1. EUROPEAN QUALITY FOODS: EATING WITH YOUR FIVE SENSES
INWARD MISSION
24-30 June 2012
1. Week’s Agenda for Spain
2. European Quality Foods: Eating With Your Five Senses, the programme
3. WHY INDIA?
a. The Indian context
b. MAIN SPANISH SECTORS THAT EXPORT TO INDIA AND THE PRODUCTS EXPORTED
c. A European example: The main Spanish sectors that export to India and the products
imported
4. Plan India
5. CVs of those taking part in the press conference
6. Contact for information purposes

2. EUROPEAN QUALITY FOODS: EATING WITH YOUR FIVE SENSES
INWARD MISSION
24-30 June 2012
WEEK’S AGENDA FOR SPAIN
MADRID: Monday, 25 June
10.00-11.00: Seminar:
• Introduction to the European food and drinks industry.
• The Spanish food and drinks industry and the Spanish Federation
of Food and Drink Industries (FIAB).
11.00-11.30: Coffee break.
11.30-13.00: Press conference to present the Inward Mission (Jaime Palafox,
Director of Economic Affairs and Internationalisation at FIAB, Abhijit Saha,
Founder, Director and Chef at Avant Garde Hospitality Pvt Ltd. and Farzana
Behram Contractor, Editor and photographer at UpperCrust.
Bilateral meetings with sector associa-
tions and institutions.
13.45-15.00: Lunch.
15.00-17.00: Bilateral meetings with
sector associations and institutions.
17-17.15: Coffee break.
Bilateral Meetings.
20.30: Dinner at the Casino de Madrid.
ANDALUSIA: Tuesday, 26 June ANDALUSIA: Wednesday 27th June CATALONIA: Thursday 28th
June
11.00-13.00: Bilateral Meetings. 8.00-9.00: Breakfast.
Educational collaboration talk and 9.30-10.30: Coach to Jerez de la 8.30-11.30: AVE high-speed train
technical dimension (traceability). Frontera. Madrid- Barcelona
13.00: Lunch with the five senses. 10.30-13.30: Visit to Grupo Estévez. 12.00-14.00: Visit to wine
vineyards and wine and sparkling
14.00-16.30: Lunch.
17.00-19.00: Visit to the olive fields wine wineries.
and oil press to see how extra-virgin 17.00: AVE high-speed train to
olive oil is produced. Madrid. 14.30- 17.00: Lunch.
20:30: Restaurant dinner: Poncelet

3. EUROPEAN QUALITIY FOODS: EATING WITH YOUR FIVE SENSES
European food is known for its quality, both
within its frontiers and beyond, where its flavour,
colour, aroma and the sensations it provokes on
the palate strike all those who have the pleasure
of tasting and enjoying it. The fine taste of our
products is entwined with the values they
convey; representing as they do a way of being
and of understanding culinary pleasure, not to
mention the way of life that forms part of the
Mediterranean diet, which characterises our
food and the “European Brand”.
There are many countries that now enjoy this gastronomic culture, but there are still some places
around the world in which its promotion has a clear market niche in which to grow and develop its
business opportunities.
Aware as we are of this potential, and starting with Plan India 2010-2012 to promote Spanish food
and wine in India, in which the European Union, the Ministry of Agriculture, Food and Environ-
ment (MAGRAMA) and the Spanish Food and Drink Industry Federation (FIAB), the Federation
decided to work on the elaboration of a three-year programme to make the European sector as a
whole better known: the “European Quality Foods: Eating With Your Five Senses” programme.
To this end, the strengths and opportunities of European food and drink have been outlined with a
view to promoting and making the most of them, while at the same time minimising possible threats
and weaknesses, thus turning them into an opportunity for action.
This European food and drink promotional programme is based on field market knowledge and
hopes to achieve its goals as effectively as possible by using those resources that have the greatest
impact on direct and indirect consumption, thus endowing the European Brand with greater value.
The QUALITY idea presents the qualities of the products by linking them to healthy living and a
balanced diet. This quality will be approached through the auspices of this haute cuisine and Euro-
pean food and drink project as a worldwide reference in that which is truly delicious.

