How to sell charcuterie 2021 Edition | gff.co.uk
A RETAILING GUIDE FROM
PRODUCED IN ASSOCIATION WITH
2 H O W TO S E L L C H A R C U T E R I E
A SUPPLEMENT TO FINE FOOD DIGEST
H O W TO S E L L C H A R C U T E R I E
A SUPPLEMENT TO FINE FOOD DIGEST
A RETAILING
Contents WHAT IS CHARCUTERIE?
4
GETTING YOUR RANGE RIGHT
7
EQUIPMENT
11
STORAGE & WASTAGE
12
DISPLAY & MERCHANDISING
15
SLICING & WRAPPING
19
MAKING THE SALE
22
UPSELLING
25
FOODSERVICE
27
For Fine Food Digest’s latest ‘how-to’ guide, we thought it was a natural step to approach another deli counter classic: charcuterie. Despite its heritage, this category still has a lot of potential in the UK’s independent retailers. It’s something that FFD, its publisher the Guild of Fine Food and our partner The Fine Cheese Co. all believe. For a start, the variety of products available to stock is vast (we haven’t gone into depth on this here because that’s a whole book in itself). Virtually every European nation offers its specialities and there’s a burgeoning scene of UK charcutiers adding a uniquely British twist on the Continental recipes, too. The other major contribution charcuterie could make to delis and farm shops is that allimportant element of retail theatre. You could argue that slicing a salami to order in front of a customer is the ultimate deli counter spectacle. But to make the most of this potential, retailers need to know how this category fits into their operations. This booklet is meant to be a broad introduction to how it could, and we have consulted several businesses already doing a great job with cured meats to draw on their knowledge and inform the advice here. Whether you’re a novice or a veteran retailer, I hope this guide prompts you to have another look at how you sell charcuterie. Michael Lane Editor, Fine Food Digest H O W TO S E L L C H A R C U T E R I E
EDITORIAL editorial@gff.co.uk GUIDE FROM Editor: Michael Lane Assistant editor: Tom Dale Art director: Mark Windsor Copywriter: Lauren Phillips Photography: Isabelle Plasschaert ADVERTISING advertise@gff.co.uk PRODUCED IN Sales director: Sally Coley ASSOCIATION WITH Sales manager: Ruth Debnam Sales executives: Becky Stacey, Sam Coleman GENERAL ENQUIRIES info@gff.co.uk Tel: 01747 825200 gff.co.uk Guild of Fine Food, Guild House, 23b Kingsmead Business Park, Shaftesbury Rd, Gillingham, SP8 5FB UK FFD would like to thank the following retailers for their help during the research for this guide: The Fine Cheese Co, Macknade Fine Foods, Delilah Fine Foods, Wally’s Delicatessen.
MESSAGE FROM THE FINE CHEESE CO.
Whether it’s as a brand owner, wholesaler, or a retailer, The Fine Cheese Co. is committed to working with the highest quality. That has always been our approach, whatever the category. Our sponsorship of this guide is part of our ongoing commitment to fostering the development of emerging British charcutiers, bringing the finest European producers to the UK and making sure that charcuterie is experienced by consumers as it should be – at its very best.
John Siddall Owner, The Fine Cheese Co.
Fine Food Digest is published 11 times a year and is available on subscription for £50pa inclusive of post and packing. Printed by: Blackmore © The Guild of Fine Food Ltd 2021. Reproduction of whole or part of this magazine without the publisher’s prior permission is prohibited. The opinions expressed in articles and advertisements are not necessarily those of the editor or publisher. The publisher cannot accept responsibility for unsolicited manuscripts, photographs or illustrations. A SUPPLEMENT TO FINE FOOD DIGEST 3
What is charcuterie?
If you’re going to stock it, you need to know what your options are. Here is an overview of the different kinds of products available. Jason Lowe
A BRIEF DEFINITION
Some people think that charcuterie is another word for salami but it is actually a broad term that covers any kind of meat product that has been processed to extend its life. The word comes from French (chair means ‘flesh’, and cuit means ‘cooked’) and encompasses a wealth of products that have been either cured, air-dried, smoked or cooked.
