3 minute read
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?
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.
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.
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.
ADVICE FROM THE EXPERTS
Nik Tooley, Delilah Fine Foods
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.
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.
Phone: 07783 995229 www.bogrowfarm.com
Bogrow Black Bacon
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
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
t: 01495 785090
@trealyfarm
@trealyfarmcharcuterie
