Unstoppable Spain by huanghengdong

VIEWS: 12 PAGES: 8

									                       MADRID     Page 2                                                  VALENCIA    Page 5                                        EXTREMADURA      Page 6                                                 TECHNOLOGY         Page 7

 THE CONSTANTLY                                                          ‘SPORTY, NAUTICAL                                         REBRANDING WITH      INNOVATION AND
MOVING CAPITAL AND                                                           AND LIGHT                                            STYLE AND UNIVERSAL  ENTERPRISE CREATE
IDEAL EUROPEAN HQ                                                            ON ITS FEET’                                              ICT ACCESS     TECHNOLOGY FOR LIFE


                                                                                                                   Thursday, February 28, 2008




                                                                            SPAIN
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Unstoppable Spain
                                                                                                                                                                                  QUOTE/UNQUOTE

                                                                                                                                                                                  ‘We are now the
A dynamic economy and an indomitable joy for life has created the perfect                                                                                                         eighth economic
environment for twenty-first century global business conquistadors
                                                                                                                                                                                  power in the world’
                                                                                                                                                                                  Spain’s ambassador to the                      called the Iberian Tiger, just like
                                                                                                                                                                                  U.S. Carlos Westendorp                         Ireland is known as the Celtic Tiger.
                                                                                                                                                                                  outlines the strong relations                  The country has been growing at
                                                                                                                                                                                  between the two nations                        an average yearly rate of 4 percent,
                                                                                                                                                                                                                                 which is double the EU average.
                                                                                                                                                                                  In 1986, Carlos Westendorp be-                 Spain is now the eighth econom-
                                                                                                                                                                                  came Spain’s first ambassador to               ic power in the world and for this
                                                                                                                                                                                  the EU. He was tasked with inte-               reason alone it should be impor-
                                                                                                                                                                                  grating the country into the poli-             tant to the U.S.
                                                                                                                                                                                  tics and economics of Brussels.
                                                                                                                                                                                  After a brief stint as ambassador              What are the competitive advantages for U.S.
                                                                                                                                                                                  to the UN, he left New York in                 investors in Spain?
                                                                                                                                                                                  1997 to serve as special envoy to                 Spain is strategically located in
                                                                                                                                                                                  Bosnia-Herzegovina. In 2004,                   the Mediterranean and a natural
                                                                                                                                                                                  when the Socialists were voted                 port of entry to the European mar-
                                                                                                                                                                                  back into office in Madrid, he was             ket. Other important assets are
                                                                                                                                                                                  appointed ambassador to Wash-                  our presence in Latin America and
                                                                                                                                                                                  ington.                                        our influence in the Middle East,
                                                                                                                                                                                                                                                in particular with Arab
                                                                                                                                                                                  How would you characterize                                    countries. Our econo-
                                                                                                                                                                                  your mission and main task                                    my is booming, we
                                                                                                                                                                                  in Washington?                                                have a competitive reg-
                                                                                                                                                                                     We’re putting a lot                                        ulatory framework
                                                                                                                                                                                  of emphasis on the                                            and our language is an
                                                                                                                                                                                  Hispanic community,                                           advantage because of
                                                                                                                                                                                  although we also have                                         Latin America.
                                                                                                                                                                                  a good working rela-
                                                                                                                                                                                  tion with other com-                                 What about Spanish investors
                                                                                                                                                                                  munities.          Latin                             in the U.S.?
                                                                                                                                                                                  America is an asset for CARLOS WESTENDORP               In less than four
                                                                                                                                                                                  us. After all, Spain is Spanish Ambassador to        years, Spain has
                                                                                                                                                                                  the second-largest in- the United States             quadrupled its FDI
The nation’s expanding horizons have brought about the award-winning Terminal 4 at Madrid’s Barajas airport.                                                                      vestor there after the                               here. An important
                                                                                                                                                                                  U.S. and I think we can accom- factor has been the strength of the
Few metrics can account for the                With real GDP growth of 2.8 per-           gusto that raises eyebrows at trad-     year and has been described by a                plish a lot together. We have a very euro. But the most important fac-
Spanish makeover since 1986, when           cent in 2008, it is time for Spain to         ing floors. In 2004, Spain’s Banco      Paris fashion director as ‘possibly             active cultural and educational pol- tor is that large companies in Spain
it joined the European Communi-             capture technology in its total fac-          Santander Central Hispano bought        the most innovative and devastat-               icy too.                               now have money to invest. The
ty. By 1989, GDP had grown 4.8 per-         tor productivity (TFP).                       the UK’s Abbey Bank in Europe’s         ing retailer in the world’ .                       My objective is to improve U.S. is a difficult market to pene-
cent annually and per capita income            Policymakers are playing the role          largest cross-country merger. Even         For Gerardo Diaz Ferran, of the              Spain’s economic presence. I’ve trate, but once you’re here com-
had leapt 4 percent. After decades          of enablers these days. ICEX, Spain’s         lesser banks are unrecognizable.        Spanish Federation of Entrepreneurs             been very lucky because Spanish panies are highly competitive.
of unstoppable growth, income per           trade promotion agency, has been              “Twenty years ago, savings banks        (CEOE), this is a unique time win-              firms have suddenly realized the Investors are mainly from the fi-
person climbed to 105 percent of the        matching investors with scientific            didn’t have any industrial participa-   dow. A switchover to a technology-              importance of investing in the U.S. nancial sector, including Banco
European average in 2007. The in-           parks and universities since 1983.            tion and half of their assets were in   led export model is the way for Spain           market. Once you have a network Santander and BBVA. Construc-
dicator, by the European statistical        The liaison has helped alter the              public debt securities,” says Juan      to stay ahead. On a visit to Cairo last         of world-class firms, you become tion companies are being award-
office, factors out inflationary dif-                                                     Quintas Seoane of the Spanish Con-      February, Diaz asked Egyptian au-               much more influential. If you in- ed public procurement projects,
ferences between countries. But it          BILATERAL TRADE WITH                          federation of Savings Banks (CE-        thorities to allow Spain to launch a            vest in specific states, you have ac- including one for urban furniture
is nevertheless a measure of how far        THE U.S. NOW STANDS                           CA). Today, their net worth has         series of mega-projects across the              cess to governors, congressmen in New York. Then there is the
this country of 45 million has              AT $10 BILLION AND                            increased 60 times and volume of        Middle East, including tourist in-              and mayors.                            food industry, as well as high-tech
changed. What next?                         SPANISH COMPANIES                             assets exceeds Spanish GDP.             frastructure and industrial engi-                                                      companies in renewable energy.
    “We are now the eighth-largest          ARE SETTING TRENDS                               Meanwhile, bilateral trade with      neering. “We have a lot to offer at a           What does the average American know
economy in the world and we want            WITH INNOVATION                               the U.S. now stands at $10 billion,     good price,” says Clos, also part of            about Spain?
                                                                                                                                                                                                                                UNITED WORLD PROJECT
to make sure we stay there for a long       mindset of hundreds of Spanish                up from $4 billion in 2004. Blue chip   the trade delegation in Cairo.                     It depends who you ask. If it’s
                                                                                                                                                                                                                                     TEAM IN SPAIN
time,” says Joan Clos, the Minister         SMEs, often unable to implement               companies like Telefonica snapped          All said and done, Spain is also a           someone in Oklahoma, I am not
                                                                                                                                                                                                                           Project Director: Elisa L. Moriarty
of Industry, Tourism & Commerce.            R&D schemes on their own. In the              up the Lycos Internet portal in 2000    social and artistic innovator. Issues           sure the person will know where
                                                                                                                                                                                                                                   Editorial Research:
A former mayor of Barcelona, Clos           world of biotech, the gamble is al-           for $5.4 billion, selling it later to   like gay marriage, embryonic stem               Spain is. But on the coasts, people
                                                                                                                                                                                                                                     Miguel Artacho,
is keenly aware of competitive strate-      ready paying off. Last year, Zeltia, a        Daum Communications of South            cell research and gender parity in              are familiar with the country and
                                                                                                                                                                                                                             Ignacio Giavi and Carlos Duez
gies in sectors like tourism and re-        bio-pharmaceutical company based              Korea. With the strength of the eu-     politics are a few of the character-            astonished at the level of growth.
                                                                                                                                                                                                                                 Logistics Coordination:
newable energy. For him, Spain is           in the northwestern region of Gali-           ro, prêt-a-porter chains based in       istics of the new Spaniards. While              Spain is a very attractive country
                                                                                                                                                                                                                                     Begoña Blanco
about to undergo a second com-              cia, applied for FDA approval for a           Spain are opening flagship stores in    star architects like Santiago Cala-             with an edge in fashion, balmy
petitive shock as the construction          drug derived from marine organ-               New York. In Ohio, a subsidiary of      trava work on skyscraper designs                weather and excellent food. Amer-
                                                                                                                                                                                                                          Sectorial photos by Kristin Kjellgard
sector ceases to drive economic ac-         isms. Its R&D expenditure had                 Endesa, a Spanish energy giant, is      in Chicago, actors like Javier Bar-             icans admire success and it’s al-
tivity. Construction companies are          grown to €36.7 million ($53.3 mil-            retro-fitting hydraulics factories to   dem have walked off with this year’s            ways a first step to getting involved.
                                                                                                                                                                                                                                       A more extensive version
however bolstered by the services           lion) by 2004.                                produce rotor blades for wind tur-      Golden Globe Award for Holly-
of the Seopan group, which high-               Spain’s financial system bears lit-        bines. In fashion, trendsetters like    wood’s latest hit, No Country for               What role have U.S. investors played in the              of this report is
lights the extensive experience and         tle resemblance to its former self.           Zara have invented a new school of      Old Men. The title of the movie                 Spanish takeoff of the last 15 years?                      available at
expertise of its members to the in-         Banks have expanded into Europe               marketing. Part of the Inditex Group,   could very well apply to the new and              Spain has undergone an eco-                        www.unitedworld-usa.com
ternational business community.             and Latin America with the kind of            Zara produces 10,000 designs per        unstoppable Spain.                              nomic miracle. It could easily be