SALAMIS & AIR-DRIED/ FERMENTED SAUSAGES
and smaller snacking salamis. Increasingly, salamis are not just being produced from the traditional pork but from other meats like beef and venison. In truth, there is an enormous breadth of flavours and shapes on offer, whether they’re from across the Continent or from British producers inspired by European classics.
RAW SAUSAGES AND BACON
COOKED & SMOKED HAMS
The most well-known examples in the UK are probably Milano and the coarser Napoli salamis from Italy, but other staples of this category are French saucisson, the paprika-laden Spanish chorizo and peppercoated German varieties. There are also spreadable items like spicy Italian ‘nduja
WHOLE-MUSCLE MEATS It’s not just hams that are preserved whole. Both Italy and Spain have several products that are made from whole muscles of the pig. Italian coppa comes from the collar, and the fat from that area is turned into lardo. There are also cuts from the loin and tenderloin, such as Italian lonza and lomo from Spain.
4 H O W TO S E L L C H A R C U T E R I E
Under most definitions of charcuterie, you can also include all manner of raw sausages and blood sausages (black pudding, boudin noir, morcilla), as well as bacon – whether it’s traditional British back bacon or pancetta and guanciale (from the pig’s cheek).
It may not seem very Continental but the UK’s plethora of cured hams – such as Wiltshire, Suffolk or York versions – can and do very much contribute to many delis’ charcuterie offers. Smoked hams from Germany (like Black Forest and Westphalian hams) and Eastern Europe also offer different flavours and textures from other styles of charcuterie. A SUPPLEMENT TO FINE FOOD DIGEST
NECK END
LOIN BELLY
Jason Lowe
SHOULDER
CHUMP FILLET OF LEG KNUCKLE
AIR-DRIED HAM
The other most recognisable sub-category is air-dried hams. Prosciutto di Parma (aka Parma Ham) is a classic deli product and many retailers’ first choice on a charcuterie counter but there are other options. If you want to stay within Italy, there are Prosciutto di San Daniele and Culatello. France also has some varieties, including Bayonne ham from the southwestern region. There are even a few British charcutiers making air-dried hams. Spain is the other major Continental player in ham and offers a variety of grades, from high-end Jamon Iberico de Bellota (made from the legs of acorn-fed pigs) through to more everyday Serrano hams.
GET TO KNOW YOUR PIGS The majority of charcuterie is produced from various parts of the pig. Hams come from the hind legs. The belly and loin are used for bacon, while the latter also provides some whole muscle products, as does the neck end. Other joints are minced and used in sausages and salamis. Even after the big cuts are gone, the offal and blood are used in various products, like pâté and black pudding.
BEEF
There are many cured and air-dried products made with beef. The most famous is Bresaola from Italy but the Spanish produce the airdried Cecina. Beef jerky and biltongs are good grab-andgo additions, while a British rare roast beef can also play a vital part on the deli counter.
POULTRY, LAMB AND GAME
There are a range of nonpork products that fall under the broad umbrella of charcuterie. Smoked chicken, duck and turkey all count and you’ll also find that several British charcutiers make products using native lamb and game.
PÂTÉS, TERRINES & OTHER COOKED ITEMS
Although these products are cooked rather than cured during preparation, they are very much part of the charcuterie family. But it’s not just coarse Ardennes pâté, potted rillettes and smooth chicken liver parfait that count. Liver sausage and luncheon meat-style products like Mortadella, and British products like corned beef, haslet and pork pies all fall under ‘charcuterie’. H O W TO S E L L C H A R C U T E R I E
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Retail Packs and Wholesale
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Getting your range right
Setting up your offer is more complicated than just picking a handful of products you like. Here are some other factors you should consider when choosing what to stock. STOCKING LOOSE OR PRE-SLICED
Stocking loose meats on a counter for slicing to order can distinguish you from the pre-sliced, vac-packed ranges in supermarkets and help you to upsell and sample lesserknown varieties to customers. But carrying a selection of pre-sliced retail packs will cater to those shoppers who don’t want to wait 10 minutes for their 200g of Parma Ham. Some retailers will carry the same line in both formats to cater to all customers.
KEEP THE CROWD-PLEASERS
Most British consumers know little about charcuterie other than tucking into their Parma Ham or salami Milano. But it’s a good idea to stock some of these popular lines that are familiar to your customers, as they will draw them to the counter and give you an opportunity to introduce them to other varieties. Don’t just fill your counter with the crowd pleasers though, or you’ll have nothing to offer a customer that they can’t buy anywhere else.