4. PROGRAMME GOALS
- We are looking to increase the end consu-
mer knowledge of the intrinsic qualities of
European products. To this end, the local
press aimed at the urban, upper class, target
consumer shall actively take part in the infor-
mation and promotional actions that have
been scheduled in order for the information to
get to consumers through media and journa-
lists in which they trust. Moreover, indepen-
dent restaurant and hotel channels shall be
used so that these local sector professionals
can inform and recommend the European
products that have been included on their
menus to their consumers.
- To foster the Indian consumer’s taste for European products by means of messages that attribute
emotional qualities to them, such as tradition, exclusiveness, finesse, etc.
- To increase the distribution channel's (importers, restaurateurs, wholesalers and retailers)
knowledge of European products, to foster their use in haute cuisine, as well as to increase their inter-
est in promoting them. In this way, the idea is to increase the number of European products that reach
the end consumer.
Furthermore, the project aims to make the quality and added value of European products and produc-
tion processes known through the development of the five senses. By stimulating the senses, the
qualities and properties of European food products shall become apparent, and more specifically,
those of the Mediterranean Diet.

5. PROJECT PILLARS:
EUROPEAN QUALITY FOODS:
Dissemination of the qualities of European products and the high standards observed by the Euro-
pean Union food production model, not only underlining their safety, but also their properties,
characteristics and diversity; likewise, the benefits of the Mediterranean Diet, which covers a large
part of European food product range, shall be highlighted.
EATING WITH YOUR FIVE
TASTING: the intense flavour of the ingredients
or the refined taste of a dish with Mediterranean
products..
SMELL: the importance of smell in European
products.
SIGHT: colour of ingredients and their combina-
tions.
TOUCH: the sensations produced on the palate by
the textures of the food and drink. Sweet and
HEARING: associated with the most rational dimension of the
sourness, hot and cold and the play of other haute
senses, this involves listening to expert nutritionists, journalists
cuisine gastronomic contrasts, not to mention the
and renowned sommeliers and chefs.
subtlety of some products.
TARGET PUBLIC:
The project is addressed to two target publics:
- Consumers: aims to reach some 35 million people (3% of the population) in the 8 main cities:
New Delhi, Calcutta, Chennai, Mumbai, Ahmedabad, Bangalore, Hyderabad and Pune. It is
expected that by 2025 the food product target public shall account for 30% of total consumption
in the country.
- Sector professionals: contact shall be made with institutions; importers; wholesale distributers,
retailers and online; hotel, restaurant and catering channel.

6. PRODUCTS AND SECTORS INVOLVED:
The programme is not looking to promote particular brands, but rather aims at promoting the
consumption of European food products by stimulating interest in the end consumer and furthe-
ring knowledge about the products in the different distribution channels. When selecting the
products, it was necessary that they fulfil three essential requirements:
- Their origin is traditionally associated with European Union countries, where its producers
have an international image for quality and their production processes are the object of
acknowledged prestige.
- Owing to the climate, culture and the eating habits of its population, they have great consump-
tion potential in India.
- They are basic ingredients of the Mediterranean Diet, considered to be an element of Intangi-
ble Heritage by UNESCO.
These are:
- Fresh, chilled and frozen beef and pork, as well as food
prepared on the basis of these products.
- Quality poultry meats.
- Dairy products.
- Olive oil and olives.
- Wines.
- Sparkling drinks.
- Fresh and processed fruits and vegetables.
- Cereal and rice based processed products.

7. FROM THEORY TO PRACTICE. MAIN ACTIONS:
An intense three-year campaign has been developed that involves the following actions:
1 2
INWARD MISSION FOR PRESS AND SECTOR
INFORMATION PAVILION AT THE PROFESSIONALS: Promotion of European
“ANNAPOORNA-WORLD OF FOOD FAIR” food as a vehicle to introduce European ingre-
(26th-28th September) dients. The idea is to reduce non tariff barriers
- The last edition saw over 5,400 visitors from to European products in the Indian market by
the sector and had 160 national and foreign means of influencing the participating institu-
exhibitors. This is aimed at top quality tions. Likewise, institutional knowledge about
products, especially for hotels, restaurants the qualities of European products shall be
and the catering industry and gourmet sector. increased and any technical doubts about
- 9 seminars are organised along with an production processes shall be clarified. Lastly,
information area to promote product values this action shall serve to establish contact
and European food production processes, to between high level officials at institutions that
extend knowledge of these and to convey their will be able to collaborate in the future by way
quality image. of agreements aimed at promoting business
collaborations.
3 RECIPE BOOK AND PRESENTATIONS AT 4
SCHOOLS: Recipe books shall be published
every year. These shall be structured into five PUBLICITY: Messages shall be conveyed over
sections in reference to each of the senses. various different and important media that
The recipes shall be organised in accordance shall attribute emotional qualities to European
with the sensations they offer the end consu- products, revealing the inherent qualities of
mer. Moreover, they shall serve to make Euro- European products and offering practical
pean food and the use of European cuisine advice to enable their use in the consumption
products known to over 2,000 cookery habits of potential consumers.
students each year so that they can include
them on their future professional menus. Fifty
teachers shall be trained every year to enable
them, in turn, to teach their students during
the course of their studies. Lastly, European
cuisine values shall be conveyed by means of
presentations at 10 schools each year.
5
PARTICIPATION IN THE “EUROPEAN WELLNESS PARADE”: We intend to make the range of Euro-
pean products and their characteristics known by way of organising activities and shopping centres.
To this end, we will visit the 9 target cities (3 a year) selected with a view to making European
products widely known. A mobile stand shall be built from which to give out promotional gifts contai-
ning messages dealing with the qualities of European food and the development of the five senses
based on the experience of eating and drinking the products in question. Among other activities, there
shall be children's team games, blind tasting tests of European products, etc.