CULTURE VULTURES FLY HIGH                                                                                                                                                                                                       On the north Atlantic fringe, you
                                                                                                                                                                                                                                will enter the Celtic domains of Gali-

Everything is art                                                                                                                                                                                                               cia and Asturias, with lush mountains
                                                                                                                                                                                                                                and Iron Age hillforts. Further east
                                                                                                                                                                                                                                are the Basques, a proud industrious
The fame of Spain is anything                    Spain is a country of individual-        fessor, played by Ben Kingsley. The                                                                                                   people with possibly the most so-
but plain as the nation’s                    ists, says author John Hooper in The         screenplay is based on a Philip Roth                                                                                                  phisticated culinary societies on the
creative spirit soars overseas               New Spaniards. But the reference is          novel.                                                                                                                                continent. Bilbao, an erstwhile rust-
                                             not to an American brand of rugged              In the realm of food, chefs like                                                                                                   belt city, now basks in the titanium
Whenever Carrie has a romantic               individualism. Instead, the Spanish                                                  Pedro Almodovar     Ferran Adria            Antoni Tapies          Fernando Alonso            light of the Guggenheim Museum,
breakup on HBO’s Sex and the City,           brand consists of carefree algorithms        Javier Bardem                                                                                                                         designed by Frank Gehry.
at least she has her Manolos to turn         and a self-sufficient philosophy that        plays Anton                                                                                                                              For contrast, head southwest to
to. The character played by Sarah Jes-       ends seducing the foreigner. It is al-       Chigurh in the                                                                                                                        Extremadura. Bordering Portugal,
sica Parker is known for her attach-         so a key conductor for creativity.           Coen brothers’                                                                                                                        this region of rolling plains and oak
ment to fashion, higher on her list          People here break for mid-morn-              No Country For                                                                                                                        groves serves as a stomping ground
than the complicated boyfriend. Her          ing meals, often lubricated with a           Old Men                                                                                                                               for Iberico hogs, now imported to
stiletto-heeled shoes, designed by           cool beer on tap. They are then sent                                                                                                                                               U.S. retailers like Whole Foods in the
Spain’s Manolo Blahnik, of the               packing back to work full of new                                                                                                                                                   form of succulent hams. Ex-
eponymous label, are the quintes-            ideas.                                                                                                                                                                             tremadura is also known in Europe
sence of urban chic.                             Only culture—art, music, film,                                                   Penelope Cruz       Pau Gasol               Rafael Nadal           Antonio Banderas           for its cherries and almonds.
   Like Carrie, many Americans are           fashion and fine cuisine—transcends                                                                                                                                                   Finally, cut across the country due
magnetized by the aesthetics of              their daily life. It is little wonder that                                           Ferran Adria have put fine cuisine             Beyond the city eclectics of places            east and you will hit the Mediter-
Spain. Here, everything is art. Dur-         Spain has produced 20th century                                                      on its feet. In 2007, the head cook         like Barcelona or Madrid, Spain is                ranean port city of Valencia. Its 1.8
ing their junior year abroad, U.S. ex-       maverick painters like Salvador Dali,                                                of El Bulli traveled to New York’s          uncharted territory for most U.S.                 million people perhaps best exem-
change students are known to go              Joan Miro or Antoni Tapies. Film di-                                                 Culinary Institute of America with          visitors. Many can still find echoes              plify the merger of art and life. This
native in small provincial towns,            rectors like Pedro Almodovar or                                                      a sampler of his food foams. Eating         of Hemingway, the Civil War cor-                  is Spain’s SME heartland, the just-
adopting the ways of locals. They            Alejandro Amenabar have gripped                                                      has never been the same anymore.            respondent, in a roadside hotel                   in-time manufacturer and second-
learn to eat dinner at 10 pm, wear           audiences with their story lines. For                                                Jose Andres, the Asturian-born cook         where he once holed up. Finding lit-              largest exporter in the country. And
scarves in 50-degree weather and eat         the Sundance crowd, Isabel Coixet                                                    that grew up in Barcelona, takes            erary echoes in this country of                   yet, it is also home to the City of
more seafood than they have con-             is the country’s talent at its most raw.                                             molecular eating for a tour of Spain’s      193,000 square miles (twice the size              Arts and Sciences, a creation of San-
sumed in their lifetime. And where           In her latest work, Elegy(2008), Pene-                                               17 regional cuisines. His new TV            of Oregon) is not difficult.                      tiago Calatrava, featuring opera
else do older people and cute tod-           lope Cruz is a student who awakens                                                   program airs on PBS stations across            Drive aimlessly north or south,                houses, science exhibits and aquar-
dlers mix on city streets at 2 am?           sexual possessiveness in her pro-                                                    the country this spring.                    depending on your temperament.                    iums. Who could ask for more?

                                    Our World Insert is produced by United World. USA TODAY did not participate in its preparation and is not responsible for its content
 2    Thursday, February 28, 2008
                                                                                                                   SPAIN                                                                                                            Distributed by USA TODAY




Invest in Madrid, get a return on life
Madrid. The Spanish capital couples a laid-back lifestyle with a fast-paced approach to development and growth
               In Madrid, a brilliant social environment, and readily
               blue sky presides reg- available and skilled manpower to
               ularly over unimagin- attract foreign investment in
               ably sunny days. It's a knowledge-based industries,
city whose population proudly Madrid is finding the angle it needs
claims to “work to live, not live to to shine.
work,” where grandmothers, young           With rapid developments in-
children and businesspeople alike sectors such as research and de-
stretch out their weeknights with velopment,renewable energies,
long walks and tapas late into the information technology, finance
evenings.                                and international arbitration ser-
   The laid back atmosphere is vices, and even the aeronautics and
comfortably contrasted, however, aerospace industries, branding a
with a sense that the city is in the region with such great potential to
throes of fast-paced development. international investors has made
The many building sites, the heav- PromoMadrid’s job significantly
ing traffic and constant movement easier.
of people present throughout the           In 2007 alone, major U.S. firms
metropolis, clearly tell any visitor such as asset management firm
that Madrid is a city where things American Capital Strategies Ltd,
are happening.                                      design consultancy
   Thanks to strong                                 XPLANE, and MD
historical links with the                           Anderson Houston
American continent                                  followed giants Google
Madrid is the Euro-                                 and IBM, by taking the
pean epicenter for cul-                             first steps towards en-
tural and business ties                             tering the European
with Central and Latin                              market through setting
America. However, in                                up their European
the U.S., Madrid is on-                             headquarters         in
ly just beginning to                                Madrid.
make its mark.              JESUS SAINZ MUÑOZ          Further internation-
   “Madrid is viewed as Chairman                   al awareness of Madrid
a business city in both PromoMadrid                comes through IFEMA,
Europe as well as Latin                            the city's 1.3 million     Madrid moves rapidly, both in generating economic development and after work entertainment, and its image as a desirable place for business is now making inroads in the U.S.
America. In the U.S., however, there square meters of trade fair space.
is barely any image of Madrid as a General Director, Fermín Lucas,
business sector and as an attractive says that through hosting over 70
site for foreign investment,” says trade fairs annually, IFEMA aims           JUSTICE                                                                                     MRS
Jesús Sáinz-Muñoz, Chairman of to create added value. "Through
PromoMadrid, the leading gov- our fairs, we cover 320 economic
ernment agency charged with de- subsectors, making us the leading
veloping Madrid’s image and forum for European and global eco-
                                                                              Vying for the front                                                                         Salamanca’s famed
attracting international investment nomic activities," he comments.
to the capital.                            The final ingredient in the
   While Sáinz Muñoz agrees that Madrid brand is its lifestyle. In the
                                                                              seat in arbitration                                                                         ham heading to U.S.
more work needs to be done to in- face of other more overcrowded              The Spanish capital is making                to take another large part of the              Located 2.5 hours northwest of          per year, a figure it is intent on
crease Madrid’s profile in the Unit- and colder European cities, Madrid       a serious bid to become a                    world’s economic and legal pie.                Madrid, historical Salamanca            doubling in the near future.
ed States, he is quick to mention offers a different approach to the          leading destination for the                     While a difficult market to                 produces some of the                       “Our successful recipe is based
that positives also exist. “Our im- work-life balance.                        settling of disputes through                 crack, with only a few world cities            country’s best cured meats.             on obtaining quality Iberian ham,”
age is neither positive or negative,       Things are changing, then. With    international arbitration                    meeting all requirements, Madrid               Now, local company MRS is               states MRS honorary chairman and
so our work is to develop the cor- its diverse and growing economy,                                                        is quite comfortably taking its seat           planning to bring a little bit of       group founder Mariano Rodriguez
rect and desired positioning its proximity to the rest of Europe              Right now, as you read this,                 around the international arbitra-              Salamanca to the good ole               Sanchez. “In order to do so, we take
abroad,” he says.                        and a unique lifestyle, foreigners   Madrid’s “Campus of Justice” is              tion table with cities like Paris,             U.S. of A.                              into account and monitor many
   Evidently, directly facing up to are flocking to invest in Madrid's        under construction in the north-             London and Geneva.                                                                     factors, including genetic line, feed
juggernaut competition from Asia business and lifestyle in droves.            ern outskirts of the city. Set to be-           The reason? First, Spain’s 2006             This year some of the best Sala- and a perfect salting and curing
and Eastern Europen, where most                                               come Europe’s biggest judicial               international arbitration law                  mancan ham will be arriving in the process.”
foreign investment focuses on pro-                                            complex, the project aims to cen-            which, as well as being approved               U.S. for the first time. MRS, the          One of Salamanca’s leading com-
jects with intensive manpower and                                             tralize the city’s 18 legal centers          in Parliament unanimously, is                  group behind Jamón Salamanca, panies, MRS Group initially be-
low added value was not an op-                                                that are currently scattered                 one of the most if not the most                intends to begin exporting the del- gan its activities in 1976 with
tion. Instead, Sáinz Muñoz admits                                             throughout Madrid.                           arbitration friendly statutes in               icacy that has had Spaniards swoon- Pavimento Asfálticos Salamanca,
that the main issue was finding the                                              Slated for completion in 2010,            the world.                                     ing for centuries by mid-2008.          now one of Spain’s top civil con-
right angle to promote.                                                       the campus has already attract-                 Also, Spanish Courts have                      Americans are in for                              struction firms with an
   By using Madrid’s infrastructure,                                          ed international interest, both              voiced their support for interna-              a treat. For those unfa-                             annual turnover of €60
                                                                              for its immensity and design.                tional arbitration. Four commer-               miliar with this Spanish                             million ($87 million).
                                                                              Furthermore, as part of the cam-             cial arbitration courts currently              specialty, Iberian ham                                  By 1982, MRS had
A madrileño                                                                   pus shall be devoted to the han-             operate, three of them in con-                 is a salted and cured                                establishe d
contemplates                                                                  dling of arbitration matters, the            junction with Madrid’s Chamber                 meat most often served                               Agropecuaria Turra,
Madrid’s                                                                      project is also adding signifi-              of Commerce, and they are es-                  in long, thinly-shaved                               later to become Jamón
changing                                                                      cantly to Madrid’s reputation as             sential institutions in ensuring               leg cuts. Similar to                                 Salamanca. Between
landscape at                                                                  a leading center for international           there is no undue interference in              Italy’s prosciutto, Iber-                            1988 and 1994, the
Plaza de Castilla,                                                            arbitration.                                 the arbitration process.                       ian ham is perfectly ac-                             group expanded its
to the north of                                                                  In today’s globalized world,                 Finally, just like with all oth-            companied by red wine                                construction arm with
the city                                                                      where over 70 percent of busi-               er business transactions,                      and sharp cheese, MARIANO RODRIGUEZ                  the creation of Edi-
                                                                              nesses express preference for solv-          Madrid’s historical, political and             which in Spain is tradi- SANCHEZ                     maro and Tecnología
                                                                              ing international commercial                 economic ties with Latin Amer-                 tionally Manchego Honorary Chairman and              de Construcción Las-
                                                                              disputes through international ar-           ica, North Africa and the rest of              cheese.                    Founder of MRS            torres, the latter of
                                                                              bitration, this means that Madrid            Europe will also help to attract                  Jamón Salamanca,                                  which was its first ven-
                                                                              is laying down the groundwork                further cases.                                 which is already exporting to ture into cement production. That
                                                                                                                                                                          Japan, China, Germany and Brazil, same year, it founded Proyectos
                                                                                                                                                                          boasts Europe’s largest Iberian Editoriales Salamanca, a publish-
                                                                                                                                                                          ham facilities, spread over five ing firm that now produces an
                                                                              Madrid                     Major events in 2008                                             ranches in Salamanca, a region award-winning local daily news-
                                                                                                                                                                          revered by Spaniards for the ex- paper, expanding this line with
                                                                              ■ The celebration of international events is a major part of PromoMadrid’s strategy.        cellence of its cured meats and graphic design firm Castellana de
                                                                              High-profile events are welcomed to the Spanish capital, where world-class conference       sausages. The company’s rigorous Artes Gráficas in 2003, today
                                                                              facilities are matched by a unique lifestyle, making organizing and attending an event a    quality control process, applied to known as Integral Press.
                                                                              perfect mix of business and pleasure.                                                       all aspects of production from the         From the late 90s, however,
                                                                              Major conferences coming to Madrid in 2008 include:                                         raising of the animal to the final MRS’s main diversification took
                                                                                                                                                                          product, is pioneering in Spain, place in hotel and resort develop-
                                                                              May 3rd to 6th           Asian Development Bank Annual Meeting                              and undoubtedly one of the rea- ment. MRS Real Estate is the name
                                                                                                       www.adb.org                                                        sons Jamón Salamanca has been behind Salamanca Forum Resort
                                                                              June 18th to 20th        Annual EVCA Symposium                                              approved for export to the U.S. and the Hotel Doña Brígida Golf
                                                                                                       www.evca.com                                                       ISO 9001:2000 and 14001:2004 Spa, a four-star hotel with confer-
                                                                              June 29th to July 3rd    9th World Petroleum Congress                                       certified, Jamón Salamanca cur- ence rooms, congress hall, spa and
                                                                                                       www.19wpc.com                                                      rently processes 60,000 animals 18-hole golf course.




