Press kit fieradeimercati Barcellona

PressKit14thOctober2010

www.bcn.cat/media www.mercatsbcn.cat

BarcelonabecomestheGreatMediterraneanMarketinOctober

• Morethan140agentsandmorethan70activitiesinatradefairwithfoodmarketstands,peasant,sommeliers,caves,chefs,restaurant,bars...

• Catalonian tapas tasting, leisure and gastronomy activities for everybody,showsandtipsfromthefoodmarketprofessionalstaff.

• Fromthe22ndtothe24thofOctoberatAv.delaCatedralandAv.FrancescCambó(Barcelona).

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Thecloseandquality foodproductgreatmeetingat thecentreofBarcelona

MercatdeMercats(theMarketofmarkets) isoneofthe4actionsinsidetheInvigorationTradePlanfortheBarcelonaMarkets,launchedbytheTradersAssociationandtheBarcelonaTownHallandthatwillbeimplementedduring2010’sfall.ThisInvigorationPlanit’sinsidetheobjectivesdefinedaspriorityissuesfromtheBarcelonaTownHall,whereeconomicpromotionwillbeoneofthekeyfactors,andthatwill includethreemoreactions:educationalprojectsaddressedtochildren,anewwebsitelinkedtosocialnetworksandthecloseproductcampaigntoinformaboutthefoodmarketvalues.Besides,MercatdeMercatswillbethethirdofthegastronomyfestivalsandfoodmarketfestivalsinsidetheEuropeanprojectMedEmporion, leadedbyBarcelona,Turin,MarseilleandGenoa‐ inthe framework of the programMed from the EuropeanMarket. The objective is to study andpromote market’s role in the Mediterranean area and in the economic, social and urbandevelopment.OneofthegreateventsandoneofthemainactivitiesinthisEuropeanprojectistheorganizationoffourMarketFairsoneachoftheleadingcitiesfortheProject:lastyearthistradefairtookplaceinMarseille,Turinorganized it last JuneandGenoawillbe implementingthefoodmarkettradefairin2011.MercatdeMercats is aneventpromotedby theBarcelonaMarkets Instituteand theBarcelonaTownHall,andit’ssponsoredbytheEuropeanUnionthroughtheprogramMedEmporion.It’salsosupportedby the following institutions: PRODECA ‐ theDepartmentofAgricultureof Catalonia,Gastroteca ‐ Trade, hand‐made products and fashion in Catalonia‐ Department for Innovation,UniversitiesandCompaniesandtheBarcelonaTradeArea,italsocountswithMoritzandSacyr,asthemain private sponsors. Lots of institutions and official entities have also collaborated withactivities,productsorwiththeireffort.

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WhatisMercatdeMercats?InMercatdeMercatswewillbeabletofindagreatshoppingcentre,anexchangingandmeetingpoint,theMediterraneanessence.Oneuniquespacewhereeverybodyisincluded:

• Thecloseandqualityfoodproductpromotionandtradewiththetradersfromthemarkets,producersandpeasants.

• Tapaswithmarketproducttastingthankstothefoodmarketrestaurantchefs.• Wineandcavastasting.• Catalonian Cooking shows with famous chefs from Barcelona and tips from the food

marketprofessionalsabouthowtochoosethebestproducts.• ChildrenActivitiestomakethemawareabouteatingandbuyinghealthy.• ThebestproductsfromItalianandFrenchMarkets.

Markets, in the context of the Mediterranean culture, constituted and still constitute thebackboneofthecityactivity,bothbecauseofits“service”sideandthefactofbeingameetingandleisureplace.ThatiswhymarketshavebecomeinthewholeMediterraneanareaanattractivespaceforleisureforpeople–with“healthy”and“natural”connotations‐andacommontouristfocus.This is how, according to this global definition of market as a place for vital activities, withgastronomic proposals and leisure activities, we created “Mercat de Mercats” (the Market ofMarkets).Itwillbethefirst“marketfair”,designedasaleisure‐educationalspaceforthecitizens,thatwilltakeplaceonOctoberthe22nduntilthe24thinCatedral’ssquareandSantaCaterinaMarket,inBarcelona.Thiseventwishesthecitizenstogetclosertothe39marketsinBarcelona,thedifferentkindsofguaranteeoforiginexistinginCatalonia,thedirectpurchasetothefarmer,thecateringandsommelierworld;everythinginabigattractivefestivespace,madeofseveralstands,whereyouwillbeabletofindallthevarietyofproductfromourland.AIM:Topromotetheeconomicactivity,linkedtothefoodproductionanddealinginCatalonia,and to inform andmake the citizens aware of the benefits inherent to eating the fresh andqualityproductsthatweareabletofindinourfoodmarkets.