8. WHY INDIA?
The current state of the European economy has
revealed the need to identify opportunities in
growing markets. The curb on consumption
being experienced in Europe must be counte-
racted with exports to countries outside the
European Union with import potential.
India is an extremely interesting market in the short term for European products given that its develop-
ment is in full flight and the fact that there are numerous possibilities for positioning in this land of conti-
nuous change. The European food and drink sector is said to be worth €134,000 million with an annual
growth rate of 14%. Moreover, a multiplier effect is expected by means of the expansion of modern
distribution. In spite of the world economic recession, India has doubled its imports of food products in
the last two years, thus reflecting the interest of urban consumers in foreign products. The food product
market import figure is quickly approaching €200 million mark, a figure that shows the great potential
of this burgeoning market. On the other hand, the gradual lowering of tariffs are expected in the short
term, owing to free trade agreements that shall facilitate entry into the market.
Food distribution in India is valued at $236,000 million, catering to a total of 12 million points of sale.
At present, the modern distribution presentation only reaches 6%, thus the long road yet to be travelled.
Over the last 10 years, India has experienced the take-off of modern formats that have enabled the
gradual entry of products from all around the world. All of these chains are in expansion. Indeed, accor-
ding to Images Retail calculations over 3,000 new supermarkets were opened throughout India from
2008 to the end of 2011.
Another hindrance facing European products in India is consumers lack of knowledge, given that they
are being presented with these products for the first time. The novelty of products at points of sale crea-
tes curiosity and attraction. Interest can be seen in unknown products that are eaten in other countries.
THE INDIA FILE:
- Emerging country with constant GDP growth since 1992.
- Great technological capacity. In 2009, seven Indian companies were among the first 15 on an inter-
national scale with respect to outsourcing their technology.
- Great potential: the middle and upper class urban population is made up some 400 million people.
In 2008 over 50 million people had an income of €2,900 and €14,500. It is estimated that by 2025
this number shall have risen to 583 million (41% of the population).
- Trade increase. At present, the country’s trading volume represents a mere 0.7% of world trade.
- “A story of China and India. The Intelligence Unit”. The Economist, 25th August 2011:
* The Indian retail market ranks 4th in the world
* It is expected that modern retail business shall focus on India
* It is expected that the Indian economy shall grow quicker than China's over the next decades.
.

9. THE INDIAN CONTEXT
THE EUROPEAN
INDIA CHINA USA JAPAN
UNION
GDP
(2010 THOUSANDS OF 1,727 5,926 14,586 5,458 16,251
MILLIONS $)
ANNUAL GDP
8.8% 10.4% 3.0% 4.0% 1.9%
GROWTH (2010)
GDP PER CAPITA
1,475 4,428 47,199 42,831 31,934
(2010 US$)
POPULATION
1,170 1,338 309 127 501
(MILLIONS 2010)
EXPORTS (2010
22% 30% 13% 15% 12%
%GDP)
IMPORTS (2010
25% 26% 16% 14% 13%
%GDP)

10. MAIN EUROPEAN PRODUCTS EXPORTED TO INDIA 2005-11 (Millions €)
% OF THE
GROWTH %
TARIC CHAPTERS 2011 2005 2011
2005-2011
TOTAL
DRINKS, SPIRITS AND VINEGAR 87.69 55.06 59% 23%
22
830 WHISKY 61.70 38.31 61% 16%
04 WINE 7.83 6.74 16% 2%
SUGARS AND CONFECTIONER GOODS 27.14 11.99 126% 7%
17
SUGAR CANE OR BEET AND
02 22.75 9.36 143% 6%
SUCROSE IN SOLID STATE
ANIMAL OR VEGETABLE OILS AND FATS
AND THEIR DERIVED PRODUCTS,
23.62 9.01 162% 6%
PREPARED EDIBLE FATS, ANIMAL OR
VEGETABLE WAXES
15
OLIVE OIL AND ITS
FRACTIONS, INCLUDING
09 11.58 4.04 187% 3%
REFINED, BUT NOT
CHEMICALLY MODIFIED
DAIRY PRODUCTS, BIRDS’ EGGS 12.45* 5.63 121% 3%
23
01-02 MILK 2.76* 1,46 89% 1%
NOT NOT
2 MEAT OR OFFAL NOT RELEVANT NOT RELEVANT
RELEVANT RELEVANT
1-24 FOOD SECTOR 379,86 142.96 166% 100%
Exports UE – India (mil €)
General 40.425,22
Food&Drink Industry 305,91

