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The Interprofessional Association of Iberian Pig (ASICI) has launched a three-year campaign in collaboration with the European Union and the Ministry of Agriculture, Fisheries and Food.

The ‘Awaken Your Ibérico Sense’ campaign has been designed to reinforce the presence of Iberian Ham in the British market and consolidate its position as a gourmet product of reference among UK consumers.

The campaign will span media advertising and collaborations with high profile influencers and Iberian Ham’s brand ambassador, chef Omar Allibhoy, as well as participation at key events and press office activity, to deliver a consistent message to UK audiences.

Jesús Pérez, Deputy Director of ASICI said: “With ‘Awaken Your Ibérico Sense’, we intend to go a step further and invite the British to perceive Iberian Ham not only as a gourmet food, but as a cultural symbol that encapsulates the essence of tradition and the know-how of the masters who have preserved its craftsmanship and authenticity from generation to generation. Therefore, in addition to promotional activities, the campaign includes training activities for chefs, stakeholders and professionals from the food sector, including tastings and multi-sensory experiences to enhance the organoleptic qualities of the product.”

The UK is the sixth largest market in value for Iberian Ham exports, reaching 26.34 million euros in 2023. It also ranks seventh in volume, with more than 1,632 tonnes exported last year. In the last decade, Iberian Ham exports to the UK have experienced extraordinary growth, registering increases of 218.5% in value and 134.8% in volume.

‘Awaken Your Ibérico Sense’ is part of the sector’s efforts to increase the visibility of Iberian Ham in priority international markets, such as the UK.

The campaign will run in the UK until the end of 2027, reinforcing the positioning of this gastronomic jewel and its differential value, and among its main axes is the development of training activities aimed at promoting knowledge of Iberian Ham and the values behind this gastronomic treasure.