MADRID FUSIÓN 09, THE FUTURE OF COOKING IN THE SPOTLIGHT

BUSINESS MODELS IN TIMES OF CRISIS, ENVIRONMENTALLY FRIENDLY CUISINE, GREAT AUDIOVISUAL DEBATES
SCIENCE AND CUISINE: I+D+G, EXOTIC MARKETS, CHEFS WITH LIVES LIKE IN THE MOVIES , MEXICAN AVANT-GARDE CUISINE
A TRIBUTE TO THE WORLD'S MOST INFLUENTIAL CHEFS

ALL THIS AT THE MOST TALKED ABOUT
EVENT OF THE YEAR
As in years past, madridfusión 2009, which will be held from the 19th to the 22nd of next January, and will bring together some of the of the world's most prestigious chefs. More than 70 international chefs will participate in the 7th edition of this summit, which will host more than 130 exhibitors, 7200 authorized personnel along with some 400 Spanish and 160 foreign journalists.
An event which will give us the formulae to act in times of crisis, that will analyze where the trends in word cuisine are heading as well as well as raising specific questions to know the boundaries of the culinary creativity. Madridfusión 2009: the future of cooking in the spotlight.

ENVIRONMENTALLY AWARE CHEFS
Sébastien Bras, Pedro Miguel Schiaffino, Fernando del Cerro, Paco Morales, Rodrigo De La Calle, Skye Gyngell and professor Santiago Orts will demonstrate their way of understanding cuisine, the naturalistic trends and culinary directions associated with the vegetal kingdom, such as Gastro-botany, restaurants with their own orchards (farm food) as well as their own ecological conscience.

BUSINESS MODELS IN TIMES OF CRISIS:
BUDGET HAUTE CUISINE, GASTROBARS AND SMALL PLATES
How to make money in lean times? What measures do the most skilful chefs adopt?
Which are the appropriate business models to face up to the current economic climate?

Monday, 21st of January (16:30 pm)
Paco Ron and Peter Nilsson will talk about the "Budget haute cuisine: imagination in times of crisis". Creativity and reasonable prices can successfully mingle without reducing the quality of the service.

Thursday, 22nd of January (18:00 pm)
The "Gastrobar" concept or the most gastronomic face of informal cuisine. A whole new culture which revolves around tapas to which chefs such as Albert Adriá, Paco Roncero (Estado Puro), Benito Gómez (Tragapatas), María José San Román (Taberna del Gourmet), Carles Abellán (Tapaç 24), Quique Dacosta (Sula) and Dani García (La Moraga) play tribute.

Wednesday, 21st of January (12:00 pm)And also, "Small Plates" derived from Spanish tapas, a concept which is all the rage in the USA. A culinary tendency introduced by David Chang and Sotohiro Kosugi who will share with attendees their experiences in their respective establishments, Mamofuku and Soto. Their favourite products are sea urchins and seaweed.

GREAT AUDIOVISUAL MADRIDFUSION-CINEGOURLAND DEBATES: AN ORIGINAL FORMULA TO TACKLE THE RESTAURANT REALITY
With the aid of film sequences, delegates will debate three important questions:

20th of January, 16:15 pm "CHAOS IN THE DINING ROOM"

A debate laced with humorous examples which will bring to the fore topical questions:  
"Kitchen-Waiter- Diner"
"From kindness to insolence"
"Dining styles"

21st of January, 16:15 pm Auditorio "TRANSGRESSOR HARMONIES".
All or nothing bets on the avant-garde. What are the boundaries to culinary creativity? What are the frontiers of risk and infringement? Ferrán Adriá, Joan Roca, Andoni Aduriz, Carlo Cracco, Quique Dacosta, Pepe Solla, Josean Martínez Alija, Alexandre Gauthier and Máximo Bottura, among others will defend their own concepts and creations of the last five years.

22nd of January, 16:15 pm Auditorio: "THE RESTAURANTS OF THE FUTURE"
Big economic changes lie ahead of us and the catering business is not going to be immune to them. Which priority will top the bill in the future? Marketing or Cuisine? Robots or people?
Have we taken leave of our senses when we discuss restaurants without kitchens, extractor fans or waiters? Will restaurants where diners place an order via computer and dishes are served on a conveyor belt become a reality? Will deep frozen dishes prepared by renowned chefs become a market reality?

SCIENCE AND CUISINE: R&D and G
The close collaboration between scientists and chefs is already an unquestionable fact. Is there such a thing as molecular cuisine? False beliefs... an issue which will be up for debate chaired by three of the world´s best chefs, Ferrán Adriá (elBulli), Heston Blumenthal (The Fat Duck) and Andoni Luis Aduriz together with the assistance of the American scientist, Harold McGee, an international wizard in such matters.

Tuesday, 20th of January, 12:45 pm

MADRID FUSIÓN 2009 TRIBUTES OF RECOGNITION FOR THE EFFORTS OF ALL THOSE CONCERNED ABOUT PRESERVING BIODIVERSITY

The Mayor of Madrid, Alberto Ruiz Gallardón, will play tribute to some of the main defenders of planet's biodiversity: "Greenpeace", the Italian "Slow Food" movement, the "FROM" and other associations concerned with the defence of marine species such as "Sea Food Choices".

Wednesday, 21st of January, 11:45 pm

THE WORLD'S MOST INFLUENTIAL CHEFS A PICTURE FOR HISTORY
An unprecedented success. Pierre Gagnaire, Heston Blumental, Jöel Robuchon, Pierre Hermé, Gualtiero Marchesi, Thomas Keller, Charlie Trotter, Nobu Matshuisa, Ferrán Adriá and Juan Mari Arzak will receive the Madridfusión "Golden Apron" award for the influence their work has had all over the world.

EXOTIC PRODUCTS MARKET
A market with exotic products containing unknown rarities and peculiarities hailing from such places as Thailand, Peru, Mexico, Japan and other international locations. An amalgam of cultures will offer us an exhibition of their pantries.

MOVIE LIVES: A VOYAGE THROUGH THE PROFESSIONAL PASSION OF GREAT CHEFS

In world première style in a special hall, movies will be screened on the lives of several Basque chefs, such as Pedro Subijana, Juan Mari Arzak, Hilario Aberlaitz, Andoni Luis Aduriz, and Martín Berasategui. Hugely enjoyable documentaries full of unknown anecdotes and secrets.

GUEST COUNTRY, MEXICO: ANOTHER OPEN CHANNEL FOR CULINARY MODERNITY
A group of avant-garde chefs will display their fascinating culinary contributions: Bricio Domínguez ("Prehispanic cuisine"); Ricardo Muñoz ("Mexican soups"); Enrique Olvena, ("Conceptual vanguard"); Mónica Patiño ("The moles") y Patricia Quintana ("Omelets").