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OnthisfirsteditionforMercatdeMercatswillbeparticipatingsome140agents:

• 31foodproductstandsfromtheBarcelonamarkets• 36 close and quality product with PDO (Proteged Denomination Origin) and GPI

(GeographicalProtectedIndications)certificate• 12peasantsthatwillbetradingtheirproductsdirectlytoconsumers• 20cellars• 12foodmarketstandsfromTurin,GenoaandMarseillemarkets• 10barsandrestaurantsfromthemarketsandthecity• 18famouschefs

Besides,wewill be organizingmore than 70 activities: foodmarket products, as fresh fish andmeat, lessonsandworkshops;wewilldiscovertheoilsecrets,wewillwitness in livetothebestchefsinCataloniapopularlessons,wewilltastethebestwinesandcavasfromCatalonia,wewillbuythebestfromeachmarketandwewillgettoknowthehandmadeproducts.Inaddition,thechildrenwillbelearningthroughdifferentgamesabouttheimportancetoeathealthyfood.

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TechnicalDataWhenisittakingplace?Fromthe22nduntilthe24thofOctober2010

• 22ndOctoberfrom12.00amto8.00pm• 23rdOctoberfrom10.00amto8.00pm• 24thOctoberfrom10.00amto4.00pm

Where?InfrontoftheCathedralandSantaCaterinaMarketFollowitthroughtwitter#FIRAMERCATSWhoisitaddressedto?Toallthecitizens

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ThespacesforMercatdeMercatsEat“MarketFood”

AspacedevotedtocreatetheauthenticMarket,withtheactiveparticipationoftheseveralmarketsbelongingtotheInstitutMunicipaldeMercatsdeBarcelona(IMMB).Itwillbepossibletofind,buyandtasteaselectionofproductsfrom31marketshopsaltogether.Theofferedproductswillbe,amongothers:meat,fish,seafood,fruit,vegetablesandsausages.TheMarketofCloseQualityProducts

We will find here, laid out in several stands, the representation of enterprises and producersbelongingtothedifferentkindsofguaranteeoforigininCatalonia,aswellasartisans,etc.Someoftheoutstandingproductswewillbeabletofindare:rice,meat,sausages,cheese,beer,tinnedfish,calçots,bread,oil,wineandcava.BuytothePagès(Catalonianpeasants)

ThemaincharactersherewillbetheartisanpagesosfromallCatalonia,belongingtoGastroteca.Thisisthedirectsaleofthepagès’product.Therewillbethefollowingproducts,amongothers:meat,cheese,wine,oil,eggs,vegetablesandotherorchardproducts,etc.

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TheMediterraneanMarkets

Forthisimportantappointment,theBarcelonaCityCouncilandtheIMMB,withinthejointProjectofMedEmporionEuropeanmarkets(Barcelona,Turin,MarseilleandGenoa),decidedtoreceivethreespecialguests:ThreestandsfromthemarketinGenoa,threestandsfromthemarketinMarseilleandsixstandsfromthemarketinTurin.Theywillbetheonesinchargeofcontributingtheinternationaltouchtowardstheevent;theywillalsocompletethepuzzleoftheMediterraneanproduct.TheMarketCuisine

Thecuisineinthisspacewaschosenbyacommitteeofacclaimedchefs,regularconsumersofthemarkets inBarcelona.ThisselectionofestablishmentswillprepareatapawithaMediterraneanmarketproduct.Thetapassoldinthisspacewillbesoldinaticketformatthatwillbeavailableattheinformationpointsofthefair.CavaSpace

ItisaspaceconstitutedbytheseveralwineriesandenterprisesbelongingtoPimecavaandInstitutdelCava.Theircavaswillnowbepartofthegastronomicandenologicofferinthefair.ThevisitorswillbeabletohavetheirtapatogetherwithatasteoftheimmensevarietyofCatalancavas.

