There’s a captivating aroma now drifting through London’s kitchens, one that speaks of centuries of tradition, landscape, and extraordinary culinary craftsmanship. It’s the unmistakable scent of Jamón Ibérico, or Ibérico Ham, gently sliced and served as a celebration of Spanish heritage — a gastronomic jewel that has been slowly but surely becoming a beloved staple in British homes and restaurants alike.
Leading this cultural and culinary awakening in the UK is Omar Allibhoy, a chef celebrated not just for his cooking skills but also for his deep passion for Spanish cuisine and his mission to bring it authentically to British audiences. As ambassador of the ‘Awaken Your Ibérico Sense’ campaign, Omar recently hosted a sensory discovery event in London, inviting chefs, restaurateurs and food experts to delve into the exquisite world of Ibérico Ham.
Ibérico Ham is no ordinary cured meat. It carries the weight of history, born from the ancient dehesa — Spain’s iconic holm oak woodlands — where acorn-fed cerdo ibérico pigs roam freely. This ecosystem, unique to the Iberian Peninsula, imparts the ham’s miraculous flavour, a harmony of delicate marbling, deep red hues, and an aroma that evokes sunlit forests and time-honoured craft.
The curing process itself is a patient art, sometimes taking up to several years, perfected over generations by expert maestros who guard their recipes and methods as family treasures.
Omar’s event was more than a tasting; it was a journey through the five senses, expertly guided by Jesús Pérez Aguilar (above), General Director of ASICI, the Interprofessional Association responsible for overseeing the quality and heritage of Ibérico Pork.
From the silkiness of each slice to the distinctive nutty flavour that defines acorn-fed pork, attendees experienced firsthand why this product transcends mere food and becomes cultural storytelling on a plate.
But Omar’s vision goes further. He unveiled ‘House of Ibérico by Omar Allibhoy’, a forthcoming digital platform designed to make this beloved ingredient accessible in everyday kitchens across the UK.
Featuring twenty unique recipes crafted by Omar himself, this initiative blends tradition with modernity, offering simple yet refined meals that celebrate the versatility of Ibérico Ham, from comforting tomato bread to elegant burrata garnished with roasted pear and Ibérico slices.
Such endeavours come at a timely moment. The UK is among the fastest-growing markets for Ibérico Ham outside Spain, with exports climbing over 45% since 2020, signalling an appetite not only for the flavour but also for the values it represents: sustainability, authenticity, and culinary excellence.
As Raúl García Pascual (above), ASICI’s president, notes, British consumers appreciate food with a story, a provenance, and a genuine commitment to quality — qualities embodied by Ibérico Ham.
Omar reflects on how the ethos of the dehesa resonates closely with British culture. “When I visited the forests where these pigs are raised, I saw the respect for nature, the patience and care that goes into every detail — it reminded me of values we cherish here: quality, sustainability, and flavour,” he says. More than a meal, sharing Ibérico Ham is sharing culture, warmth, and community — an act of togetherness, whether around a family table or in a bustling Soho restaurant.
The ‘Awaken Your Ibérico Sense’ campaign itself represents a broader effort to deepen this cultural link, blending gastronomy with education. ASICI’s twelve-hour training programme, conducted in collaboration with ICEX Spain Trade and Investment and Westminster Kingsway College, empowers chefs and hospitality professionals to master the nuances of Ibérico Ham — from slicing with precision to highlighting its culinary potential, ensuring that every serving is a celebration of craftsmanship.
Ibérico Ham’s journey from the dehesa to the heart of Mediterranean diets and tables is a story steeped in geography, ecology, and history. It embodies the Mediterranean diet’s principles of balance, respect for nature, and the joy of shared meals.
Bringing this product to the UK is not merely exporting food, but inviting a conversation across cultures — a sensory bridge that invites Britons to awaken their own Ibérico sense, to taste history, tradition, and care in each luscious slice.
Through Omar Allibhoy’s leadership and the passion of the ‘Awaken Your Ibérico Sense’ campaign, the UK’s love affair with Ibérico Ham is only beginning. It’s a journey that reaffirms the power of food not just to nourish, but to connect, inspire, and celebrate life’s finer moments.
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