Skip to main content

Skip to navigation menu

 
We present the second edition of the International Culinary Action Forum, on 5th and 6th February, 2015. Culinary Action is an initiative by the Basque Culinary Center to promote entrepreneurship and the generation of new opportunities in the gastronomic sector.

San Sebastián becomes the meeting point for entrepreneurs in the food and gastronomic sector for the second year running.

Aimed at anyone with an enterprising vocation and an interest in opportunities in the food and gastronomic sector.

The Culinary Action forum is not a typical forum, but rather, for two days it is a meeting place where we will share experiences in the gastronomic and food sector, through experiences, presentations and workshops.

We look forward to seeing you.
HOME

PROGRAMME

Monday 3

08.15 Accreditations

09.00 Presentation and opening

09.15 Conferences

         Xavier Güell

         Fraser Doherty

         Antonio Muiños

10.45 Round table discussion

         José Andrés and Martin Berasategui

11.30 Coffee break

12.00 Dynamic workshops

14.00 Macro lunch

15.30 Conferences

         Carlos Yescas

         Garikoitz Rios

         Domingo Ojeda

17.00 World café

18.30 End of first day

19.30 Pitch&Beer by Heineken

Tuesday 4

08.15 Accreditations 09.00 Presentation of the day

09.15 Conferences

         Pablo Mazo

         Giannola Nonino

         Victor Alarcón

         Andoni Luis Aduriz

11.30 Coffee break

12.00 Dynamic workshops

14.00 Micro lunch

15.30 Crystallization workshop

17.00 Closing

SPEAKERS

This will include the life experiences of entrepreneurs who believed in their ideas and carried them out. Producers from the food and drink sector, and businesspersons from the national and international catering sector will share their vision. These include:

GARIKOITZ RIOS

Spain

trayectoria

GARIKOITZ RIOS

Spain

Itsasmendi 

Architect of the recovery of viticulture in Vizcaya and an active player in the struggle to dignify the viticulture profession, Gariokoitz started his own winery based on two main themes: quality and sustainability. In his Txakoli wine cellar the concepts of local and traditional are given a contemporary makeover and international projection.

Web: http://www.bodegasitsasmendi.com

trayectoria

DOMINGO OJEDA

Spain

trayectoria

DOMINGO OJEDA

Spain

Happy Pills 

Domingo launched an innovative business that rejuvenated a traditional product: sweets. Thanks to the packaging and the design of the sales outlets, linked to the concept of "dose" of happiness, he has created a new brand for adults.

Web: http://www.happypills.es/es/

trayectoria

ANTONIO MUIÑOS

Spain

trayectoria

ANTONIO MUIÑOS

Spain

Porto Muiños

Antonio's success is based on the study and constant dissemination of the organoleptic qualities of seaweed. In just 15 years, Porto Muíños has become the benchmark for seaweed harvesting, exporting its products to the five continents.

http://www.portomuinos.com

trayectoria

ANDONI LUIS ADURIZ

Spain

trayectoria

ANDONI LUIS ADURIZ

Spain

Mugaritz 

After toughening up with the great chefs, he began his solo career with Mugaritz, which has become one of the most renowned restaurants in world gastronomy, with two Michelin stars. He collaborates with Azti-Tecnalia in the search for innovation in the food sector.

Web: http://www.mugaritz.com

trayectoria

XAVIER GÜELL

Spain

trayectoria

XAVIER GÜELL

Spain

Sibarit.us 

Digital Advisor for large multinationals, in 2006 he created his first company, Tendencias.TV. Since then, he has designed projects such as Cava&Tweets, Trinxat or Sibarit.us. A serial entrepreneur, he turned his passion for gastronomy into his job.

Web: http://www.xavierguell.com

trayectoria

MARIA CANABAL

trayectoria

MARIA CANABAL

Trends Hunter and collaborator in magazines like Monocle, Gourmet or Apicius.

