In August 2025, our team traveled to Barcelona, Spain a city where tradition and modernity blend seamlessly, not only in culture but also in food trends. During the trip, we held meetings with local partners and explored opportunities for future collaborations. Beyond the business agenda, we dedicated much of our time to market research, visiting local markets and specialty shops to understand consumer behavior firsthand. One of the highlights was walking through Mercat de Sant Josep de la Boqueria, Barcelona’s iconic food market.

The bustling aisles, filled with fresh produce, artisanal cured meats, seafood, and colorful sweets, offered a vivid snapshot of what excites European consumers today. It became clear to us that authenticity, freshness, and storytelling remain at the heart of food culture. We also recognized how plant-based innovations, functional foods, and premium snacking are shaping the European market more than ever. These insights are invaluable as we refine our portfolio and align with the global demand for healthier, more experiential food choices.

This trip was not only about business meetings it was about learning, observing, and connecting. Experiences like these reaffirm our mission at JP&Co: to bring unique tastes from around the world into everyday life.