11. A EUROPEAN EXAMPLE: MAIN SPANISH PRODUCTS EXPORTED TO INDIA
MAIN SPANISH SECTORS THAT EXPORT TO INDIA AND THE PRODUCTS EXPORTED
TARIC 2011 2012 2010-2011
02 – MEAT AND EDIBLE MEAT OFFAL 0.11 0.15 -28.55%
0.49 120.30%
03 – FISH, CRUSTACEANS, MOLLUSCS 1.09
0.11 0.11 -3.06%
04 – MILK, DAIRY PRODUCE; BIRDS’ EGGS
11 – PRODUCTS OF THE MILLING INDUSTRY; 0.05 0.00 2056.40%
MALT
9.88 8.05 22.65%
15 - ANIMAL OR VEGETABLE FATS AND OILS
7.81 6.44 21.27%
1509 OLIVE OIL
0.30 0.23 33.17%
16 – PRESERVED MEAT OR FISH
0.14 0.03 360.02%
17 – SUGARS; SUGAR CONFECTIONERY
0.59 0.35 69.89%
18 – COCOA AND COCOA PREPARATIONS
19 – CEREALS AND PASTRY COOK 0.90 0.26 243.71%
PRODUCTS
20 – FRUIT OR VEGETABLE PRESERVES; 3.60 2.81 28.10%
FRUIT JUICES
1.55 1.34 15.67%
2005 VEGETABLE PRESERVES (*OLIVES)
1.4 1.04 34.62%
2009 JUICES
1.59 1.17 35.53%
21 – VARIOUS FOOD PREPARATIONS
22 – ALL TYPES OF DRINKS (NOT INCLUDING 0.78 0.55 42.35%
JUICES)
0.31 0.28 10.71%
2204 WINE OF FRESH GRAPES
0.32 0.16 100.00%
2208 LIQUORS, SPIRITS AND OTHERS
23 -- RESIDUES AND WASTE FROM THE 0.92 0.58 58.66%
FOOD INDUSTRY
TOTAL 20.05 11.79 35.57%
Exports Spain – India (mill €)
General 2.807,54 (7% UE)
Food&Drink Industry 20,05 (6,55% UE)

12. PLAN INDIA
Knowledge about European cuisine and products has been seen to be quite scant. Consequently,
there is a need to promote them in order to reach a greater number of the target public. At present,
only the upper classes of society are occasional consumers. The opening of some 200 new, five
star hotels in 2001 shall directly favour the consumption of imported products through this chan-
nel.
Starting from this market context, in 2008, FIAB promoted the carrying out of an in-depth strategic
study on India to enable a profound analysis of the opportunities and threats that aforementioned
market could represent upon the introduction into same of Spanish food products. This study was
carried out within the framework of the Food Coordination Committee (made up of MAGRAMA,
FIAB, ICEX, Food Cooperatives, the High Council of Chambers of Commerce, and Export Promotion
Bodies from the 17 Spanish Autonomous Communities).
On the basis of the results and conclusions drawn from the Study, the so-called “Plan India 2010-
2012, Spanish Food and Wine Promotion Plan for India” was elaborated, in which MAGRAMA,
FIAB, ICEX and Promotion Bodies from 11 Spanish Autonomous Communities are taking part. The
plan’s goals are to: to double total Spanish food exports to India in three years, to extend up to 100
the number of food and drink companies exporting to India – there are currently about 62 exporting
there –, to increase the knowledge of the range of Spanish food on offer, to encourage the con-
sumption of Spanish products to strengthen commercial relations between Spanish industry and
Indian distribution.
Plan India is a promotion strategy aimed a positioning the Spanish food sector in India in order to
gain a market share in all categories. The Plan also intends to be a tool to create a Food Country
Brand that shall benefit Spanish industry as a whole based on:
- The quality of its products
- The variety and richness of its food and drink
- Technological innovation and development
The project is laying the foundations for the solid growth of the Spanish food and drink industry in
the long term in a country with a rapidly growing middle class. According to various studies that
have been carried out, Indian society is developing towards an increasingly extensive urban middle
class, which is changing the country’s consumption habits, thus favouring the penetration of Spa-
nish products. The plan’s strategy is based on three pillars:
- Informing Spanish companies on the challenges and opportunities represented by the Indian
market
- Carrying out activities that increase the exports of companies that are already marketing their
products, as well as identifying new importers
- Creating a strong and well defined Country Brand.

