The "Ham Passion Tour" kicksoff in Madrid and will travel 25,000 kilometers to increase the recognition of Iberian Ham in Europe and Mexico until 2020.
The aim of the project is to promote and put value on the Iberian Ham and promote the commercialization and internationalization of the product thanks to the "Ham Passion Tour" traveling through 24 European cities (in France, Germany, United Kingdom and Spain) and Mexico.
The Interprofessional Association of the Iberian Pig (ASICI) will execute this historic program for the sector, co-financed by the European Union, which will allow a giant leap forward in the internationalization of the sector.
The promotion, information and dissemination actions will allow the sector to take a giant leap in competitiveness, business figures, exports and visibility of the gourmet product.
Iberian hams from Spain and the European Union (EU) have presented in Madrid the "Ham Passion Tour" campaign, a product promotion and information program with the aim of bringing Europe and Mexico closer to the inimitable flavor of this culinary gem, during the next three years.
The president of the Interprofessional Association of the Iberian Pig (Asici), Francisco Javier Morato, and the Minister of Agriculture, Fisheries and Food, Luis Planas, gave the starting signal to the "road show" that will travel 24 European cities until 2020 and will address urban consumers, with medium-high purchasing power and with interests in gastronomy, food, catering, balanced and healthy diet, as well as chefs, restaurant managers, culinary schools, journalists and influencers, among other target publics of the campaign. A campaign that expects to reach more than 425 million impacts.
The media could also visit, at the doors of the Ministry, the modern 'Ham Truck', which hosted a cutting exhibition of the ambassador of the Iberian Ham Raquel Acosta, and a tasting of this delicatessen product.
The media also visited, at the doors of the Ministry, the modern “Ham Truck”, which hosted a cutting exhibition with the ambassador of the Iberian Ham Raquel Acosta, and a tasting of this delicatessen product.
In this way, the Iberian Ham will arrive on board the Ham Passion Tour to the heart of the main European cities so that they can discover this gastronomic treasure. This innovative program focused on Spain, France, Germany and the United Kingdom aims to raise awareness of the benefits of Iberian hams from Spain in terms of aspects such as food safety, traceability, labeling, and the authenticity of a European millennial product, aspects of nutrition and health or respect for animal welfare, emphasizing the importance of sustainability.
The president of ASICI, Francisco Javier Morato, stressed in his speech that these campaigns will serve to “consolidate and expand the knowledge and recognition of Spanish Iberian hams in international markets, promoting the increase of consumption of our products in these markets.”
The Minister of Agriculture, Fisheries and Food, Luis Planas, congratulated Asici for the promotion of these outreach initiatives. “The Iberian Ham campaign is spectacular. Promoting it internationally is very important for Spain because of its enormous gastronomic and cultural potential."