Web: http://about.me/maria.canabal/

trayectoria

JOSÉ ANDRÉS

trayectoria

JOSÉ ANDRÉS

Named "Outstanding Chef" by the James Beard Foundation in 2011 and recognized by Time magazine on the "Time 100" list of most influential people in the world, José Andrés is an internationally-recognized culinary innovator, passionate advocate for food and hunger issues, author, television personality and chef/owner of ThinkFoodGroup. He and his team are responsible for renowned dining concepts in Washington, DC, Las Vegas, Los Angeles, Miami and Puerto Rico. These include minibar by José Andrés, Zaytinya, Oyamel, Jaleo and China Poblano at the Cosmopolitan of Las Vegas, The Bazaar by José Andrés at the SLS Hotel Beverly Hills and South Beach, and Mi Casa at Dorado Beach, a Ritz-Carlton Reserve in Puerto Rico. ThinkFoodGroup also supports his media, creative and education projects as well as philanthropic and social efforts. Often recognized for creating the "Spanish food boom" in America, Andrés is Dean of the Spanish Studies program at the International Culinary Center, the first and only professional program of its kind in the United States. Andrés is host and executive producer of Made in Spain on PBS. His cookbooks include Tapas: A Taste of Spain in America and he has introduced a line of culinary products from Spain with Jose Andres Foods. Andrés teaches at Harvard and The George Washington University. He is also the founder of World Central Kitchen, a nonprofit which aims to feed and empower vulnerable people in humanitarian crises around the world.

trayectoria

CARLOS YESCAS

Mexico

trayectoria

CARLOS YESCAS

Mexico

Lactography

Judge of the "World Cheese Awards" and one of the founders of the Mexican Cheese Institute. With his sister, Carlos launched Lactography, a company dedicated to the promotion of handmade Mexican cheeses, which supports local and rural economies. 

Web: http://lactography.com

trayectoria

BRUNO OTEIZA

México

trayectoria

BRUNO OTEIZA

México

Biko

A charismatic chef, co-owner of restaurant Biko (Mexico) ranked at the World's 50 Best Restaurant list.

trayectoria

GIANNOLA NONINO

Italy

trayectoria

GIANNOLA NONINO

Italy

Nonino

Sensitive to the environment, Giannola heads the Italian company Nonino, which has played a leading role in the revival of Italian grappa. Unconventional, revolutionary and innovative, in 1975 she established the "Nonino Prize", which has honoured various personalities who later went on to win the Nobel Prize.

Web: http://www.grappanonino.it/it/

trayectoria

XABIER DE LA MAZA

trayectoria

XABIER DE LA MAZA

Economist and serial entrepreneur: La Salera, The Glutton Club, Musika Parkean.

Web: http://www.lasalsera.net

trayectoria

AIALA HERNANDO

trayectoria

AIALA HERNANDO

Creative consultant, photographer and culinary stylist.

Web: http://www.aialahernando.com

trayectoria

FRASER DOHERTY

United Kingdom

trayectoria

FRASER DOHERTY

United Kingdom

SuperJam

At the age of 14, he started selling jam made from 100% fruité using his grandmother's recipe. Today, at 25, he sells it to more than 2,000 supermarkets worldwide, including Tesco and Walmart. He has also created his social project with the "SuperJam Tea Parties".

Web: http://www.fraserdoherty.com

trayectoria

MARTIN BERASATEGUI

Spain

trayectoria

MARTIN BERASATEGUI

Spain

An innate entrepreneur. He began his career in Bodegón Alejandro, the family restaurant. His restaurants have been awarded with 7 Michelin stars.

Web: http://www.martinberasategui.com

trayectoria

VICTOR ALARCÓN

Spain

trayectoria

VICTOR ALARCÓN

Spain

San Miguel Market (Spain)

Victor and his wife are the instigators of the revival of the historic San Miguel Market in Madrid. Located in the only food market belonging to the "Iron Architecture" of the early 20th century, it celebrates gastronomy as a cultural event.

Web: http://www.mercadodesanmiguel.es

trayectoria

WORKSHOPS

7 workshops designed for culinary entrepreneurs for the 3rd and 4th February.

1. From the idea to the business: 48-hour food incubator*

Facilitated by Izaskun Zurbitu y Eneko Izquierdo

How turn your idea into a real business plan in less than 48 hours. Entrepreneurs with a business idea were hearded by investors and receive feedback and monitoring to improve your project.

 

2. From the producto to the funding: ideas from the other side of the counter

Facilitated by Carlos Polocha

We analysed the different sources of funding currently available on the market: grants for entrepreneurs, crowdfunding, private investment... with experts in finance and investment

3. What is next: Food. "A food, a business"

Facilitated by Helena Vaello

A workshop where you will actively discovered trends that will define the agri-food industry. What are the current trends? Where do we need to look? Who sets them?

4. What is next: Gastronomy. "Latest trends"

Facilitated by Maria Canabal

This workshop presented different trend-setting business models in the world of gastronomy through its most representative businesses. The workshop was attended by real trends hunters, monitoring new developments worldwide.

