Don Ibérico SL created Monjamón, a new brand with modern packaging and branding designed to reach younger gourmet consumers on Temu.
The company maintained its artisan production methods and direct supplier relationships while building a digital presence.
On Temu, Don Ibérico reaches new customers at scale without raising prices or compromising on quality.
Alex Fernandez runs Don Ibérico SL, a family business in Guijuelo that has made cured Iberian ham for over a century. When Covid hit, Fernandez knew he had to rethink the company's go-to-market strategy without abandoning its traditional manufacturing methods.
"We needed to start selling online if we wanted to survive," Fernandez said.
Fernandez launched an online store and created Monjamón, a new brand with updated packaging and branding designed to appeal to younger gourmet consumers. The rebranding was deliberate: traditional Iberian ham needed a fresh identity to reach buyers who might never have considered it before.
Temu proved to be the right fit. The platform's younger user base aligned with Monjamón's target demographic, giving Fernandez direct access to the audience he wanted to reach.
"We want to keep prices fair, and for a gourmet product like ours that's only possible if we sell directly." - Alex Fernandez
With 12 employees and limited marketing budget, growth would have been difficult through traditional channels. The platform allowed him to maintain control over products and branding while reaching more customers. He could do so without raising prices or abandoning his family's artisan methods.
"We can't produce on a big industrial scale," Fernandez said. "We work only with small, local producers. But everything we offer is top quality. We also want to keep prices fair, and for a gourmet product like ours that's only possible if we sell directly."
Before going online, Don Ibérico SL sold mainly through its factory shop and select Spanish retailers. It avoided supermarket chains and industrial distributors. The pandemic forced a shift: first a webstore, then Temu, which gave the company access to European customers for the first time.
Temu has opened its local seller program in Spain, the UK, France and the US. For small companies like Don Ibérico, it offers global reach while preserving traditional production methods.
"We're planning to expand beyond Spain next," Fernandez said. "We never imagined we'd have the opportunity to reach other markets."
Quality controls
Don Ibérico is not the only traditional producer using the platform. All Delicious, which distributes Spanish products like JaenCoop's extra virgin olive oil, now sells directly to consumers and plans to expand across Europe.
"Our goal is to make gourmet food affordable and accessible to more people, not just restaurants or wholesalers," said Juan Salguero from All Delicious. "And Temu shares that idea."
Temu requires certifications such as IFS food safety standards for gourmet categories. The verification process helps prevent fake or low-quality products from being sold as gourmet items.
"This can take time, but it's worth it," Salguero said. "It gives buyers confidence that they're getting the real thing."
Fernandez added that while technology in the culinary world often focuses on cutting costs, artisans prioritize quality.
"Keeping the traditional methods is key and that's what makes our products special," he said. "You can taste the difference, and with Temu, more people will get the chance to try it."