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GastronomyArea

Abigclosedspacewherethedifferentactivitiesrelatedtothecateringtradewillbecarriedout:lectures by top‐notch chefs like Jean Louis Neichel, Carles Gaig, the Heads of the kitchen fromRestaurant“ElBulli”orthethreechefsarrivingfromtheguestcities(Genoa,TurinandMarseille),teachingandinteractiveactivities,etc.(Seeactivitiesprogram.)TheSommeliers’cellar

Thisisaspacewithaprogramfullofentertainingandvariedworkshopsandtasting,indifferentformats.Therewillbecommoninteresttalks,suchastheonebyJordiBort,PresidentoftheCatalanAssociationofSommeliers(ACSinCatalan),surprisingtasting,astheonebyMoritz,andlecturesaboutthewineworldbywineinstitutions.(Seeactivitiesprogram.)ActivitiesforChildren

Itisaspacespeciallydesignedforchildrentohavefun.Thankstothisspace,weopenthemarkettoothermembersofthefamily.Therewillbeworkshops,gamesandotheractivitiesforchildren.Here will also be the Mercabarna’s “5 a day” marquee, where children will be explained thebenefitsofeatingfivepiecesoffruitsperday,throughgamesandhandicrafts.Wewillalsohavearecycling game: “The Organic Game”, provided by the Department of Environment of theBarcelonaCityCouncil.Besides,therewillbeamarqueewhere,amongothers,FundacióAlíciawillpresent a workshop for parents and children, and Fundació Agrupació Mútua will carry out agymkhana all around the Children Area. The NGO “Nutrició sense Fronteres” will be alsoparticipating.TheSponsors

Mercat deMercats will enjoy the participation ofMoritz and Sacyr, themain sponsors of thisevent.Moritz goes onwith its bet on gastronomy in Barcelona by supporting this initiative by IMMB.Moritzwillalsobepartofthedifferentproposalsofactivities,toletthefinalconsumerknowitsbeers.Sacyr,aconstructioncompanyinchargeofthecompleteremodelingofthemarketsinBarcelona,supportsthisevent,withtheaimofmakingthecitizensawareoftheimprovementsmadeintheseveralfacilitiesofthemarketsinBarcelona.Theinstitutions

AllthepublicinstitutionsinthecityandregionsupportthecreationanddevelopmentofMercatdeMercatsProject.InfrontofSantaCaterinaMarket,therewillbeaspacedevotedtothepublicinstitutions in the fair: Generalitat de Catalunya (Government of Catalonia), Barcelona CityCouncil,DiputaciódeBarcelona,theIMMBandMedEmporion.

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SituationMap

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ActivitiesprogramMercatdeMercatshasdesignedacompleteprogramrepresentingallthemainbackbonesinthefair.The main aim of this activities program was to promote the market product and to see itsapplication in theCatalancuisine.That iswhyeveryspace foractivitiespretends to involveandtalk about all the products thatwill be sold at the fair, through aworkshop‐tasting‐conferenceformat,addressedtothepresentaudience.Theactivitieswillbedividedupintothreemaingroups:*GastronomyArea*SommeliersArea*ChildrenAreaSomeofthemaincharacters…In theGastronomyArea therewill be some lectures and showswith someof thebest chefs ofCatalonia: Carles Abellán (Rest. Comerç 24), Christian Escribà (Pastry Escribà), Ramón Freixa(Rest. FreixaTradició),CarlesGaig (Rest. LaFondaGaig), IsidreGironés (Rest.Ca l'Isidre),QuimMarqués (Rest.ElSuquetdel'Almirall),HidekiMatsuhisa (Rest.KoyShunka),JeanLouisNeichel(Rest. Neichel ), Fermí Puig (Rest. Drolma), Sergio and Javier Torres (Rest. Dos Cielos), CarlesTejedor (Rest.ViaVeneto),AlbertVentura (Rest.Coure),JordiVilà (Rest.Alkimia),OriolCastro,EduardXatruchandMateuCasañas(Rest.ElBulli).Wewillbealsocountingwiththeprofessionalstafffromthemarkets,whowillbegivingussomeadvisesabouthowtocutandservetheirbestproducts,suchastheIbericham,orhowtopreparesushi.In thespace for thesommelierswewillhaveeveryWineOriginDenominationandsomeof thebestcavasfromCatalonia,Pimecava,L’InstitutdelCava,theFoundationfortheWineInvestigationand Nutrition (FIVIN), the Catalan Institute for the Wine yard and the Wine (INCAVI), theCatalonianAssociationofSommeliers (ACS)andsomeof themostwellknowncharacters in thecocktailsector,suchasthebarmanJosepMariaGotarda,fromCocktailbarIdeal.

