The Fundación offered a complete program of presentations and slicing demonstrations, raffles, etc., including live show-cooking and a tasting of Spanish tapas made with Serrano ham, created by Chef Fernando del Cerro, who holds one Michelin star.
The Fundación will offer various promotional activities, including participation in trade fairs, workshops, training courses at hotel and catering schools, participation in social and cultural institutional activities, reciprocal visits of journalists and consumer motivators, and presentations for importers, distributors, restaurateurs and members of the press.
The Fundación continues to strengthen the presence of Serrano Ham in this country for the second year running with a program of presentations and courses for hotel and catering schools and professionals in the sector, presentations at the Spanish embassy and other institutions, workshops, slicing and tasting displays and meetings with the press, distribution and Horeca channels.
The Fundación presents the work done by the Spanish ham sector to obtain a specialized quality designation for Spanish Serrano ham, providing more effective international protection and opening up greater possibilities for promotion in both domestic and overseas markets.
The contest will take place between March 21 and April 11, looking for the best favorite photo of a tapa, tosta or sandwich with Serrano Ham and bread.
The Fundación has held numerous promotional activities, including participation in trade shows, training sessions at catering schools, participation in social and cultural activities, reverse trade missions and presentations for members of the press, importers, consumer motivators and restaurateurs.
"El Elegido", the piece entered by videomaker Rubén Gil, was the first prize winner, and Mr. Gil has been awarded a scholarship for a course in image and design worth 2,300 euros, and 1,700 euros in prize money.
The Fundación has created showrooms for Mexican importers, distributors, purchasing managers and members of the press, as well as slicing seminars for catering and restaurant professionals in Rivera Maya.
The Fundación del Jamón Serrano Español participated with great success in another edition of Alimentaria with informational activities on nutrition, slicing and tasting at the International Gastronomy Convention BCNVanguardia and at Taste & Flavors, two of the most innovative spaces at the Exhibition.
In March, the 2012 campaign "Original Flavors: The Mediterranean Essence" was launched, a three-year plan for product promotion together with extra virgin olive oil from Baena and DO Ribera del Duero wines.
The winning creative, original short film featuring Jamón Serrano will be awarded a scholarship at a design school and 1,700 Euros in cash.
Second, third and fourth place videos will be awarded 500, 300 and 200 Euros, respectively, and fifth- through tenth-place runners-up will receive a Serrano Ham with the FUNDACIÓN counter label.
One hundred Carolina Foundation scholarship holders from 16 South American countries who are studying in Madrid learned about the Jamón Serrano production process, quality control and nutritional and organoleptic qualities.
Growth was registered in all categories (Reserva and Gran Reserva) and for all formats (whole ham, sliced ham and portions).
The Fundación Board of Trustees approved the strategy for 2012 for promotion and communication, internationalization, institutional relations, quality control and sector studies.
La Fundación del Jamón Serrano Español commented on the strategic interest of the sector in substituting the current Jamón Serrano TSG for a Protected Geographical Indication, which would restrict roduct production to Spanish territory.
As part of their institutional activity, the Fundación also met with the Minister of Agriculture from Castilla-La Mancha.