Distribution and marketing
Distribution and marketing are two key steps in ensuring that the food produced reaches consumers. Mercabarna is the main player for the AMB and the rest of Catalonia, although there are other smaller central markets (Mercavallès, Mercagirona and Mercolleida).
Distribution and marketing cover all the processes involved from when produce is harvested (if it is fresh) or the product is made (if it is processed) until it reaches the end consumer (individuals, contract catering services, restaurants, school and hospital canteens, etc.).
It is largely made up of food wholesalers, many of them family-owned businesses. Over recent years, this field has professionalised and wholesalers have switched from being just intermediaries to becoming expert logistics operators in terms of supply, tailoring their services to the customer. This has led in part to corporate concentration.
Barcelona and Madrid are home to leading wholesalers in their sectors. In the 2015 Alimarket ranking, 11 of the top 100 Spanish food distribution companies were based in Barcelona and eight in Madrid.
Local retailers
Small businesses also play a role in getting food to the public, and there are over 20,000 retail businesses in the AMB. It is a diverse industry made up of:
Furthermore, online grocery shopping has emerged in recent years and was further fuelled by the 2020 pandemic. The months of lockdowns and restrictions rolled out in response to Covid-19 have additionally led to a boom in multi-channel takeaway food sales, which had been on the upswing before the coronavirus crisis.
- Chains of greengrocers or highly specialised fruit and vegetable shops.
- Convenience, food or grocery stores run by immigrants.
- Local butchers and fishmongers.
- Prepared food outlets.
Furthermore, online grocery shopping has emerged in recent years and was further fuelled by the 2020 pandemic. The months of lockdowns and restrictions rolled out in response to Covid-19 have additionally led to a boom in multi-channel takeaway food sales, which had been on the upswing before the coronavirus crisis.
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Mercabarna
This is a public limited company established in 1967 to regulate the city's wholesale food market (until then in El Mercat del Born). Fifty-one percent of this state-owned enterprise is held by Barcelona Serveis Municipals (B:SM, a company in which Barcelona City Council is the sole shareholder), 37 % by MERCASA (a national market company) and 12 % by El Barcelonès County Council.
Mercabarna is based in the Zona Franca business park in the Llobregat river delta next to the port of Barcelona, the freight railway station and the Nus Viari del Llobregat road interchange. It operates 24 hours a day and is almost like a food city hosting over 700 businesses specialising in distributing, processing, importing and exporting fresh and frozen produce.
In the early days, Mercabarna provided an interface between locally-produced foodstuffs and consumers in the area. However, over the years it has grown to become a Mediterranean-Barcelona food distribution logistics hub supplying fresh produce to some 10 million people.
Its 90 hectares of land for food wholesalers host the fruit and vegetable market, the central fish market and the slaughterhouse. The flower market takes up 4.5 hectares. Plus, since December 2020 it has also been home to the 8,900 m2 Biomarket, the first wholesale market for fresh organic food in Spain and the leader in Europe by number of fruit and vegetable groups.
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Mercabarna
Mercabarna is based in the Zona Franca business park in the Llobregat river delta next to the port of Barcelona, the freight railway station and the Nus Viari del Llobregat road interchange. It operates 24 hours a day and is almost like a food city hosting over 700 businesses specialising in distributing, processing, importing and exporting fresh and frozen produce.
In the early days, Mercabarna provided an interface between locally-produced foodstuffs and consumers in the area. However, over the years it has grown to become a Mediterranean-Barcelona food distribution logistics hub supplying fresh produce to some 10 million people.
Its 90 hectares of land for food wholesalers host the fruit and vegetable market, the central fish market and the slaughterhouse. The flower market takes up 4.5 hectares. Plus, since December 2020 it has also been home to the 8,900 m2 Biomarket, the first wholesale market for fresh organic food in Spain and the leader in Europe by number of fruit and vegetable groups.
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Mercabarna
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Integrated distribution
Integrated distribution means distribution by companies which handle logistics from the producer to the consumer. In the food sector, it involves the large supermarket and hypermarket chains which in Catalonia are led by Mercadona (with a turnover over 15% share according to Retail Distribution Yearbook 2017 figures), Eroski, Dia, Condis and Carrefour.
Food products are the second largest household expenditure item in Catalonia, at 16.7% of the total. Food logistics and distribution in Catalonia is increasingly concentrated in global dry and/or cold operators (Stef, XPO, Salvensen, DHL, Logifrío) which can handle all stages of the transport chain from procurement to last-mile distribution. The express segment led by start-ups such as Celeritas and courier brands including MRW, Seur and DHL Express is growing in lockstep with the burgeoning online channel.
