Former world ski cross champion brands his best asset

Filip Flisar, the Slovenian 2015 world ski cross champion, has often described his strong legs as his biggest asset, lovingly calling them Pohorje hams. Now that his sporting career is over, he has ventured into business to sell real ham from the Pohorje hills.

Flisar launched his new brand, called Pohorska Šunka or Pohorje Ham, at a wine shop in Maribor on 26 March.

The ham is made by KZ Rače, a cooperative, from meat sourced in the vicinity of Šentjur in the Celje area.

"I picked the Rače cooperative because they are known locally for the quality of their...