Campofrio and Wal-Mart are bringing sliced Spanish cured ham, called jamon serrano, to the US market under the Navidul brand. The Madrid-based meat company will supply jamon serrano, chorizo – Spanish sausage –and pork meat to the retail giant.
Campofrio hopes the distribution deal will increase its US sales to EUR15m (US$19.08m) in 2008, up from EUR4.5m last year.
“This is the first time that sliced jamon serrano is sold in the market,” a spokesperson for the company told just-food, adding that Campofrio hopes the ham will drive the bulk of its anticipated sales increase.
Campofrio believes the US market has considerable potential for growth because of consumers’ spending power and appetite for gourmet foods. The company is also test-launching two premium cured hams in November for 20 and 24 months. If all goes well, the company said, it is likely to extend the launch.
Beginning in October, the launch will target areas with large Hispanic populations, including New York, Boston, Chicago, Florida and Texas. Later, it is expected that the Spanish meats will be introduced to stores in California.
Campofrio told just-food that it is in negotiations with other US retailers and hopes to expand distribution.