SPEAK TO SUPPLIERS
It’s good to boost your selection with a bit of insider knowledge. Speak to suppliers who work closely with the charcutier, as they can tell you about the provenance of the product, which you can then pass on to the customer. It’s also worth finding out which smaller specialities are tasting good each season, this will help you rotate your selection and change up your counter throughout the year.
ADVICE FROM THE EXPERTS
“Two or three popular lines will attract customers to your counter, but then you can show them other specialities. Your customer might come in looking for Parma Ham but leave with a culatello.”
Michela Pagano, The Fine Cheese Co.
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GETTING YOUR RANGE RIGHT
BE BETTER THAN THE SUPERMARKETS
The quality of your charcuterie should be better than anything sold by the big retailers. Regularly buy their best and benchmark against your own. If texture and flavour are noticeably better, change your product. Offer alternatives to what is already available in the supermarkets, too. These should be specialities that the big retailers don’t sell (think San Daniele, culatello or speck).
TRY BEFORE YOU BUY
Sample different varieties of the same product with different suppliers and assess the quality of each before buying. Most supermarkets stock a range of cured meats with PDO or PGI, so delis and farm shops need to take care selecting on taste and provenance as well as authenticity.
HOW MANY LINES SHOULD I HAVE?
There’s no one-size-fits-all rule as to how many lines you should stock. Consider factors such as the size of your counter or retail space for charcuterie – you don’t want to overcrowd your counter or have huge gaps between products, either. Find two or three popular meats for your counter as a good starting point.
BRITISH VS CONTINENTAL
There is no disputing the quality of European charcuterie, but it’s also bound by tradition and protected status, placing strict rules on how and where a product can be made. British charcutiers, on the other hand, are free to experiment with different meats, spices, and local ingredients. Because of this, we’re now seeing British specialities emerge, like venison bresaola and air-dried mutton. Innovative British charcuterie is still young, so make sure to look for consistency in products. Strike a balance and create a selection which showcases the best of home and abroad. 8 H O W TO S E L L C H A R C U T E R I E
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Equipment
Here are the tools you’ll need to sell charcuterie from your deli counter SCALES
A SLICE OF THE ACTION
If you’ve already got a deli counter or a cut-to-order cheese offer, then you can use the same scales for charcuterie. Some retailers have them linked to their tills, while others have barcode and label printing integrated.
This is the only bit of specialist kit you’ll need if you want to offer customers cut-to-order charcuterie. It’s almost impossible to slice ham and salami thin enough by hand, so you are faced with two options:
Electric slicer
Sometimes also called gravity slicers, these machines have an electric motor that spins a circular blade. The staff member slides the charcuterie in a slanted carriage from side to side to cut to a set thickness. More expensive versions, including those with automatic settings, are available but this kind of slicer provides better ‘entrylevel’ options for businesses.
Flywheel slicer
These good-looking machines, operated by a hand-cranked wheel, are a more expensive option. But they’re also the real deal when it comes to creating retail theatre and giving customers an experience on the counter. They are also less noisy and many retailers swear by them, when it comes to paper-thin precision slicing.
KNIVES
You will need various sizes for trimming, sampling and prepping cuts before they go onto the slicer.
WAXED PAPER AND FILM
Waxed paper brings a classier touch than the white plastic bags you see at supermarket counters, while having some sturdy film will help protect your wafer-thin slices from getting squashed in the basket. H O W TO S E L L C H A R C U T E R I E
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Storage & wastage When you’re not selling your charcuterie you’ll need to store it and dispose of it correctly STORING YOUR CHARCUTERIE
Any cut meats must be refrigerated, otherwise they can quickly turn rancid. Whole air-dried hams and salamis can be stored ambiently but maintaining the right humidity levels can be tricky without a special curing unit. Environmental Health legislation has forced many retailers to refrigerate their whole, uncut meats, however, chilling for too long can result in a build-up of salt impacting quality and flavour. Not all products will suffer, but there’s no allowance in the regulations
for retailers to decide how products are best stored. Here are some tips when storing your charcuterie: • Cut hams and salamis can pick up other strong flavours quite easily, so need to be wrapped in cling-film. • The storage area should be kept dry, cool, clean, well-lit, and ventilated. • Don’t overload the chiller as this will prevent air circulating and keeping products cold. • Check the temperature of your fridges at least once a day starting with your opening checks.
