Catalonia to stage trade-only holiday food and wine market in Manhattan

PRODECA will host an invite-only Catalan Holiday Market on Oct. 27 in Midtown Manhattan for New York importers, distributors, retail buyers and HORECA professionals. The event is designed to showcase premium Catalan food and beverage brands for holiday sourcing and portfolio expansion.

Why it matters: - The event is aimed at U.S. trade buyers looking for premium holiday-season products from Catalonia. - PRODECA is positioning Catalan food and wine as a fit for high-end retail portfolios and restaurant menus. - The showcase gives importers and distributors a direct sourcing venue with specialized Catalan vendors.

What happened: - PRODECA, the Government of Catalonia’s F&B promotion agency, announced the Catalan Holiday Market: Food & Wine Edition. - The trade-only event is scheduled for Tuesday, Oct. 27, 2026, at Midtown Loft & Terrace in Manhattan. - The market is designed for New York City importers, distributors, retail buyers and HORECA professionals. - Access is limited to trade professionals, and attendees must complete a mandatory credential check at the door. - Qualified F&B professionals, importers and specialized media must apply for VIP credential approval before the event.

The details: - More than 15 premium Catalan brands will take part in the showcase. - The event will feature premium Catalan food and beverage products tailored for the holiday season. - Laia Villalbi, PRODECA’s Business Solutions Manager and head of the wine sector, said the event is meant to connect New York’s top F&B professionals with premium sourcing opportunities. - Chef Rubén García and Chef Alba Sunyer will lead an interactive showcooking session titled “Tradition & Technique.” - García is a James Beard semifinalist, an alumnus of El Bulli and minibar, and currently leads Casa Teresa in Washington, D.C. - The chefs will prepare the Catalan dish Canelón de San Esteban. - Attendees will also get a live jamón carving station, pa amb tomàquet and a premium tasting of the featured showcooking dishes. - The event runs from 5:30 p.m. to 8:30 p.m. ET at 267 Fifth Ave., Suite 100, New York, NY 10016. - Registration and more information are available at the event registration page. - PRODECA also directed attendees to its Instagram account at Catalan Food US.

Between the lines: - PRODECA is using a food-and-chef-led format to make product discovery feel more hands-on for buyers. - The focus on holiday sourcing suggests Catalan exporters are targeting a time of year when premium food and beverage purchasing can spike. - The combination of tasting, live preparation and direct vendor access points to a sales-focused trade event rather than a consumer showcase.

What's next: - Interested buyers and media will need to secure VIP credential approval before attending. - The event will serve as a matchmaking point for Catalan brands seeking U.S. distribution and retail placement. - PRODECA is likely to use the showcase to advance broader international promotion of Catalan agri-food products.