5. The ingredients to design your business model

Facilitated by Xabier de la Maza

Presentation of the tools and basic techniques to design a value proposition and business model. You didn't need to have a business idea, the curiosity and the desire to discover a new route -that of entrepreneurship- are the only requirements for this workshop.

6. Being an entrepreneur: from passion to business

Facilitated by Adela Balderas

Two successful entrepreneurs shared their secrets to transform your passion into your profession. How do we connect our passions with our work? What are the keys to success? How can we learn from failure?

7. Creating an experience: the art of reinventing the product

Facilitated by Aiala Hernando

In this workshop you will discover the keys to transforming your product/service into an experience. Experts in design, image and conceptualization we presented key ideas and methodologies.

 

SUMMARY

Basque Culinary Center held the 1st International Gastronomy and Food Entrepreneurism Forum, 'Culinary Action!' at its San Sebastián headquarters.

This event brought together outstanding international entrepreneurs from the field of gastronomy and food who gave firsthand accounts of how they set up a business and also hinted at up-coming culinary trends. "This is a preliminary initiative in terms of activating gastronomic entrepreneurism. We hope that these two days will be useful to share projects, ideas and points of view. We would like everyone to participate, talk to each other and interact. All the projects we are analysing revolve around food, but it is very clear that there are many ways of launching a food business," said Joxe Mari Aizega, director of the Basque Culinary Center. "We find ourselves at a point when we should promote new businesses in this sector, boosting local development", added Euken Sesé, director of the public company Fomento de San Sebastian, joint organiser of the Forum, also supported by Heineken.

Round table

On the one hand, the session on Monday involved a round table discussion with the chef-businessmen José Andrés and Martín Berasategui.

Through his ThinkFoodGroup group (with a turnover of 110 million dollars- 81.5 million Euros - and boasting 1300 employees), José Andrés runs 15 restaurants with different business concepts. The chef from Asturias, now based in the United States, encouraged starting up businesses. "We have to dream of coming up with a business model to be the next 'Zaras' of fast food," he stated. "If we are quick to move in haute cuisine and clearly good at tapas and pintxos, why can't we be just as fast-moving with good quality, flexible, intimate and entertaining fast food?" he suggested.

Alternately, Martín Berasategui works from his headquarters in Lasarte (San Sebastian) to develop businesses in Barcelona, Canary Islands, China, Mexico and Dominican Republic. Berasategui encouraged young chefs to set up their own businesses. "If I could do it, so can everyone else. Nothing gets done without a colossal amount of work," he assured, whilst defending values such as "the success of teamwork; the company is each and every one of us."

