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

EUROPEAN QUALITY FOODS: EATING WITH YOUR FIVE SENSESINWARD MISSION

24-30 June 2012

ANDALUSIA: Wednesday 27th June

8.00-9.00: Breakfast.

9.30-10.30: Coach to Jerez de la Frontera.

10.30-13.30: Visit to Grupo Estévez.

14.00-16.30: Lunch.

17.00: AVE high-speed train to Madrid.

20:30: Restaurant dinner: Poncelet

CATALONIA: Thursday 28th June

8.30-11.30: AVE high-speed train Madrid- Barcelona

12.00-14.00: Visit to wine vineyards and wine and sparkling wine wineries.

14.30- 17.00: Lunch.

ANDALUSIA: Tuesday, 26 June

11.00-13.00: Bilateral Meetings.Educational collaboration talk and technical dimension (traceability).

13.00: Lunch with the five senses.

17.00-19.00: Visit to the olive fields and oil press to see how extra-virgin olive oil is produced.

WEEK’S AGENDA FOR SPAIN

EUROPEAN QUALITY FOODS: EATING WITH YOUR FIVE SENSESINWARD MISSION

24-30 June 2012

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: Co�ee break.

11.30-13.00: Press conference to present the Inward Mission (Jaime Palafox, Director of Economic A�airs 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: Co�ee break.Bilateral Meetings.

20.30: Dinner at the Casino de Madrid.

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 e�ectively 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.

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”.

- 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.

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.

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.

- 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.

TOUCH: the sensations produced on the palate by the textures of the food and drink. Sweet and sourness, hot and cold and the play of other haute cuisine gastronomic contrasts, not to mention the 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.

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.

HEARING: associated with the most rational dimension of the senses, this involves listening to expert nutritionists, journalists and renowned sommeliers and chefs.

PROJECT PILLARS:

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 di�erent 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.

PRODUCTS AND SECTORS INVOLVED:

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.

FROM THEORY TO PRACTICE. MAIN ACTIONS:

INFORMATION PAVILION AT THE “ANNAPOORNA-WORLD OF FOOD FAIR” (26th-28th September)- The last edition saw over 5,400 visitors from the sector and had 160 national and foreign exhibitors. This is aimed at top quality products, especially for hotels, restaurants and the catering industry and gourmet sector.- 9 seminars are organised along with an information area to promote product values and European food production processes, to extend knowledge of these and to convey their quality image.

An intense three-year campaign has been developed that involves the following actions:

PUBLICITY: Messages shall be conveyed over various di�erent and important media that shall attribute emotional qualities to European products, revealing the inherent qualities of European products and o�ering practical advice to enable their use in the consumption habits of potential consumers.

1

3 4RECIPE BOOK AND PRESENTATIONS AT SCHOOLS: Recipe books shall be published every year. These shall be structured into five sections in reference to each of the senses. The recipes shall be organised in accordance with the sensations they o�er the end consu-mer. Moreover, they shall serve to make Euro-pean food and the use of European cuisine products known to over 2,000 cookery 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.

2INWARD MISSION FOR PRESS AND SECTOR PROFESSIONALS: Promotion of European food as a vehicle to introduce European ingre-dients. The idea is to reduce non tari� barriers to European products in the Indian market by means of influencing the participating institu-tions. Likewise, institutional knowledge about the qualities of European products shall be increased and any technical doubts about production processes shall be clarified. Lastly, this action shall serve to establish contact between high level o�cials at institutions that will be able to collaborate in the future by way of agreements aimed at promoting business collaborations.

5PARTICIPATION 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.

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 e�ect 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 tari�s 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-o� 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.

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.

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..

THE INDIAN CONTEXT

INDIA CHINA USA JAPAN THE EUROPEAN UNION

GDP (2010 THOUSANDS OF

MILLIONS $) 1,727 5,926 14,586 5,458 16,251

ANNUAL GDP GROWTH (2010) 8.8% 10.4% 3.0% 4.0% 1.9%

GDP PER CAPITA (2010 US$) 1,475 4,428 47,199 42,831 31,934

POPULATION (MILLIONS 2010) 1,170 1,338 309 127 501

EXPORTS (2010 %GDP) 22% 30% 13% 15% 12%

IMPORTS (2010 %GDP) 25% 26% 16% 14% 13%

MAIN EUROPEAN PRODUCTS EXPORTED TO INDIA 2005-11 (Millions €)

