The Ham Passion Tour shows the British the "taste" of Iberian ham and the passion for the authentic and the natural.
A Road Show and master classes, to future chefs, bringing Londoners closer to Iberian Ham, the passion of Europe and one of the star products of the healthy Mediterranean Diet. Liverpool will be the next stop of the campaign, backed by the European Union
(Nov 2018) The campaign Ham Passion Tour, that will travel 25,000 kilometers throughout Europe and 24 cities until 2020, to introduce Iberian Ham, has arrived in the United Kingdom. London is the first stop of this initiative, co-financed by the European Union (EU), before continuing its journey to Liverpool.
This innovative information and promotion program for the markets of Spain, France, Germany, United Kingdom and Mexico, aims to raise awareness and highlight the benefits of this high-quality production in areas such as food safety, traceability, animal welfare, labeling or nutritional aspects, among others. Likewise, it will influence in spreading the values of the product linked to the breed, feeding and management of the Iberian pig, a model of sustainable production, of balance between respect for the environment and the sustainable exploitation of natural resources.
The campaign in the United Kingdom started today, November 5th, with a master class at the University of West London aimed at teachers and students of Hospitality. The master cutter, Dave Santos, has taught the future chefs of this educational center how to cut Iberian ham, the passion of Europe, which is one of the main factors to fully enjoy its aroma, unmistakable texture and flavour, inviting them to become future prescribers of this delicatessen linked to the healthy Mediterranean Diet.
The action marks the kick-off in the United Kingdom of an information campaign promoted by the Interprofessional Association of Iberian Pig (ASICI), under the brand Iberian Hams from Spain, with the support of the EU, which includes a "road show" that will show the benefits of this gourmet product to Londoners from November 6th to 10th, through a modern Ham Truck installed in London's Westfield, the largest shopping center in the world.