Fromago Cheese Experience 2024 Cheeses from Spain is consolidated in this second edition reaping a resounding success during the four days in which the fair has been developed, attracting more than 300,000 visitors and leaving 5 million euros direct only in cheese sales. This translates into 14 million euros as overall economic impact.
These figures exceed the initial expectations of the International School of Dairy Industries (EILZA), which was responsible for the organization of the event and which has been carried out thanks also to the sponsors and collaborators, who have given their financial support.
At the press conference held this Wednesday at the Provincial Council of Zamora, all those involved were thanked for their contribution to the outcome of the event, which occupied a total area of 40,000 square meters, with 10,000 meters in tents and 30,000 meters of route through the center of the city.
“It has been thirteen months of work for EILZA starting from a complete inexperience in organizing fairs since our mission is training and the cheese sector. It has been a challenge achieved and a complete success, as has been proven,” said with satisfaction the president of EILZA, Sara Fregeneda.
In total figures, exhibitors have sold 170,000 kilos of cheese, which has generated revenues close to 5 million euros. In addition, the cheese tunnels, one of the main attractions, sold out the 8,000 tickets available at the beginning of Fromago.
Sales have increased by 50% compared to the previous edition, as highlighted by the president of the Provincial Council of Zamora, Javier Faúndez. In terms of hotel occupancy, the capital reached 100% occupancy, while the nearest hotels in the province were close to 90%.
Outstanding results that Faúndez has pointed out have been achieved with a “budget approximately 20% less than the last edition. A budgetary rigor that has allowed that the accounts have come out and that there is no deviation between income and expenses”.
Turnover in the catering sector associated with the fair was 400,000 euros, reflecting the positive impact of the fair on the local economy. The estimated advertising impact amounted to 1,200,000 euros and there were more than 400 press appearances, reaching more than 100 million impacts in the media.
Event similar to Easter
In terms of tourism, it has been estimated that the number of visitors has exceeded 300,000 people, a figure that can be compared to the best Holy Week that the city has experienced in its recent history.
The return on investment has also been very high, with a ratio of 1 to 5, i.e., 5 euros have been generated for every euro invested. Exhibitors have contributed revenues of 250,000 euros, adding to the contributions of institutions, sponsors and collaborators, which has made it possible to balance the event’s budget.
The fair was able to run without significant incidents, with zero accidents and full parking coverage, thanks to the deployment of 116 Municipal Police officers and the use of drone technology to ensure security during the four days.
Balance II edition
Fromago began last Thursday 12, when the official inauguration took place in the presence of the President of the Junta de Castilla y León, Alfonso Fernández Mañueco, and the Ministers of Agriculture, María González, and Industry, Leticia García, who supported with their presence the impulse for the sector that this fair represents.
The Sala de la Encarnación was the stage chosen for the launch of this new edition of Fromago, which has hosted 350 stands where each producer has been able to offer their products to the thousands of visitors who have passed through the center of the city every day, leaving a truly impressive image of its streets.
The cheese tunnels, national, European and international, cheese experiences, tastings, showcooking, workshops for adults and children, multiple cultural and musical activities, live programs and all the surprises that Fromago had prepared have served to energize the city throughout the fair and attract visitors.
The final balance of the exhibitors who have exhausted their stocks could not have been more positive, as well as all the people of Zamora, who have enjoyed an unbeatable atmosphere and streets full of life and activities for all audiences. The second edition of Fromago has exceeded all expectations and this is evidenced by the significant impact it has had for a city and a province like Zamora.
Organization III edition
Similarly, given its success, EILZA has been offered to organize this new edition, which is scheduled for the year 2026, from September 17 to 20. The EILZA Board of Trustees is expected to meet in the coming weeks to vote on this decision. If it is positive, everything indicates that the first meetings will begin with public and private institutions to design the main lines at the beginning of 2025.