                                Our World Insert is produced by United World. USA TODAY did not participate in its preparation and is not responsible for its content
Distributed by USA TODAY
                                                                                                                      SPAIN                                                                                  Thursday, February 28, 2008    3




FINE IBERIAN CUISINE                                                                                                                                            CAMPOFRIO

Gastronomy with gusto in the U.S.                                                                                                                               A taste of Spain
Spaniards have long treasured
their gastronomic delights and,
at long last, these are making
                                        with those of coun-
                                        tries with greater
                                        brand awareness.
                                                                                        about the brand names
                                                                                        for such things as wine,
                                                                                        olive oil, cheese and
                                                                                                                       ture cheese made from sheep’s
                                                                                                                       milk – and many are already avail-
                                                                                                                       able in the gourmet section of
                                                                                                                                                                at Wal-Mart
their way into mainstream               Miguel Otero, Gen-                              ham? These are now             most grocery stores.                     Leading food products                   the market. In 2005, the company
American kitchens                       eral Director of LBSF,                          deservedly making                 For the past few years, Spanish       company Campofrio has a                 represented 29 percent of Spanish
                                        comments, “Spanish                              their way into the lime-       wines have been garnering inter-         long history of collaboration           cured meat sales in the U.S. under
While Spanish corporations are          products and services                           light, not only in             national awards, but one of the          with U.S. companies. Its new            its brand names of Campofrio,
making great global strides in sec-     must offer greater val-                         gourmet delicatessens          greatest strides for the industry        agreement with Wal-Mart will            Navidul and Revilla. With three
tors like banking, telephony, con-      ue and clear utility to                         and trendy bars but al-        was made just a month ago when           now bring it a little closer to         production facilities already ap-
struction and apparel, other            our foreign cus-                                so in local supermar-          the U.S. magazine Wine Enthusi-          the American public                     proved by U.S. officials for cured
companies are slowly but steadi-        tomers.” While Span-                            kets. Thanks to the            ast named La Rioja the “World’s                                                  ham export, Campofrio is now
ly adding quality and flair to an im-   ish products may still MIGUEL OTERO,            ‘Denominación de               Best Wine Growing Region” cat-  ,        Leading Spanish processed meats working to have a fourth approved
portant part of U.S. consumers’         not be quite as well General Director of LBSF          ,
                                                                                        Origen’ or Guarantee           apulting not only the region but the     producer, Campofrio Alimentacion in Spain this year.
everyday lives: food and drink.         known as those of                               of Origin, labels, con-        entire country into prominence.          – of which U.S.-based Smithfield           “We have had a presence in the
However, what many people are           neighboring France or Italy, the sumers know they are buying a                 Torres (wines and brandies) and          Foods, the largest processed meats U.S. since 1978 when we formed a
unaware of is the origin of the fan-    situation is definitely improving. high quality product from one of            Freixenet (cava) are just two ex-        and pork products company in the joint venture with Beatrice Foods,”
tastic wine they tried in that chic     “We are beginning to stand out. Spain’s finest producers of wine,              amples of brands from other re-          world, owns 23 percent – has signed says Chairman Pedro Ballve. “Ba-
bar downtown, or of that heav-          Spain is being discovered,” he adds. cheese, meat and even saffron.            gions that are fast becoming             an agreement with                                   sically, in the years since
enly olive oil served with their           These days, Spanish celebrities      Most people associate olive oil        household names in the U.S.              Wal-Mart to sell cured                              we went international,
bread in the bistro down the road.      are acting as efficient ambassadors with Italy but even the most cur-             Iberian ham, Spain’s singular-        ham in select stores on                             we have always had a
   In 1999, 17 Iberian companies        for Spanish culture and products. sory glance at a list of worldwide           ly favorite foodstuff and often de-      the east coast of the U.S.                          strategic alliance with
founded the Leading Brands of           Few today are unfamiliar with olive producers is enough to see                 scribed as “melt-in-the-mouth            The agreement is ex-                                an American compa-
Spain Forum (LBSF) in order to          Penelope Cruz, Pablo Picasso, that Spain supplies more than                    meat”, comes from free-range             pected to more than                                 ny. First it was Beatrice,
better position Spanish brands          Joaquin Cortes and Pedro Almod- half of the world’s olives and olive           acorn-fed pigs and is finally be-        triple Campofrio’s sales                            then Horner and now
abroad. The LBSF now has 75             ovar. Food buffs will also be well oil, far ahead of Greece and                ing imported after years of an-          of Serrano and Iberian                              Smithfield Foods. We
members , all of which have passed      versed in the recipes of Ferran France, the nearest contenders.                ticipation. Currently, Iberian ham       ham in the U.S. to                                  have always felt that this
the highly selective entrance re-       Adria (who lent his voice to a char- As for cheese, Spain has approx-          exported to the U.S. comes from          roughly €15 million                                 ‘umbilical cord’ with the
quirements set by its founders,         acter in Disney Pixar’s ‘Rata- imately 100 different varieties –               Salamanca, a town that has been          ($21.8 million) this year                           U.S. was important
who were aware that their prod-         touille’), Karlos Arguiñano, Jose the most famous of which is                  named a UNESCO World Her-                – just 1.4 percent of the PEDRO BALLVE,             since it is one of the
ucts had to be able to compete          Andres and Sergi Arola. But, what Manchego, a rich and zesty ma-               itage Site and which is famous           company’s total annu- Chairman of Campofrio         most advanced and in-
                                                                                                                       for its university, architecture and     al global sales.                                    novative markets in the
                                                                                  Sergi Arola is one of Spain’s new    history. This region prides itself          The agreement with Wal-Mart world in terms of consumption
                                                                                  favorite chefs and winner of two     on being the cradle of true Castil-      signals Campofrio’s move into the and trends.”
                                                                                  Michelin stars. Shown below: a       ian Spanish as well as the home          U.S. market in a big way after a           Incorporated in Burgos in 1952,
                                                                                  typical Arola masterpiece –          of the finest ham in the country.        residual presence of its cured ham Campofrio Alimentacion is Spain’s
                                                                                  putting a spin on traditional        “We have developed a powerful            products in American specialty largest processed meats producer.
                                                                                  patatas bravas (fried potatoes       industry around our porcine              shops over the past four years. It Acknowledging that the Mediter-
                                                                                  with a spicy tabasco sauce) that     breeding. Our culinary traditions        also forms part of a general trend ranean diet is a beacon for nutri-
                                                                                  has food lovers swooning and         along with the fact that we have         of international expansion from tionists and chefs worldwide, the
                                                                                  gourmets enthralled.                 one of Europe’s oldest universi-         Spanish food products companies company has adopted a healthy
                                                                                                                                ties create a unique cul-       in recent years to new markets like living philosophy, offering con-
                                                                                                                                  tural legacy. We attract      the U.S., the EU, Latin America sumers products that fulfil the nu-
                                                                                                                                    students and gourmets       and China.                              tritional needs of varying lifestyles.
                                                                                                                                     from all over the             Luckily for Americans, it also re-      In addition to cured ham, its
                                                                                                                                       globe,” observes Ju-     flects the even more recent trend products include sausages, frank-
                                                                                                                                        lian Lanzarote,         of Spanish companies securing furts, cooked hams, cold meats and
                                                                                                                                        Mayor of Salaman-       wider entrance to the U.S. market poultry lines. Today, the company
                                                                                                                                        ca, adding, “the one    for Spain’s renowned cured hams. has a presence in three continents,
                                                                                                                                        thing I never tire of      Indeed, Campofrio was the first with production facilities in six
                                                                                                                                        eating is Salaman-      Spanish company to export cured countries and sales in more than
                                                                                                                                        ca ham.”                ham to the U.S., where it has led 40 countries across the globe.




