Press Kit 14th October 2010 www.bcn.cat/media www.mercatsbcn.cat Barcelona becomes the Great Mediterranean Market in October • More than 140 agents and more than 70 activities in a trade fair with food market stands, peasant, sommeliers, caves, chefs, restaurant, bars... • Catalonian tapas tasting, leisure and gastronomy activities for everybody, shows and tips from the food market professional staff. • From the 22 nd to the 24 th of October at Av. de la Catedral and Av. Francesc Cambó (Barcelona).
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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.
• Tapaswithmarketproducttastingthankstothefoodmarketrestaurantchefs.• Wineandcavastasting.• Catalonian Cooking shows with famous chefs from Barcelona and tips from the food
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.
Besides,wewill be organizingmore than 70 activities: foodmarket products, as fresh fish andmeat, lessonsandworkshops;wewilldiscovertheoilsecrets,wewillwitness in livetothebestchefsinCataloniapopularlessons,wewilltastethebestwinesandcavasfromCatalonia,wewillbuythebestfromeachmarketandwewillgettoknowthehandmadeproducts.Inaddition,thechildrenwillbelearningthroughdifferentgamesabouttheimportancetoeathealthyfood.
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)
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
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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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.