Speakers

Along with this round table discussion featuring José Andrés and Martín Berasategui, Monday and Tuesday's sessions welcomed several talks:
  • Xavier Güell. He considers himself to be a "serial entrepreneur" who has been starting businesses since he was 14 years old thanks to working in a family firm. "For me, entrepreneurism means curiosity, discovery and learning; finding out a little more and questioning everything. Consequently, there is always a certain fear factor." For Guell, "starting you own business is tough but it's like a 'drug'. I always need to go back and do it again.".
  • Fraser Doherty. This young Scotsman has managed to make his grandmother's jam recipe world famous, now selling it in over 2000 supermarkets throughout the world. His story begins aged 14 years old with "the entrepreneurial adventure." You have to identify a reason why people should buy your product and design it to put across this reason." Doherty defines SuperJam as a "small, very simple idea that started out in the kitchen but above all in his imagination," he states whilst confidently adding "If you are doing something you love, you'll be successful and happy."
  • Antonio Muiños. Along with his wife Rosa, he is the architect of Porto Muiños, a Galician company that has become a national benchmark in collecting, transforming and distributing seaweed. "Taking a good look at the market to see what people really wanted was key for the business, just as important as major chefs noticing our product", says Muiños who works with 35 species of seaweed. They are now working with coastal vegetables and their culinary applications.
  • Carlos Yescas. He is the best example of how an entrepreneur can turn their life's passion into a business model and a company. "Cheese is more than just my interest, it is my entire life. If there is anything that you like that much, then this is when starting your own business really works", claims this young Mexican, founder of Lactography. Carlos Yescas has several businesses. He has thereby been evolving around a chain of different roles: "From hobbyist to 'cheesemonger', instructor, author, consultant and businessman." In his opinion, "it is our responsibility as entrepreneurs to explain our product or service to consumers."
  • Garikoitz Ríos. He is one of the architects of reinventing and modernising the txakoli business. In 1989, Garikoitz Rios began working on recovering this historical Basque wine growing business. Along with other wine growers, he founded Bodegas Itsasmendi in 1995 as "a company that refers to where we are. We were building up what is our best heritage these days: our vineyards," he recalls. Now they sell their txakoli in countries such as Japan, United States, Germany, Mexico or Australia.
  • Domingo Ojeda. Along with his wife, this businessman invented Happy Pills, defined as "sweet remedies for daily ills", creating an adult sweet business. It started up in Barcelona and now has stores in cities such as Bilbao or Zaragoza. "The balance is based on continuous improvement", he states. "We have requests to set up Happy Pills all over the world but we want to be prepared," he maintains. "You are never sure about the right road to take and whether you should follow logic or your intuition," he adds.
  • Pablo Mazo. As Institutional Relations director at Heineken, Pablo Mazo demonstrated "how major industry can support entrepreneurs's projects," something that, according to this executive, "is hard-wired into a family company set up 150 years ago like Heineken." Within its sustainability strategy, the brewing group looks at two lines of work: supporting talent and supporting entrepreneurism. "These days it is highly important that private companies like us get to grips with supporting entrepreneurs."
  • Giannola Nonino. This energetic 75 year old Italian is the 'face' of Grappa Nonino, a family business producing 'grappa' in the Friuli region. She and her husband Benito revolutionised the sector in the 1970s. "In 2013, it will have been forty years since the 'Nonino Revolution' based on fighting to give the same importance to grappa as other distilled spirits. Alongside this approach, they added a marketing perspective by designing a beautiful bottle and sending it to important figures who became their grappa's best ambassadors and they also created an award to acknowledge great public figures.
  • Víctor Alarcón. This architect is the leading light behind the renovation of the San Miguel Market in Madrid, turning it into a culinary culture centre. "Many everyday markets showing us how a city lives are gradually falling by the wayside. However, consumers are prepared to make a little room in their shopping baskets for market purchases," says Víctor Alarcón. "We approached San Miguel as a recovery project," he recalls. Today, it is one of the most visited spots in Madrid.
  • Andoni Luis Aduriz. This chef and owner of Mugaritz states that he is more of an entrepreneur now aged 42 than when he was 20. "You learn to be happy from happy people; from entrepreneurs you learn to be an entrepreneur," he stated as a way of summing up his philosophy. The Basque chef encouraged young people to launch their projects with a three-fold recipe: be consistent, have the right partners and "understand that, if you are an entrepreneur, a project is going to have to go through rough times." In all, the entrepreneur's road is a tough one. "Nobody can assure you that you are going to be successful just because you've started a business. Sometimes, your project moves forward at the certain time due to circumstances; and so it fails, it dies because it's too innovative and society is not ready for the project."

WORKSHOPS

Along with the talks, seven dynamic workshops were held of which each participant could sign up for two (one each day), led by an expert specialised in each topic. In turn, these workshops were summarised and analysed to draw conclusions in the final workshop closing the Forum. The Workshops were as follows:
  • From an idea to a business: '48 hour food incubator'..
  • From the product to funding: ideas from the other side of the counter..
  • What's next: trends in food..
  • What's next: trends in gastronomy..
  • Ingredients to design your business model..
  • Being an entrepreneur: from passion to business..
  • Create an experience..

The Forum was brought to a close with very positive feedback from both organisers and participants who will return for the 2nd Entrepreneurs Forum to be held in 2015.

PHOTO GALLERY

VIDEO GALLERY

Resumen I Foro Internacional de Emprendedores CA! 2014

Lactography, I Foro Culinary Action 2014

SuperJam, I Foro Culinary Action 2014

Martín Berasategui y José Andrés-Think Food Group, I Foro Culinary Action 2014

Mercado de San Miguel, I Foro Culinary Action 2014

Mugaritz, Andoni Luis Aduriz, I Foro Culinary Action 2014

Sibarit, I Foro Culinary Action 2014

Happy Pills, I Foro Culinary Action 2014

Grappa Nonino, I Foro Culinary Action 2014

Bodegas Itsasmendi, I Foro Culinary Action 2014

Presentación I Foro Internacional de Emprendedores CA! 2014

Heineken, I Foro Culinary Action 2014

Porto Muiños, I Foro Culinary Action 2014

Contact

Basque Culinary Center

Paseo Juan Avelino Barriola, 101

20009 Donostia - San Sebastián (Gipuzkoa)

Phone 902 540 866 | Fax: 943574 502


e-mail: culinaryaction@bculinary.com

FORMULARIO DE CONSULTA

Sponsors

Basque Culinary Center Donostia Sustapena

Collaborators

HAZI Heineken