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Inthetradefairwillbeparticipating...

Thebestfromeverymarket.ProductstodreamandenjoythebestoftheMediterranean

ACPACTAssociaciódeComerciants–MercatdelaLlibertatAssociaciódeComerciants‐MercatdelaBarcelonetaAssociaciódeComerciants‐MercatdeMontserratAssociaciódeComerciants–MercatValld’HebronAssociaciódeMercatsdeCatalunyaAvinovaBoqueria‐MercatdelaBoqueriaAvinovaMercè–MercatdelaConcepcióCàrniquesMartínez–MercatdeFortPiencCarnsSelectesMaDolors–MercatdeMontserratCelentano,PastaFresca‐MercatdelClotDietètica–Mercatdel’EstrellaDolçiSalat–MercatSagradaFamíliaFARINA"Pastafrescaartesanal"–MercatdeSantGervasiFondevila–MercatdeSantsFruitesSoley‐MercatdelaBoqueriaGremiDetallistesdeLlegumsCuitsJoanA.OrtiziJoséA.Morales–MercatdeProvençalsl'HortetSeleccions–Mercatd’HortaLlegumsGuitart–MercatdelaGuineuetaMasGourmets‐MercatdelaBoqueriaMenutsRosa–MercatdelaBoqueriaOlisoliva.Com–MercatdeSantaCaterinaOrgànic‐MercatdelaBoqueriaPastaFrescaRàfols‐MercatdeSantaCaterinaPescaSaladaSoler‐MercatdelClotRostisseriaRamon‐MercatdelaBoqueriaVidalPons‐MercatdelaBoqueriaXarcuteriaCàndido–MercatdelaGuineuetaXarcuteriaSelectaS.Seguer‐Mercatd’HortaXarcuteriesBosch–MercatdelClotIMMB

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36 producers. 36 products. Hand made gastronomyfromCatalunyawithPDOandIGPbroughtbyPRODECA

AgrícolaSantJosepdeBotArrosairesdelDeltadel'Ebre,SCCLAusesken(Cervesaartesanal)BaródeMaials‐OlivergeextraCEOLPEConservesLatorreCooperativaagricola"SantIsidre"delPerellóCooperativadeCabacés‐Associaciód'oleïcultorsdelPrioratCooperativadeSantIsidredelesBorgesBlanquesCooperativadelcampdeVallbonadelesMongesEcovianddeBrugaroles‐CarnsecològiquesElnostreCorder(carndexai)Embotitsl'Esquiador‐RipollFormatgeBaumaFormatgeBlancafortFormatgeMarvallFormatgeriaRouraSoler‐SantPaudeSegùries‐RipollèsFormatgesArtesansdePonent‐Almacelles‐Lleida

FormatgesBetara‐PerafitaFormatgesVilavellaFruitssecsMasd'enNoguésGori:EmbotitsArtesansdelaValld'enBasIGPCalçotdeVallsLàcticsCasanueva,SL‐ARTELACLo+bodeLleida...CoquesderecapteMontebreOlicampdeCerviàOlid'olivadeRiudomsOliverairesPalomar‐Olesana,SATPollastreicapódelPratIGP(IndicacióGeogràficaProtegida)SCCLdelCampdeVinaixaVallíser,SLVedelladeCalMiroVinagresCastelldeGardenyVinsicavesCanPalet‐PiteusVinsicavesPortell

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Together, in just one space, 12 “pagès” (Catalonian peasants)producerswillbeofferingtheirproductstothepeople

CalMexicà‐OusdePagèsCellerPahíComaRomà‐CultiuBiològicCooperativadelCampdeBovera,SCCL‐LesGarrigues"OrdelTerme"Disfruta&verduraFomatgesMasElGaretGranjaLaBassolaMamitaronges.comMeldeCanToniOlid'OlivaTorclumPirinat‐CarnEcològicadelRipollèsPrunafresc.com

Basedon theprojectMedEmporion:12extraordinary standsfromGenoa,TurinandMarsellamarkets

GènovaConservatoireInternationaldesCuisinesMéditerranéennes‐MarsellaJeanJacquesWitzChristineBorg‐ConfitNatureLaMieBio‐ChloéSenechConservatoriadelleCucineMediterraneedelNordOvestBosioGuido(Banqueting,RistorazioneAziendaleeScolastica)Az.AgricolaTerzianoFulvioAgricoopPecettoPiemonteBioTurín

