His vocation was to offer his clientele a high quality Iberian ham, from Iberian pigs raised in freedom in the meadows of Extremadura and cured in Jabugo, Cumbres Mayores or Guijuelo. What was then called a delicatessen (that is, a store where select products are sold) and today we call a gourmet store, come on. The neighborhood with the Teatro Lara has always attracted a clientele related to the world of theater and show business in general: Alberto Closas and Carmen Sevilla were two of the best-known regulars. One thing led to another and soon the jamonería became a gathering space where card games were also common. In the 70s the window was broken and the painting of the three little pigs was lost. On the occasion of the subsequent reform of the establishment, it was decided to change its name, which remained definitively with the surnames of its founder's son, López Pascual. The current owner of the establishment is Alberto López, representative of the third generation of the family, and he continues to maintain the completely artisanal tradition of producing pure Iberian ham from the beginning. In addition to ham, the store today offers a wide range of gourmet products.