Do not be typical of Zulia, but if any of venezuela, “The best way to eat ham,” as their slogan says, has more than 100 years as part of Venezuelan homes, in a market worth about $ 50 million a year.

Devils Underwood is sold in Venezuela since 1896 but at that time was imported, until in 1961 opened a plant in Cagua. At this time, the mark of Ham Endiablado Underwood changed to “devils” referring to the logo of the package .. Although hard to imagine that since the days of Cipriano Castro until today devils Underwood has been kept unchanged, the truth is that its taste is perceived as a tradition, and their level of consumption proves this: today is buy some 500 tons of ham monthly endiablado throughout the national territory.

Its creator is the British William Underwood, who in 1820 started in Boston, USA, the production of tinned meat. Pet Inc in 1980. Acquiring the mark in 1995, when it was acquired by Pillsbury bought Pet Inc. Six years later (2001) General Mills purchased Pillsbury and its product portfolio, to become the leading producer of canned ham in Venezuela.

So great is the local predilection for little devil Underwood, now a generic name for the category of canned ham, who turned Venezuela into one of the places of greatest importance for the company outside the United States. In fact, in 1949 consumed 13 billion boxes annually in the country and, for 1960 the amount had risen to 175 thousand boxes. Today, Venezuela and the United States are the only two markets where the brand is present.

Among the highlights campaigns emblematic “The temptation” of the late 80′s, in which it appeared the figure of the “devil encouraging children to try ham” or “Mommy I want”, which in the 90s with his infected jingle made with the same sentence.

The slogan of Underwood devil “The best way to eat ham” should take approximately 20 years or maybe more, and was developed by the agency provided to the company.