The Spanish Serrano Ham Consortium and ICEX Spain Export and Investment have signed their strategic plan for 2026, with a budget of €120.000. The agreement prioritizes the promotion of the quality seal in the Netherlands and Australia, adapting to the current state of the global meat market.
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El Consorcio del Jamón Serrano Español (CJSE) to ICEX España Exportación e Inversiones have made official in Madrid its sector plan for the 2026 financial year. With a budget of 120.000 euros, the initiative seeks to consolidate the presence of high-quality Serrano ham in strategic markets of the Unión Europea and third-party markets.
Strategic investment and priority markets
The new promotional plan, whose modification has been formalized through the Boletín Oficial de Estado, is based on a model of 50% co-financing between both entities. In this way, both the ICEX such as CJSE They will each contribute 60.000 euros to carry out actions that strengthen the sector's competitiveness abroad.
The strategy for 2026 focuses on two geographical destinations with different profiles but high value for Spanish exporters:
- Países Bajos: As a priority market within the eurozone, it will receive an investment of 70.000 euros.
- Australia: Established as a strategic third market, it will have a budget of 50.000 euros for positioning actions.
The activities programmed under the quality seal ConsorcioSerrano They will be targeted in a segmented way to both professionals of the sector (importers and distributors) as well as final consumerseeking a clear differentiation from other cured products of international competition.
The key figures of the sector agreement for the current year are detailed below:
| Investment Concept | Financial Endowment (EUR) |
|---|---|
| Global Budget Sectoral Plan 2026 | €120.000 |
| Input ICEX España Exportación e Inversiones | €60.000 |
| Input Consorcio del Jamón Serrano Español | €60.000 |
| Investment allocated to Países Bajos | €70.000 |
| Investment allocated to Australia | €50.000 |
Impact of the health situation on financing
From the Consorcio del Jamón Serrano Español They have indicated that the budget allocation for this fiscal year has been reduced compared to previous years. The main reason is the impact of the African swine fever in the export flow, which has forced a readjustment of promotion schedules. An example of this adjustment is the temporary exclusion of México, a country where both institutions previously developed joint plans and which is expected to be recovered in future exercises.
Álvaro Díaz de Liaño, Director of Marketing and Promotion of CJSE, highlighted the importance of this collaboration: “It is highly positive to continue counting on the fundamental support of ICEX in international promotion. This plan allows us to maintain our investment in such a relevant market as Países Bajos, while reinforcing our commitment to Australiawhere differentiating quality Serrano ham is key.”
For its part, María Naranjo, Director of the Agri-food Industry of ICEXShe emphasized that the internationalization of quality seals is vital in the current scenario. “The commitment to differentiation and generating added value for such an iconic product of our pantry will be consolidated through the actions planned for 2026,” the executive stated.
Key points and frequently asked questions about the 2026 Sectoral Plan
What is the main objective of this agreement between CJSE and ICEX?
The aim is to strengthen the international promotion and positioning of quality Spanish Serrano ham under the seal ConsorcioSerranofocusing on product differentiation from competitors in foreign markets.
Why has the budget been reduced compared to previous years?
The decrease in funding is a response to the impact of the African swine fever in the export sector, which has affected the financing and implementation of plans in markets such as México.
Which audiences are targeted by promotional activities in the Netherlands and Australia?
The activities are designed in a dual way to reach both professionals of the sector (distributors and prescribers) as well as the end consumers in both strategic markets.
