Zamora to Bring Together Importers from 23 Countries at the III. Fromago Cheese Fair

The city of Zamora, Spain, has accelerated its preparations to host the III. International 'Fromago Cheese Experience' Cheese Fair between 17-20 September. The event is planned as a magnificent organization that will cover all corners of the city with the participation of 309 new exhibitors, 443 sales stands, and more than 500 tents. The participation of 45 international importers from 23 different countries from Europe, America, Asia, and Oceania is expected to significantly increase the commercial volume and global reach of the fair. According to the statements of the Mayor of Zamora (Diputación) Javier Faúndez, the fair is facing a record level of demand this year with a closed participation plan and a long waiting list. This situation is considered a clear indication of how valuable and well-established the event, which has gained great prestige internationally in a short time, has become.

The fair aims not only to be a commercial meeting point but also to offer a comprehensive cultural and gastronomic experience. As part of the event, a massive gastronomy area will be set up in Jardines del Castillo, offering visitors the opportunity to pair regional flavors with cheeses. While the newly opening cheese gallery stands out as one of the most striking innovations of the fair, school programs with the participation of more than 1.100 children will also help transfer gastronomy culture to new generations. In the second edition held last year, the fair was visited by approximately 300.000 people, turning the streets of Zamora, known for its historic Roman-style architecture, into a veritable carnival ground. This year, a similar attendance and intensity is expected, and it is anticipated that the organization will provide great momentum to the city's economy and promotion.

Javier Faúndez, at the press conference he held, drew attention to the continuous development and coordination process behind the success of the fair. He stated that, unlike such large organizations held biennially, the Fromago Cheese Experience team starts preparing for the next year's event as soon as one ends. He emphasized that local institutions such as the Zamora Provincial Government, Castilla y León Junta, and Zamora Municipality, as well as sponsors, businesses, and restaurants, are working in complete solidarity. While Faúndez expressed that the second fair in 2024 was a period when the cheese organization was 'accepted', he smiled that the third edition symbolized reaching full 'maturity' in the sector. Thanks to the joint efforts of all stakeholders, it is noted that the fair has become an undeniable force at the international level in only its third edition.

The commercial dimension of the fair also stands out prominently due to its profound impact on the rural area and local economy of Zamora. The International Dairy Industry School Foundation, under the presidency of Sara Fregeneda, also plays an important role in the event, helping local producers connect with international markets. Faúndez stated that the Fromago organization is a great sign of respect and praise for the rural area of Zamora and the producers engaged in agriculture and livestock farming in that region. He expressed that local breeders and first-class cheese production create an added value retained in the city and that the fair plays a critical role in protecting this ecosystem. Thanks to the 'reverse trade missions' carried out with the Chamber of Commerce and ICECyL, the number of importers has been increased from 32 to 45 in recent years, maximizing the export potential of the region.

Past data clearly proves how profitable and strategic an investment Fromago Cheese Experience is for Zamora. It was calculated that the advertising and promotional impact created by the event only in its second edition was worth approximately two million Euros. It was reported that for every Euro invested in the organization, a return of five Euros was generated in advertising value obtained in international media and visual press. In addition, officials stated that a business volume of 14 million Euros was generated during the fair and approximately 170.000 kilograms of cheese were sold, adding that these figures are concrete indicators of success. While the event provides a global showcase for a wide range of participants, from cheese producers to gourmet product sellers, it makes Zamora an undisputed 'European cheese capital' throughout September.