HANDLE YOUR WASTAGE…
Any cured meats unfit for human consumption (whether out of date or due to packaging defects) must be disposed of under the Animal By-Products [ABP] (Enforcement) (England) Regulations 2013. It cannot be fed to livestock under any circumstances. Charcuterie falls under the lowest category of ABP (category 3). Retailers can dispose up to 20kg a week of category 3 ABP to landfill as normal business waste but must keep detailed records to show the type and total weight of each batch sent to landfill each week.
… OR USE THE KITCHEN TO AVOID IT
Most retail operations have some sort of in-house production area or a kitchen for foodservice. These areas of your business are a good outlet for charcuterie from the counter that would otherwise end up in the bin. Whether it’s the end of a cut salami or a pâté that is approaching its use-by date, there will be a recipe that can absorb them. Read more on page 27
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Display & merchandising It’s time to bring all that equipment and charcuterie together as you set up your counter COUNTER MEASURES
There are plenty of different ways to set out your charcuterie stall. You could nestle your cured meats next to other deli lines in a serveover. Others might be more comfortable with some pre-packed salamis and hams in their multideck fridges. Or, as some retailers do with cheese, you can make a statement with a wall display behind the counter. There’s no incorrect option, but make sure you’re choosing the right one for your business.
GOING CONTINENTAL
Hanging your airdried meats above or behind your counter is a fantastic and eye-catching presentation piece. These meats may be safely displayed out of refrigeration but must be in a cool, well-ventilated area, out of direct sunlight. However, some EHOs take issue with ambient meat displays, so it’s a good idea to consult yours beforehand.
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ADVICE FROM THE EXPERTS
“Every morning, we take the front slice off each product where it might have dried in the air overnight.”
Steven Salamon, Wally’s Delicatessen
LABELLING
Your labels on the counter should sit next to the meat and clearly display the product name, producer, price per 100g, animal, country of origin, and allergens. You may want to include a brief description of the provenance and flavour profile, too.
PRESENTATION MATTERS
The best charcuterie counters are packed, organised and always look their best. All cling film should be removed from the meat and cut surfaces facing the customer. It’s a good idea to trim the meat if it starts to dry out. On the Continent, drying ends of cuts are often sold in bundles at a cheaper price.
HOW LONG CAN I KEEP IT ON THE COUNTER?
The display lives of open meats on a counter vary from product to product. A whole salami might have a shelf life of 3-4 months but, once cut, that will reduce enormously. It’s important to consult your EHO and speak directly with the producer for guidance on how long you can display meat for after it has been opened. Make sure to clarify whether it’s the display date or the use-by date the producer is giving you.
ARRANGING ON A SERVEOVER
The most straightforward approach to displaying your charcuterie selection is organising them by type of meat; grouping all the cured hams together, then smoked hams, salamis, etc. You could arrange by country if you prefer. Be aware of the different sizes of cut meats. Keep larger hams towards the back and smaller cuts, sausages, and salamis towards the front. 16 H O W TO S E L L C H A R C U T E R I E
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DISPLAY & MERCHANDISING
WHERE SHOULD PRACTICAL EQUIPMENT GO? Meat slicer
Ideally, you want it to be at the front of your counter so customers can see you in action for that allimportant instore theatre. Placing the slicer against the wall behind the counter also works, just keep it close enough so you can still speak with the customer.
Weighing scales
These must be on top of your counter and in front of the customer so they can see how much charcuterie you’ve cut for them and the cost.
DISPLAY TEMPERATURES
LOOSE VS PRE-SLICED
Loose meats on show for slicing to order are excellent for a visually exciting display and provide an opportunity to engage with customers directly. Pre-sliced, vacuum-sealed retail packs might not look as great on the counter or create that customer interaction, but they take up less room, move more volume and have a better shelf-life – allowing you to stock more varieties than you could if just selling sliced to order. H O W TO S E L L C H A R C U T E R I E
By law, chilled foods must always be kept below 8°C, but some cooked meats will specify below 5°C. Ultimately, always comply with the temperature recommended on the product 50 label. If there isn’t one, 0 contact your supplier for guidance.
