The cod from Iceland on promotion in Madrid

The cod from Iceland on promotion in Madrid

6 February 2017

Madrid Fusión is one of the biggest and the most important conference for the horeca sector in Spain, held annually in Madrid. Many of the guests are owners and managers of restaurants and chefs from all over Spain, both well-known chefs and young chefs entering the culinary scene. Madrid Fusión was held in Palacio de Congresos in Madrid 23-25 January.

The marketing project Bacalao de Islandia participated in Madrid Fusión for the second time, where around 10,000 guests attended to follow new trends and innovations in the food and restaurant industry.

One of the project's aim is to strengthen the image of Icelandic salted cod products among chefs and reinforce collaboration with restaurants. The aim of participating in Madrid Fusión is to build brand awareness for Icelandic salted fish products among chefs and other key players in the Spanish culinary scene. That way, the market position and the image of Icelandic salted fish products can be strengthened, in the tough competition in Spain.

On the Bacalao de Islandia stand at Madrid Fusión, guests were offered to taste the Icelandic cod in three different, delicious dishes. Many guests came to the stand and showed interest in the Icelandic cod – chefs, managers of restaurants, importers and retailers, as well as journalists and media. Competitions were held on Facebook and Twitter and information on the cod was distributed to the guests.

Numerous people participated in a sweepstake, where the prize was a trip to Iceland. In addition, around 50 people that participated in the sweepstake last year, came to the stand to collect prizes.  

Many people were active on Facebook during the days of Madrid Fusión, sharing their interest in Iceland, the Icelandic cod and gastronomy. 

Icelandic cod at FITUR tourism fair

For the third consecutive year, guests visiting the Icelandic stand at the tourism fair Fitur, were offered to taste dishes from Icelandic salted cod. The fair was held in Madrid on 18-22 January and is a meeting point for tour operators and other professionals within the tourism industry. The participation at Fitur is organized by Promote Iceland. 

The guests visited the Icelandic stand to see what Iceland has to offer – and food is truly an important part of the experience. It was obvious that they enjoyed the tasting and are getting used to tasting of delicious Icelandic salted cod at the Icelandic stand. Brochures and other marketing material on the cod were distributed at the event. It is a big event, with around 125,000 guests attending every year. Exhibitors are around 9,000 and over 7,000 journalists visit the fair.