- The renowned chef and ambassador of the ‘Awaken Your Ibérico Sense’ campaign presents a unique culinary experience in London, celebrating the culture, sustainability and excellence behind Ibérico Ham.
- An initiative promoted by Jamones Ibéricos de España through its EU co-funded campaign ‘Awaken Your Ibérico Sense’, which highlights the authenticity and gastronomic value of this emblematic product in the UK market.
- The United Kingdom continues to establish itself as one of the most dynamic international destinations for Ibérico Ham, with exports increasing by more than 45.3% since 2020.
London, 23 October 2025. — The unmistakable aroma of Ibérico Ham filled the air in London during a unique event led by renowned chef Omar Allibhoy, ambassador of the European campaign ‘Awaken Your Ibérico Sense’, who invited chefs, restaurateurs and food journalists to discover how to integrate this gastronomic treasure into the British way of life.
The experience, organised by Jamones Ibéricos de España through its EU co-funded campaign ‘Awaken Your Ibérico Sense’, reflects the sector’s commitment to bringing the culture, sustainability and artisanal excellence of Ibérico Ham closer to professionals and consumers across the United Kingdom.
A journey through the five senses
During the session, guests took part in a sensory tasting led by Jesús Pérez Aguilar, General Director of ASICI, who shared the keys to enjoying Ibérico Ham through all five senses: from the silky texture of each slice, its deep red colour and the distinctive marbling of the Ibérico breed, to the perfect balance between aroma and flavour.
The highlight of the day came with the announcement of “House of Ibérico by Omar Allibhoy”, an upcoming digital platform that will make the magic of Ibérico Ham more accessible than ever. The project will feature twenty original recipes created by Allibhoy, specially designed for the British audience — easy to recreate at home and conceived to showcase the versatility of Ibérico Ham as a star ingredient in all kinds of dishes, from comforting meals to refined appetisers.
“Through the European campaign ‘Awaken Your Ibérico Sense’, we continue working to strengthen the image of Ibérico Ham as a gourmet product that combines tradition, origin and excellence, while also adapting to modern consumer trends and preferences,” explained Jesús Pérez. “Our goal is for the British public to gain a deeper understanding of this unique product and to discover how it can become part of their everyday cooking — from home kitchens to the most innovative restaurants. In this second year of development in the UK, we remain firmly committed to expanding awareness and encouraging consumption among British consumers in their own homes.”
Bringing the essence of the dehesa to British tables
“Brits love ingredients that tell a story,” says Omar Allibhoy. “When I travelled to the dehesa and saw where Ibérico Ham is born —the holm oaks, the farmers, the time and respect behind every slice— I realised how naturally it connects with our own values here in the UK: quality, sustainability and flavour.”
For Allibhoy, sharing is at the heart of that story. “We share our lives, our conversations and, of course, our food. Because food brings us together. When we share those slices, we’re not just sharing ham — we’re sharing our culture and our way of being together. House of Ibérico is my way of passing on that spirit, inspiring both chefs and home cooks to bring Ibérico into their everyday lives.”
His live cooking demonstration brought this philosophy to life as he prepared two of his signature dishes: tomato bread with Ibérico Ham and burrata with Ibérico Ham and roasted pear. Each recipe highlighted how this iconic ingredient can elevate both casual dining and high-end gastronomy.
“The United Kingdom has become one of the most dynamic and high-potential international markets for Ibérico Ham,” added Raúl García Pascual, President of ASICI.“After the adjustments that followed Brexit, exports have regained strong momentum, exceeding €29 million in 2024 and showing a growth of over 45% in the past five years. These figures reflect not only the strength of our sector, but also the growing interest of British consumers in authentic, high-quality products.”
“British consumers have a genuine appreciation for food with history, origin and sustainability — three values perfectly embodied by Ibérico Ham. Through initiatives such as ‘Awaken Your Ibérico Sense’, we are strengthening this cultural and gastronomic connection between Ibérico Ham and the United Kingdom, introducing Ibérico Ham to new audiences and reinforcing its presence both in the professional sphere and in British homes.”
The event in London served as both a culinary journey and a cultural bridge — an invitation to discover how a single slice of Ibérico Ham encapsulates centuries of heritage, sustainability and craftsmanship rooted in the Iberian Peninsula, the very heart of the Mediterranean diet.
Through initiatives like ‘House of Ibérico by Omar Allibhoy’, ASICI and its European partners continue to build a stronger bond between European culture and contemporary gastronomy, demonstrating that Ibérico Ham can be enjoyed daily — at home, in restaurants, and in every moment that celebrates flavour and authenticity.
Training: a key pillar to promote knowledge and excellence in Ibérico Ham
Training has become one of the strategic pillars of the sector, aimed at sharing the knowledge, culture and techniques behind Ibérico Ham with hospitality professionals — the true ambassadors of the product in international markets. Within this framework, ASICI has developed a comprehensive 12-hour training programme that combines a theoretical module, focused on essential aspects to help professionals communicate the product’s unique value to consumers, and a practical module designed to enhance slicing skills and maximise the profitability of each piece.
These training sessions are carried out with the support of ICEX Spain Trade and Investment and in collaboration with Westminster Kingsway College, one of London’s most prestigious culinary schools, reaffirming the sector’s commitment to advancing knowledge and professional excellence around Ibérico Ham across international markets.
About ASICI
The Interprofessional Association of the Ibérico Pork (ASICI) is a non-profit Interprofessional Agri-food Organisation (OIA) in which more than 95% of the organisations of the production branch (farmers) and more than 95% of the transformation branch (industrialists) of the Ibérico pig are equally represented. Created in 1992, it was officially recognised by the Spanish Ministry of Agriculture, Fisheries and Food in 1999 as the Interprofessional Agri-food Organisation for the Ibérico Pork Sector in Spain.