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ADVICE FROM THE EXPERTS
Slicing & wrapping
“When it comes to slicing charcuterie, the first step is always to understand what the customer wants and how they are going to use it.”
Michela Pagano, The Fine Cheese Co
Cutting charcuterie to order on the counter and wrapping it in front of the customer is a key skill and a crucial piece of retail theatre. Here’s how to get it right. BEFORE YOU START
Confirm how much charcuterie the customer wants beforehand and whether they want it thickly or thinly sliced. Always cut one slice and show it to them to see if they’re happy with the thickness before carrying on.
THIN OR THICK?
If your customer can’t decide on the thickness, ask them what they plan to use the meat for. Thinner slices are better for platters, antipasti, and sandwiches. But if they plan on cooking with it, you may want to suggest they opt for thicker slices.
SLICING: TIPS FOR IMPROVING YOUR TECHNIQUE PREP THE MEAT
Make that extra effort on the counter to trim and prep the meat before slicing. Removing the skin from the salami might seem a chore, but your customer won’t thank you if they’re picking that skin out of their teeth at home.
KEEP IT CLEAN
Between each use, remove any crumbs and dirt from the meat slicer using a cloth and soapy water, and wash knives and boards. Before closing, remove the blades and give the entire machine a complete clean through and sanitise. H O W TO S E L L C H A R C U T E R I E
• Your knives and meat slicer blades should be kept sharp and in good condition. • Have a good selection of knives available in different shapes and sizes. You will need heavier-duty knives to cut through the rind and small, lighter ones to remove the fat. • The meat should be well chilled so it is firm enough to slice. If the meat is too warm, you’ll notice a smear of fat against the blade as you’re cutting. • On slicing machines, take care not to apply too much pressure on the meat as this will compress it against the blade and spoil the slice. A SUPPLEMENT TO FINE FOOD DIGEST 19
SLICING & WRAPPING
WEIGH THE MEAT
According to Trading Standards, meat sold loose on a counter must be sold by net weight and any wrapping or container weighing 5g or more must be tared off the scale. While cling film is light enough to come under the 5g restrictions, be mindful of some waxed papers. Your scales must be positioned on top of the counter so the customer can clearly see the weight before paying.
GET THE RIGHT SIZE
It’s best to have two different sizes of your waxed paper for charcuterie. Use larger sheets for slices of cooked or air-dried hams, and smaller sheets for salamis and small cuts.
WRAPPING: HOW TO SAFELY SEAL THOSE SLICES
WHAT SHOULD I WRAP IT IN?
As is the case with cheese, most retailers use a combination of cling film and waxed paper. A food-grade, waxed sheet with your shop’s branding looks professional and will be sturdy enough to wrap those wafer-thin slices.
20 H O W TO S E L L C H A R C U T E R I E
• Your customer will find thin slices of cured meat that have been stacked on top of each other virtually impossible to separate. To prevent this, slices can either be laid side by side on fresh cling or be overlapped to look like a staircase. Use plastic or a perforated film between each layer to stop the meat from sticking together. • Try not to fold the actual product while wrapping, avoid this by making sure the paper is large enough to fold over at each end without folding the cured meat. • Seal with a self-adhesive label which displays the barcode, product name and price. • Give your carefully wrapped charcuterie to the customer flat. If a staff member is packing the customer’s bag for them at the checkout make sure it is flat and not squashed against other items they are buying. A SUPPLEMENT TO FINE FOOD DIGEST
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Making the sale Once you’re all set up it’s time to sell some charcuterie. Here are some techniques and tips to bear in mind. MEET AND GREET
Smile and welcome every customer who approaches your charcuterie counter. Most people will engage with you after a few samples and some encouraging questions. Ask them what they’re looking for or what flavour profiles they like and understand their needs.
TARGETED TASTINGS
There are many specialities that customers will have never tried before, so sampling is a great way to introduce them. Make sure these are targeted tastings (rather than an unattended plate of samples) so that you or another member of staff can talk about the product as the customer samples it. Why not offer comparative tastings between different varieties, such as a Parma from Italy, a Serrano from Spain and a British air-dried ham? 22 H O W TO S E L L C H A R C U T E R I E
KEEP IT FRESH
If you decide to put out sampling boards, make sure a copy of the label is in front of the board so the customer knows what they are trying. Remember, thin slices of charcuterie dry out quickly and can look unappealing if left out for a long time, so only slice a small amount and replenish little and often.
