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The Ham Train
Renfe and Villanueva de Córdoba launched the Tren del Jamón, a €100 day trip from Madrid built around the region’s most famous product. The journey combines train travel with visits to an Iberian ham dehesa and curing house, tastings of acorn-fed ham, and local heritage tours.
Why it worked: It turned a commodity train ticket into a fixed-price, one-day culinary pilgrimage with a hard launch date and limited-capacity experience.
The lesson: Consider bundling transport with a behind-the-scenes factory or field visit and tasting, priced under a headline-friendly threshold with a set date.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| abc.es | Por 100 euros desde Madrid: así es el nuevo Tren del Jamón con degustación de ibérico de bellota en Villanueva de Córdoba | Thursday 3rd September, 2026 |