                                 Our World Insert is produced by United World. USA TODAY did not participate in its preparation and is not responsible for its content
 4   Thursday, February 28, 2008
                                                                                                                              SPAIN                                                                                                     Distributed by USA TODAY




Spectacular Spain
                                                                                                                                                                              FOCUSING ON U.S. TOURISTS

                                                                                                                                                                              An American
Tourism. With more than 60 million visitors each year,                                                                                                                        in Iberia
                                                                                                                                                                              Forget Roman holidays – Spain is now the European destination
Spain provides the best vacation experience possible, contrasting                                                                                                             attracting flocks of American tourists in search of that perfect
                                                                                                                                                                              combination of culture, fun and sun. Tourism and Commerce
the past, present and future                                                                                                                                                  Secretary of State Pedro Mejia Gomez and Felix Larrosa Pique, the
                                                                                                                                                                              former director of Turespaña, the Spanish Tourism Institute, discuss
Every country likes to claim         between the old and new. The                    restaurant offering sweeping                  most breathtaking treasures                how they’d like to foster this important partnership.
they’ve got the best of every-       18th-century Prado Museum                       views of the city below.                      tucked away in its smaller
thing – best food, most beau-        just received a modern addi-                       Speaking of food, Spain’s fine             towns. Spain is home to 40 UN-
tiful landscape, most talented       tion, adding 50 percent more                    wines and delectable dishes will              ESCO World Heritage sites,
people, most efficient cities –      space to house its unrivalled                   be on display in Barcelona in                 such as the sandy beaches of
as a matter of national pride.       collection of paintings by                      March at Alimentaria, one of                  Ibiza and the imposing Al-
However, could it be that, after     Rubens, Velazquez, and Goya.                    the most important food shows                 hambra castle in Granada. A
decades of living in the tourism     Bilbao is dominating the mod-                   in Europe. Just across town, de-              state-of-the-art train system
shadow of France and Italy,          ern art movement with its strik-                constructionist chef Ferran                   has made it easy and affordable
Spain has actually achieved all                                                                                                    to reach all these scenic desti-
this? Superlative success in                                                                                                       nations. The Spanish govern-
every category?                                                                                                                    ment aims to upgrade 4,350
   The American tourist has                                                                                                        miles of existing track to high-
come to realize that in Spain, you                                                                                                 speed quality by 2010, making
really can have it all. Want mu-                                                                                                   all major cities reachable by
seums? Madrid’s got the Prado,                                                                                                     train from Madrid within four                Pedro Mejia Gomez                             Felix Larrosa Pique
a crown jewel of the art world.                                                                                                    hours, and from Barcelona
Fast, safe transportation? The                                                                                                     within six and a half hours.
cutting-edge AVE train system                                                                                                         As Spain makes these ad-                What is the Spanish government doing to
connects every major city in                                                                                                       vancements in transportation,
                                                                                                                                                                              accommodate American tourists?
Spain at lightning speed. Fantas-                                                                                                  it is mindful of the current vi-
tic food? Chefs from all over                                                                                                      tal, worldwide focus on the en-            Mejia Gomez: American                       Larrosa Pique: A plan called ‘Hor-
Spain have taken Spanish cuisine                                                                                                   vironment. According to the                tourism is very important to us.            izonte 2020’ will give top priority to
far beyond paella. Great weath-                                                                                                    Kyoto Protocol, Spain intends              We’re focusing on the installa-             urban landscape renewal and beau-
er? Check. Spain has even dom-                                                                                                     to reduce its greenhouse gas               tion of four and five-star hotels.          tification. We must make a special
inated the sports and cinema                                                                                                       emissions by 15 percent be-                It seems wise for Spain to pro-             effort in urban centers where there
arenas recently, with names like                                                                                                   tween 2008-2012. And that en-              vide hotel infrastructures that             is a high concentration of cultural
Rafael Nadal and Javier Bardem                                                                                                     vironmental awareness is being             center on higher quality.                   and historical options. We are also
on the tip of everyone’s tongue.                                                                                                   reinforced by the celebration                                                          going to continue increasing the
Americans have long come to                                                                                                        of Expo Zaragoza. Beginning                                                            number of direct flights to Madrid
Europe to enjoy its centuries-old                                                                                                  in June, Zaragoza, Spain’s fifth-                                                      and Barcelona.
history and relaxed atmosphere,                                                                                                    largest city, will host this inter-
and have finally found that elu-                                                                                                   national exposition focusing on            What is the profile of the average American
sive combination of culture, fun                                                                                                   water and sustainable develop-             traveler to Spain?
and sun in spectacular Spain.                                                                                                      ment.
   The number of U.S. visitors                                                                                                        These multi-sector advances             Mejia Gomez: We have tourists               Larrosa Pique: We aim to pro-
to Spain rose by 23 percent in                                                                                                     are the product of years of hard           who go places that are not beach or         ject the emotional values that in-
2007, and Spain became the                                                                                                         work to create the best vaca-              resort areas, which the Spanish gov-        terest U.S. citizens, and cuisine,
second-most visited country in                                                                                                     tion experience possible.                  ernment is anxious to encourage.            wine, and authentic culture assume
the world. “We have been                                                                                                           “Turespaña (the countr y ’s                The average expenditure of the              an extraordinary role. In addition,
breaking records with respect                                                                                                      tourism institute) has been a              American tourist here is double that        through Turespaña, we attracted
to the arrival of international                                                                                                    fundamental element in the                 of the average tourist from anywhere        200 professional events in 2007
tourists for the past three or                                                                                                     development of Spanish                     else, and tourism is not concentrat-        throughout Spain.
four years,” announced Spain’s       The curvaceous, free-form sculptural style of Frank Gehry’s Guggenheim Museum in Bilbao       tourism,” Mejia Gomez says.                ed just during one or two summer
Secretary of State for Tourism,      has become a reference point in architectural circles and a seductive backdrop for visitors   “Over the years, the image it              months; it’s non-seasonal.
Pedro Mejia Gomez. “The pres-        to view contemporary art.                                                                     has created of Spain has been
ence of the United States has al-                                                                                                  very important, and it contin-             What is being done to get to know this growing U.S. market?
ways been relevant from the          ing Guggenheim Museum, and                      Adria’s restaurant El Bulli is cel-           ues to be important today.”
commercial point of view, but        the newly completed Contem-                     ebrating being voted the best                 This image – a portrait of the             Mejia Gomez: We are trying to               Larrosa Pique: Approximately
also from the investment point       porary Art Museum in Leon                       restaurant in the world by                    ideal coexistence of old and               maintain a high level of collabora-         €2.5 million have been invested in
of view, as it is our leading for-   has imitated its success. Mean-                 Restaurant Magazine for the                   new ; of both siestas and                  tion with the private sector to pro-        market and product studies. This
eign investor, and we feel it will   while, Barcelona’s Museu Na-                    second year running.                          streamlined technology – is                mote foreign tourism to Spain. New          sector is constantly changing and
continue to be.”                     cional d'A rt de Catalunya is                     Though Barcelona and                        the reason that Spain will wel-            technology allows us to satisfy an          we need to be fully aware of the com-
   One of the main reasons for       drawing rave reviews not only                   Madrid are the country’s largest              come more than 60 million vis-             ever-growing and sophisticated de-          petitive environment we are in, and
Spain’s emergence as a tourist       for its art, but also for Oleum,                and certainly most well-known                 itors this year with open arms             mand from a diversified public that         increase our knowledge through
Mecca is its fine-tuned balance      its in-house Mediterranean                      locales, Spain has some of its                and an open view of the future.            is still anxious to travel.                 high-level research.