KNOW YOUR PRODUCT
Compared to cheese, UK shoppers know little about charcuterie and the different specialities there are. Take time to really understand your products and the producers who make them so you can tell those stories to your customers. Most salamis and hams have interesting historical origins. Backing up quality products with insightful knowledge is a killer combination. A SUPPLEMENT TO FINE FOOD DIGEST
“ISN’T CHARCUTERIE HIGH IN FAT?”
JUSTIFYING THE COST
A knowledgeable customer will have far less problem paying extra for something special, but if you’re questioned over price it’s best to compare like with like. Cheaper supermarket alternatives are made on an industrial scale and are much lower in quality, compared to the higher-end, lower-volume artisan charcuterie made by smaller producers. Display prices as ‘per 100g’ and not ‘per kilo’ to avoid scaring your customers.
If a customer takes issue with the high fat content in some charcuterie, you can direct them to leaner alternatives such as lonza or bresaola. But it’s also worth pointing out that charcuterie is intended to be eaten in thin slices and small quantities. Fortunately, most people coming to a specialist shop to buy charcuterie are more interested in flavour than calories.
ADVICE FROM THE EXPERTS
“Always make sure your labelling is clear and that you can offer samples. If a customer is unsure what a product is, they won’t ask about it – they will just buy something else.”
Nik Tooley, Delilah Fine Foods
CREATE SELLING OPPORTUNITIES
Make simple tapas suggestions, pick a product of the week, and highlight those important back-stories via blackboards and ‘meet the producer’ sessions. Everywhere is a selling opportunity in your shop.
DON’T SELL TOO MUCH OF IT When it comes to charcuterie, less is always more. Around 60g of thinly sliced cured meat is an ideal portion for two people, so keep this in mind when asking a customer how much they want. They may ask for 100g, but will change their mind when they see how many slices that is. You might like to consider advertising the price per 50g, rather than per 100g.
H O W TO S E L L C H A R C U T E R I E
A SUPPLEMENT TO FINE FOOD DIGEST 23
Highland Artisan Charcuterie Raised, cured and butchered on our farm
Our charcuterie is made by hand on our farm from our rare breed Gloucestershire Old Spot pork, Luing beef and sustainably sourced wild venison. Currently available online and to the trade in the Highlands.
or
ears
e ha e been the
’s leading artisan charcuterie producer
Winner in ALL the major U.K Food Awards We use only Free-Range British Meats including Pork, Beef, Duck, Welsh PGI Lamb, Wild Boar, Wild Venison and Rose Veal We produce over 40 different products - all of which are allergen-free and nitrate-free
Bogrow Black Bacon
Our product range includes Salamis, Chorizos, Sobrasada & n’duja, Air-dried Ham, Bresaola, Venison Carpaccio and Lamb Carpaccio, Pancetta, Pastrami, Boudin Noir, Bath Chaps, Semi-Dried Sausage, Bacon and Hog’s Pudding.
We also offer bespoke product development
www.trealyfarm.com e: info@trealyfarm.com
Phone: 07783 995229 www.bogrowfarm.com
24 H O W TO S E L L C H A R C U T E R I E
@trealyfarm
t: 01495 785090 @trealyfarmcharcuterie
A SUPPLEMENT TO FINE FOOD DIGEST
Upselling & promotions Any good retailer knows that they should tempt the customer with a little extra… SHOW OFF ITS VERSATILITY
Think about including charcuterie on your counter that encourages ingredientbased sales. Spreadable salamis like sobrasada or ‘nduja are great with chicken and pizza. Have a dish suggestion
WHAT’S THE DEAL?
Targeted offers – like weekly specials or promotional deals tied to certain accompaniments – will boost charcuterie sales. Avoid straight price reductions, 2-for-1 deals or BOGOF offers. You don’t want to position quality charcuterie in a price war with the supermarkets – it’s one battle you just cannot win.
for each cured meat on your counter, then you can guide customers to the other ingredients in your shop. Alternatively, create a display centred around one dish, such as paella, and upsell your fine chorizo picante with paella rice, saffron and white wine.
