Jamon Iberico gets €11 million for promotion
ASICI will invest €11.44 million over the next three years to promote Iberian hams (Jamon) in France, Germany, China and Mexico, as well as Spain. The Iberian Pig Interprofessional has once again obtained the support of the European Union to develop 'Jamones Ibérico Ambassadors World Project. Ambassadors of Europe in the world ', a triple information and promotion program that will continue the successful' Ham Passion Tour 'that ASICI has been developing for the last three years.
“The new program co-financed by the EU will allow us to continue highlighting the quality of the product, its taste, its diversity and, of course, all aspects of an exclusively European product, before consumers, chefs and restaurant owners, the retail channel, importers and mass media ”, assesses the president of ASICI, Antonio Prieto.
With this new program, ASICI aims to increase sales by more than 40% in the next three years in Mexico, and directly sensitize more than 10 million consumers and almost 20,000 restaurant owners.
In China, an important emerging market and a major challenge for the sector, it is expected to relaunch sales above 60%, in addition, to directly sensitizing 111 million consumers and 70,000 restaurant owners and chefs. The EU co-finances 75% of the investment in the European internal market program and 80% in third countries.
“This campaign will mark a before and after in the history of our sector because the Iberian is going to take a huge leap in its unstoppable internationalization, not only in more consolidated European markets but also in third countries such as Mexico or China, where we hope that the rate of growth in commercialization will be exponential in the coming years ”, adds the president of ASICI. With this new line of funding, the Iberian sector totals €18 million invested in the five-year period 2018-2023 to promote Iberian hams from Spain in the main international markets as a boost to the internationalization of Iberian hams.
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