The Swiss gastronomy sector embraces the quality and stories of Spanish products at the second edition of Spain Fusion Zurich

From before the official opening until the very last minute of the event, the atmosphere in the ballroom of the Park Hyatt Hotel in Zurich, where Spain Fusion Zurich was being held, was vibrant and lively. The first invited distributors, restaurateurs, retailers, and chefs strolled through the booths, tasting products, asking questions, and exchanging business cards with the exhibitors; a total of 28 companies, a third of them wineries. There were also extra virgin olive oils, Iberian ham, cheeses, vinegars, canned fish and fruit, truffles, and other prepared foods. And a notable presence of producers from Almería, where the Provincial Council and Chamber of Commerce are supporting the internationalization of businesses.

The vast majority of exhibiting companies have experience exporting to Europe, Asia, or the Americas, but Switzerland is a major draw because consumers in this prosperous country seek quality and appreciate good value for money. At the opening ceremony, Luis Martí, Marketing and Business Development Director of Vocento Gastronomía, expressed his gratitude to ICEX and Alimentos de España for their continued support and celebrated the presence of "so many quality producers who have come seeking markets in Switzerland." He added, "We hope that the tastings and presentations we will be offering will further enhance Switzerland's appreciation for Spanish products."

The educational portion, comprised of guided tastings, informative presentations, and showcookings, was opened by Jorge Muñoz, co-founder with Sara Peral of the Madrid restaurant OSA. “The chefs who are with us today represent the future of Spanish haute cuisine, and they uphold the authenticity of the product through their interpretation of gastronomy,” said master of ceremonies Alfonso Fernández, a gastronomic enthusiast, international taster, and speaker specializing in extra virgin olive oils at Spain Fusion, during the presentation.

Jorge Muñoz explained that OSA's concept rests on restoring the prominence of the product through artisanal and essential preparations. “From the beginning, we understood that the 'Made in Spain' brand gave meaning to our identity, because we are from Madrid, a city so open that it embraces all regions. We work with 126 producers for a 24-course menu, and we believe, as Spain Fusion tries to convey, that when something is delicious, it moves us even if it doesn't belong to our own culture.” Muñoz added that the key to their relationship with small suppliers is “loyalty, respect for their work, and prompt and reliable payment.”

Sometimes it's the culture surrounding a product that allows us to appreciate the quality of one from a different place. That's why Cristina Aizpún, sales director of Quesos de Hualdo (Carpio de Tajo, Toledo), brought some of her most special cheeses to Spain Fusion Zurich; not only Manchego, but also soft cheeses with bloomy or washed rinds, all made with raw milk. "We sell a lot in France. A cheese connoisseur will always appreciate different, high-quality cheeses," she said. This family business also showcased premium extra virgin olive oils, including a line of blends designed for the children's market, presented in beautifully illustrated bottles.

Among the 28 exhibiting companies, the majority (12) were wine producers. Purificación González Camacho, Deputy Director General for Food Promotion in Spain, emphasized the importance of raising awareness of Spanish wines abroad. “For a long time, we have been sought after for our prices, but our wines are of excellent quality, and this needs to be communicated so that we can access the premium product segment,” she said. González Camacho believes Switzerland is a promising market. “I have been visiting supermarkets and shops, and the presence of Spanish products is still small. We have a lot of room for improvement,” she added.

Celia Pastor, a 24-year-old from Teruel, attended the event with Truffal, a company she founded a few years ago with her sister Paula, which specializes in gourmet products made with Tuber melanosporum (black truffle). “We decided to start this company because the fresh truffle market is too dependent on intermediaries, and fair prices aren't always paid. With our processed products, however, we control both the sales and the price,” she explained. Her star product at Spain Fusion was a truffled artichoke pâté. “People like its lightness, its novelty, and the fact that it's vegan,” she explained.

In search of new products, Begoña Bermejo and Jaime Cloppenburg, importers of Spanish gastronomic products with their company Essensaciones, arrived at Spain Fusion. “We already work with many small Spanish producers. I think this event hits the nail on the head, because the Swiss public isn't familiar with the products beforehand, and if you sell something that has a price, you have to explain it,” Begoña explained. At their small market stall, certified with the ICEX 'Colmados from Spain' seal, they even sell meat from El Capricho in the land of beef. The secret? Offering samples of the product in prepared dishes. “When people try a Russian salad topped with a Cantabrian anchovy, they understand that it's not the same anchovy they're used to tasting,” she smiled.

Among the ambassadors of Spanish products who took to the stage was Álvaro Salazar, from Voro** (Palma de Mallorca). Salazar praised products such as extra virgin olive oil, Andalusian vinegars, almonds, and teardrop peas.

Juan Carlos García, from Vandelvira* (Baeza), showcased the possibilities of olive oil in his delicate and minimalist dishes of Andalusian haute cuisine. He even presented an elegant cocktail with amontillado sherry, chickpea miso, and extra virgin olive oil. García was preceded on stage by Alfonso Fernández, the master of ceremonies for Spain Fusion, who brought a selection of olive oils of different varieties (incidentally, the favorite variety among the public in Switzerland, according to the exhibitors interviewed, was Arbequina).

Vicky Sevilla (Arrels*, Sagunto) highlighted the importance of the vegetable garden. “In Spain we have the best larder in the world, but in Sagunto we have vegetable gardens, and that's why I like to champion those unique products that the season brings us,” she said.

While the presentations were engaging, the two tastings led by Master of Wine Fernando Mora and Alfonso Fernández were packed to capacity. One focused on red wines paired with Iberian cured meats, and the other featured white and sparkling wines with preserved fish and cheeses. Although this is a market with significant room for growth, attendees demonstrated a greater knowledge of grapes and regions than at other Spain Fusion events. “Garnacha is my favorite grape,” confessed Katrina Lundz, sommelier and tasting instructor. “And I also love Spanish white wines, especially Cava. For me, it's on par with Champagne,” she concluded.