{"id":4663,"date":"2026-05-21T20:24:33","date_gmt":"2026-05-21T18:24:33","guid":{"rendered":"https:\/\/excomglobal.com\/mkt-cf\/"},"modified":"2026-07-02T16:12:50","modified_gmt":"2026-07-02T14:12:50","slug":"mkt-cf","status":"publish","type":"page","link":"https:\/\/excomglobal.com\/en\/our-work\/mkt-cf\/","title":{"rendered":"Catalan Food US \u2013 Estrategia Integral 360\u00ba"},"content":{"rendered":"\t\t
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\n\t\t\t\t\tMarket :<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\tUnited States.<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\tSector :<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\tAgri-food and Wine.<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\tService :<\/span>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t360\u00ba Consultancy (Business Network, Market Intelligence, PR & Experiential\nMarketing).<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Catalan Food US \u2013 Estrategia Integral 360\u00ba<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tBusiness Intelligence, Marketing & PR<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\tThe Challenge:<\/span>\t\t\t\t<\/div>\n\t\t\t\t
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The Challenge: Positioning Gastronomic Identity in a Fragmented Market<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tThe challenge for Excom was to build a commercial and brand infrastructure from the ground up for\nthe Catalan agri-food ecosystem in the United States. Capitalizing on Catalonia\u2019s designation as the\nWorld Region of Gastronomy 2025, we adapted a narrative of excellence to anchor the territory's\nidentity among American tastemakers. The ultimate goal: transform institutional visibility into a\ntangible competitive advantage designed to "sell more and sell better."<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\tThe Challenge:<\/span>\t\t\t\t<\/div>\n\t\t\t\t
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The Challenge: Positioning Gastronomic Identity in a Fragmented Market<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\tThe challenge for Excom was to build a commercial and brand infrastructure from the ground up for\nthe Catalan agri-food ecosystem in the United States. Capitalizing on Catalonia\u2019s designation as the\nWorld Region of Gastronomy 2025, we adapted a narrative of excellence to anchor the territory's\nidentity among American tastemakers. The ultimate goal: transform institutional visibility into a\ntangible competitive advantage designed to "sell more and sell better."<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Methodology: Operational Business Network & Communication <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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Our intervention went beyond conceptualization, executing an active internationalization ecosystem across three critical levels:

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U.S. Business Network:<\/strong> On-the-ground operations managing direct prospecting, qualified lead scoring, and tactical support for both companies and U.S. importers.<\/p>

B2B & B2C Digital Ecosystem:<\/strong> 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.<\/p>

Communication & Public Relations:<\/strong> 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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Execution Pillars: Experiential Activation <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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We transformed strategic vision into high-impact physical milestones for the value chain:

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Technical Training & Prescription:<\/strong> Design and implementation of a specialized culinary training programme. We consolidated strategic alliances with 10 prestigious culinary institutions\u2014including the Culinary Institute of America (CIA), FIU, MSU Denver, and SUNY Delhi\u2014many 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.<\/p>

Proprietary Formats:<\/strong> 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 \u2013 a model that was fully validated and led to a second edition, solidifying the sector’s collective positioning.<\/p>

High-Impact Trade Fair Activations:<\/strong> Directing tactical activations designed to act as catalysts for visibility and qualified professional traffic.<\/p>

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.<\/p>

o Summer Fancy Food Show (NYC): Immersive workshops with brand ambassadors to accelerate market integration.<\/p>

Networking Events (Christmas Tastings):<\/strong> Experiential activations in New York, Washington D.C., and Houston<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Impact and Audience<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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   brands<\/h3>

Commercial Penetration:<\/strong>
Facilitated business opportunities for 80+ brands<\/strong> across 10\nstrategic cities.<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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   professionals<\/h3>

Active B2B Community:<\/strong>
Consolidation of a verified network of 3,000+ professionals<\/strong>\n(importers, chefs, press, and retail).<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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    impressions<\/h3>

Digital Reach:<\/strong>
200,000+ impressions<\/strong> through segmented campaigns targeting\nprofessional audience loyalty.<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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      Key Areas<\/h3>

Multi-regional Strategy:<\/strong>
Effective deployment across 3 major U.S. market areas: East\nCoast, South, and Midwest & Great Lakes.<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Audience Segmentation<\/h2>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t30% Importadores y distribuidores<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t28% HORECA y Wine Retail<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Critical Capabilities Deployed<\/h2>\t\t\t\t<\/div>\n\t\t
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Executive Recruitment<\/span><\/h3>

Identifying and\nengaging high-level\ndecision-makers and\nindustry tastemakers.<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t

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Institutional Partnership Building<\/span><\/h3>

Managing alliances\nwith elite educational\nentities and sectoral\norganizations.<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t

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Experiential
Trade Marketing<\/span><\/h3>

End-to-end tactical\nproduction of trade\nshows and high-impact\ncommercial events.<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t

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Data-Driven
Comms<\/span><\/h3>

Attendee scoring\nsystems and impact\nreporting under\ninstitutional standards.<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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up-arrow Cont\u00e1ctenos Market : United States. Sector : Agri-food and Wine. Service : 360\u00ba Consultancy (Business Network, Market Intelligence, PR & Experiential Marketing). Catalan Food US \u2013 Estrategia Integral 360\u00ba Business Intelligence, Marketing & PR The Challenge: The Challenge: Positioning Gastronomic Identity in a Fragmented Market The challenge for Excom was to build a commercial […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":4717,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-4663","page","type-page","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/excomglobal.com\/en\/wp-json\/wp\/v2\/pages\/4663","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/excomglobal.com\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/excomglobal.com\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/excomglobal.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/excomglobal.com\/en\/wp-json\/wp\/v2\/comments?post=4663"}],"version-history":[{"count":7,"href":"https:\/\/excomglobal.com\/en\/wp-json\/wp\/v2\/pages\/4663\/revisions"}],"predecessor-version":[{"id":4701,"href":"https:\/\/excomglobal.com\/en\/wp-json\/wp\/v2\/pages\/4663\/revisions\/4701"}],"up":[{"embeddable":true,"href":"https:\/\/excomglobal.com\/en\/wp-json\/wp\/v2\/pages\/4717"}],"wp:attachment":[{"href":"https:\/\/excomglobal.com\/en\/wp-json\/wp\/v2\/media?parent=4663"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}