Fira Candelera 175 edicions

Special conference:  Candelera Fair 175th edition

“Trade Fairs: Tradition and Innovation as a Business Marketing Strategy.”
A practical tool to attract customers, strengthen brand equity, and open new markets.

Presented by Jorge Mas, entrepreneur and specialist in commercial strategy for retailers and industrial businesses; President of Mercat de La Boqueria; and Retail Lecturer at the University of Barcelona.
Author of Why Some Shops Sell and Others Don’t, Retail Power, and Why Some Shops Sell and Others Don’t in the Digital Era.

Beyond his professional career, Jorge Mas is a passionate advocate of gastronomy—widely recognised through his book Barcelona Gourmand. A dedicated triathlete, he has competed in events around the world. As an Ironman, he enjoys sport and long early-morning runs through Barcelona. You may well spot him on one of these sessions, reflecting on disruptive concepts that can add tangible value to the retail sector.

His keynote, “Trade Fairs: Tradition and Innovation as a Business Marketing Strategy. A Tool to Attract Customers, Strengthen Brand Equity, and Open New Markets,” will focus on how to leverage trade fairs as a strategic growth platform—combining smart planning, innovation, hands-on learning, and real-world experience.

During the session, led by Jorge Mas, we will explore:

• How to turn trade-fair participation into a high-return investment

• Strategies to attract customers, generate high-value leads, and strengthen market positioning

• Best practices to maximise impact before, during, and after the event

• Practical tools to enter new markets and identify genuine business opportunities

In addition, a roundtable with industry professionals will showcase success stories and inspiring experiences, demonstrating how trade fairs can transform businesses and enhance competitiveness.

When: Wednesday, 28th January 2026, 16:00–17:30
Where: El Molí Edifici – 1st Floor (Plaça de l’1 d’Octubre de 2017, 1. Molins de Rei)
Audience: Companies, retail businesses, and self-employed professionals