From AI to insect protein: Alimentaria celebrates 50 years of food innovation

The food, restaurant, and hospitality sector is gathering for its 50th anniversary at the Alimentaria – Hostelco trade show, which is hosting 3,300 companies from 70 countries at the Gran Via exhibition center.

Taking place on March 23-25, the trade show features a series of sessions bringing together European restaurant associations, major operators and chains, and industry investors to discuss the future of the restaurant sector, as well as emerging trends in the food industry.

The fair is expected to generate an economic impact of approximately €180 million and will explore key consumer and industry trends, including the growing role of artificial intelligence. 

It brings together 12 sector-specific exhibitions covering meat, dairy, organic products, emerging food trends, and the restaurant industry.

Innovation takes centre stage

Innovation remains a central focus, with nearly 300 new products showcased in the ‘Innoval’ space. 

It will also host around 60 start-ups presenting developments such as AI-driven personalized nutrition, the transformation of brewery waste into new food products, protein-based snacks, vertical farming solutions, solidified alcoholic cocktails, and insect-based proteins.

Some highlighted innovative products from this year's edition are seafood sobrasada, edible gold fuet, egg chips, instant scrambled eggs, snail caviar, powdered kombucha, chocolate-covered fries, and even a pizza vending machine.

Catalonia is also making its mark on innovation, with 158 startups generating a total of €175 million in revenue, which is a 32% increase over the past five years. 

New for this year is also the first 'International Cooking Contest,' featuring six teams of chefs from Spain, Poland, Portugal, Morocco, Romania, and Azerbaijan, as well as live demonstrations and presentations by renowned chefs, bakers, and baristas, such as Jordi Roca and Lluc Crussellas.

There will also be 'the Shift,' a dedicated space where industry leaders will gather to discuss and anticipate the changes transforming the sector.

Record international presence

This year, Alimentaria is expanding its international reach, with 1,200 participating companies from abroad – a 33% increase compared to the previous edition. 

The event will also welcome buyers from 100 countries, with strong representation from the United States, Mexico, Canada, China, Hong Kong, and the United Kingdom.

Organizers expect around 110,000 visitors, a figure that would surpass attendance at the Mobile World Congress (MWC).

Impact of the Middle East conflict 

The organization does not expect the airspace closures in the Gulf countries to significantly affect the event, as happened with the MWC, since only seven exhibitors come from the affected states. 

However, the food and beverage industry has warned that the conflict in the Middle East is driving up costs, which could potentially impact the entire supply chain if the situation worsens.

The impact of tariffs imposed by the United States will also be a key issue at the fair, with representatives from export-oriented sectors such as wine in attendance. 

This sector recorded a 7% year-on-year decline in international sales in 2025.