                                                                                                                                     A VISIT TO THE SPAIN’S CAPITAL CITY

                                                                                                                                     Whatever your world is,
                                                                                                                                     you’ll find it in Madrid
                                                                                                                                     Amazing culture and history,
                                                                                                                                     great infrastructure, and
                                                                                                                                     above all, great people. The
                                                                                                                                     Spanish capital receives
                                                                                                                                     visitors with open arms and
                                                                                                                                     provides them with a range
                                                                                                                                     of tourist activities, whatever
                                                                                                                                     their preference

                                                                                                                                     Hemingway wrote about it.
                                                                                                                                     Almodovar captures it on film.
                                                                                                                                     While it may not be as immediately
                                                                                                                                     beautiful as some other European
                                                                                                                                     cities, Madrid has been singled out
                                                                                                                                     as one of the most culturally ex-
                                                                                                                                     traordinary and uniquely en-
                                                                                                                                     chanting places on the planet. The
                                                                                                                                     Spanish capital boasts a diverse
                                                                                                                                     heritage, but according to Santia-
                                                                                                                                     go Fisas Ayxela, Regional Minister
                                                                                                                                     of Culture and Tourism, what re-
                                                                                                                                     ally makes Madrid stand out is its
                                                                                                                                     people. “It is one of the most open
                                                                                                                                     cities imaginable, where people          SANTIAGO FISAS AYXELA, Regional Minister of Culture and Tourism
                                                                                                                                     from anywhere in the world feel at
                                                                                                                                     home and are greeted with open           MA convention center, where                 en its bid to host the 2016 Olympic
                                                                                                                                     arms,” Fisas Ayxela explains. “It wel-   most trade fairs are held. “If we add       Games. “Hosting the Olympic
                                                                                                                                     comes everyone, but also holds on        to all this Madrid’s top-class ho-          Games can totally change the per-
                                                                                                                                     to its very important traditions.”       tels, gastronomy, climate and the           ception people have of a city,” Fisas
                                                                                                                                        In recent years, Madrid has           character of Madrid’s people, the           Ayxela says, citing the success of
                                                                                                                                     grown to be one of the top desti-        result is a city that visitors return       the 1992 games in Barcelona.
                                                                                                                                     nations for both domestic and in-        to because they are so happy here.”            One of Madrid’s leading advan-
                                                                                                                                     ternational tourists. The tourism           The numbers don’t lie: Madrid            tages is its excellent connections
                                                                                                                                     sector contributes approximately         received more than 9.3 million vis-         to its sporting sites via the metro
                                                                                                                                     10 percent to the regional GDP be-       itors in 2007. “We think that               subway system. This is a subject
                                                                                                                                     tween direct income and indirect         Madrid is the gateway for U.S.              that Fisas Ayxela is particularly
                                                                                                                                     employment, creating more than           tourists to visit Spain and the rest        passionate about, as he served as
                                                                                                                                     150,000 jobs in the region. One of       of Europe,” Fisas Ayxela says, “Since       Secretary of State of Sport, First
                                                                                                                                     the key factors in bringing people       they come from so far away, they            Vice President of the 1992 Span-
                                                                                                                                     to the region is Madrid Barajas air-     take advantage of the opportuni-            ish Olympic Committee, and was
                                                                                                                                     port, a first-rate international hub     ty to visit other nearby places.”           an all-Europe golf champion. “I
                                                                                                                                     with connections to a number of             Madrid boasts eight fellow               believe it will be a very attractive
                                                                                                                                     destinations in the U.S. It is the       World Heritage cities located less          candidacy,” he adds.
                                                                                                                                     largest European airport in terms        than 150 miles from the city cen-              “Madrid’s vitality makes it very
                                                                                                                                     of area (a fourth international ter-     ter, such as the medieval walled            special and very different from any
                                                                                                                                     minal was recently completed),           city of Avila, and mountainous              other city; a young person looking
                                                                                                                                     and one of the most modern.              Segovia, which features impres-             for fun will find it any day of the
                                                                                                                                        Fisas Ayxela explains that            sive Roman aqueducts.                       week, and older people looking
                                                                                                                                     Madrid’s cultural promotion ex-             Madrid is currently carrying out         for peace, excellent services and
                                                                                                                                     tends to students interested in          a major investment program in in-           culture will find that as well,” con-
                                                                                                                                     learning Spanish – as well as busi-      frastructure, transportation and            cludes Fisas Ayxela. “Madrid is tru-
                                                                                                                                     ness travelers – through the IFE-        the hospitality sector to strength-         ly a city that offers it all.”

                               Our World Insert is produced by United World. USA TODAY did not participate in its preparation and is not responsible for its content
Distributed by USA TODAY
                                                                                                                                      SPAIN                               Thursday, February 28, 2008   5




Valencia, the
kinetics of FDI
Offering an opportunity to invest and a great place to live,
the region is catching the global commerce limelight




Reflecting a zest for modernity, the striking form of Valencias’s City of Arts and Sciences was designed by noted Spanish architect
Santiago Calatrava and heralds in a new era for the region as it uses innovation and infrastructure to forge international synergies.

               Known for its Falles, the effigy-burn- the autonomous region received 58 percent of
               ing festival in March, the region of Va- Spain’s inflowing FDI, making it the largest per
               lencia is an economic ball of fire. The capita recipient in the country. “Foreign investment
               tempo here is determined by major in our region has increased nearly 1,000 percent
sporting events and crane activity at its inter-modal in the past 12 years. It proves that we’re working
cargo terminals. Its capital, the port city of Valen- in the right direction,” says Lis. With €18.2 billion
cia, hosted the America’s Cup in 2007. This year, ($26.3 billion) in manufactured exports, the re-
five other races will showcase the region’s risk-tak- gion is also a key player in international trade, de-
ing nature, including a Formula 1 Grand Prix. Mean- veloping synergies with shipping lines in the
while, quietly churning out 10 percent of Spanish Netherlands and industrial partners in Turkey.
GDP is a dense cluster of SMEs.                                   But what makes Valencia so special? According
   “Valencia has become a global refer-                                  to Lis, it is a combination of strategic
ence point by hosting events that have                                   geographic location, a no-nonsense ser-
an incredible media buzz. The 32nd                                       vices sector and excellent infrastructure.
America’s Cup last year alone garnered                                   The Comunitat Valenciana enjoys a
€2.7 billion ($3.9 billion) and created                                  macroeconomic vision from the top and
80,000 jobs,” says Antonio Lis Darder,                                   sells itself as the port of entry for man-
the General Director of Valencia Com-                                    ufacturing industries based in Madrid,
munity Investments (VCI), the region’s                                   often overtaking Barcelona in cost ef-
official trade promotion agency. The                                     fectiveness. “Investment is a multi-lev-
organizational know-how of local en-                                     el affair, with many factors and many
trepreneurs generates business syner-                                    departments. It involves business per-
gies further down the stream. “We profit ANTONIO LIS DARDER              mits, incentives, city councils and re-
doubly from investments,” says Lis.            General Director of VCI   gional ministries. Investors seek ease of
   Known as the Comunitat Valenciana,                                    doing business, as well as clarity in the
the balmy Mediterranean region is home to 420 business framework,” says Lis.
multinationals. A recent study shows that 80 per-                 At the heart of Valencia’s breakneck pace is a
cent of them gave regional authorities a ‘good’ or ‘very strong tradition in industry. For years, the region
good’ rating for the business environment. Seaport was known for its ceramics and cement works.
logistics, transportation networks, institutional sup- Through innovation, it has moved up the value
port for R&D, and modern communications were chain into flooring systems, bio-fuel plants and
among the reasons cited for satisfaction. Ford, the components for solar energy. The emerging au-
largest U.S.-based investor, has announced €425 diovisual sector is the latest to cluster around a mu-
million ($615.9 million) in capital outlays through nicipal plan dubbed the City of Light. Lis has
2013. The carmaker has produced nearly nine mil- traveled to Miami and Los Angeles to promote
lion cars at its plant in Valencia since 1977. It exports the idea. He comments, “There are 700 companies
nearly 64 percent of its European production out of working in this sector already. To take off, the au-
the seaport here.                                              diovisual industries will require professional ser-
   Last year, Valencia’s total GDP grew to €95 bil- vices, craftsmen and hotel infrastructure, among
lion ($137.4 billion). In the third quarter of 2007, many other things.”


MAKING WAVES

A lively city that is ‘sporty,
nautical and light on its feet’
Valencia never rests and has                  playful shifts of scale. It is highly              Today, Valencia competes for
a stream of high-profile                      formal, and yet free of constraints.            lucrative contracts with other in-
sporting events and major                       Like the city itself, the building            dustrial ports such as Antwerp
exhibitions coming up                         serves a function first, but lays               and Marseille. “Sporting events
                                                   bare an uninhibited sense                  have proven our strengths and
Designed by David Chipperfield                     of fun. For Antonio Lis                    our know-how,” says Lis.
Architects and Barcelona’s b720                       Darder, the head of Va-                    For 2008, Lis highlights the Vol-
firm, the white-cubed America’s                       lencia’s trade promotion                vo Ocean Race, the World Mo-
Cup building in Valencia was                            agency VCI, media                     torcycle Grand Prix, the world
among only seven projects world-                           events like the                    indoor track and field competi-
wide to be short-listed by the Roy-                          America’s Cup                    tion, and the European Formula
al Academy of British Architects                               have helped place              1 Grand Prix as the city’s major
(RIBA) in the nominations for                                    the city on the              sporting events.
the prestigious 2007 Stirling                                     global invest-                 By the time 2009 rolls around,
Prize. On the RIBA website, the                                     ment map.                 Valencia will again host the Amer-
structure is described as                                                                     ica’s Cup after the success of last
“sporty, nautical and light on                                                                      year’s competition.
its feet”— all qualifiers that                                                                        In the meantime, visitors
easily apply to Valencia’s zeal                                                                    should not miss the landmark
for modernity.                                                                                     exhibits on climate change
   Built as a logistics center                                                                      and spy science at the City
for sporting events, the                                                                             of Arts and Sciences, a
four-story        structure                                                                            spectacular museum
opened in May 2006. Its                                                                                 complex designed by
first duties were as cen-                                                                               renowned architect San-
tral command for teams                                                                                   tiago Calatrava.
and sponsors participat-
ing in the America’s                                                                                                       After raising its
Cup, which took place                                                                                            international profile by
in Europe for the first                                                                                          successfully hosting the
time in 150 years.                                                                                                   32nd America’s Cup
Known here as Veles                                                                                                      last year, the city
e Vents (sails and                                                                                                      finalized plans to
wind), the structure                                                                                                stretch out to the sea
has already earned                                                                                               with a new marina that
icon status. Locat-                                                                                                     will transform the
ed at the heart of                                                                                                  coastline and form a
the city’s in-                                                                                                     link between the port
dustrial port,                                                                                                       and the city with 1.3
it consists of                                                                                                     million square meters
three trays of                                                                                                   of leisure, business and
stacked white                                                                                                           sporting facilities.
concrete with

