Spanish ham is gaining popularity in Mexico, with exports expected to grow by 45%.

Thanks to these figures, Mexico currently accounts for 4% of the total value of annual cured ham exports and 4.5% of the volume, establishing it as one of the most dynamic markets for this product outside the European Union.

Mexico is a strategic market for the ConsorcioSerrano brand.

Spanish culinary culture is gaining popularity in Mexico, and serrano jamón is part of this popularity. In this context, ICEX and the Consortium of Spanish Serrano Jamón Producers (CJSE) have designated the country as a strategic market within the framework of a jointly funded ICEX industry plan.

Both organizations are working on campaigns aimed at both food service and retail professionals, as well as the end consumer, with a clear goal: to position the ConsorcioSerrano quality mark and associate it with authenticity, quality and traceability.

At the same time, Mexico is strengthening its role as a key economic partner for Spain in Latin America and a priority destination for the diversification of foreign trade outside the EU .

2025 maintains growth trajectory

The latest data from the Spanish Serrano Ham Producers Consortium, corresponding to August 2025, shows that demand for Spanish Serrano ham continues to grow.

This month, exports to Mexico totaled €26,662,276.24, an increase of 22.34% compared to the same period last year. In volume, the Mexican market absorbed 1,921.73 tons, an increase of 13.78% compared to the 1,689.04 tons recorded in August 2024 .

This trend confirms that Spanish serrano ham is not only gaining more and more space on supermarket shelves and in restaurants, but is also improving its value positioning, reinforced by the perception of a quality product.

For Alvaro Diaz de Liaño, Marketing and Promotion Director of the Spanish Serrano Ham Consortium, Mexico is a cornerstone of their international strategy: "The Spanish Serrano Ham Consortium remains firmly committed to the international promotion of its ConsorcioSerrano quality mark, strengthening its presence in strategic markets like Mexico. Our goal is to continue to introduce consumers to the unique qualities of our ham, guaranteeing authenticity and superior quality. Ongoing collaboration with distributors, chefs, and industry professionals, as well as participation in trade shows and promotional events, are fundamental to further strengthening our brand's prestige worldwide."

For its part, ICEX considers this advertising strategy fundamental to reinforcing the message of the superior quality of one of the most iconic products of Spanish cuisine.

María Naranjo, Director of the Agri-Food Industry, emphasizes that collaboration with the Consortium for more than two decades represents an alliance that contributes to strengthening the country's image and promoting the internationalization of companies belonging to the CJSE.

As part of this work, ICEX and the Spanish Serrano Ham Consortium jointly participated this year in the World of Tastes food and wine festival, one of the most prestigious meetings of the international gastronomy industry, which took place on November 8 and 9 in Mexico.

During the 2025 Food and Wine Festival, both organizations offered tastings for professionals and gourmets, highlighting the quality and traceability standards that distinguish genuine Serrano ham, protected by the ConsorcioSerrano seal.

The event also allowed us to establish contacts with chefs, distributors, and specialized media to promote new business opportunities and further advance the Spanish serrano ham in the Mexican market.

Thus, participation in the festival confirms the Consortium’s commitment to the market, where consumption of products bearing the Spanish quality mark continues to grow.