OTHER PERFECT PAIRINGS…
• Bread or crackers – A sliced baguette is simple and effective, but crackers or breadsticks add that crunchy texture. • Condiments, pickles & chutneys – cornichons, pickled cucumbers, balsamic onions are regular accompaniments on a charcuterie board. Upsell sweet preserves too, like honey or mostarda.
H O W TO S E L L C H A R C U T E R I E
• Wines – Like cheese, charcuterie needs acidic, citrusy wines to cut through the fat. Sparkling styles work well with air-dried ham, culatello or coppa.
MATCH IT WITH CHEESE
Cheese is a classic match for charcuterie and can easily be tacked onto a sale. You want acidic cheeses – like fresh goats’ or ewes’ milk – which will cut through the fat in cured meat. Those from the same country are natural combinations, too, like Prosciutto di Parma with Parmigiano Reggiano or serrano ham with manchego. Better yet, come up with your own adventurous pairings, like blue cheese and beef salami.
• Beers & ales – Ideal with robust and spicy salamis. Try peppered salami with amber ale or ortadella with an IPA or saison.
A SUPPLEMENT TO FINE FOOD DIGEST 25
charcuterie c r e at i n g n e w t r a d i t i o n s
Stornoway Black Pudding
Q AWARDS
WINNER
REAL FOOD B ES T
Stornoway White Pudding
DELICATESSEN
TRUE PROVENANCE MEATS 07595 506820 info@porcus.co.uk www.porcus.co.uk PORCUS | @PORCUSPEOPLE | @PORCUSPEOPLE
01851 702 445 | sales@charlesmacleod.co.uk
www.charlesmacleod.co.uk
Piggery-Smokery™
Award-winning, artisan British cured meats
Redefining Bacon “we borne guid auld fashioned, modern #EpicBacon”
• High-quality, ethically sourced meat from independent British farmers • Traditional, artisan and handmade • Seasonal recipes and unique flavour combinations
Port & Garlic Salami
Chorizo
CHILTERN CHARCUTERIE
www.chiltern-charcuterie.co.uk
26 H O W TO S E L L C H A R C U T E R I E
Fennel Salami
Selection of Streakies, Back Loins, & Lardons in a variety of awesome flavours: Sweet Beaver™, Dark DubhLoch™, BeeCon™, PepperBack Finn Pancetta, Celtic N’Dubhya - #gourmetforgourmands Mark Reynolds - Top Baconeer - 07518 389507 mark@piggery-smokery.co.uk www.piggery-smokery.co.uk @piggerysmokery @Baconeer1 #piggerysmokery Piggerysmokery
A SUPPLEMENT TO FINE FOOD DIGEST
Foodservice While charcuterie is a staple for any deli, finding a way to use it in your shop’s foodservice operation will help with both sales and stock management. CROSS-SELLING OPPORTUNITIES
Your café or restaurant is an excellent way to showcase the best of your deli counter and introduce customers to items for the first time. A charcuterie board is the easiest way to do this, but make sure your café staff are armed with information about each product on the board and take the opportunity to direct customers to where they can buy it in the shop.
SHOWCASE CHARCUTERIE’S DIFFERENT USES
Create a menu for your café or restaurant that demonstrates the versatility of cured meats and inspires your customers at the same time. Think beyond Parma Ham wrapped around slices of melon. Perhaps try offering your take on traditional dishes? These don’t have to be elaborate dishes – simple ingredient combinations work well, too. H O W TO S E L L C H A R C U T E R I E
HERE ARE SOME SUGGESTIONS TO GET YOU STARTED:
• Ploughman’s with Black Forest ham • ‘Nduja or chorizo mixed through scrambled eggs • Mortadella fritters • Bacon sandwich with pancetta or guanciale • Lardo-topped polenta • Guanciale on sourdough with lime • Prosciutto salad with mozzarella • Roasted sweet potatoes with speck and chimichurri • Bresaola and cheddar on toast • Prosciutto-wrapped pork loin • Patatas bravas with chorizo
ADVICE FROM THE EXPERTS
“Everything should be able to move across the business seamlessly. A customer should be able to have an amazing product on the board in the café and then go to the counter and buy it to take home.”