                                      Our World Insert is produced by United World. USA TODAY did not participate in its preparation and is not responsible for its content
 6   Thursday, February 28, 2008
                                                                                                                         SPAIN                                                                                                          Distributed by USA TODAY




The perfect balance between a rich
past and an avant-garde future
Once an important Roman center and
birthplace of Spain’s conquistadors,
Extremadura is about to embark on a
new era in its history
                 “Extremadura is un-         This sacrifice will no longer be
                 dertaking a new form necessary, says the regional gov-
                 of economy today, ernment. In fact, Extremadura’s
                 while making efforts economy has lately been registering
to reinforce its traditional economy higher growth than the national av-
at the same time,” states President of erage, which in turn is higher than
the Regional Government Guiller- the European average. Moreover,
mo Fernandez Vara. “The new econ- thanks to a visionary ICT strategy
omy is related to new technologies, launched at the end of the nineties,
and leading companies in the sec- Extremadura is fully integrated in the
tor like IBM and Indra have already information era.
set up their software production fa-         Unemployment levels are on the
cilities here. Our goal is not to aban- decline and per capita income is on the
don what we have always been but rise. To harness this momentum, the
also to project ourselves towards government is focusing on value added
what we have to be in                                   production, technology
this new day and age.”                                  and attracting new com-        The Lusitania bridge over the Guadiana river in the Extremaduran capital city of Merida. The bridge was designed by Spanish architect Santiago Calatrava, who is currently
   This approach to the                                 panies to the area, key to     designing the World Trade Center Transportation Hub station for Ground Zero in New York City.
economy by the region-                                  which is a strong infra-
al government reflects                                  structure backbone.
in essence the same mes-                                   A high-speed train be-         MARCA EXTREMADURA
sage it is now promoting                                tween Madrid and Lis-
of Extremadura itself –
that of a land in which
town and countryside,
                                                        bon that will run through
                                                        the region will be com-
                                                        pleted in 2010, and a new
                                                                                          Extremadurans bring it forward
progress, while tradition,                              highway linking Ex-               A trendy new magazine and global                                                                                    the Extremaduran lamb displayed in a butch-
past and future blend GUILLERMO FERNANDEZ               tremadura’s two largest           satellite coverage are just two of the                                                                              er’s shop in Madrid and the clothing made
seamlessly, creating an VARA, President of the          cities, Badajoz and               new initiatives from the regional                                                                                   here and sold in a store in Barcelona .”
environ where innova- Junta de Extremadura              Cáceres, is slated for 2013.      government’s Marca Extremadura                                                                                         Marca Extremadura’s creators based the phi-
tion thrives but where                                     “Extremadura was be-           project that is showing the region itself                                                                           losophy behind the project on the transfer of
there is still time to enjoy the simple fore considered the ‘periphery of the             just how much it has to offer                                                                                       value. Interestingly, they saw that it was first
things in life.                          periphery’ but the EU has extended                                                                                                                                   necessary for Extremadurans to see the value
   In many ways, this Spanish au- its borders and we are no longer at                     In 2005, the government of Extremadura com-                                                                         that existed in themselves and their region, Mar-
tonomous community, historically the ‘end’ of anything but rather at the                  missioned a study that confirmed their suspi-                                                                       ca Extremadura’s most important products.
the country’s poorest region, has ‘beginning’ of something. We have                       cions – the region was poorly known even                                                                               “Extremadura has progressed significantly
benefited by being largely overlooked gone from the periphery to the cen-                 within Spain. Furthermore, this was the main                                                                        in recent years, and Extremadurans have every
by the industrial revolution. Wedged ter,” Fernandez observes.                            reason behind an entrenched image that the                                                                          reason to expect a prosperous future. But they
between Portugal and the central             If strong infrastructure, lower op-          region had been unable to shake – that of the            Extremaduran pop singer, Bebe, graced the cover of the     themselves must believe in it and put their will
plains of La Mancha, Extremadura erating costs and a growing econo-                       poor, dusty outback – and one that by no means           seventh edition of the magazine Image of Extremadura.      behind it,” said Ariño.
is also far removed from Spain’s my are not enough to lure those new                      was an accurate reflection of this western au-                                                                         The government spent €5 million ($7.3 mil-
crowded coasts, and hence, its mass companies in, however, maybe they                     tonomous community today. From this, the re-             la under which all of these and other initiatives          lion) on the project last year. This year, that fig-
tourism. Consequently, it remains should consider this: “We may not be                    gional government’s Marca Extremadura                    were grouped, with the ultimate aim of repo-               ure is expected to top €20 million. So far, the
unspoilt. Boasting a wealth of World leaders in GDP but we are in human                   (Extremadura Brand) project was born.                    sitioning the region in the global context.                project has spawned a satellite TV channel
Heritage Sites and protected nature relations, in the things which are in-                   Launched in the spring of 2006 as a public               “What this is about,” he declared at the launch,        dedicated to the region, its own magazine, a
reserves, the region has managed to deed priceless, in our natural envi-                  company, Marca Extremadura was described                 “is that when somebody reads the word Ex-                  logo to serve as a seal of quality, a food prod-
retain the beauty of its countryside ronment and the possibility of being                 by its director Pedro Ariño as a comprehen-              tremadura or sees the Marca Extremadura lo-                uct range and a new national campaign enti-
and preserve its rich history and cul- ‘different’ If you truly want to enjoy
                                                    .                                     sive campaign that was neither a new shot at             go, they immediately associate it with quality.            tled ‘Time for the things we live for’ that
ture albeit often at the expense of eco- life, come to Extremadura,” concludes            advertising or public relations nor a new tourism        And everything falls under this, from the ser-             promotes an image of Extremadura as the per-
nomic progress.                          the region’s president.                          or cultural promotion, but rather an umbrel-             vice provided by a hotel waiter in Badajoz to              fect combination of modernity and tradition.


                                                                                                                                  REGIONAL DEVELOPMENT INITIATIVE WINS INTERNATIONAL ACCLAIM
                                                                                                                                                                                                                          Extremadura
                                                                                                                                  LinEx a triumph for                                                                     World Heritage Sites

                                                                                                                                  techno-socialists
                                                                                                                                  and capitalists alike
                                                                                                                                  Extremadura has blazed new                Nations’ joint UNCTAD and
                                                                                                                                  paths, enabling universal                 UNITAR Symposium on ICT
                                                                                                                                  access to IT infrastructures              Policy Issues for Development.
                                                                                                                                  and services, while                          How did Extremadura pull this
                                                                                                                                  promoting digital literacy for            off? It all began with a new ICT              Old town of Cáceres
                                                                                                                                  everyone, both in urban and               strategy in 1997 based on free                ■ The city’s history is reflected in its
                                                                                                                                  rural areas                               and open source software (soft-               architecture, which holds a rich heritage
                                                                                                                                                                            ware that can be freely copied,               of Roman, Islamic, Northern Gothic and
                                                                                                                                  In developing economies round             modified and re-distributed by                Italian Renaissance monuments. From
                                                                                                                                  the world the call for the creation       its users.)                                   the Muslim period, the Torre del Bujaco,
                                                                                                                                  of a knowledge-based society can             Extremadura adopted Linux,                 shown above, is the most famous.
                                                                                                                                  be heard, and Extremadura has             developed by Linus Torvalds, as
                                                                                                                                  been no different. It is, however,        the official operating system for
                                                                                                                                  the region’s unique approach to           its offices and schools, thus mark-
                                                                                                                                  bringing this about that has dis-         ing the first time that a European
                                                                                                                                  tinguished it and con-                                public school system
                                                                                                                                  verted it into a case                                 switched to an open
                                                                                                                                  study worldwide. With                                 source. Extremadura
                                                                                                                                  limited resources, it has                             called its adapted ver-
                                                                                                                                  become over the last ten                              sion of the software
                                                                                                                                  years a high-tech, Mi-                                LinEx.
                                                                                                                                  crosoft-free zone.                                       Over the next five
                                                                                                                                     This achievement                                   years, the regional gov-          Archaeological Ensemble
                                                                                                                                  was hailed by the Ottawa Citi-            ernment burned 150,000 copies of              of Mérida
                                                                                                                                  zen in 2004 as “an upbeat de-             the operating system, which were              ■ The colony of Augusta Emerita,
                                                                                                                                  velopment for the downtrodden”     .      sent to the region’s 670 schools              today known as Merida, was the capital
                                                                                                                                  It won Extremadura one of Brus-           and distributed to the public                 of the Roman Lusitania and considered
                                                                                                                                  sels’ European Regional Inno-             through inserts in local newspa-              one of the most important cities during
                                                                                                                                  vation Awards that same year,             pers. LinEx was installed in 32               the Roman Empire. It gathers numerous
                                                                                                                                  and a mention in the Washing-             tech centers, where citizens were             well-preserved remains of the old city,
                                                                                                                                  ton Post two years earlier. In the        trained in its use free of charge. A          including this Roman theater.
                                                                                                                                  summer of 2006, regional offi-            regional intranet was created that
                                                                                                                                  cials were invited to speak on            connected 1,500 public offices and
                                                                                                                                  their experiences in the United           schools – another European first.
                                                                                                                                                                            The region’s 15,000 teachers were
                                                                                                                                                                            trained and instructed to incor-
                                                                                                                                                                            porate computer use in the class-
                                                                                                                                                                            room, and a center was created to
                                                                                                                                                                            develop customized accounting
                                                                                                                                                                            software, and hospital and agri-
                                                                                                                                                                            cultural applications. In Ex-
                                                                                                                                                                            tremadura today, universal access
                                                                                                                                                                             to the digital world is a reality,           Royal Monastery of Santa
          Nature, discoveries, your compass, monuments, new memories,                                                                                                         and the Extremadura model is
                                                                                                                                                                               acknowledged round the globe               Maria de Guadalupe
           friendship, meetings, gastronomy, taste, feasts, love, a flower...                                                                                                   as an overwhelming success.               ■ The monastery is an outstanding
                                                                                                                                                                                                                          repository of four centuries of
                                                                                                                                                                                                                          Spanish religious architecture. It
           ...there is a place where you can live and imagine these things.                                                                                                                       Jose Zayani of the      embodies two significant events that
                                                                                                                                                                                                  Extremaduran bar        occurred in 1942: the Reconquest of
                                                                                                                                                                                                   El Miajón Castúos      the Iberian peninsula by the Catholic
           Extremadura                                                             www.cosasporlasquevivimos.com                                                                                   in Madrid cutting      Kings and Christopher Columbus’
           Time for things for which we live.                                           www.marcaextremadura.es
                                                                                                                                                                                                         slices of the    arrival in the Americas. The statue of
                                                                                                                                                                                                    region’s famous       the Virgin Mary located inside the
                                                                                                                                                                                                        Iberian ham       building symbolizes the
                                                                                                                                                                                                       for customers      Christianization of the New World.

