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RETHINKING
THE FUTURE
IN FOOD &
HOSPITALITY,
TOURISM AND
GASTRONOMY

Fira de Barcelona presents a new forum created with the aim of tackling the future challenges for the agrifood industry and its value chain, hospitality, hotels, contract catering and tourism; key sectors because of their contribution to the GDP and reference framework of our leading trade shows: Alimentaria, HOSTELCO and Fórum Gastronómico Barcelona.

It will be an event with a hybrid format, physical (Physical Experience) and virtual (Digital Experience), which will allow to enhance its scope and broaden its audience in all sessions.

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Fórum Gastronómico Barcelona

Why is it a must-attend meeting point?

Manos

Knowledge
and business
together

Take part in the ideal place to think, debate and share ideas to contribute to the economic recovery of the agrifood industry and its value chain.

Cohete

New challenges,
new
opportunities

Discover new tools and solutions to relaunch and boost your business from the hand of institutions, associations, entities, companies and first level speakers.

Meeting point

An innovative
experience with
maximum visibility

Take part in this hybrid event (face-to-face and digital) that will bring together about 400 attendees in each thematic area and a digital audience that will increase the overall attendance figures.

Meet the vision of the greatest players in the industry

A unique event featuring conferences, round tables and debates where industry leaders will address the present and future of food, hospitality, tourism and gastronomy.

Food

Retail, Large-scale Food Distribution and Value Chain

Hospitality
& Tourism

Hospitality, Contract Catering and Tourism

Gastronomy

Hospitality, Foodservice and Agrifood Production

Programme

Rethinking the future in Gastronomy

MONDAY 28TH / MORNING

HOSPITALITY, FOODSERVICE AND AGRIFOOD PRODUCTION

Ferran Adrià

Ferran Adrià

President of elBullifoundation

Nandu Jubany

Nandu Jubany

Cook and owner of Grup Jubany

Artur Martínez

Artur Martínez

Chef at Aürt restaurant and owner of Mesa del Buen Gusto

Pep Palau

Pep Palau

Co-director of Fòrum Gastronòmic S.L.

Josep Roca

Josep Roca

Sommelier, Head Waiter and co-owner of Celler de Can Roca

Sergi Roca

Sergi Roca

Co-founder and Tech lead of Plant on Demand

Ramon Sentmartí

Ramon Sentmartí

Managing Director of Prodeca (Promotora dels Aliments Catalans)

Marc Vidal

Marc Vidal

Analyst and Digital Economy Communicator
Head AllRework

Keynote speech by Ferran Adrià

Ferran Adrià, President of elBullifoundation

Human phylloxera. Survival and happiness

Josep Roca, Sommelier, Head Waiter and co-owner of El Celler de Can Roca

Round table: Keys to success in overcoming the crisis

  • Ferran Adrià (elBullifoundation)
  • Nandu Jubany (Can Jubany)
  • Artur Martínez (Aürt Restaurant)
  • Pep Palau (Fòrum Gastronòmic)
  • Josep Roca (El Celler de Can Roca)

Are you on time for the future? Digital Transformation and FoodTech in the Contactless Society

Marc Vidal, Analyst and Digital Economy Communicator Head AllRework

Innovative agricultural projects presentation and round table

  • Cristina Caparrós, La Platjeta
  • Gemma Navas, Del Parc al Plat (Parc Natural de l’Alt Pirineu)
  • Sergi Roca, Co-founder and Tech lead of Plant on Demand
  • Ramon Sentmartí, Managing Director of Prodeca (Promotora dels Aliments Catalans)

Visit to the New Mercabarna Biomarket*

* Seats subject to availability, activity with previous reservation

Presenter and moderator of the whole segment: Carme Gasull, Journalist

Rethinking the future in Hospitality & Tourism

MONDAY 28TH / AFTERNOON

HOSPITALITY, CONTRACT CATERING AND TOURISM

Antoni Llorens

President of Food Service España

Jorge Marichal

Jorge Marichal

President of CEHAT, Spanish Confederation of Hotels and Tourist Accommodation

Rafa Olmos

Rafael Olmos

President of HOSTELCO and FELAC, Spanish Federation of Associations of Equipment Manufacturers for the Hospitality and Related Industries

