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To speak of Ibérico Ham is to speak of culture, landscape and time. Born in the Iberian Peninsula and shaped by centuries of craftsmanship, it is far more than a product: it is a sensory experience that awakens all five senses. From the whisper of holm oaks in the dehesa to the patient silence of the cellars where it matures for years, Ibérico brings to the table a uniquely European story that customers can see, touch, smell and taste.

Why should Ibérico be on your menu?

Differentiation. Ibérico conveys quality and turns any establishment into a true gastronomic benchmark. Its deep, elegant and unmistakable flavour profile is naturally associated with celebrations and premium dining.

Profitability. With its high perceived value, Ibérico performs exceptionally well in tasting menus, premium sharing boards and exclusive experiences. The art of hand-carving adds theatre and enhances its commercial appeal.

Versatility. From a tasting board to brunch, seasonal dishes or cocktails, Ibérico Ham adapts to every moment of the day and every culinary occasion.

Storytelling. It allows chefs and teams to tell a story of breed, landscape and tradition—an emotional narrative that adds value and connects with guests.

A market on the rise

The UK mirrors the global growth of Ibérico Ham. In 2024, according to ICEX-Estacom, imports of European cured hams from Spain reached €29.16 million, 10.69% higher than in 2023 and 37.26% above 2020 levels. Globally, exports of these hams have grown by 56.5% since 2020—a clear sign of increasing demand and the sector’s solid response capacity.

Adding to these figures is the confidence provided by high standards such as the European Production Model, the ÍTACA traceability system and the Ibérico Animal Welfare (IBAW) certification. For UK professionals, it means working with a product that is safe, transparent and aligned with sustainability.

What makes Ibérico unique (and how to explain it to customers)?

• Breed and origin. Ibérico comes from a native breed known for its natural marbling, which gives the ham its tenderness and distinctive aroma. It is a product exclusive to the Iberian Peninsula—shaped by its land and its people.
• Dehesa and sustainability. The dehesa is a unique Mediterranean ecosystem rich in biodiversity. Managed grazing preserves landscapes, supports rural economies and contributes to carbon capture—a sustainability story that truly appeals to today’s consumers.
• Time and craftsmanship. By law, hams must cure for a minimum of 20 months, and many mature for 4 to 7 years—a slow, natural process in which climate and expertise perfect the flavour. Few premium products can claim such patience and authenticity.
• Clarity at a glance. Colour-coded seals make categories easy to explain: black (Bellota 100% Ibérico), red (Bellota Ibérico 50–75%), green (Cebo de Campo) and white (Cebo). A simple visual cue for menus and team training.

How to integrate it effectively?

Presentation. Whenever possible, choose hand-carving: thin, even slices served at around 24 °C to release their full aroma and flavour.

Tastings. Offer boards that showcase different cuts—babilla, maza and punta—accompanied only by bread or breadsticks, so every nuance can be appreciated.

Training. Encourage your team to describe the product through the five senses: the vivid red colour with bright marbling, the delicate texture, the balanced aroma and the long umami finish.

Formats. Alongside whole legs that allow for carving theatre, high-quality pre-sliced packs offer speed and control—ideal for events or busy bars.

Signature moments. Iberian-themed menus, chef collaborations or guided tastings attract guests, build loyalty and generate added value.

Standards you can trust

With Ibérico Ham, hospitality professionals can speak confidently about animal welfare, traceability, sustainability and Designations of Origin. It is a product that combines gastronomic excellence with certified guarantees—an essential argument for discerning consumers and a clear justification for its premium positioning.

The campaign driving this momentum

“Awaken Your Ibérico Sense”, promoted by the Interprofessional Association of Ibérico Pork (ASICI) in collaboration with the European Union, is a campaign designed to showcase Ibérico Ham through multisensory experiences and dedicated training. It helps UK professionals differentiate their business and allows consumers to discover a European icon that captivates all five senses.

Ready to awaken your customers’ Ibérico sense?

Ibérico Ham doesn’t just elevate a dish—it elevates an entire experience. It differentiates your brand, strengthens margins and gives your team a powerful story to tell, slice by slice. With a steadily growing UK market, now is the time to make room on your menu for a European gastronomic icon.

Awaken your customers’ Ibérico sense with a premium product that inspires emotion. Bring Ibérico onto your menu, train your team to speak (and carve) with confidence, and turn every service into an experience your customers will want to relive.