Catalan Food US – Estrategia Integral 360º
The Challenge: Positioning Gastronomic Identity in a Fragmented Market
The Challenge: Positioning Gastronomic Identity in a Fragmented Market
Methodology: Operational Business Network & Communication
Our intervention went beyond conceptualization, executing an active internationalization ecosystem across three critical levels:
U.S. Business Network: On-the-ground operations managing direct prospecting, qualified lead scoring, and tactical support for both companies and U.S. importers.
B2B & B2C Digital Ecosystem: Launch and management of the web platform. Implementation of an omnichannel strategy (Web, Social Media) centered on a narrative of tradition and sustainability, creating a community that connects producers directly with the professional channel and gastronomic influencers.
Communication & Public Relations: Development of technical tools for press and media (press kits, press releases) and direct recruitment campaigns. Our focus was on strategic recruitment: identifying and engaging key profiles to ensure professional turnout and commercial relevance at every activation.
Execution Pillars: Experiential Activation
We transformed strategic vision into high-impact physical milestones for the value chain:
Technical Training & Prescription: Design and implementation of a specialized culinary training programme. We consolidated strategic alliances with 10 prestigious culinary institutions—including the Culinary Institute of America (CIA), FIU, MSU Denver, and SUNY Delhi—many of which are members of the American Culinary Federation. This network trained hundreds of future tastemakers in the technical use of the products, generating positioning within the HORECA channel.
Proprietary Formats: Turnkey conceptualization and execution of a Tier-2 B2B trade show. CFS introduced a disruptive format in the U.S. by integrating food and wine into a single mixed activation – a model that was fully validated and led to a second edition, solidifying the sector’s collective positioning.
High-Impact Trade Fair Activations: Directing tactical activations designed to act as catalysts for visibility and qualified professional traffic.
o Worlds of Flavor (CIA, Napa Valley): Consolidating brand authority at one of the country’s most prestigious forums through masterclasses led by Michelin-starred chefs.
o Summer Fancy Food Show (NYC): Immersive workshops with brand ambassadors to accelerate market integration.
Networking Events (Christmas Tastings): Experiential activations in New York, Washington D.C., and Houston
Impact and Audience
brands
Commercial Penetration:
Facilitated business opportunities for 80+ brands across 10
strategic cities.
professionals
Active B2B Community:
Consolidation of a verified network of 3,000+ professionals
(importers, chefs, press, and retail).
impressions
Digital Reach:
200,000+ impressions through segmented campaigns targeting
professional audience loyalty.
Key Areas
Multi-regional Strategy:
Effective deployment across 3 major U.S. market areas: East
Coast, South, and Midwest & Great Lakes.
Audience Segmentation
Critical Capabilities Deployed
Executive Recruitment
Identifying and engaging high-level decision-makers and industry tastemakers.
Institutional Partnership Building
Managing alliances with elite educational entities and sectoral organizations.
Experiential
Trade Marketing
End-to-end tactical production of trade shows and high-impact commercial events.
Data-Driven
Comms
Attendee scoring systems and impact reporting under institutional standards.
