Posted: 15/06/2022

Capreolus hails Waitrose listing as a major step for British makers

David Richards co-founder of producer Capreolus has described the company’s listing with Waitrose as a “very important little toe in the water” for British charcuterie. 

The West Dorset firm announced last month that it would be supplying three of its lines – Dorset Coppa, Dorset Chorizo and Dorset Air-Dried Beef – across 56 of the high-end retailer’s stores. 

The deal will see Capreolus supply Waitrose deli counters with 80g branded packs of pre-sliced product, via The Compleat Food Group, but Richards was keen to stress that it would not affect trading with his independent retail customers or the quality of his output. 

He added that he saw the listing as a positive move to raise the profile of British charcuterie in the UK. 

“This is only three of our lines,” he told FFD, “but it is a very important little toe in the water.” 

Richards added: “We are so proud to be partnering with Waitrose. It’s the first time a major supermarket has stocked branded British charcuterie. The quality of our British free-range meat (compared to the Continent) is second to none.” 

That, and the fact that we only use the “very finest spices” which we grind fresh for each batch, makes a huge difference to the way our charcuterie tastes.  

“For us there will never be a compromise. We are fully committed to expansion and growth to meet the growing demand for our artisan charcuterie but we will always respect 

everything about the process starting with the raw materials, through to the methods and techniques we use in our creation.” 

Meanwhile, Richards said that Capreolus was in the process of building a new unit to increase capacity at its premises, with completion slated for the second quarter of 2023. 

He is also set to relaunch a line in the spreadable salami range. Formerly known as Soft Brexit, a herby spreadable ambient salami – which he likens to a pâté – will soon be available as Rampisham Velvet. 

While exporting to the Continent was frustrating, given the Government’s constant delays and revisions to protocol, he said that Capreolus would soon be exporting to the Caribbean and Dubai.

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