Each of the campaign activities is different from each other but one of the things that do not change is that ham and ham carving always generate great interest among professionals and consumers alike.

Capitalising in the growing number of industry professionals who are willing to specialize in ham carving, the From Farm to Fork campaign will organise ham carving training sessions. These will provide professionals and an exclusive group of KOLs with the opportunity to have a thorough understanding of EU ham and the ham carving process.

This training is aimed at a selected group individuals that influence the opinion and perceived image of thousands of target consumers, as well as professionals in the sector that will become experts on the use of ham and ham carving. This activity will also connect them with the European culture in terms of food, cuisine, and traditions.

Each session will consist of a theory master class and practice, in which two professional ham carvers work directly with the participants and teach them one by one the key aspects of ham carving.

In the first hour, our carvers will review the whole production process of the ham, different relevant key characteristics of EU pork, as well as some aspects about the tradition and the ham carving process.

Then, attendees will be divided into two groups, for a better learning experience, and will be taught about all the aspects involved in the ham carving, including the jamonero stand, carving knives, starting the carving, turning the ham, among many others.

During the practical teaching, attendees will also learn about the cultural aspects, cuisine and tradition, as well as the ham eating experience.

Afterwards, they will be able to enjoy a set meal including several tapa-style dishes featuring the carved ham with ideal EU wine pairing to enhance the flavour of the ham, reinforcing the idea of carving and eating the ham as an experience, rather than just a product.