Stefano Cuomo, Macknade Fine Foods
ASK YOUR CHARCUTIER
It might pay to ask your suppliers how they use their wares in cooking. Moons Green came up with a range of dish suggestions for its customers, including scrambled eggs with chorizo, a three-bacon sandwich with pancetta and patatas bravas.
A SUPPLEMENT TO FINE FOOD DIGEST 27
Axicon were, we have to say, amazing. They delivered our labels on time and perfectly printed and took our last minute phone calls in their stride. They understood the importance of the perfect label and gave us the product that (hopefully!) stands out from the crowd!
Fresh Blood Black Puddings 01945 739455
Axicon Labels Tel: 01869 350442 Email: labels@axicon.com Web: www.axiconlabels.co.uk
AWARD-WINNING HAND CRAFTED IN CORNWALL A wide range of air dried products ready for retail including salami, nduja, bresaola, coppa, lomo, speck and more. Contact: marc@duchycharcuterie.co.uk | 01872 248 564
Spianata
www.duchycharcuterie.co.uk
28 H O W TO S E L L C H A R C U T E R I E
Napoli Salami
Award-winning Charcuterie, Salamis & Frankfurters from Yorkshire Producers of British Charcuterie, for slicing or in retail packs
Yorkshire Chorizo
Yorkshire Nduja
Beef & Red Wine Pepperoni
Contact us via www.lishmansbutchers.co.uk |
Honey & Mustard Glazed Ham
Yorkshire Frankfurter
@butcher_dlish | 01943 609436
A SUPPLEMENT TO FINE FOOD DIGEST
FOODSERVICE
HOW TO CREATE A GOOD CHARCUTERIE BOARD
Putting together a charcuterie board for your customers for the first time can feel quite daunting. Use these tips and suggestions to help you get started: • Variety is key. Have an assortment from across your charcuterie range and think about showcasing different styles, textures, tastes and appearances. • You could keep it simple to start. Parma ham, salami, pancetta, coppa, culatello, bresaola and mortadella are all classics on a charcuterie board. • Offering between three to five types of cured meat in different shapes, sizes and shades of colour creates a contrasting and eyecatching display on the board. • Don’t just opt for porkbased charcuterie but think about other meats like beef or game.
• Create a board around themes or storytelling. You could work your way around the different cuts of a pig and talk about nose-to-tail eating – from the back leg to the guanciale jowl. • On a cheeseboard, you will have hard, blue and soft cheese and the same principle applies to charcuterie. Think about including an air-dried ham, a smoked ham, a salami, a sausage meat like bologna or mortadella, and a pâté. • Like cheese, charcuterie should be served at room temperature. • You can really experiment with different accompaniments on a charcuterie board. Traditional pairings include fresh bread, cheese, pickles, salad leaves and balsamic vinegar, but consider some seasonal fruit, crackers, relishes, olives, cornichons, and nuts.
GIVE THINGS A (SPANISH) LEG UP
Retailers with plenty of footfall and a foodservice operation could give their customers some entertainment by having a leg of Iberico ham on the counter. Carving these hams is a true skill – some suppliers may offer specialist training – and the end result is just as ideal for tapas at the tables as it is to take away.
WASTE MANAGEMENT
Your foodservice operation also provides a secondary route of sale and can be an excellent way of controlling waste. Find different ways to use leftovers and off-cuts. Chorizo and salchichón ends are ideal for stews, while driedup cuts of ham can be used in frittatas. Encourage your chefs to peruse the charcuterie counter looking for end bits of cured meat for menu items that can help increase yield and cut down on waste. H O W TO S E L L C H A R C U T E R I E
A SUPPLEMENT TO FINE FOOD DIGEST 29
SAVE THE DATE
Discover food & drink face-to-face this autumn
Sunday 17 October 10am-4pm Monday 18 October 9am-5pm TRADE ONLY
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@guildoffinefood #finefoodnorth
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MULTI AWARD-WINNING ARTISAN CHARCUTERIE MADE WITH PASSION IN CORNWALL WHOLESALE **** RETAIL **** FOODSERVICE Deli Farm Charcuterie Delabole, Cornwall PL33 9BZ 01840 214106 www.delifarmcharcuterie.co.uk dfc@delifarmcharcuterie.co.uk