TARIC CHAPTERS 2011 2005 GROWTH % 2005-2011

% OF THE 2011

TOTAL

22

DRINKS, SPIRITS AND VINEGAR 87.69 55.06 59% 23%

830 WHISKY 61.70 38.31 61% 16%

04 WINE 7.83 6.74 16% 2%

17

SUGARS AND CONFECTIONER GOODS 27.14 11.99 126% 7%

02 SUGAR CANE OR BEET AND SUCROSE IN SOLID STATE 22.75 9.36 143% 6%

15

ANIMAL OR VEGETABLE OILS AND FATS AND THEIR DERIVED PRODUCTS,

PREPARED EDIBLE FATS, ANIMAL OR VEGETABLE WAXES

23.62 9.01 162% 6%

09

OLIVE OIL AND ITS FRACTIONS, INCLUDING

REFINED, BUT NOT CHEMICALLY MODIFIED

11.58 4.04 187% 3%

23

DAIRY PRODUCTS, BIRDS’ EGGS 12.45* 5.63 121% 3%

01-02 MILK 2.76* 1,46 89% 1%

2 MEAT OR OFFAL NOT RELEVANT

NOT RELEVANT NOT RELEVANT NOT RELEVANT

1-24 FOOD SECTOR 379,86 142.96 166% 100%

Exports UE – India (mil €)General 40.425,22

Food&Drink Industry 305,91

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%

03 – FISH, CRUSTACEANS, MOLLUSCS 1.09 0.49

120.30%

04 – MILK, DAIRY PRODUCE; BIRDS’ EGGS 0.11

0.11

-3.06%

11 – PRODUCTS OF THE MILLING INDUSTRY; MALT

0.05

0.00

2056.40%

15 - ANIMAL OR VEGETABLE FATS AND OILS 9.88

8.05

22.65%

1509 OLIVE OIL 7.81

6.44

21.27%

16 – PRESERVED MEAT OR FISH 0.30

0.23

33.17%

17 – SUGARS; SUGAR CONFECTIONERY 0.14

0.03

360.02%

18 – COCOA AND COCOA PREPARATIONS 0.59

0.35

69.89%

19 – CEREALS AND PASTRY COOK PRODUCTS

0.90

0.26

243.71%

20 – FRUIT OR VEGETABLE PRESERVES; FRUIT JUICES

3.60

2.81

28.10%

2005 VEGETABLE PRESERVES (*OLIVES) 1.55

1.34

15.67%

2009 JUICES 1.4

1.04

34.62%

21 – VARIOUS FOOD PREPARATIONS 1.59

1.17

35.53%

22 – ALL TYPES OF DRINKS (NOT INCLUDING JUICES)

0.78

0.55

42.35%

2204 WINE OF FRESH GRAPES 0.31

0.28

10.71%

2208 LIQUORS, SPIRITS AND OTHERS 0.32

0.16

100.00%

23 -- RESIDUES AND WASTE FROM THE FOOD INDUSTRY

0.92

0.58

58.66%

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)

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 o�er, 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.

PLAN INDIA

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 O�ce 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 A�airs and Inter-nationalization Director in the Federation.

Jaime Plafox, Director of Economic A�airs and Internationalisation at FIAB

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/

THOSE TAKING PART IN THE PRESS CONFERENCE

Farzana Behram Contractor, Editor and photographer at “UpperCrust”

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, Founder, Director and Chef of Avant Garde Hospitality Pvt Ltd

This is a top quality international restaurant. It excites and stimulates many senses. Innova-tion, top quality and attention to detail are its guiding principles. Located in the very heart of Bangalore, it specialises in modern European cuisine with molecular gastronomic elements.www.caperberry.inAwards:• Best Independent Restaurant in India, Time Out Food Awards, 2011• Karnataka Service Excellence Award, Brands Academy, 2011• Best European Restaurant Award, Food Lovers Food Guide, 2011• Best European Restaurant Award, Times Food Guide, Bangalore 2010 & 2011• Gold Medal, Food and Wine Showcase, 2010

This is an elegant, Mediterranean style restau-rant and a bar with private dining room and delicatessen. Its subtle sophistication o�ers the most demanding diners the chance to genui-nely experience the magnificence and variety of Mediterranean cuisine. www.fava.inAwards:• Karnataka Service Excellence Award, Brands Academy, 2011• Best European Restaurant Award, Food Lovers Food Guide, 2011 • Silver Medal at the Food and Wine Showcase, 2010

THOSE TAKING PART IN THE PRESS CONFERENCE

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.