Spain's pork producers, led by the Association of Iberian Ham Producers (ASICI), have initiated a bold marketing campaign, 'Jamones Ibéricos, Ambassadors World Project', to promote Iberian ham in key markets including Germany, France, Mexico, and China. Backed by the European Union, this campaign aims to enhance sales of the premium product over the next three years. The strategy includes various educational initiatives such as workshops, master classes, show cooking demonstrations, and courses at renowned culinary institutions. Additionally, the campaign garners support from German restaurateurs, seeking to popularize Iberian ham among the German public for its sustainable production and nutritional benefits.