How to sell European charcuterie

For centuries, European charcuterie has been delighting food lovers across the continent – and now, in 2024, the time has come for the British market to indulge in the delicacy. While Italy and Germany, as well as Britain in more recent times, boast their own charcuterie specialities, the term ‘charcuterie’ originated in 15th century France.

Charcutiers, the owners of shops selling ‘chair’ (flesh) ‘cuit’ (cooked) would hang their products in shop windows to the delight of food lovers, and today there are as many examples of charcuterie as there are cheese in France.
With the ingredients of French charcuterie being so simple – just salt, spices and time – it’s vital that the most important ingredient of all, the meat, is of premium quality. French charcuterie makers pride themselves on the relationships they have with the farmers who supply them. Working together to produce the best quality charcuterie possible, many farmers and companies have been working in partnership for generations.

Each region of France boasts its own variations, and with 450 products registered there are plenty of options for food lovers to explore. Many of these items are protected by law through their PGI and PDO certifications, ensuring that their unique characteristics remain unaltered and enjoyed for years to come.
While tradition plays a key role in the popularity of French charcuterie across the world, that’s not to say that there’s no room for innovation. Indeed, many companies are adding flavour variations to their range – from familiar tastes such as garlic and herbs to chopped hazelnuts and walnuts. 
The format of charcuterie products is also experiencing innovation – in addition to traditional sausages and pastes, smaller saucisson are being produced to cater for the growing on-the-go and snacking market, while charcuterie shaped like wheels of Camembert are taking the market by storm.

On Speciality Food’s shelves

There are hundreds of high quality charcuterie in Europe. Some French companies came to London to showcase the variety across the board. Let’s discover them…

Groupe Pierre Schmidt & Stoeffler
Alongside its range of meal solutions offering a taste of East France, Alsace-based Groupe Pierre Schmidt & Stoeffler produces a popular range of sausages including Sausisse de Lyon, a flavour-filled snack; Saucisse de Foie, delicious on bread or toast as a starter or snack; and Saucisson a l’ail, a smoked garlic sausage to be eaten cold or reheated and served with sauerkraut.

Henri Raffin
With a history dating back to 1897 and Living Heritage Company (EPV) status, Henri Raffin provides an authentic taste of French charcuterie. Its range includes the Savoy region’s iconic Diot pork sausage; sliced deli meats including Jambon de Savoie, Rosette and Noix de Jambon; and traditional Saucisson Sec in flavours including beechwood-smoked, Dauphine walnuts and Comte PDO.

Maurer Tempe Alsace
The Alsatian producer Maurer Tempa Alsace proudly produces a range of products including pies, sausages and cured meats inspired by the classic gastronomic traditions of Alsace and France.

Bell France
Bell France offers a traditional taste of the Auvergne and Savoy regions of France. With a range spanning Auvergne Dry Sausage PGI, Auvergne Ham PGI, Savoy Cured Ham and Savoy Leek and Spinach Diots (Pormoniers), the business is a valuable source of classic French specialities.

Agrial Groupe Branche Viandes
Thanks to having a number of brands within its portfolio, Agrial Groupe Branche Viandes can offer British fine food retailers a wide range of meat and charcuterie products. The product range includes such traditional French products as pure pork Andouillettes, Boudin Noir and Boudin Blancs, pates and terrines.

Berni Bahier, alliance groupe
In addition to producing a range of mini saucisson sec in flavours including white summer truffle, aromatic herbs and pepper, Berni-Bahier boasts an extensive selection of sliced cured meats ranging from Roulade au Jambon Pistachee, Smoked Saucisson (Fuseau) from Lorraine, and Rosette.

5 ways to boost European charcuterie sales

1. Offer samples of classic examples of charcuterie, for example rillettes and saucisson, to customers. Once they have experienced the delicious taste and texture of the products, they are more likely to purchase.

2. Provide inspiration around how charcuterie can be enjoyed; for example, suggest wine and cheese pairings.

3. Display charcuterie as part of a platter alongside accompaniments such as cornichons and cheese; this offers an opportunity to upsell other products in your shop as well as highlight your charcuterie offering. Position charcuterie in multiple sections of your shop for optimum exposure. For example, within the cheese counter, next to wine, and alongside snacks.

4. Promote the products’ protected status and provenance. As well as providing the story behind the items, allowing customers to connect with them, these demonstrate the quality and tradition that go into their production.

5. Flash Printed leaflets, advertising and sampling opportunities are available to independent retailers wishing to educate their customers about charcuterie.

European quality labels

Premium charcuterie made to strict regulations in designated locations points to quality. Both PGI and PDO labelling signify excellence in food and drink, including charcuterie. PGI (Protected Geographical Indication)identifies an agricultural product, raw or processed, whose quality, reputation or other characteristics are linked to its geographical origin. To qualify for this official sign, at least one stage in the production, processing or preparation of the product must take place in the defined geographical area. Examples include: Bayonne Ham PGI, Auvergne Ham PGI, Ardeche dry sausage PGI, Tours rillettes PGI
Protected Designation of Origin (PDO) is a sign that distinguishes a product whose specific characteristics are closely linked to its terroir. All stages in the manufacture of the product must take place in the geographical area defined in the specifications, using local methods. Examples include: Jambon Noir de Bigorre PDO and Jambon du Kintoa PDO.

Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or FranceAgriMer. Neither the European Union nor the granting authority can be held responsible for them.

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