Foreign food and beverage sales represent 15% of Spanish exports. For this reason, Miguel Arias Cañete warned yesterday in elEconomista?s Ágora that "we can't become our own competitors" by following near-term strategies that compromise long-term opportunities.
Product can stabilize our export market. Cañete mentioned the need to bottle and sell our own wine and olive oil abroad instead of selling it as a budget product at home or sending it to Italy so they can package and re-sell it as their own.
To build the Spain brand, companies should focus on quality in order to survive in an extremely competitive market.