EU ham is a ‘hero product’, spearheading the efforts to position EU pork as a quality product, trusted and recognised worldwide. The knowledge of this product among Chinese consumers is still low but it is growing rapidly, as shown in the import data: in 2021 China imported 11 EUR millions of ham from Spain, over 430 tons, a y-o-y increase of 118% in value. 2022 is looking even brighter, with a 239% growth in volume for the first 5 months of the year, compared to the same period of 2021. The European Pork, Excellence from Farm to Fork campaign has taken an active role in this quick development by popularising the proper use and consumption of EU ham. It is essential that Chinese professionals understand well the product so it reaches consumers in an optimal condition, part of a culinary experience.
Ham carving trainings are one of the activities that raise more interest among meat professionals in China, as there is a growing number of them who are willing to specialize in the use of EU pork and EU ham carving.
Therefore, after the success of previous trainings in Beijing, Shanghai and Chongqing, European Pork, Excellence from Farm to Fork campaign has increased the number of ham carving trainings to reach the Southern China region, including Guangzhou and Shenzhen in July, which will provide a small number of KOLs and professionals with the opportunity to have a thorough understanding of EU ham and the ham carving process.
This training is aimed at a few individuals that are a channel for the opinion and perceived image of thousands of target consumers, as well as professionals in the sector that will later be able to become experts on the use of EU ham and ham carving. This activity will also connect them with the European culture in terms of food, cuisine, and traditions.
It will provide an in-depth view of the topic, covering all the aspects related to ham and ham carving, from farm to fork. To obtain this in-depth result, the activity will be organised with a reduced number of professionals learning theory and practice, where 2 professional ham carvers work directly with the participants and teach them one by one the key aspects of ham carving.