6 October 2021 marked the World Presentation Event of the most important campaign launched by the Ibérico sector in its history: “Jamones Ibéricos from Spain, Ambassadors for Europe in the world. Awaken your Ibérico Sense.”

The event, held in the auditorium of the Casa de América in Madrid and hosted by the presenter and journalist Alba Lago, was attended by the Minister of Agriculture, Fisheries and Food, Luis Planas, together with Antonio Prieto, President of ASICI, and the chef ambassadors of the campaign: from Spain, Mario Sandoval; from Germany, Christian Sturm-Willms; from France, Amandine Chaignot; from Mexico, Carlos Gaytán; and from China, Vicky Cheng.

Within the framework of this innovative global project, a series of strategic, ground-breaking and impressive measures will be used to encourage the whole world to awaken its “Sentido Ibérico” and enjoy the unmistakable flavour of this iconic food. The initiative aims to win over more than 300 million consumers and professionals across 5 countries and 3 continents: Spain, France, Germany, Mexico and China.

To embrace our Ibérico side, the Jamón Ibérico chef ambassadors, authentic international references in haute cuisine, showcased avant-garde dishes with Jamón Ibérico as the most important main ingredient. These exclusive proposals will be integrated into the menus of their popular restaurants.

All this makes enjoying Jamón Ibérico a sensory experience. The more you try it, the more you bring out your own Sentido Ibérico.