Serrano ham from Spain. Toya Legido/©ICEX.
12 Jun 2012
The Consortium will undertake specific actions in both traditional and potential growth markets
Actions include training seminars and courses, attendance at international fairs and campaigns in specialized media
Author: Samara Kamenecka/©ICEX.
The Serrano Ham Consortium has presented its international communication strategy for 2012, the goal of which is to strengthen Serrano ham’s standing worldwide, ensure that it is a recognized as a high quality product outside Spain, and differentiate Serrano hams sold with its quality seal.
The two-pronged strategy will focus on strategic markets on the one hand, and on potential export markets on the other. Markets which are considered strategic are those that are long-standing consumers of Serrano ham. These are mainly EU countries, which account for almost 79% of Spanish Serrano ham exports. The Consortium seal is highly valued and widely recognized in target markets such as France, Germany, Portugal, Belgium and The Netherland, which also account for the majority of Serrano ham exports. In these markets, the Consortium will seek to reaffirm the quality of Serrano ham and continue to raise awareness about the quality seal.
Potential markets are those areas where Spanish Serrano ham exports are on the rise but where consumption is not especially widespread. These markets are non-EU countries and account for slightly more than 20% of demand. They include Brazil, the US, Australia and Mexico. In these areas, the Consortium will focus on raising awareness about ham and its added value, and will undertake actions with distributors, importers, buyers and opinion makers. Specifically, the Consortium will implement promotional campaigns in specialized media and organize training seminars and courses with a view to promoting Serrano ham with the Consortium seal.
Other activities planned for 2012 include attendance at international events, such as Sial Brazil, Sial Paris and Alimentaria Mexico.