At El Corte Ingles in Madrid, a personal shopper and Pata Negra ham
A man with a stubble, in a golf cap, equipped with a knife, carves a massive chunk of pork leg attached to a rotisserie. His hold on the tool is firm but never forceful. Effortlessly, he cuts thin slices of meat and hands one to each of us. No cutlery is involved in this hamon de Ibero fiesta. I am at the ham-cutting exhibit of Cinco Jotas at El Corte Ingles, Madrid.
Decoding the Pata Negra
One bite into the tender meat and I see my companions fawn with adoration. Impressed by the cured ham, they ask for more, and finally end up buying many packs—something to munch back at the hotel room, perhaps. Smiling, the master carver breaks into Spanish sentences, and our guide is ushered to her duty.
The Pata Negra hams, most prized by connoisseurs, are obtained from genetically pure Iberico breed pigs. These pigs dwell freely on the meadows of Southern Spain, and survive on a diet of acorn, which is the fruit of the oak tree. Pata Negra means “black feet” and the term originates from the fact that these pigs have black hooves. The genetic make-up of the breed and the staple diet of acorn contribute to the distinctive aroma and flavor of these hams.
Pata Negra, revered in Spanish culinary circles, is meticulously prepared for years before it hits the shelves. First, a master profiler cuts the right amount of fat out, and then the hams are coated in Atlantic sea salt and left to dry in an optimal microclimate before being cured in cellars. A master sniffer, who judges by their sense of smell and touch, regularly checks the health of these cured hams. Since 1879, in the cellars of Cinco Jotas, the hams undergo a process of 5-years of curing before being cut by the carver and packed further.
Once done with the ham exhibit, our entourage tours the brand outlets in the store. El Corte Ingles is the biggest departmental store in Europe and the only one in Spain. We compare the brand products, offers and values with the ones in their flagship stores. The exercise ends with an introduction to a personal shopper experience in the mall.
So what does the assigned Personal shopper at El Corte Ingles helps us with?
As our host pulls open a bottle cap, champagne guzzles out. To pair with the drink, an array of food is arranged on the coffee table already—ham, fruits and dry fruits. Sitting on a sofa, we relax. In the far end of the room, our companion is waiting patiently on the dressing chair, gazing at himself in the reflection of the mirror as the personal shopper helps him decide the autumn color that best suits him.
One by one, the personal shopper pulls out scarves from the clothes hanger and wraps it around our colleague’s torso to check the compatibility. She points out to us the summer, spring, autumn and winter colours. Hues are chosen keeping in mind the tone of cheeks, lips and eyes. After some trial and error, both of them agree on a shade. Equipped with better knowledge, he darts off to exhaust his shopping list with the personal shopper. She helps him choose the garment that best suits him.
Personal shoppers at El Corte Ingles also take a deep dive into shopping habits, tastes, needs of the customers, and usually conclude with a make-up session, but of course, these can be customized according to the shopper’s request. A long one and half hours later, once my companion is satisfied with his shopping, we leave the well-lit premises of the dressing room and emerge outdoors to enjoy the crispy autumnal Madrid evening.
How have been your experiences with the Pata Negra? Have you assigned yourself personal shoppers in your shopping trips? Have you shopped from El Corte Ingles? Share your experiences in the comment section below!
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Disclaimer: Tania was hosted by Spain Tourism Board. All thoughts and opinions expressed in the post are of her own.
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Tania Banerjee
Tania is a freelance writer based in India who tinkers with words here and there but mostly focused on travel, food, arts and crafts. She writes for several Indian dailies and magazines.
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