From March 23 to 26, we had the opportunity to attend Alimentaria + Hostelco (special 50th anniversary edition) at Fira de Barcelona for the first time.
Although Ibéricos Torreón has a clear B2B focus, for us it wasn't just about "being present"; it was a real barometer to understand what is being bought, how it's being sold, and what the market (Spain and abroad) demands in 2026. It was also the place where conversations open up that would take months to initiate via email.
Here are our 5 most relevant learnings, shared for internet users who already know about food/Iberian products but don't work within the sector:
1) Alimentaria is not about posturing; it's about real business.
You can feel it from the moment you walk in. People here don't "just look"; they go to:
- Discover suppliers
- Compare qualities
- Discuss terms
- Advance decisions.
It's a fair designed as a giant cross-section of industry + retail + hospitality, with a strong international presence.
If you're interested in understanding how the food market moves, Alimentaria provides a very accurate snapshot.
2) Export is in the air; outside of Spain, Iberian products are of interest, but they aren't bought "just for being good."
One of the main focuses of this edition was export. Distribution, formats, certifications, logistics, and commercial agreements were constantly discussed.
The interesting (and very realistic) thing is that international demand exists, but what gets deals signed is not just "quality" but:
Reliability
Consistency
Supply capacity
Compliance with paperwork, timelines, and regularity
For Iberian products, the "wow" opens the door.
3) 2026 Trends: differentiation is sought, but also ease of purchase.
Beyond the product, a clear pattern emerged at the fair: the market is rewarding proposals that combine something distinctive with ease of commercialization (explaining it quickly, selling it easily, and repeating it without problems).
Furthermore, several media outlets covering the fair highlighted the presence of innovation and trends linked to health/nutrition, such as the push for high-protein products.
For a traditional brand, this doesn't mean "changing the essence," but rather knowing how to translate your value into the language of each country and channel: less folklore and more "what the consumer gains / why to trust / how to use it."
4) The most valuable thing is not "how many people visit you," but leaving with real progress.
A fair is worthwhile when you leave with conversations that open up context, confirmed meetings, and clear next steps.
In this sense, the outcome was very positive for Torreón, as we had several meetings and made progress with importers from different national and international markets.
The metric isn't "how many business cards," but how much value a company has in terms of fit, volume, channels, requirements, and timing.
5) Fewer Asian visitors, but very interesting international meetings.
The global context was noticeable, as we observed less presence of Asian visitors, which is consistent with a more unstable international scenario due to current conflicts.
Even so, we had meetings with importers from Canada, Colombia, China, Japan, and various European countries. These are markets where Iberian products have potential but require careful commercial adaptation, consistency, and, above all, trust-building.