Press release prepared by FIAB for promotional activities in John Lewis London stores. September 2011.

1. Spanish gourmet products in the John Lewis Foodhalls
A taste of the best Spanish flavours
in the centre of London
Madrid; September 6, 2011. John Lewis, which belongs to the same group as the Waitrose chain of
supermarkets, will present this September a selection of Spanish gourmet products and the highest
quality Spanish wines in the center of London. Its prestigious delicatessens known as the “Lewis
Foodhalls” will host this initiative, organized by the Spanish Federation of Food and Beverage
Industries (FIAB), with the support of the Spanish Ministry of the
Environment and Rural and Marine Affairs (MARM).
The promotion which was inaugurated by the Spanish Ambassador to the
United Kingdom, Carles Casajuana Palet, and the Commercial Director of
Conservas Ortiz, Javier Ortiz; has a total of 25 Spanish companies
participating including: Estrella Galicia, Conservas Ortiz, Pago Baldios
San Carlos, Delaviuda, Turrón 1880, among others. Thanks to these
companies, those who visit these establishments during the promotion will
have the chance to taste Spanish olive oils, beer, vegetable and fish
preserves, cider, Iberico charcuterie products, turrón (Spanish nougat
sweets) as well as red, white and rosé wines.
“The sales of our food products continue to grow, as proven by the figures
of the first semester of the year, with an increase of 13 %. In FIAB we
believe it is necessary to continue fostering initiatives whose essential objective is to obtain direct commercial
benefits for the companies of the sector, while simultaneously promoting the image of our products. After the
successful promotion activities in ' Passport Spain ', in Central Market (Texas) and in the ACE department
stores (Japan), we have now centred our efforts on United Kingdom. The next step will be to extend it to other
European countries as France and Germany ", states Jaime Palafox, The Director of FIAB’s Economic
Affairs and Internationalization Department.
Why the United Kingdom?
This promotion, which will take place in two of the principal shops in central London (Oxford Street and
Bluewater) during the whole month of September, endeavours to demonstrate the importance of the English
market to Spanish products; primarily because the British consumers of gourmet products (“foodies”) preserve
the preference for foods prepared in the artisanal way and the desire to know the origin, the region, and the
way of life of their places of origin.
It is also important to keep in mind that the number of Spanish citizens who visit and reside in the United
Kingdom has increased in the last few years and they have brought their culinary traditions with them, as
indicated by the study on “Gourmet Food in the United Kingdom”, made by the Hispanic Ltd. consulting firm
in June 2009.

2. On the other hand, according to the last report edited by FIAB in June, in collaboration with La Caixa, the EU
is the principal destination of Spanish exports, with 79 % of its total. Therefore, the European Union
consolidates its position as the primary destination of Spanish products. Proof of this is that only five EU
countries (France, Portugal, Italy, Germany and United Kingdom) make up more than 65% of Spanish
exports. The United Kingdom is in the 5th position, with exports that have grown 16% in the last period,
surpassing 1 billion Euros in 2010 (Download report).
In addition, the promotion organized in the John Lewis stores coincides with the celebration of the first edition
of the most important food, gourmet and delicatessen fair in the United Kingdom, the Specialty Fine Food
Fair, which is celebrated from September 4 to September 6 in London’s Olympia Exhibition Centre. FIAB,
with the support of the MARM, is in charge of the Spanish Pavilion, with the participation of 15 Spanish
companies such as: Juan Pedro Domecq, Real Conservera Española, Carrasco Guijuelo, etc.
JOHN LEWIS – WAITROSE
The association between John Lewis and Waitrose, in the middle of the 20th century has converted both
companies into one of the major stores in the United Kingdom.
The company employs a total of 76,500 people and are partners and, in turn, owners of 32 John Lewis
establishments (www.johnlewis.com), 263 Waitrose supermarkets (www.waitrose.com), a catalogue for
online sales, a production plant and a farm. In the last year, its turnover reached 7.4 billion pounds. The
company is present in England, Scotland and Wales and is the most outstanding retailer of imported products.
In order to familiarize consumers with Spanish food and beverages, tastings and other promotional activities
will take place in the Lewis Foodhalls
Proof of John Lewis’ zeal and dedication to bringing Spanish gourmet food products to the British public was
the visit of Mark Himsworth, Product Manager of John Lewis Food Halls for Brand Development and Product
Innovation, who came to Madrid to meet the representatives of the Spanish companies and select the products
chosen for the promotion.
TOTAL LIST OF COMPANIES PARTICIPATING
IN THE LEWIS FOODHALLS SPANISH PROMOTION
 Turrón 1880  Far Jamón Serrano S.A.
 Finca Duernas  Chocolates El Barco Delice
 Brindisa  Hacienda Queiles
 La Buena Vida  Estrella Galicia
 Castillo de  La Dalia
Canena  Conservas “Ostargi”
 Ortiz  Embutidos y Delicatesen
 Cortijo de MitjansProductos Marisa
Suertealta  Miel La Puela
 Delaviuda-El  Vega Carabaña
Almendro  Elfos Gourmet
 Ecoficus  Horno La Gañania
 El Caserío S.A.

3. For more information on the press release:
Clara Pi Hill & Knowlton
Communication Department (FIAB Press Office )
Director Juan Ignacio Moreno/Xabier Novo
comunicacion@fiab.es juan.moreno@hillandknowlton.com
Tlf: +34 91 411 72 11
xabier.novo@hillandknowlton.com
Tlf.: +34 91 435 11 22
Natalia Martínez
Communication Department
n.martinez@fiab.es
Tlf: 91 411 72 11
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