Mas, who has led the market since 2022, expressed relief over the 91% support from stallholders for the upcoming major reform, scheduled to begin in 2026. The new rules mandate that a minimum of 50% of the product must be fresh to maintain the market's traditional character, while also adapting the offering to "new consumption habits."
“"When people are on vacation they spend more, it happens to all of us. We have to roll out the red carpet for the visitor, but we are destroying it."
To protect its traditional identity, the Boqueria has partnered with the San Lorenzo Market in Florence to form an association of Historical Markets. This group has already approached Brussels to request that historical markets be recognized as Intangible Heritage of Humanity, with the formal application expected next year.
Regarding the internal reform, Mas detailed that work will start with infrastructure, such as the fish island and relocating the restrooms. Crucially, the Plaça de la Gardunya will be reformed to serve as the main façade for local shoppers, improving visibility from that entrance. The plan is to execute the work in phases to ensure the market remains open throughout the process.
Mas emphasized that all market management and marketing efforts are focused on winning back the local public, as the non-local audience is already secured. He stressed that, despite accusations of "touristification," the Boqueria remains the market in Catalonia with the highest volume of fresh produce, supported by families of vendors spanning five to seven generations.
