DELI OF THE MONTH George Bennett - owner of Jorge Artisan Foods - has an uncompromising approach to, and passion for, product sourcing that has seen him develop his own successful range of oils and balsamics, as well as a dedicated customer base for his Aladdin’s Cave-style speciality food shop in the East Midlands. Interview by Tom Dale
Straight to the source YOU’VE HEARD OF the phrase ‘to strike oil’? Well, George Bennett, owner of Jorge Artisan Foods near Grantham in Lincolnshire, certainly has. The former chef’s range of plain and flavoured extra virgin olive oils is arguably the shop’s main attraction, drawing in customers from all over the UK – and farther afield – and proving perpetually popular with his regulars. “Last Saturday seven out of ten sales included one of our oils,” says Bennett. A product of Bennett’s commitment to onthe-ground sourcing and product development, these lines are what his operation is all about – discovering producers across Europe and assembling their wares in his Aladdin’s Cavestyle boutique. His own range – sold under the JORGE
VITAL STATISTICS
Location: The Engine Yard at Belvoir Castle, Belvoir, Grantham Turnover: £210,000 (pre COVID) Average spend: £50 Retail floorspace: 70m² Gross margin – shop: 40% Sales split (retail/foodservice): 60/40 60
June 2021 | Vol.22 Issue 5
brand name – sits alongside thousands of other handpicked lines in his 70m2 unit in a small shopping district in the grounds of Belvoir Castle. Bennett’s journey into speciality retail began after a burgeoning career as a chef – working with the likes of Jamie Oliver – was cut short by a major spinal injury in 2010. “For the first few years, I couldn’t do anything,” he says. “I thought I’d come back to the family home, sort myself out and go back to London, but it just took so long to recover.” While he was holed up, the former fine art student began developing recipes and making jams and chutneys when a chance encounter with the manager of Doddington Hall Farm Shop prompted him to begin selling his products.
Then, in 2013, he began working with small family estates in Greece and Italy to launch a range of EVOOs and balsamics, and the ’JORGE’ range started to grow. Using connections forged during his time working and living on the Continent, he had the oils and vinegars bottled under his brand and imported. After selling his range at food shows and events, and growing his reputation through private catering jobs, another chance encounter in 2018 led him to open his retail operation. “I’ve always liked the idea of opening a deli-café,” he says. And then, while working at an event at Belvoir Castle, he was asked to open a unit at a new artisan village, which was being developed on the site of derelict pump houses and engine rooms at the foot of the castle. Bennett took the chance and opened Jorge
