalucia. 56 Pause LANDALUZ, Association of Quality Food Products Carriage Museum 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: María Rodríguez, Mantones Foronda, Trajes de Flamenca Lina, Museo de Carruajes, Hotel Palacio Marqués de la Gomera. ASAJA-Sevilla. Depósito Legal: SE-0181-06 4 ANDALUSIAN FLAVOUR Summary 66 Ideas Manila Shawl Summary...........................................................4 Words Editorial........................................................6 Trade Promotion Agency of Andalucia.........8 Landaluz Landaluz companies promoted in Poland.......................................................10 Andalusia at the “Sial Paris 2006” Exposition .................................................14 Flavours Andalusia, world capital of the table olive.......................................20 Hotel Palace Marqués de la Gomera.......40 Routes Osuna........................................................46 Holy week in the ducal town.....................52 Pause Carriage Museum......................................56 Ideas Lina, flamenco dresses par excellence.....62 Manila shawl..............................................66 Etc. Driving Over Lemons.................................70 New Features............................................................72 We are...............................................................81 20 Flavours Andalusia, world capital of the table olive ANDALUSIAN FLAVOUR 5 Words Dear friends, It is with great pleasure that I am able to address all of you, for the first time in 2007, from the pages of ANDALUSIAN FLAVOUR, our corporate magazine bound for markets all over the world. This first issue of 2007 is just the starting point for a year during which we face a difficult but exciting challenge: outdoing 2006, 12 months that were extremely busy with activities and events, and during which we celebrated this Association’s 15th anniversary. But before embarking on current and future projects, it is necessary to assess both LANDALUZ’s (Association of Quality Food Products within Andalusia) international activities from this past year as well as those that are contributing to a more complete development, as detailed on the subsequent pages. At the end of 2006, our Association attended the world’s largest food and agricultural fair, SIAL Paris (Salon International de l’Alimentation). Our presence at the Autonomous Government of Andalusia’s institutional stand allowed us not only to understand, more in depth, the excellent, high-quality Andalusian products that compose the Association, but also to increase our contacts with a diverse selection of international distribution chains which are interested in our ventures. On the other hand, throughout November, 15 companies belonging to LANDALUZ were able to present their products in one of the main, global distribution chains, Carrefour, in Poland. More specifically, this promotion of typical Spanish products was carried out in some of the chain’s centres in Warsaw. This is the second promotion of its kind which, once again, was highly successful and falls within our areas of collaboration with the Carrefour chain. These outstanding results motivate us on a daily basis to continue working and improving our incipient but strong global activity. Thus, for 2007, we plan to repeat, increase and improve our international promotions within an even greater number of countries, in different distribution chains and with extensive selections. In accordance with LANDALUZ’s plans for 2007, our companies will be able to present their products through principal distributors in countries such as Holland, Portugal, Belgium and Hungary. Our promotional model is extremely unique, successfully transmitting the happiness and flavour of typical “Andalusian Fairs”, making the influx of visitors to points of sale grow and leading to an undeniable increase in sales. If too, that we add the indisputable quality of our products, their extensive variety and their renowned prestige, together with both cultural and tourist support often found at these events, with our strong, solid experience we can practically guarantee success for those chains 6 ANDALUSIAN FLAVOUR Words Manuel Jurado Toro which decide to sponsor an event featuring Andalusian products in their promotional calendars.Along with this presence in points of sale we should also mention LANDALUZ’s attendance at some of the sector’s most important exhibitions, such as Corpus Culinario, held in Munich (Germany), in April, PLMA Amsterdam (Holland), in May and of course ANUGA, in Cologne (Germany) in October. Editorial ANDALUSIAN FLAVOUR 7 Words THIRTY-TWO ANDALUSIAN AGRIBUSINESS FOOD COMPANIES SELL THEIR PRODUCTS IN TEN SUPERMARKETS THROUGHOUT POLAND (Alfocán, Campomar Nature, El Mesías and Loreto Specialty Food), Córdoba Anfora Quality Products, Celestino Gómez Parra, Muñoz Vera, S.C.A., Ganadera del Valle de los Pedroches, Moreno, Maemon y Legumbres Baena), Huelva (Pesca y Salazones del Suroeste, Sierra Rica, Unión Salazonera Isleña) and Cádiz (Bodegas Páez Morilla, Exvina Explotación Vinagrera). The 12 entities already present in Piotr and Pawel came from Cádiz (Bodegas 501 del Puerto, Osborne, Bodegas M. Gil Luque and González Byass), Málaga, (Bodegas López Andalusia Hermanos, Bodegas Quitapenas and Grupo was represented by Hojiblanca), Seville, (BT Exportadora, Jolca and 32 agribusiness Ybarra), Almería (F.J. Sanchez, Sucesores) and companies at points of sale Jaén (Olivar de Segura). promotions that took place last March in ten of the Piotr and Pawel Andalusia participated in this promotion along chain supermarkets distributed throughout with Galicia, which took part under the main Polish cities. auspices of the Galician Institute for Economic Promotion (IGAPE). With this joint venture, the The Department of Tourism, Commerce and Andalusian companies were responsible for Sports, through the Trade Promotion Agency of 70% of the products exhibited at this Andalucia(EXTENDA), has organized this combined event, which took place in a site action as an internationalization technique to with typical decorations, facing the 30% which facilitate the entrance of Andalusian foods into came from the Galician community. The the Polish market by presenting them directly regional foods were exposed surrounded by to the consumer. typical decorations, where visitors were able to both sample the products and enjoy flamenco Of the thirty two regional firms present at the performances on the date of the inauguration. promotion, twenty, were new brands on the market being the remaining ones already represented, and having each a variety of references within the Polish chain. The new participating companies came from Jaén, (Alcanova, Continental Food and Emilio Vallejo), Almería (Alcaparras Luxeapers), Seville 8 ANDALUSIAN FLAVOUR Words FORTY ANDALUSIAN AGRIBUSINESS FOOD COMPANIES WILL PARTICIPATE IN THE LEADING AMERICAN GASTRONOMY FAIR Forty Andalusian agrifood companies exhibited their products at the sixth edition of the South Beach Wine and Food Festival, held from February 22nd to the 25th in Miami (US). The region’s participation in the fair was organised by the Department of Tourism, Commerce and Sports through the Trade Promotion Agency of Andalucia (Extenda). In this gastronomy exhibition, considered as the most important of those held in North America, the Andalusian Regional Government supported the presence of firms that have been able to make headway in the market and already have importer assistants for their product within this country, which includes wine producers, olive and olive oil producers, canned food brands, dairy products and paistry goods. The Andalusian brands participated together in a common exposition area of 50 square metres within the main tent. Within this space, the regional companies arranged for 2,500 daily tastings along with venitian entertainment , including catalogue distributions as well as information material for the public to concede over the benefits of a Mediterranean diet. Andalusia was also present at the festivities organised by Osborne, with its initiative, “Art Bulls for charity”, to celebrate the brand’s fifty year anniversary.The Miami Food and Wine Festival counted more than 30,000 visitors, among them highly knowledgeable professionals, restaurateurs,