INTERVENCIÓN DEL MINISTRO DE INDUSTRIA, TURISMO Y COMERCIO

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1 INTERVENCIÓN DEL MINISTRO DE INDUSTRIA, TURISMO Y COMERCIO DRAFT SPEECH FOR THE MINISTER OF INDUSTRY, TOURISM AN COMMERCE New York University, March Spain s image today and how gastronomy reflects it Good afternoon, ladies and gentleman. I am pleased to be with you today at this tasty event which I hope you will find enjoyable. My aim is to bring you closer to Spain and its rich culinary scene, but first I would like to thank our host, New York University, a world renowned center of knowledge that shares our view that modern gastronomy is becoming a science. I would like to acknowledge that this is a joint initiative between ICEX Foods and Wines from Spain and the Spanish Tourist Office, which are collaborating in this effort to spread Spain s food culture in the United States. I would also like to thank Ferran Adrià, the Consul, the Director of the King Juan Carlos Center of NYU and the two American chefs, Kim Floresca and Paras Sha, for joining us this afternoon.

2 2 Spain s gastronomic revolution started a few decades ago when culinary creativity brought about a new Spanish cuisine that has flourished through today. Spain s food culture was elevated to center stage by internationally recognized master chefs like Juan Mari Arzak, Ferran Adrià, Pedro Subijana, Martin Berasategui, Sergi Arola, and Andoni Luis Aduriz. I would like to point out the fact that Restaurant Magazine chose four Spanish restaurants among the Ten Best Restaurants over the world (FERRÁN ADRIÁ, MUGARITZ, ARZAK Y JOAN ROCA). El Bulli has been chosen for four years the Best One; last year, it was the second one. La Nueva Cocina or New Spanish Cuisine brought innovative techniques and concepts to a food culture that had long been based on traditional gastronomy. A new wave of talented and creative chefs banded together to revolutionize Spanish cooking, and the world took notice.

3 3 International chefs, food writers and industry professionals started to look towards Spain for inspiration. Catalonia and the Basque country, the respective homes of Ferran Adrià, the enfant terrible of Spanish gourmet cuisine, and Juan Mari Arzak were on everyone s bucket list of places to visit before they die. Spain s image has since been evolving into that of a more modern, innovative and technological country and new talents such as Ferran Adrià have gained a place on the emerging culinary scene. Creative processes like those taking place at El Bulli, where Ferran experiments with tastes, temperatures and textures like foam and air, were being developed and honed. Soon chefs from almost every culture began to reinterpret his signature dishes like olive oil caviar, hot ice cream, liquid ravioli and carrot juice noodles. In the U.S. such celebrated chefs as Charlie Trotter, David Bouley, Thomas Keller and Grant Achatz have praised the new wave of Spanish cuisine for its creativity and passion for innovation.

4 4 The French Culinary Institute of New York, whose founder and chief executive recognized that the chefs of Spain are leading the culinary revolution around the world, launched its International Culinary Center with an event that brought Spain s top ten chefs to the city in 2006 to participate in a series of activities that introduced them to the America s professional food community. Europe is the world s leading exporter of food products and the United States is among the most important destinations for these exports. Spanish agro-food exports to the U.S. were up 10.6% in This upward trend was seen in traditional as well as innovative product, particularly in the Spanish wine, olive oil and cheese exports. Wine consumption is up in the U.S. and the experts believe that by 2012 or 2013 it will be the number one market in volume and value. The food and wine industries yield a surplus for Spain in the trade figures between the two countries.

5 5 The potential for growth in the U.S. wine industry is great because per capita consumption is still low, demand is rising and quality wine is becoming increasingly popular among young adults, whose purchasing power will increase in the coming years. Spanish olive oil accounts for 52% of the total produced in the world by volume, and much of that is very high quality. There were at last count, 20 controlled olive oil denominations of origin across Spain, many of which are present in gourmet shops in this market. In 2010 U.S. imports of Spanish olive oil were up 21% in value and 25% in volume. Exports of Spanish cheese to this country increased by 20%, and shelves in the vast majority of specialty shops show a broad selection. In 2010 Spain was the 3rd most visited country in the world after France and the United States, with 52.7 million tourists. Ten percent of the tourists that visit Spain do it mainly to experience the country s gastronomic culture. For Spain, tourism and gastronomy are strong allies. This is the main reason why we have launched a Cultural and Gastronomy Marketing Plan

6 6 In this context, Ferrán Adriá has become one of our Spanish tourism brand ambassadors, in the advertising campaign in 40 countries that promote Spain as a touristic destination with the claim I need Spain. He has decided to contribute to consolidate the Spain image abroad. For this purpose, el Bulli will temporarily become a gastronomy think-tank. There are nearly restaurants across Spain including countless tapas bars (in Andalucía) that offer traditional Spanish food and wine; exciting and innovative dishes from Catalonia; outstanding Ibérico ham, cheese and pimentón from Extremadura; wines and Cavas from 71 denominations of origin throughout the country; traditional and avant-garde fare from Madrid; the Basque country pinchos and the world famous paella from Valencia. We are currently working in a new promoting gastronomic product. It s called Tasting Spain and it involves at least 30 Spanish destinations where the gastronomy is of vital importance for the tourism.

7 7 Spain also offers culinary tours, cooking classes, and extraordinary excursions to innumerable wineries. In fact, Spain s wine production goes back to the Roman empire. Today we have the largest vineyard in the world. My Ministry is training young professional chefs from abroad in Spanish high cuisine, while at the same time preparing them to become ambassadors for Spain and advocates of Spanish culinary exports in their own countries. The Spanish Gastronomy Training Program, which started four years ago, aims to create a network of professionals with ties to Spanish high cuisine that will help advance our food industry s international expansion. This nine-month internship places each participant in the kitchens of Spain s best culinary schools and restaurants, where they cook with master chefs and learn Spanish. The program is open to professionals from the United States, Brasil, China, Denmark, Germany, United Kingdom, Japan and a few other countries.

8 8 Another of ICEX s promotional tools is Spain Gourmetour, the food, wine, travel and tourism publication for industry professionals interested in Spain. A new website: Today, we are taking this opportunity to announce a new ICEX Internet site, This new website will make the huge Spanish gastronomy available to the public glimpse into the quality and variety of Spain s agro-food industry. You may find this new website interesting since it is directed at food importers, chefs, retailers, schools and journalists, among others. It includes sections that feature Products & Recipes, a complete presentation of the food products that Spain has to offer for export; Spanish restaurants and stores in and outside Spain; the Spanish regions and their products, Spanish food museums and food festivals.

9 9 The website also gives a brief introduction to Spain and its 17 regions, in the section called Spain & Regions, which focuses on food products and gastronomy. Other sections are: Doing Business offers information on trade fairs in Spain and abroad, a link to the ICEX food database and to the Trade Commissions of Spain in the world, food statistics, and updated Spanish and EU laws, rules and regulations regarding food production and exports. Chefs & Training includes profiles on top chefs, food writers and other industry professionals in Spain and abroad. This section also has videos on cooking techniques and information on culinary schools inside and outside of Spain. Foodpedia features a glossary of Spanish food and wine terms, FAQ, a Who s Who of industry profiles, interactive graphics, videos, links to Spanish institutions and the Spanish food media, books about Spain s food, chefs, and other related industry publications.

10 10 Thank you for joining us today. We hope that your interest in Spanish gastronomy has been satisfied and that it will continue to grow. I hope you try it, you enjoy it and in the future you may think: I need Spain

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