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Thebestmarketbars.Restaurantwhosemainreasonisthemarketitself. Colours, smells and flavours to taste right away from thecounter

ÀngelPasqual‐RestaurantLluçanèsBenjamínDomínguez‐BarKioskoUniversalCarlesAbellán‐RestaurantComerç24HidekiMatsuhisaiZhangChaoXu‐RestaurantKoyShunkaJoaquinMárquezDuran‐BarElQuimdelaBoqueriaJoséSantiago‐RestaurantCuinesSantaCaterinaJosepLlorenç‐Bar/RestaurantElVelòdromJosepMaSancerni‐BarLaTornaNúriaCastellàiJordiAnglí‐BarNuriQuimMarquès‐RestaurantElSuquetdel'AlmirallRamonFreixa‐RestaurantAvalon/FreixaTradicióXaviFranco‐Saüc

20cellarssponsoredbyPimecavaandL’InstitutdelCavasharingtheirbestproductswiththepeople

AgustíTorellóBerdiéBohigasCastellSantAntoniDuranFreixenetJaumeSerraLlopartMascaróMont‐ferrant

NadalOriolRossellPagèsiEntrenaParatóParésBaltàRosselliFormosaRovellatsSeguraViudasTorellóTorreblanca

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Onestage.SomeofthebestknownchefsfromBarcelonaAlbertVentura‐RestaurantCoureCarlesAbellán‐RestaurantComerç24CarlesGaig‐RestaurantGaigCarlesTejedor‐RestaurantViaVenetoChristianEscribà‐PastisseriaEscribàFermíPuig‐RestaurantDrolmaFruitesSoleyFundacióAgrupacióMútuaGastroteca‐CCAM(ConsorcideComerç,ArtesaniaiModa)HidekiMatsuhisaiZhangChaoXu‐RestaurantShunkaIsidreGironés‐RestaurantCaL’IsidreJavieriSergioTorres‐RestaurantDosCielosJeanLouisNeichel‐RestaurantNeichelJordiVilà‐RestaurantAlkimiaMasGourmetsMercabarnaMicheleChiapale‐RistoranteLeAnticheVolte(Fossano‐CN)MoritzambAntoniMiraldaiMontseGuillemÓleumFlumenOriolCastro,EduardXatruchiMateuCasañas‐RestaurantElBulliQuimMarquès‐RestaurantSuquetdel'AlmirallRamonFreixa‐RestaurantFreixaTradicióRestauradorrepresentantdelaCuinadeMarsellaRestauradorsdelaCuinadelBoletdelBerguedàStefanoBruzzone‐IlPestodiPara(Gènova)

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ThegreatSommelier’sspectacle,liveonthestage

CellerPahíComaRomà‐CultiuBiològicEspaiCavaFCAC‐FederaciódeCooperativesAgràriesdeCatalunyaINCAVIInstitutdelCavaJordiBort‐ASOCATJosepMa.Gotarda‐IdealCocktailBarJuanjoGonzález‐CocteleriaMilanoJudithComesMaríaRosaLamuela‐ComitèCientíficdeFIVINMoritzambÀlexClementePimecava

Themarketgettingclosertothechildrenwithsomestandswheretheywillbeabletoplayfunnyandeducationalgamesalldaylong

AGEMCollageFundacióAgrupacióMútuaFundacióAlíciaFundacióAlíciaLaFàbricadelsolMercabarnaNutriciónSinFronteras

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Organization

Project co-sponsored by

Supporting companies

Sponsors

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Supporters

Concept and thecnical production

SpecialthankstotheMarketTradeAssociationsfromBarcelona,tothetownhallofCiutatVellaandEnvironmentandtotheBarcelonaTownHall.

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Forfurtherinformationpleasecontact:

grupgsr‐produccionsdegastronomiaPressDepartmentIsabelCondeTuset27,7–108006BarcelonaTel.+34932412755/650967748Fax.+34934140594prensa@grupgsr.comwww.grupgsr.com/www.7canibales.comIMMBInstitutMunicipaldeMercatsdeBarcelonaCommunicationandPromotionDepartmentAv.Icària,145‐147,4aplanta08005BarcelonaTel.93.402.70.00mercatsbcn@mercatsbcn.catwww.mercatsbcn.cat