For almost 30 years, Federación Española de Industrias de Alimentación y Bebidas (FIAB) has been supporting Spanish food and beverage companies in expanding their presence abroad by organising trade fair participation, business meetings, promotional campaigns, buyer missions, training programmes and market intelligence activities through their International Promotion Unit. In this exclusive interview, Juan de Loma-Ossorio, EMEA Area Manager and Internationalization and Trade Policy Officer at FIAB, talks about the organisation’s work and looks back at its coordination of the Spanish Pavilion at SIAL Shanghai.
Published on Jul 15,2026 at 12:08 PM | Updated on Jul 22,2026 at 8:57 AM

To begin, could you briefly introduce FIAB and explain its main missions?

FIAB (Spanish Federation of Food and Beverage Industries) is the leading representative organisation of Spain’s food and beverage industry. Founded in 1977, FIAB acts as an umbrella organisation bringing together 44 sectoral associations that represent approximately 80% of the industry's turnover.

Portrait of a man in a dark suit standing beside the Brazilian and Spanish flags in an office.

Our mission is to defend and promote the interests of the Spanish food and beverage sector both nationally and internationally. We work closely with public institutions, European and international organisations, and industry stakeholders to strengthen the competitiveness, sustainability, innovation and internationalisation of Spanish companies.

How does FIAB coordinate with public institutions, trade bodies or export promotion agencies to support Spanish companies abroad?

Collaboration is at the core of FIAB's international activities. We work closely with the Spanish Ministry of Agriculture, Fisheries and Food (MAPA), ICEX Spain Trade and Investment, Spanish Economic and Commercial Offices abroad, EU Delegations, regional governments and sectoral associations.

This cooperation allows us to develop comprehensive international promotion programmes that respond to the real needs of Spanish companies. By combining public support, institutional networks and private sector expertise, we help companies access new markets, identify business opportunities and establish valuable contacts with importers, distributors and retailers worldwide.

Events such as SIAL Shanghai are an excellent example of this collaborative approach, where FIAB coordinates the Spanish Pavilion with the support of MAPA and in cooperation with organisations such as AVIANZA and the Provincial Council of Almería.

What makes Spanish food and beverage companies particularly attractive for international buyers today?

Spanish food and beverage companies combine tradition, quality and innovation. Spain is one of the world's leading food-producing countries and offers an exceptionally diverse portfolio, ranging from olive oils, wines and processed foods to meat products, dairy products, fruit, vegetables and gourmet specialties.

International buyers increasingly value the high standards of food safety, traceability, sustainability and innovation that characterise Spanish production. In addition, Spanish companies are highly adaptable and export-oriented, with extensive experience serving international markets and responding to changing consumer demands.

The reputation of Spanish gastronomy worldwide also contributes significantly to the attractiveness of our products, helping position Spain as a trusted supplier of premium food and beverage products.

Looking back at the event, what were your main impressions of SIAL Shanghai?

SIAL Shanghai once again confirmed its position as one of Asia’s most important food and beverage trade fairs and a strategic platform for companies interested in the Chinese and wider Asian markets.

This year, FIAB organised the Spanish Pavilion with the participation of 22 Spanish companies from different food and beverage sectors. Throughout the exhibition, participating companies held numerous meetings with importers, distributors, retailers and food service operators from China and other Asian countries.

Group of exhibitors and representatives posing in front of the Spain pavilion at an international trade show.

One particularly positive aspect was the high level of interest shown by professional visitors in Spanish products, especially those associated with quality, authenticity, innovation and premium positioning. We also observed growing opportunities in bio categories, convenience products and value-added food experiences.

The institutional visit and networking activities organized by FIAB further strengthened relationships between Spanish companies, public institutions and local market stakeholders, creating valuable opportunities for future business development.

The importance of the Chinese market is reflected in Spain’s export figures. In 2025, China ranked as the seventh-largest destination for Spanish food and beverage exports, with sales exceeding €1.7 billion. This confirms that China remains a strategic market for our sector and highlights the relevance of participating in leading trade fairs such as SIAL Shanghai to strengthen business relationships and identify new growth opportunities.

How does SIAL Shanghai support Spain’s broader strategy of internationalising its food and beverage industry?

SIAL Shanghai provides direct access not only to Chinese buyers but also to key decision-makers from across Asia. Participation in the fair supports Spain’s broader internationalisation strategy by helping companies diversify export destinations, strengthen their presence in high-potential markets and build long-term commercial partnerships.

Trade fairs such as SIAL Shanghai also provide valuable market intelligence, allowing companies to better understand emerging consumer trends, competitive dynamics and regulatory developments in the region.

For FIAB, supporting Spanish companies in strategic markets such as China is an essential part of our mission to promote sustainable export growth and international competitiveness.

From a business perspective, what were the main advantages for Spanish companies exhibiting in the Spanish Pavilion at SIAL Shanghai?

Exhibiting within the Spanish Pavilion offered several advantages. First, it provided greater visibility under a strong national brand that is already associated internationally with quality, excellence and reliability.

Second, companies benefited from FIAB’s organisational support before, during and after the fair, facilitating participation and maximizing business opportunities. The collective presence also attracted more visitors and reinforced the image of Spain as a reliable and diverse supplier of food and beverage products.

In addition, exhibitors gained access to institutional activities, networking opportunities and direct interactions with key market stakeholders, creating an environment that facilitated commercial contacts and long-term business relationships.

For many companies, especially SMEs, participating within a coordinated national pavilion significantly enhances their ability to approach new markets and establish meaningful international partnerships.

How important are face-to-face trade shows like SIAL Shanghai in building trust with international partners?

Face-to-face meetings remain essential, particularly in international markets where personal relationships play a fundamental role in business development.

While digital tools have expanded communication possibilities, nothing fully replaces direct interaction when presenting products, discussing business opportunities and establishing mutual trust. Trade fairs allow buyers to experience products firsthand, understand company values and engage in meaningful conversations with decision-makers.

This is especially important in markets such as China, where long-term relationships and trust are key components of successful business partnerships.

Trade shows also provide an efficient environment where companies can meet a large number of potential partners in a short period of time, accelerating business development and facilitating market entry.

Will FIAB be participating in other upcoming SIAL Network events? Why are these events important for FIAB?

FIAB regularly participates in leading international trade fairs and continues to evaluate opportunities within the SIAL Network as part of its international promotion strategy.

Alongside SIAL Shanghai, SIAL Canada is another particularly relevant event for Spanish companies. Canada is a mature and highly attractive market that values premium, innovative and high-quality food products, making it an excellent platform for Spanish exporters looking to expand their presence in North America.

Why are these events important for FIAB?

SIAL Network events are important because they provide access to strategic markets, facilitate business matchmaking opportunities and help Spanish companies strengthen their international visibility. They also allow FIAB to continue supporting the international growth of the Spanish food and beverage industry while promoting Spain’s reputation as a world-class supplier of high-quality food and beverage products.

For FIAB, SIAL Network events are not only trade fairs; they are strategic platforms that connect Spanish companies with buyers, distributors and opinion leaders in some of the world's most dynamic food markets. Through our participation in events across Asia, North America and other key regions, we seek to create tangible business opportunities for Spanish companies and contribute to the sustainable growth of the sector worldwide.

More market insights