Aitona Gourmet: the essence and flavours of Lleida

Lleida is best discovered through the palate. The new Aitona Gourmet pop-up boutique at La Roca Village is an ode to the flavours of everyday life, celebrating the beauty of simplicity and the wisdom of rural traditions. Rediscovering Lleida means returning to its essence, to fertile lands bathed in sunshine, to the pleasure of fruit ripened slowly on the branch, to the luxury of locally-sourced produce. A gourmet temptation committed to conscious and sustainable agriculture. A temporary space where Designation of Origin arbequina olive oils, signature wines, and artisanal preserves—honeys, jams, nuts and more—reveal the richness of a land cultivated with patience and respect. A heritage to be savoured, shared and remembered.

Aitona Gourmet was founded in 2021 by the Benet family with a clear mission: to celebrate the value of farm work and reawaken the excellence of timeless traditional methods. The pop-up’s selection features olive oils that capture the essence of the land, wines from sustainable wineries and locally sourced ‘zero-kilometre’ products. ‘We stand for farming that nurtures the land and those who work it,’ says Anna Benet, head of Aitona Gourmet.

For Josep Pla, the chronicle of a place and its moment is incomplete without a vivid account of its cuisine. The renowned Catalan author saw cuisine as a true reflection of a land’s soul. Far more than a pop-up, this space is a manifesto, for Lleida embodies the land, memory and living cultural heritage. Its olive trees, its vineyards, its peach trees in bloom, are reminiscent of childhood summers, Sunday lunches and the value of an unhurried life. The Aitona blossom season, which each year attracts visitors from all over the world—from Catalonia to Japan—symbolises fleeting beauty that becomes an experience. At La Roca Village, that same essence is captured in products that embody flavour, identity, and authenticity.

Aitona Gourmet through the eyes of Anna Benet

Describe Aitona Gourmet in three words.
Authenticity, terroir and excellence.

What are the star products in the La Roca Village pop-up boutique selection?
All the preserves made with our fruit, the jams, syrups and juices. To those, I would add the nuts, honeys, chocolates and signature nougats. Also, from our oleoteca, the premium extra virgin olive oils and a collection of signature wines from Lleida with the DO Costers del Segre designation.

What is Aitona’s role in the project?
Aitona is at the heart of everything. It’s the village where grandmother was born, where we still work the land our relatives worked. That connection to the land, and the passing down from generation to generation, inspire us to create authentic products and carry on the legacy of Aitona into the future.

What’s the value of returning to the village today?
Returning to the rural world means reconnecting with what is authentic, with the patience of the land, the respect for nature, and the wisdom passed down through the generations. At a time when everything is moving faster and faster, embracing the wisdom of the past ensures authentic, high-quality products that transcend mere flavour: they safeguard our agricultural heritage, secure the region’s future, and deepen connection to our roots.