The Spanish Serrano Ham Consortium and the Parma Prosciutto Consortium are strengthening their partnership in Australia with a campaign now in its seventh year, seeking to cement the presence of quality cured ham. During the first half of 2025, exports of Spanish ham to the Oceanian country saw a 3,81% increase in value, although volume decreased slightly.
![[Img # 65083]](https://empresaexterior.com/upload/images/10_2025/1946_consorcio-de-jamon-serrano-espanol.jpg)
El Consorcio del Jamón Serrano Español has shown the solidity of its strategy in the Australian market, a destination considered "very relevant" for the entity. This work is carried out jointly with the Parma Prosciutto Consortium, in an initiative that began in 2018 with the focus on the promotion and education about high-quality cured ham.
Figures for the first half of 2025 They show a market dynamic focused on quality and value. Despite a slight decrease in volume, with 360,35 tons exported (a 0,34% less that the same period of 2024), the The value of these exports grew significantlyThe sector invoiced 4.238.017,16 Euros, which is a increase of 3,81% year-on-year.
This increase in turnover translates directly into the average price per kilogram, which was located in €11,76/Kg, Top% 4,16 as registered in June 2024.
The Spanish Serrano Ham Consortium, together with the Parma Prosciutto Consortium, continue their collaboration to further consolidate the presence of quality cured ham in the Australian market.
Álvaro Díaz de Liaño, Marketing and Promotion Director of the Spanish Serrano Ham Consortium, confirmed this trend and its origin: "Australia is a very important market for us, where we pursue the objective of educating on the benefits of a quality Serrano ham with an optimal price positioning. We see that in the Australian market we are observing the same trend that we have been registering internationally: increases in average prices that allow us to sustain net sales, although this implies a slight loss of volume. This dynamic is mainly due to the general increase in the costs of raw materials, which forces us to pass on these increases to the final prices."
To promote the quality seal Serrano Consortium, the organization maintains a project director resident in Australia.
Throughout this year of promotion, the Consortium has carried out several key activities to consolidate its image. These include:
-
Training and Education Sessions at the head office of Woolworths, one of the country's leading retailers in Sydney, with the participation of importers and distributors.
-
Participation in Best Tapa in Australia 2025. Under the motto "Ham, Our Hero", the event sought to recognize the best Australian tapa that combined the spanish tradition with creativity and local seasonal produce, with Serrano ham as the star.
-
Presence in the Open Day organized by ICEX in July to promote Spanish foods.
-
Assistance to the fair Fine food in September, held in Sydney. This event is the Australia's largest and most prominent in the sectors of foodservice, hospitality and retail, attracting more than 21.000 professionals y 900 exhibitors.
