How Navidul built a relationship with Spanish jamón shoppers

Sam Peña-Taylor

Jamón is hugely popular in Spain but the market is fragmented; Navidul is one of the few major players in dried ham, claiming 92% brand awareness, thanks to its understanding of purchase behaviour.

In Pedro Almodovar’s 1984 film, Que he hecho yo para merecer esto?, a leg of cured ham features as an uncommon murder weapon. Following the end of the Franco regime, the director understood that the taboos established by the dictator had to be u

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