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.

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.

ADVICE FROM THE EXPERTS

“Every morning, we take the front slice o each product where it might have dried in the air overnight.”

Steven Salamon, Wally’s Delicatessen

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.

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.

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.

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.

DISPLAY TEMPERATURES

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, contact your 0 supplier for guidance.

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DEERSBROOK FARM BEEF & PORK

Deersbrook Farm butchery and farm shop is based on our family run farm producing wonderful 28 day dry aged, 100% grass fed beef and rare breed pork that is pride of the butchery.

deersbrookfarm @deersbrookfarm 01371 851271 | deersbrookfarm@btinternet.com WWW.DEERSBROOKFARM.COM

Patriana

High quality speciality food from France and Spain

finalist 2018

award winning northern irish charcuterie

www.ispinicharcuterie.com 07798989893 jonny@ispini.co.uk

Basque Kintoa Ham Serrano Bodega Ham

Bayonne Ham

Duck Saucisson

We o er award winning fine food directly from artisan and farm producers in France and Spain. This includes cured hams, saucissons, chorizos, pates and other specialist charcuterie products. We also have a range of traditional cheeses such as Manchego and Ossau Iraty.

Please visit www.patriana.com Contact us for our trade product and price list at info@patriana.com www.somersetcharcuterie.com