                                   Our World Insert is produced by United World. USA TODAY did not participate in its preparation and is not responsible for its content
Distributed by USA TODAY
                                                                                                               SPAIN                                                                                       Thursday, February 28, 2008         7




                                   Technology for life
A combination of institutional support coupled with a dynamic, imaginative
private sector is making Spanish goods appreciated all over the world
Far from the clichés of summer         ow of French or Ital-                              to readapt varietals to         Overall, exports of Spanish
languor, few countries can com-        ian cuisine. José An-                              new consumer tastes.         manufactured products to the U.S.
pete with the image makeover of        drés, the chef of                                     Culture is another        grew 23 percent in the last year.
Spain. Like statisticians who ap-      Washington’s Café At-                              ICEX vehicle penetrat-          “Spanish companies focused
ply math to new disciplines,           lantico,       recently                            ing U.S. markets.            on Latin America in the 1990s,
Spain has applied technology to        helped organize an                                 Acebes programmed            but now we’re witnessing a radi-
traditional sectors of the econo-      event at the Culinary                              cultural events in           cal change, with the infrastruc-
my. Touted as an innovator in          Institute of America,                              American           cities    ture sector investing heavily in     PharmaMar, a leading biopharmaceutical company of the Zeltia Group, searches the sea
agribusiness in the 1980s, today       together with Basque                               throughout 2007 to fa-       the U.S. They combine construc-      bed for new compounds which are then tested for their ability to combat tumor growth.
its talent pool includes fashion       and Catalan cooks.                                 cilitate exports of Span-    tion with financing and manage-
supply chains, desalination            Wine enthusiasts on                                ish books and music.         ment, using the concession-based
plants, biotech firms and re-          this side of the Atlantic ANGEL MARTIN ACEBES         With its sizeable         model as an entry point into the     BIOTECHNOLOGY
newable energy. ICEX, the ex-          have also benefited Vice President of ICEX         Latino population, the       market,” states Acebes.
port promotion agency, deserves
much of the credit for driving
globalization home. Its slogan?
                                       from the reinvention                               U.S. is suddenly a
                                       of Spanish wineries. The suc- prime target for Spanish retail
                                       cessful vintners imported tech- chains. And because fashion is al-
                                                                                                                          Although investment still flows
                                                                                                                       mainly to the European Union,
                                                                                                                       Acebes is aware of the shift to
                                                                                                                                                            Deep-sea
Technology for Life.
   “We wanted to transmit the
idea of a dynamic country with a
                                       nology from Australia in the 1980s so culture, ICEX officials point
                                                                              to garment chains like Zara as in-
                                       WITH ITS SIZEABLE LATINO vestor beachheads here. Playing
                                                                                                                       North America in sectors like en-
                                                                                                                       gineering. Not a bad result for a
                                                                                                                       country that until 1998 was a net
                                                                                                                                                            pharmaceuticals
passion for what it does. Our cam-     POPULATION, THE UNITED                 off the strength of the euro, Man-       recipient of foreign capital. “To-   A decade ago, when                          neling money from financial
paign highlights Spanish tech-         STATES HAS SUDDENLY                    go, another prêt-a-porter firm,          day, investment abroad by Span-      pharmaceutical company                      markets to bio-incubators.
nology as well-made and durable,”      BECOME A PRIME TARGET                  has just opened a flagship store in      ish companies accounts for more      Zeltia decided to search                    Barcelona, which has a well-es-
says ICEX Vice President Angel         FOR SPANISH RETAIL                     New York’s SoHo. It is planning          than 35 percent of GDP.              the seafloor for new                        tablished pharmaceuticals sec-
Martin Acebes.                         CHAINS LIKE ZARA OR                    a second store on Madison Av-               “We are the world’s sixth in-     sources of agents, many                     tor, opened a stunning
   As examples, he points to green     MANGO                                  enue.                                    vestor of capital,” says Acebes.     were skeptical                              waterfront center in May 2006
engineering firms exporting                                                                                                                                                                             for research into gene regula-
know-how to distant markets.                                                                                                                                Thanks to institutional support             tion and cell biology. It is also the
Gamesa, a wind turbine expert,                                                                                                                              and dogged resolution, Zeltia               first domestic lab to experiment
now runs assembly plants for gen-                                                                                                                             began finding marine com-                 with embryonic stem cells.
erator blades in Pennsylvania.                                                                                                                                   pounds, soon becoming a                   For Zeltia, all this growing
Acebes also mentions air traffic                                                                                                                                  star performer on the                 competition is good news. By
control systems designed in Spain,                                                                                                                                 Madrid stock exchange.               2007, the company had obtained
allowing one out of three airplanes                                                                                                                                    Private investment in            a credit line of €50 million ($73
to take off worldwide.                                                                                                                                               biomedical research in             million) from lenders such as
   “Our activities are very diverse.                                                                                                                                 Spain grew 32 percent              the European Investment Bank.
We support Spanish companies                                                                                                                                         in 2007, and according to             Listed on the Spanish stock
and provide assistance at more                                                                                                                                       trade promotion agency             exchange since 1998, its finan-
than 350 international fairs. We                                                                                                                                    ICEX, the domestic bio-             cial assets had grown to €67 mil-
also contribute to the training of                                                                                                                                 medical industry has ex-             lion ($98 million) by mid-2007.
international personnel, with                                                                                                                                     panded by 350 percent
more than 600 interns,” says                                                                                                                                    since 2003. More than 270                PRIVATE INVESTMENT IN
Acebes. ICEX runs a network of                                                                                                              Cutting-edge    public institutions are current-             BIOMEDICAL RESEARCH
95 offices abroad, including Los                                                                                                            high-speed      ly involved in R&D, with 92,500              GREW BY 32% IN 2007
Angeles, Chicago, Miami, New                                                                                                                AVE trains      professionals working in the labs            AND THE INDUSTRY HAS
York and Washington DC. The                                                                                                                 rapidly         and contributing to science jour-            GROWN THREEFOLD
agency has endowed hundreds of                                                                                                              connect         nals. More than 2,000 Spanish                SINCE 2003
local SMEs with global trade cre-                                                                                                           Madrid with     students are awarded PhDs in
dentials, including exporters of                                                                                                            an expanding    biotechnology each year.                    Meanwhile, the European Com-
iberico ham and organic olive oil.                                                                                                          number of          The growth reflects new ap-              mission has recently ratified the
The goal is to match products                                                                                                               other Spanish   proaches to industrial develop-             cancer-fighting compound
with new markets, but also to al-                                                                                                           cities,         ment by the country’s regional              known as Yondelis, developed
ter the country’s perception                                                                                                                including       governments, as well as Spain’s             by Zeltia subsidiary Pharma-
abroad.                                                                                                                                     Barcelona and   excellent medical infrastructure.           Mar.
   Acebes believes strongly in                                                                                                              Seville.        For example, the Basque Coun-                 In 2008, Zeltia will apply to
Spain’s particular blend of science                                                                                                                         try, with its long engineering              launch Yondelis in the United
and tradition. The magical mix                                                                                                                              tradition, has now established a            States. The Food and Drug Ad-
has driven a growing number of                                                                                                                              strong presence in the field of             ministration has already desig-
Americans to discover Spanish                                                                                                                               bio-robotics. In Madrid, science            nated its use for the treatment
culinary arts, too long in the shad-                                                                                                                        parks have been adept at chan-              of soft-tissue sarcoma.


RENEWABLE ENERGY

The turn of natural ingenuity
The last ten years have seen                                                  million into a former Sauer-Dan-
Spanish companies establish a                                                 foss factory, the company will be-
leading role in developing                                                    gin assembling 250 wind turbines
alternative energy sources                                                    per year. The Iowa facility will cre-
                                                                              ate 1,300 jobs by 2010, according
With few natural energy resources                                             to company officials. It is a segue
of its own, Spain has had to invest                                           to the company’s installation of a
in ingenuity to solve its power                                               180-megawatt wind farm on the
quandaries. In the Iberian Penin-                                             border between North and South
sula, water and wind power date                                               Dakota last year, as well as the 64-
back to pre-Roman times. Some                                                 megawatt solar thermal plant in
of the first metalworking forges                                              Nevada. Acciona is currently de-
of the Celtic northwest were pow-      The geography and climate of Spain     veloping a more advanced three
ered by hydraulic engineering.         make it perfect for wind generation.   megawatt wind turbine.
   Meanwhile, the windmills that                                                 But Spanish renewable compa-
appear in Don Quixote were op-         up to 15 percent of total energy de-   nies are not only about harvest-
erational well before the 17th cen-    mand in the EU will be supplied        ing wind. Utility Endesa has
tury. Today, Spanish-based             by renewable sources. Wind is big      diversified into gas-fired turbines
companies like Acciona Energy,         business in Spain and Germany,         and is buying up hydrocarbon re-
Endesa and Abengoa are re-ex-          where the industry has optimized       serves in Mexico and Venezuela.
porting their savvy worldwide.         its proprietary technology. The           Abengoa, the Seville-based in-
   Like the British Isles, the Unit-   AWP 1.5-77 model designed by           novator in sustainable develop-
ed States has yet to begin realiz-     Acciona Energy has an output of        ment, has broadened its own
ing the potential of renewable         1.5 megawatts and can meet de-         activities to include biomass re-
energy. In 2007, U.S. wind gener-      mand from 4,500 homes.                 sources. It is also one of the world’s
ation capacity grew by 45 percent,        In January, Acciona launched        innovators in extracting power
a market advantage tapped by Eu-       its first wind turbine generator       from waste products, giving a fur-
ropean technology outfits. By 2020,    plant in Iowa. After injecting $23     ther twist to Spanish ingenuity.




