Organic chestnuts, exquisite cheeses and gourmet chocolates are just a few of the delectable surprises awaiting visitors at the Spanish Pavilion of the Summer Fancy Food Show, held this July in New York City. A gathering of top delicatessen companies, the fair is an opportunity to sample the best gourmet goodies Spain has to offer, whether they be traditional or innovative.

The iconic Iberian products of cheese, ham, olive oil and turrón will stand alongside exciting newcomers to the American market, like pimientos de padrón (tiny green peppers), exotic single-blossom honeys (from avocado, rosemary or orange flowers) and catanies (whole Marcona almonds bathed in caramel, almond and hazelnut powder, and cocoa). Thanks in part to the media's spotlight on Spain and star Spanish chefs, American consumers are more knowledgeable than ever about Spanish cuisine and culture. That increased awareness is fuelling interest for the unique ingredients and products that will be presented in July.

"It is not just about paella anymore," said Betsy Power from the Culinary Collective import firm. "In particular, boquerones, Marcona almonds, chocolates, and tortas de aceite (olive oil wafers) do very well."

Others agree. "Ultra-premium products have gained popularity, since consumers are seeking the best ingredients to pair along with their fine wines, brand-name cookware, and designer tableware," said Mark Hernandez of Yaya Imports. He's quick to point out, however, that consumers still have a lot to learn about Spanish gastronomy. "There is still a great deal of work to be done to educate the public about what products are from Spain, and why they should be bought."

Yet food lovers are learning quickly about the appeal of authentic Spanish ingredients. For the growing numbers of those in the know, there is no substitute for the country's truly premium products, which are often defined as those that bear a denomination of origin, or appellation, seal. Wine and olive oil PDOs are often the best-known, but this summer's Fancy Food Fair will also showcase PDOcertified cheeses, cured meats, fruits and vegetables, honeys and spices.

Some of Yaya Imports' most sought-after products include those with PDO status, like Karkom Saffron (PDO La Mancha), Santo Domingo Paprika (PDO Pimentón de La Vera), single-blossom Al-Andaluz honey (PDO Granada) and Dantza Piquillo Peppers (PDO Lodosa), which will all be presented for the first time at this summer's show. Plenty of other companies are also selling PDO products. Gorka Gallego, whose PDO cheese boards feature the Manchego, Roncal, Murcia al vino and Idiazábal varieties, is just one company specialized in foods that bear the Protected Denomination of Origin guarantee.

Spain will be showing its strength in the organic market as well. Among those offering organic olive oils is Aceites Toledo, which will present the Zoe and Dintel lines of organic extra virgin olive oils. Specialty companies have been making strides in the organic sector too; Matiz (imported by Culinary Collective) is presenting organic chestnuts and organic horchata, a refreshing summertime drink made of chufas (tiger nuts).

As is to be expected from a Mediterranean country, health foods will have a prominent place in the Spanish Pavilion, with a wide variety of low-sugar and low-fat products on show. For example, Quesos El Pastor is showcasing a lowfat Iberian-style cheese, Turrón 1880 is unveiling a sugar-free version of their iconic turrones (Marcona almond bars) and Galletas Gullon is presenting cereal bars with Omega-3 oils.

Across all sectors, new packaging designs and formats are changing brand images, and many companies plan to launch their new-look products at the Fancy Food Show.

"We know that food is like fashion," said Maryl Holley, of the import firm Miguel & Valentino. "In order to stay in the game, one must always be aware of the changing marketplace and stay ahead of the rest."

Changes coming from Miguel & Valentino include new labels for several product lines, a newly designed website, and new packaging options. The company is presenting individually wrapped preportioned 6-month Manchego cheese as well as 1.32 gallon and 25.36 fl. oz. bottles of Sherry vinegar geared toward the food service industry

Many other brands will also offer new product presentations. Following the market's demand, Turron 1880 has created single-portion turrones, and Quesos Coqueya has a new pre-sliced Manchegan cheese available in 0.33 lb trays.

The companies represented in this year's Spanish Pavilion run the gamut from oldworld and traditional to up-and-coming and innovative. They include producers of classic Spanish cheeses, olive oils and wines as well as tiny niche companies devoted to the creation of exclusive chocolates or vinegars. Yet all are impacting American consumers in ways large and small.

"The big trend I see coming from Spain is wonderful quality food and wine that represent excellent value," said Kitty Keller of Keller Imports. "Even more important, they are accessible to American food sensibility. Americans know what to do with the food and ingredients, and the wines are excellent and easy to pair. All this marries well with the elegant but simple Spanish style of eating."

If you are planning to attend the Fancy Food Show in New York City this summer, please stop by booth #1901 for information on foods from Spain, and also visit booth #1900 for tapas tastings and culinary demonstrations.

Travel writer Sarah Andrews hails from North Carolina, but she's been living in and writing about Spain since 2000. When not sampling the gastronomic offerings of her adopted country, you can find her in Barcelona, penning feature articles and guidebooks. You can read her recent work online at www.sarahandrews.com