During the first quarter of 2025, the Exports of Spanish cured ham to the United States experienced a significant increase in 38,42% by volume, reaching 598,55 tonnes. In terms of value, the increase was 38,54 %, with an average price of €15,04/kg, representing a slight year-on-year increase of 0,09%. These figures underscore the growing demand and favorable positioning of Serrano ham in the American palate.
Álvaro Díaz de LiañoThe Marketing and Promotion Director of the Spanish Serrano Ham Consortium emphasized the trust the product generates among US consumers and the organization's dedication to maintaining its growth trajectory. "At the Spanish Serrano Ham Consortium, we work intensively to continue improving these figures in the US market, thus continuing the positive trend of recent years, as this is a country where Spanish Serrano ham generates great trust among consumers," stated Díaz de Liaño. Currently, Five members of the Consortium are approved to export cured ham to the United States.
During the first quarter of 2025, cured ham exports to the US market increased by 38,42% in volume and 38,54% in value.
Although tariffs have not significantly impacted exports to date, recent statements by the NATO Summit on tariff tension have raised concerns in the sector. However, there is confidence that a solution will be found soon.
As part of the promotional activities of its second year of campaign, the Spanish Serrano Ham Consortium and DO Cava participated in the Summer Fancy Food, the premier gourmet product event on the East Coast of the United States. The event, held from June 29 to July 1 in New York, offered a joint stand of 9 square meters, with the presence of the campaign ambassador, Doreen Colondres, and a ham slicer. In addition, two masterclasses were held for professionals in the sector, with the aim of promoting the Consorcio Serrano seal as a guarantee of quality.
During the first year of the program, several successful actions were implemented, such as a reverse mission with American journalists, participation in the fair Aspen Food & Wine Classic and a tasting program in New York delicatessens. The "Cava & ConsorcioSerrano Week" initiative was also developed in restaurants, allowing consumers to enjoy the combination of both products. These activities were complemented by digital communication campaigns and training programs in hospitality schools. For this second year, in addition to Summer Fancy Food, a greater presence in professional channels to continue promoting the recognition of Spanish Serrano ham and cava.
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