José Sol: The Iberian Ham Pioneer Who Conquered the UK

On March 5, 2013, Manchester United made an unconventional decision. In the VIP box at Old Trafford, during a high-stakes Champions League match against Real Madrid, the club welcomed an ambitious Spaniard named José Sol. His unique pitch? Offering freshly sliced Iberian ham to elevate the hospitality experience. Real Madrid might have won the match with goals from Luka Modric and Cristiano Ronaldo, but José Sol (50, Madrid) emerged victorious in his own right, becoming the club’s official ham supplier and earning the title of “The Messiah of Ham” in the UK.

A New Beginning in the UK

José’s journey to this moment was anything but straightforward. Arriving in the UK as a representative for a ham company from Soria, his mission to open new markets coincided with the financial crisis that devastated the Spanish economy. Struggling to make ends meet, José, his wife Nana, and their two children faced significant challenges. Yet, he remained convinced that the UK held opportunities for those willing to seize them.

“When I first started talking about Iberian ham 13 years ago, it was incredibly difficult,” José recalls. At the time, British consumers were familiar only with prosciutto and Parma ham, and Iberian ham was virtually unknown. Settling in Southampton, José took on various jobs at the city’s port while brainstorming his next steps. He eventually registered the “Spanish Ham Masters” brand and set out to revolutionize perceptions of his product.

More Than Just Ham

José quickly realized that selling Iberian ham in the UK required more than simply packaging it for supermarket shelves. He needed to create a story around the product, much like the documentary The Truffle Hunters captivated audiences with the mystique of truffle foraging. The turning point came when a prominent British lawyer agreed to have a ham-cutting demonstration at his housewarming event.

Although still an amateur, José seized the opportunity. With three months to prepare, he returned to Spain to master the art of ham cutting through intensive courses. When he returned to London, he was not just a supplier but a professional ham cutter.

“I realized it was a show, something people loved. They wanted to stand next to me and take photos,” José explains. Beyond the theatrics, he carefully selected premium hams from small, family-run producers, ensuring each event featured a product with a unique story. For José, Iberian ham belongs in the same league as caviar, white truffles, or champagne—products synonymous with luxury and exclusivity.

Gaining Fame in High Society

From private events to wine tastings, José Sol became a staple in British high society. He has showcased his skills at prestigious events like the Royal Ascot races and the Chelsea Flower Show. Over the years, he has served freshly cut ham to celebrities, royalty, and politicians. Prince William, Prince Harry, and even Boris Johnson have all been captivated by his craft.

One of José’s most memorable moments came at a party attended by Leonardo DiCaprio, Brad Pitt, and Quentin Tarantino. The famed director was so intrigued by José’s technique that he peppered him with questions, perhaps envisioning him wielding his ham knife in a Kill Bill sequel.

Beyond the UK: A Global Mission

While José continues to promote Iberian ham in the UK, his ambitions have gone global. His exhibitions and cutting courses have taken him to the United States, Russia, South Korea, and Australia. By 2023, he set his sights on China, eager to introduce the excellence of Iberian ham to a new audience.

José’s journey from Southampton’s port to international fame is a testament to his perseverance, creativity, and deep respect for his craft. In the process, he has not only transformed perceptions of Iberian ham but also established himself as one of its most passionate ambassadors worldwide.