                                Our World Insert is produced by United World. USA TODAY did not participate in its preparation and is not responsible for its content
 8     Thursday, February 28, 2008
                                                                                                                    SPAIN                                                                                                      Distributed by USA TODAY


INTA

Spanish assets orbit the earth
Strong ties to NASA have                 jects led by major man-                                 the European Space          nents for the 737 Dreamliner. It is
helped Spain to establish a              ufacturers such as                                      Agency, Hispasat pro-       an investment-heavy enterprise,
leading role in the European             EADS-CASA and Air-                                      vides digital television    but one that exposes the INTA to
aeronautics industry                     bus Industries. This is                                 and radio services via      global trends.
                                         going well, although                                    52 transponders. The           The link to NASA has been a
A late starter in the space race,        Spanish participation is                                satellite, which is used    boon for Spain’s space network. In
Spain didn’t launch its first satel-     still a bit too low in my                               primarily to uplink and     the last ten years, it has allowed
lite, Hispasat, until 1992. But since    opinion,” says Gonza-                                   downlink from Europe        scientists at the INTA to work on
then, and particularly after 2004,       lez, a physics graduate                                 to America, is now in       exploratory missions to Mars and
institutional investment in R&D          from the Complutense                                    private hands.              Jupiter.
has taken the country’s nascent          University of Madrid                                       And as Defense              The relationship has allowed          Time magazine has lauded the bacteria repelling work surfaces developed by Cosentino.
aerospace industry up where it be-       and a specialist in satel- FERNANDO GONZALEZ            Minister Jose Antonio       Spain not only to consolidate its
longs. For Fernando Gonzalez             lite communications. GARCIA                             Alonso points out,          ambition as an aspiring player in jet    COSENTINO
Garcia, Director General of the             “Currently we have Director General of INTA Spain is endowed with                propulsion, but has also upgraded
Ministry of Defense-funded Na-
tional Institute of Aerospace Tech-
nology (INTA), the results will be
                                         Hispasat, one of the                                    one of the best military
                                         largest regional operators and per- communications in Western Eu-
                                         haps the most important system                             rope and NATO:
                                                                                                                             its space research technology.
                                                                                                                                In December 2007, the defense
                                                                                                                             minister visited INTA’s CAB as-
                                                                                                                                                                      Enter the germ-free
evident in the long term.
   “In the field of aeronautics,
Spain has taken the decision to
                                                      with Spanish                                 “This has turned it in-
                                                                                                 to the main educational
                                                                                               center for aeronautics
                                                                                                                             trobiology center, where he opened
                                                                                                                             a new €3 billion ($4.37 billion) lab-
                                                                                                                             oratory to simulate interstellar and
                                                                                                                                                                      kitchen
participate in pro-                                                                      engineers. Because of its in-       planetary environments.
                                                                        and Por- teraction with private industry on             Associated with the Astrobiolo-       Once among the poorest re-                  U.S., as well as for me personal-
                                                                    t u g u e s e a regular basis, private companies         gy Institute of the NASA, the CAB        gions of Spain, imagination                 ly,” says Cosentino. The Silestone®
                                                                    c o n t e n t . recruit directly from research pro-      carries out research into the origin     and investment are reviving                 brand now has a 7 percent mar-
                                                                  This is large- jects at the INTA,” he says.                of life and its presence and influence   Almería’s economy                           ket share of the North American
                                                                 ly the result of     Over the last decade, the INTA         in the Universe.                                                                     market for countertops, repre-
                                               our effort to stake out assets in has also developed SIVA, an inte-              The center is equipped with a net-    Best known for its stunning                 senting 60 percent of total sales.
                                                 space and in the field of grated aerial surveillance system,                work of robotic telescopes designed      desert landscapes, as featured in           Cosentino has increased factory
                                                       telecommunications,” four of which are already in use by              to search for planetary systems out-     many a spaghetti western,                   output in Almería by 50 percent
                                                            says Gonzalez.          the ministry of defense.                 side the Solar System and to follow      Almería’s quiet coves and un-               to meet demand. With more than
                                                                    Developed         The INTA has also developed            objects that are close to the Earth.     spoiled beaches now attract fa-             14 quarry sites and 19 factories,
                                                                       together the Milano, a prototype of an air-              The CAB is the first center in the    mous writers, while enterprising            the group’s turnover was esti-
                                                                           w i t h plane that can fly 20 continuous          world to be associated with the          inland farmers raise winter veg-            mated at €400 million ($585 mil-
                                                                                    hours and will be used for coastal       NASA Astrobiology Institute that         etables in greenhouses that can             lion) in 2007.
                                                                                    monitoring and immigration con-          cooperates with 11 groups of sci-        be seen from space.                             “What separates us from the
                                                                                      trol. The INTA also runs test-         entists and laboratories through-          But local entrepreneur Fran-              competition is innovation, dis-
                                                                                          ing facilities that help certify   out the United States of America,        cisco Martinez-Cosentino has                tribution and marketing,” says
                                                                                              jet propulsion engines         and is developing the instruments        found a new way to add value to             Cosentino. His is no conventional
                                                                                                  built by Rolls Royce       that will be used on the surface of      one of Almería’s most abundant              outfit, stodgy and dissent-free.
                                                                                                    or Boeing compo-         Mars during NASA’s 2009 mission.         natural resources: stone.                   Employees at CBG are encour-
                                                                                                                                                                        Silestone® is the trademark for           aged to pursue MBAs and think
                                                                                                                                                                      the quartz marketed by the                  outside the box, or the quarry in
CARBONERAS DESALINATION PLANT                                                                                                                                         Cosentino Business Group                    this case.
                                                                                                                                                                      (CBG) in Europe and North                       Cosentino enjoys being sur-

Wind power purifies salt water                                                                                                                                        America. Combining anti-mi-
                                                                                                                                                                      crobial properties with kitchen
                                                                                                                                                                      furnishings, Cosentino came up
                                                                                                                                                                                                                  rounded by ambitious employ-
                                                                                                                                                                                                                  ees who question his decisions,
                                                                                                                                                                                                                  thus improving prototypes. “Life
                                                                                                                                                                      with a magic formula.                       is meant to be a game and when
Over the last decade, Spain              designing a new prototype for an          the filtering and purification            quire heat or phase changes, but the       Hygiene trends in the industry            I talk about playing, I’m not ap-
has become a leader in the               open-sea desalination platform that       process takes place. Initially, out-      infrastructure can still be expensive.   led his research team of 24 to coat         plying the philosophy to myself
reverse osmosis technology               is powered by wind turbines.              put per day stood at 10,000 cubic         Because several of the main play-        the quartz and resin countertops            alone, but to everyone else,” he
used in desalination plants                 Carboneras, in the province of         meters (2.6 million gallons), sup-        ers in the sector are subsidiaries of    with bacteria repelling agents.             says.
                                         Almeria, is a prime example of the        plying 120,000 homes. At full ca-         Spanish-based construction com-          Unlike granite, non-porous Sile-                Every day, CBG sells 3,000
Cities like the Mediterranean port       kind of green engineering that is         pacity, the plant can produce up to       panies, engineering outfits like         stone® means the countertop re-             kitchen countertops worldwide.
of Alicante now rely on desalting        winning Spain an international rep-       120,000 cubic meters (31.7 million        Pridesa have the financial flexibil-     quires no maintenance. It has               By the end of the year, Cosenti-
facilities for 40 percent of their wa-   utation. Built by a consortium of         gallons).                                 ity to work on turnkey projects          been hailed by Time magazine as             no wants to raise that number to
ter supply. According to the trade       companies, including Abengoa,               Carboneras already helps irri-          through concessions or public-pri-       one of the most influential in-             5,000 per day. That is why the
promotion agency ICEX, there are         Degremont and Pridesa, it is Eu-          gate 7,000 hectares (17,297 acres)        vate partnerships.                       ventions in the 21st century.               CBG ran an ad in this year’s Su-
900 desalination plants in Spain         rope’s largest.                           of farmland in the Nijar area in             Pridesa, one of the members of          “Time magazine included us                per Bowl halftime, featuring the
with a total functioning capacity of        The plant uses sea water efflu-        southeastern Spain, a supplier of         the consortium that built Car-           among the top products that will            germ-free work surface. “We have
1.5 million cubic meters (396 mil-       ents to operate the high-pressure         winter vegetables grown under             boneras, is now applying its ex-         change the American lifestyle this          to be capable of promoting the
lion gallons).                           pumps that convey water to the            plastic to Europe.                        pertise to redesign the Apollo           century. It was a great source of           idea that Silestone® is like fulfill-
   Spain’s Mtorres is currently re-      polymer-based membranes where               Reverse osmosis does not re-            Beachplant in Tampa Bay, Florida.        satisfaction for my partners in the         ing a dream or a passion,” he says.




                                 Our World Insert is produced by United World. USA TODAY did not participate in its preparation and is not responsible for its content
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