JUAN PEDRO DOMECQ FIFTH GENERATION OF LIVESTOCK BREEDERS AND ENTREPRENEURS

 

   • 30 years selecting, breeding and selling the best 100% pedigree Iberian pigs to curing firms

   • With turnover of €2,250,000 in 2007, an export vocation and a strong sales platform via the Internet www.jamonesdomecq.com 

   • "When somebody gives one of my hams as a gift, I want to be sure they have found the best product on the market."

   •  An obsession: TOP QUALITY and selling the best ham in Spain to end customers, with a maximum annual production of 3,000 acorn-fed pigs

Madrid, February 2008.- Juan Pedro Domecq, the fifth generation of a line of successful livestock breeders and entrepreneurs, has just presented its new sales campaign for Iberian products, marketed under its own name. In the last financial year, the company turned over more than €2,250,000, and envisages reaching €3,000,000 in 2008. 

In 1978, Juan Pedro Domecq Solís commenced the breeding of Iberian pigs at his LO ALVARO estate in Seville. Over all these years, he has sold his pigs to different curing firms, as the pigs are of high quality and much demanded by the different producers. In the year 2000, along with his son Juan Pedro, he went one step further and set up “Juan Pedro Domecq S.L.”, making it a trade name for foodstuffs throughout Europe.

As of this moment, the company began to sell Iberian products from its pigs directly to end customers, without any type of intermediary; these products are elaborated in Castaño de Robledo, in the heart of the Sierra de Aracena mountains (Huelva). This same year it began to sell hams at Christmas. Juan Pedro Domecq Morenés now admits he didn't see a clear gap on the market: "Many curing firms were not selling, and the main goal of breeders was to have the biggest pigs possible; nobody was interested in producing an optimum, artisan product above all else".

In this regard, quality is one of the maxims of this new company, for which reason its hams are kept in a cellar for around 3 ½ years, with a production target of around 5,000 pigs per year (this year the forecast is for 2,400). Juan Pedro believes that “producing quality in excess of these numbers is extremely difficult”.

Likewise, he says that his company is the only one in the sector which is entirely internal: "We do not sell any pigs other than our own, and we only produce high quality products".

Since then, right up to today, the company sells throughout Europe and envisages opening up markets in Asia. Jamones Domecq was born with an export vocation, with the Internet forming the backbone of its commercial operations. It also handles other orders through its commercial offices in Madrid, delivered by courier within 48 hours. Jamones Domecq is enjoying great success on the domestic market, with individual customers and public and private companies such as Ferrari, Hotel Santo Mauro and the United States Embassy, as just a few examples, amongst its loyal customers.

Jamones Domecq is a company with export vocation, focused mainly on the European gourmet market. It currently sells its products through delicatessens in Italy, Germany, United Kingdom (Selfridges London), France, Denmark, Holland and Belgium.

In 2008 we will see expansion in sales in the European delicatessen sector. For this reason, Jamones Domecq will, amongst other actions, strengthen its presence at leading international food fairs, such as SIAL in France (October) and Alimentaria (March) in Spain, where it has already confirmed its attendance.

 

With regards to the products, apart from the classic Iberian pig derivatives, most notable are the vacuum packed sliced meats, including pork loin and cured ham from acorn-fed pigs (the "star dish"). All these products are sliced with great care by a professional, and vacuum sealed for full reassurance. They are basically supplied in two formats (packets of 100 and 200 grams).

Moreover, Juan Pedro Domecq, who strives for excellence in all details, has put great care into his image, which is a true reflection of the product presented. For this reason, packaging is another key point, most notably the special gift packs.

 

These include, amongst other options, whole pieces which have been sliced and packaged ready to eat, such as EL JAMÓN DOMECQ, which is a marvellous box containing a sliced, vacuum packed Iberian ham, in packets of 100 grams, and ham cubes.

In any case, the number of presentations is wide-ranging, from "Basic", through to "Family", "Iberian Shoulder" and "Iberian Ham". In addition, during 2008 the intention is to extend this wide range of high quality products which includes, right now, extra virgin olive oil and Jerez vinegar.