Israel Romero / Monday, March 31, 2025 / Categories: Blog Beher begins its partnership with Cheney Brothers through Made in Spain Gourmet The Guijuelo-based Iberian company, with USDA certification and a factory in Austin, Texas, was present at the event exclusive to the distributor Cheney Brothers’ customers, which took place in Myrtle Beach, South Carolina. [caption id="attachment_32788" align="aligncenter" width="800"] Beher begins its journey with Cheney Brothers through Made in Spain Gourmet[/caption] Cheney Brothers Event in Myrtle Beach, SC The United States is a market of markets, as we always tell you, because the country has 50 states and you can’t apply a copy-and-paste policy in every state. Excellent partners are needed to undertake expansion intelligently and in a controlled way. Made in Spain Gourmet performs that role for its partners who produce Spanish gourmet products, seeking the best travel companions so brands can go further with the right message in this highly competitive and obstacle-filled market. Led by Christian Müller, Director of Made in Spain Gourmet USA, we streamline commercial and business development in the U.S. One of the latest examples is Cheney Brothers, a very strong distributor on the East/South Coast of the country (from Virginia to Florida), and part of Perfomance FoodService, one of the largest food companies in the U.S. We have linked Beher with Cheney Brothers for its development in this geographic area, especially in the state of Florida — a growing market where we need to work harder on differentiating 100% Iberian-breed pork from other Iberian products (50% Iberian and cebo de campo [pasture-finished]) and serrano hams. Cheney Brothers Event in Myrtle Beach, SC Cheney Brothers annually organizes its Foodservice Purchasing Show at the Myrtle Beach Convention Center in Myrtle Beach, South Carolina. In 2025, the event was held on March 18. The show gave attendees the opportunity to explore a wide range of products and services related to the food industry, with an ever-growing space for Spanish gourmet products. In addition to the show, a pre-party was held on March 17 at the House of Blues in Myrtle Beach, where attendees enjoyed an evening of networking and entertainment. We were present with Beher for the first time, with Christian Müller as the brand ambassador and advising the brand’s potential customers (already Cheney Brothers clients) about the delights they could sample. The team also included Sonia Fernandez, a Spanish ham carver from Cantabria living in Washington, D.C., who presented all of Beher's products impeccably. Jamón carving remains a true spectacle for Americans and international visitors alike. About 9,000 professionals attended the Purchasing Show — unlike the events in New York or Las Vegas, where true buyers are conspicuously absent and there are mostly curious visitors. This year, Cheney Brothers celebrated its centennial, highlighting its legacy of quality, service, and innovation in the food industry. [caption id="attachment_32791" align="aligncenter" width="800"] Beher begins its journey with Cheney Brothers through Made in Spain Gourmet[/caption] The next one will be in June in Fort Lauderdale, Florida, and the last of the year in Orlando, Florida, in October. There we expect to have more Spanish companies we work with to develop their expansion in the U.S. Made in Spain Gourmet doesn’t copy — it constantly innovates in developing and accelerating the Spanish gourmet product business in North America. From the “field,” but also from business and marketing strategy. We want to be many more, so we hope to have more support from Spanish producers who understand that their products will have guaranteed success in a market that worships our gastronomy but barely knows our brands or our best products available to fill their shopping carts. Let’s get started! AUTHOR: Israel Romero, CEO of Made in Spain Gourmet. ROI&Co: Excellence in Gourmet Galician Preserves Europe: Why Spanish gourmet products struggle to gain recognition Print 5 Rate this article: No rating Please login or register to post comments.