The interprofessional organizations ASICI and INTERPORC have launched a joint promotional campaign in Miami to promote awareness of this product in the United States, through the happiness and joy that comes from eating Spanish ham. The campaign, called “Slices of happiness”, was held between September 16 and 18, coinciding with the Americas Food & Beverage fair, where they organized several showcooking sessions and a cutting workshop for operators in the city and visitors to this event.
In addition, within the actions of this initiative, a culinary experience was also held on September 18 in a well-known Miami restaurant (Dolores But You Can Call Me Lolita) where attendees enjoyed delicious ham tapas. The event will feature influencers and relevant figures from the society of this magical city.
“We have planned various promotional actions within the framework of this campaign with the aim of interacting with professionals and consumers in this important market to highlight the origin, quality and flavour of Spanish cured ham,” explains Daniel de Miguel, deputy director of INTERPORC.
Ham sector figures
In Spain, around 42.9 million hams and shoulders were produced in 2023, of which around 29.5 million are from white pigs and just over 14 million are Iberian. Of the total production, approximately 25% are destined for foreign markets.
The total value of international trade in hams and shoulders amounted to 743 million euros in 2023. The United States is the leading non-European importer of ham worldwide. Spain exported to this country in 2023 worth more than 34 million euros, between hams and shoulders, both Iberian and from white-coated pigs.
The objective of the campaign has been to raise awareness in the United States of the multiple benefits that the consumption of Spanish ham brings to people’s mood. And the fact is that Spanish gastronomy and ham as one of its main products is synonymous with happiness.
“We are making a determined promotional effort to convey to the main markets of the world, including the American one, the importance of Spanish ham as a cultural symbol of our gastronomy, a select product associated with pleasure and delight. With the “Slices of happiness” campaign, we are committed to positioning it in a potential market of more than 330 million consumers and giving it the notoriety it deserves with training actions and gastronomic experiences” says Jesús Pérez Aguilar, deputy director of ASICI.
The action developed in collaboration with ICEX Spain Export and Investments is part of ASICI and INTERPORC’s commitment to promote the consumption of this product in the United States, a market of more than 330 million people who increasingly appreciate the ham produced in Spain, due to its special characteristics compared to other hams from other origins.
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