| About Consorcio Serrano
>> Both consortiums resume their promotional campaign to bring the differential values of European quality jamón to the country’s operators and distributors
>> During 2022, tastings, training sessions or master classes will be held to further educate about the characteristics of this produc
>> In 2020, the CJSE exported a total of 106.72 tons in this country, which represented a growth of 98.36% over the previous year.
Madrid, December 16, 2021.- The Consorcio del Jamón Serrano Español (CJSE) is renewing its promotional campaign in Australia together with the Consorzio del Prosciutto di Parma to promote quality jamón in that country. In this way, this joint promotional campaign, launched in 2019, aims to communicate to operators the differential characteristics of jamón from both Consortiums.
Thus, during 2022, tastings, master classes and training workshops will be held with operators in supermarkets to bring the values of ConsorcioSerrano jamón to both operators and distributors of the CJSE in Australia, such as the training sessions that will be held with heads of charcuterie at Woolworths and Cole’s, the major retailers in Australia.
A training session will also be held for the Harris Farm Markets supermarket chain, in which different demonstrations and cutting techniques will be carried out, as well as different tastings with important distribution groups.
In addition, CJSE and Consorzio del Prosciutto di Parma trainers will participate in September in Melbourne at Fine Food Australia, one of the most important trade fairs for the industry, as well as in the two editions to be held next year of Foodservice Australia, events dedicated to the hotel and catering sector in which both entities will offer tastings and master classes, being present in Melbourne, from February 27 to March 1, and in Sydney from October 23 to 25.
“The collaboration that we have been carrying out for three years with a leader like the Consorzio del Prosciutto di Parma is an excellent way to raise awareness in the Australian market of the credentials of the tradition in the production of quality cured jamón of both consortiums, in a destination that increasingly values the differential characteristics of this product compared to the local competition or generic cured hams. Furthermore, our interaction with operators and professionals in the sector undoubtedly contributes to increasing the added value offered by our seal of quality, as shown by the progress of exports to this market”, emphasizes Carlos del Hoyo, marketing and promotion director of the Consorcio del Jamón Serrano Español.
It should be noted that during the first nine months of the year, Australia has carried out exports with a total value of 6,500,809.20 euros, with an increase of 23.95% over the same period last year, which shows the rising renown of this product in the country. In addition, in 2020, the cured jamón sector exported a total of 836.72 tons in this country, 39.46% more than in 2019, while, under the quality seal of the Consorcio del Jamón Serrano Español, a total of 106.72 tons were exported; which represented a growth of 98.36% over the previous year. For its part, the CJSE forecasts that exports to Australia of Jamón Serrano and shoulder will be below 1,000 tons by the end of this year, 15% more than in 2020.
The average price during this period was 8.91 euros, a decrease of 6.27%. In this regard, Carlos del Hoyo emphasizes that “the increase in exports to this country contrasts with the drop in average prices, due to a greater product offer and a certain marketing aggressiveness. Fortunately, the quality jamón Serrano offered by the Consorcio in this market has been endorsed by operators and we have been able to defend growth with prices above the market average”.