In the world of gastronomy and food, the controversies about the authenticity of the Iberian. Since the authorization to use the word Iberian in crosses with pigs of the Duroc breed, the word Iberian has prevailed more as a commercial claim than as a sign of quality and authenticity. But all is not lost now the Protected Designation of Origin "Dehesa de Extremadura" makes a change and bets on 100% Iberian production.
For all these reasons, the Regulatory Council of the Protected Designation of Origin “Dehesa de Extremadura” has agreed to amend its Terms and Conditions. In this way, it will delimit its scope in hams and shoulders covered only to 100% Iberian productions. Thus, the DO Dehesa de Extremadura eliminates cross-production and will only market 100% Iberian shoulders and hams.
Dehesa de Extremadura bets on the quality of the Iberian
With this measure, this denomination of origin takes a decisive step towards quality, betting clearly on this native breed of the Iberian Peninsula. In addition to valuing the dehesas of Extremadura. With this commitment, a clear differentiation is achieved in the market and a clear revaluation of the product, the appellation of origin and, ultimately, the appreciation of the product from Extremadura in the market.
The new norm will come into effect already in the 2023-2024 Montanera Campaign. Also for all births from September 2022 in the Cebo de Campo category. From then on, only 100% Iberian animals will be admitted and identified.
In search of the quality market
This strategy will lead the Dehesa de Extremadura Protected Designation of Origin to the consolidation of a quality market. A market of the future where what is sought is the differentiation of the product with autochthonous and differential breeds. And all this with an honest and transparent product in its preparation and quality that does not lead to consumer confusion and that captivates them and seeks their loyalty.
