CAVA Y JAMÓN SERRANO – SPANISH MOMENT USA

The P.D.O. Cava and Consorcio Serrano Spanish Ham are two exceptionally unique products that represent, worldwide, the quality of European food and its traditional production methods. Two products that have in common respect and reverence for time. The time needed to produce them and the time needed to enjoy them. The Regulatory Council of the P.D.O. Cava and the Consorcio Serrano Spanish Ham come together in this program with the aim of promoting the virtues of European food in the United States, connecting the time and moments of enjoying Cava and Serrano Ham with the quality of European time and moments. The United States is a key market for European agri-food products, especially for high-quality sparkling wines and cured hams. The proposing organizations aim, through this program, to consolidate and improve their positions in this market, increase their sales, and improve the competitiveness and opportunities for all European food products in the U.S., expanding the knowledge of American professionals in the food service and distribution sectors, and consumers, about the uniqueness and value of these products made from European time. To achieve this, over a 3-year campaign, informative, experiential, and promotional actions aimed at professionals who can influence purchasing decisions have been planned, reaching consumers through them. This includes participation in food fairs, press and public relations actions, training and information sessions for professionals, and promotions in points of sale and food service, among other actions. With a total budget of 1,800,000 euros, and an expected ROI of 4.85 euros per euro invested.