José Luis Yzuel

José Luis Yzuel

President of HOSTELERÍA DE ESPAÑA

What is the horizon for Tourism and Hospitality: Tools for an Uncertain Future

Presenter and moderator of the whole segment: Rodrigo Domínguez, Director of Barra de ideas

Round table: Present and future of the sector

  • Spanish Ministry of Industry, Trade and Tourism
  • Antoni Llorens, President of Food Service España
  • Jorge Marichal, President of CEHAT, (Spanish Confederation of Hotels and Tourist Accommodation)
  • Rafael Olmos, President of HOSTELCO and FELAC (Spanish Federation of Associations of Equipment Manufacturers for the Hospitality and Related Industries)
  • José Luis Yzuel, President of HOSTELERÍA DE ESPAÑA

Moderator: Noemí Boza, Managing partner of Más Cuota

Presentation: New ideas to boost the sector and minimise the damage of COVID-19

In the absence of activity during lockdown, the generation of new ideas to minimise industry damage has proliferated.

Mariona Gaspà, Head of Foodservice Knowledge at AECOC

Presentation: Without funding there is no future. From ICO loans to new formulas for grants and subsidies

Funding is one of the main concerns of the companies that are part of the tourism and hospitality value chain. The lack of cash flow annihilates the survival capacity of hundreds of companies. What alternatives are currently available?

Oriol Amat, Dean and Professor of Financial Economics at the UPF Barcelona School of Management

Presentation: Business reconstruction and transformation in the face of uncertainty

José María Cervera, Executive with global experience in distribution and gastronomy. Talent and cultural transformation. People expert

Round table: Designing the post-COVID era. New horizons

A high voltage round table, with decisive representatives of the gastronomic sector, debating and offering conceptual and pragmatic work lines from various converging disciplines. A table that will define new horizons and how to reach them.

  • José María Cervera
  • Nino Redruello, Entrepreneur in La Gabinoteca Restoration Group, La Ancha, Las tortillas de Gabino

Moderator: Benjamín Lana, President of the Gastronomy Division of Vocento

HOSTELERÍA DE ESPAÑA
felac
CEHAT
Food Service España

Rethinking the future in Food

TUESDAY 29TH / MORNING

RETAIL, LARGE-SCALE FOOD DISTRIBUTION AND VALUE CHAIN

Albert Anglarill

Albert Anglarill

Innovation and Project Development Manager of AECOC

Rosario Pedrosa

Rosario Pedrosa

Commercial and Marketing Strategy Manager of AECOC

José Luis Nueno

José Luis Nueno

Professor of Marketing and holder of the Intent HQ Chair of Changes in Consumer Behavior at IESE Business School

Pablo de la Rica

Pablo de la Rica

Retail Knowledge Manager of AECOC

Direct to Consumer

IESE Prof. José Luis Nueno will explain the keys to how direct-to-consumer Internet sales will change the relationship between customers and brands. The arrival of COVID-19 will act as a major accelerator in the transition to the direct-to-consumer sales model, endangering the survival of businesses that are less agile in adopting the change.

José Luis Nueno, Professor of Marketing and holder of the Intent HQ Chair of Changes in Consumer Behavior at IESE Business School

SHOPPER: Study of post-COVID trends

Rosario Pedrosa, Commercial and Marketing Strategy Manager of AECOC

The role of distribution in the post-COVID era

Pablo de la Rica, Retail Knowledge Manager of AECOC

AECOC Innovation Hub: Global trends and technologies of great impact on food companies

Albert Anglarill, Innovation and Project Development Manager of AECOC

Round table: New strategic challenges for retail in the COVID era

Moderator: Pablo de la Rica, Retail Knowledge Manager of AECOC

Visit to the New Mercabarna Biomarket*

* Seats subject to availability, activity with previous reservation

AECOC

Sponsor FHG forum

You will have at your disposal different sponsorship options to present your innovations to related audiences.

BEST AWARDS

Coinciding with the celebration of the FHG forum in Barcelona, on Monday the 28th of September it will take place the ceremony of the BEST AWARDS 2020, the awards that recognise the best and most outstanding food marketing works in different categories.

All the works presented in 2019 and 2020 will be exhibited at Alimentaria & HOSTELCO 2021, from the 17th to the 20th of May, 2021.

Cóctel Best Awards