La Boqueria, Barcelona's Vibrant Food Market

The famous food market is "the heart and soul of the city".

2 minute read

March 27, 2006, 11:00 AM PST

By David Gest


La Boqueria is a covered market with hundreds of stalls devoted to nothing but food. Despite the growth of big box retailers, La Boqueria market not only persists, it is thriving. La Boqueria even creates partnerships with producers as long as their products could be beneficial to the market. Recent sponsors include a local brewery, along with pineapple, orange, olive oil, and even tripe producers.

"Down on the market floor, another key to success are the traditional kioskos, mini-restaurants crammed into market stalls which are ringed with stools. The kioskos are the birthplace of cuina de mercat, and their fare tends to be some of the freshest food you can get.

Pinotxo Bar is one of the best and most popular kioskos, with the spry Joan Bayén, 70, chatting up the ladies who walk by as he takes orders. Behind him, his nephews are at the center of a beehive of open-kitchen activity -- two rough-shaven men in Asian-looking chef's coats, who retain the air of a pair of hungover Jedis, manning a grill and a wok station.

Chef Jordi Asim describes how he and his brother grew up in the market, and it's clear that the merchants who come by for a bite are treated like family. 'First and most importantly, we're here for the people who work in the market.' He's not exaggerating. Joan opens Pinotxo at 6 a.m. so the market workers can get a good cup of Joe and a croissant before opening their stalls. All day, butchers and fishmongers get star treatment."

Thanks to Jim Barrows

Friday, March 24, 2006 in Business Week

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