Organised retail chains outsource logistics to these specialist groups or do it themselves. Other groups (Conway, Haus) supply the restaurant and convenience chains. In contrast to the large groups, most of which are multinationals, there are also regional multi-product distributors and others specialising in fresh produce which supply small retailers or independent hospitality outlets (Sehrs).
In recent years, large logistics hubs have been set up inside the AMB or very close to it:
Food products are the second largest household expenditure item in Catalonia, at 16.7% of the total. Food logistics and distribution in Catalonia is increasingly concentrated in global dry and/or cold operators (Stef, XPO, Salvensen, DHL, Logifrío) which can handle all stages of the transport chain from procurement to last-mile distribution. The express segment led by start-ups such as Celeritas and courier brands including MRW, Seur and DHL Express is growing in lockstep with the burgeoning online channel.
Organised retail chains outsource logistics to these specialist groups or do it themselves. Other groups (Conway, Haus) supply the restaurant and convenience chains. In contrast to the large groups, most of which are multinationals, there are also regional multi-product distributors and others specialising in fresh produce which supply small retailers or independent hospitality outlets (Sehrs).
In recent years, large logistics hubs have been set up inside the AMB or very close to it:
- Mercadona: in Abrera, 110,000 m2 and €300 million in investment.
- Consum: in Barcelona, 92,000 m2 and €50 million in investment.
- Carrefour: in ZAL Port, 63,000 m2.
- Amazon: in El Prat de Llobregat, 60,000 m2.
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Logistics and infrastructure
Metropolitan industrial and agri-food logistics land is in short supply: the availability rate in Barcelona is 3.91 % (2016). Nonetheless, the AMB has the assets and capacity to position itself as an international trade and logistics hub for the agri-food industry because it is close to Barcelona's port and airport.
Agri-food imports and exports in Barcelona province account for one-third of the total in Catalonia and are mainly shipped by sea (61 %) and road (38 %):
However, improvements in these infrastructures are crucial to enhance the agri-food sector's positioning. The online marketing channel has recently disrupted previous distribution models, and the food and beverage industry is no exception. E-marketing entails:
InfoPAE, website of the metropolitan economic activity areas
Agri-food imports and exports in Barcelona province account for one-third of the total in Catalonia and are mainly shipped by sea (61 %) and road (38 %):
- Barcelona airport is the second largest international airport in Spain and has an air cargo facility operating 24/7. More than 6 % of the 117,219 tonnes of goods loaded and unloaded are food products.
- The port of Barcelona is the third largest port in Spain in terms of fright traffic. It covers 1,113.2 ha and has 23,183 km of quays and berths and 38 dockside cranes. Agri-food is the third largest freight category behind energy and the automotive industry. Traffic is mainly comprised of imports, and it is the second largest gateway for food and beverage products after land transport.
However, improvements in these infrastructures are crucial to enhance the agri-food sector's positioning. The online marketing channel has recently disrupted previous distribution models, and the food and beverage industry is no exception. E-marketing entails:
- Having peri-urban land for last-mile fulfilment centres.
- Towns and cities ready for efficient last-mile delivery, including fast loading and unloading and pickup points other than the home.
- Food, especially fresh food, calls for specific conditions and fully equipped facilities and vehicles to maintain the cold chain to the end consumer.
InfoPAE, website of the metropolitan economic activity areas
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DUM zones
Last-mile distribution (DUM in Catalan) is the final stage of goods delivery. Areas traditionally called ‘loading and unloading zones' are set aside for commercial vehicle parking in order to regulate these operations in metropolitan public space.
DUM reserved parking spaces are part of municipalities' regulated parking systems and are usually identified by yellow road markings. There are currently over 12,000 DUM spaces in seven metropolitan municipalities which are managed using the SPRO app.
Lorries, vans and two-seater passenger and commercial vehicles can park in these spaces, as shown on the signs. They have to start and end parking remotely using the SPRO app or by sending a text, and there is a 30-minute time limit.
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Metropolitan DUM zones
SPRO
DUM reserved parking spaces are part of municipalities' regulated parking systems and are usually identified by yellow road markings. There are currently over 12,000 DUM spaces in seven metropolitan municipalities which are managed using the SPRO app.
Lorries, vans and two-seater passenger and commercial vehicles can park in these spaces, as shown on the signs. They have to start and end parking remotely using the SPRO app or by sending a text, and there is a 30-minute time limit.
Related links
Metropolitan DUM zones
SPRO
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