European Iberian Ham conquers London with the "Awaken Your Iberian Sense" campaign

This ambitious three-year program seeks consolidate Iberian Ham as a gourmet product of reference in the United Kingdom.

During the event, which included representatives of the Embassy of Spain, prominent chefs and influential figures in local gastronomy, Raúl García, president of ASICI, highlighted the strategic value of United Kingdom: “The United Kingdom is one of the Main export destinations for Spanish food products, and Iberian Ham, due to its high value and prestige, contributes significantly to the recognition of our gastronomy abroad”In 2023, exports of cured hams and shoulders to the British market reached 26,34 million euros, with more than 1.632 tonnes exported.

With this initiative, ASICI seeks to awaken the “Iberian sense” of the British and consolidate Iberian Ham as an international gastronomic jewel.

The campaign, which follows the successful “Ham Passion Tour” (2018-2020), aims to go further, promoting Iberian Ham not only as a gourmet food, but as a cultural symbol. Jesús Pérez, Deputy Director of ASICI, stressed: “We want the British to discover Jamón Ibérico as the essence of an artisanal tradition passed down through generations. To do this, we will organise training workshops and multi-sensory experiences”.

The event included the appointment of the British chef with Spanish roots Omar Allibhoy as an ambassador for Iberian Ham. Mario Sandoval, a two-Michelin-starred chef, celebrated the symbolic transfer of this responsibility: “This product represents the union between tradition, innovation and sustainability”. Allibhoy, for his part, said: “Iberian ham is a jewel that encapsulates the history and soul of Spain. It is an honour to share its magic with British consumers”.

The campaign also includes a strategic alliance with the Westminster Kingsway College to offer workshops that instruct future professionals in the art of cutting and the versatility of Iberian Ham, reinforcing its prestige in the British market.