13. THOSE TAKING PART IN THE PRESS CONFERENCE
Jaime Plafox, Director of Economic Affairs and Internationalisation at FIAB
He is Bachelor in Economics, by the University of Valencia (1983-1988)
and has a PDG Executive Programme for General Management of IESE
Business School. Between 1989-1991 and 1992-1995 he worked in
several positions related to Trade Promotion at the Foreign Trade Office
of the Spanish Embassy in Vienna (Austria). In 1991, is Deputy Secre-
tary General in the Spanish Wine Federation (FEV). In 1995 he joined
the Spanish Food and Drink Industry Federation (FIAB) as Head of
Trade Promotion and, since 2010 he is the Economic Affairs and Inter-
nationalization Director in the Federation.
Farzana Behram Contractor, Editor and photographer at “UpperCrust”
Farzana Behram Contractor is a well known Indian journalist. She is
currently the editor and photographer of the top, local food, wine and
travel magazine, UpperCrust.
Her articles and photographs are immediately recognised by her
readers. She has been awarded the prestigious Giant’s Award for the
best journalist. Moreover, she is regularly interviewed by Indian press
and television and takes part in conferences on food, travel and health.
Before embarking on her career as a professional journalist she worked
as a gourmet chef of acknowledged talent.
Learn more about Farzana Behram Contractor and UpperCrust at:
http://www.farzanacontractor.com/

14. THOSE TAKING PART IN THE PRESS CONFERENCE
Abhijit Saha, Founder, Director and Chef of Avant Garde Hospitality Pvt Ltd
AAbhijit Saha is the Founder, Director and Chef of Avant Garde Hospitality Pvt Ltd.
He runs two critically acclaimed, top class restaurants in Bangalore, the Caperberry
and the Fava. The daily newspaper, DNA, the biggest in the country, chose him as
one of the 50 most influential people in Bangalore. He is currently the Chairman of
The Bangalore Wine Club and Marketing Manager of the Indian Federation of
Culinary Associations.
He is a member of the “Hall of Fame”, which lists the 50 most important people in
the food and drink industry in India. The list was published in the latest issue of the
magazine, UpperCrust. Moreover, he was awarded the Chef of the Year special
MoMo jury prize at the Hotelier India Awards in 2011. On the other hand, he has also
been awarded with the Entrepreneur Chef of the Year prize by the prestigious Indian
Federation of Culinary Associations and with the Golden Hat by the South India
Culinary Association for his contribution to the cooking profession. Moreover, he is
an expert in classic and modern European cuisine, as well as regional indigenous
cooking.
Abhijit Saha is the Founder, Director and Chef of Avant Garde Hospitality Pvt Ltd. He runs two critically acclai-
med, top class restaurants in Bangalore, the Caperberry and the Fava. The daily newspaper, DNA, the biggest
in the country, chose him as one of the 50 most influential people in Bangalore. He is currently the Chairman
of The Bangalore Wine Club and Marketing Manager of the Indian Federation of Culinary Associations.
This is a top quality international restaurant. It
excites and stimulates many senses. Innova- This is an elegant, Mediterranean style restau-
tion, top quality and attention to detail are its rant and a bar with private dining room and
guiding principles. Located in the very heart of delicatessen. Its subtle sophistication offers the
Bangalore, it specialises in modern European most demanding diners the chance to genui-
cuisine with molecular gastronomic elements. nely experience the magnificence and variety of
www.caperberry.in Mediterranean cuisine.
Awards: www.fava.in
• Best Independent Restaurant in India, Time Awards:
Out Food Awards, 2011 • Karnataka Service Excellence Award, Brands
• Karnataka Service Excellence Award, Academy, 2011
Brands Academy, 2011 • Best European Restaurant Award, Food
• Best European Restaurant Award, Food Lovers Food Guide, 2011
Lovers Food Guide, 2011 • Silver Medal at the Food and Wine Showcase,
• Best European Restaurant Award, Times
2010
Food Guide, Bangalore 2010 & 2011
• Gold Medal, Food and Wine Showcase,
2010