La Tienda.com to Deliver the First World-Renowned Cinco Jotas Ibérico de Bellota Hams to the USA

WILLIAMSBURG, VA January 18, 2010 – LaTienda.com announces that it will deliver the legendary Cinco Jotas Jamón Ibérico de Bellota to customers in the United States in 2010. Cinco Jotas (5J) is the elite label of Spain’s Sánchez Romero Carvajal, the world-recognized leader in Ibérico ham. Produced in limited quantities, these rare, high-end hams are usually spoken for in Spain years before the curing process has completed. However, a limited number of 5J hams will be available for the first time in the U.S. by pre-order exclusively through La Tienda, the leading online retailer of Spanish gourmet food, with delivery anticipated later this year.

Tradition and quality are the essence of Sánchez Romero Carvajal, Spain’s oldest producer of Jamón Ibérico de Bellota. “Like Beluga caviar or Kobe beef, Jamón Ibérico de Bellota is one of the luxuries of the meat world, and the 5J brand is unquestionably the Rolls-Royce of its class,” says Don Harris, owner and founder of La Tienda.

Carvajal is based in the mountain village of Jabugo, located in the province of Huelva in southwestern Spain. “Many people around the world now simply refer to Jamón Ibérico de Bellota as “Jabugo” due to the quality and reputation of their ham,” adds co-owner Jonathan Harris.

Unlike most Ibérico producers, Carvajal's 5J brand uses only 100% Cerdo Ibérico pigs. This unique breed is descended from the prehistoric Mediterranean boar and distinguished by its black hooves (pata negra). Once weaned, these privileged animals spend their entire lives freely roaming the Dehesa woodlands, eating a diet that culminates in an abundance of acorns (bellota). The resulting hams not only have a distinctive rich and nutty flavor, but also have a surprising number of health benefits. Because of the acorns, Jamón Ibérico de Bellota contains more antioxidants than other hams, as well as more oleic acid (the same “healthy fat” found in olive oil) than any other meat.

The 5J hams are hung to dry in a curing facility with windows open to the mountain air. The pig’s harmonious development of fat and muscle from its time in the Dehesa allows the ham to cure for as much as two years longer than other traditional hams, enabling chemical changes that result in a unique marbling and flavor coveted by connoisseurs in Spain and abroad.

La Tienda is the leader in introducing artisan Spanish ham to the United States. Owner Tim Harris remarked, “Our family is delighted to be once again the very first to deliver an extraordinary jamón from Spain to America!” In 1998, La Tienda began offering Jamón Serrano, Spain’s most popular cured ham, made from normal pork. Beginning in 2002, the company offered customers the opportunity to place deposits in anticipation of the arrival of the first exquisite Ibérico hams to arrive on American shores.

The response from those investing in Jamón Ibérico de Bellota “futures” was enthusiastic, with hundreds of customers placing deposits. Imported by Jamones Fermín USA, La Tienda delivered the first hams to these select customers in 2008. Demand has continued to grow with La Tienda sales of Fermín Bellota ham increasing more than 150% since last year.

5J Jamones and Paletas (shoulders) de Bellota are only available through pre-order from LaTienda.com with a $299 fully refundable deposit. Paletas are scheduled to arrive in the summer of 2010, with the traditional bone-in hams expected in early 2011. The final price for the whole hams, based upon weight, should average approximately $1700. Small two ounce sample packets of sliced Jamón and Paleta will be available as well on LaTienda.com.

About La Tienda:

Founded in 1996, La Tienda is the leading online retailer of gourmet food from Spain, offering over 800 products. Family–owned and managed, the business is dedicated to working with artisan and small family businesses in Spain. LaTienda.com is headquartered in Williamsburg, Virginia, with its Spanish operation based outside of San Sebastian, Spain. Warehouses in Virginia and Alicante, Spain, ship throughout the United States, Puerto Rico, Canada, Europe and the UK. LaTienda.com will ship to over 75,000 customers in 2009, including restaurants and renowned chefs. Its first retail store opened in Williamsburg, VA in November of 2009. To find out more about Spain's fine hams, visit Jamon.com.

Contacts:

Don Harris, latienda.com(contact@; 757-566-9606)

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