Posted: 10/09/2015

Peckham poised to pig out on British charcuterie

Snackingham Classic Chilli and Ginger
Serious Pig will be among several British cured meat brands on sale at the new Peckham charcuterie bar

Snack charcuterie brand Serious Pig is launching a charcuterie bar in Peckham, South London, at the end of September that it hopes will be run as a concession by a specialist charcuterie wholesaler.

The bar will be run every Saturday in a unit at Serious Pig’s new office and packaging facility under Peckham’s railway arches.

It will carry a range of British charcuterie from Serious Pig, Native Breeds, Moons Green and Woodalls, as well as stocking BrewDog beers and English wines, both sparkling and still.

The new outlet is the latest development in Serious Pig’s ambition to boost its profile and comes off the back of a successful crowdfunding operation in May.

It exceeded its target and raised £126,000 through Crowdbnk, allotting around 30% to establish the new London HQ to handle packing of its snacking ham and salami (once it is SALSA accredited), as well as distribution and sales.

Around 50% will be spent on boosting sales and marketing, including the appointment of a sales manager and brand manager.

One of the company’s new investors is BrewDog’s co-founder, James Watt, which has seen the charcuterie brand rolling into BrewDog pubs from September 7.

Having Watts on board was a boost, as his experience will enable Serious Pig to better navigate a period of big growth, co-founder George Rice told FFD.

Its snack salami production is currently running at around 50% of capacity, or 80,000 units a month, but Rice said this could be increased significantly “within three months” to meet increased demand.

The company, which already supplies London City Airport, is looking to develop new snacking products and boost sales in the travel sector and has brought out new packaging to supply Easy Jet’s in-flight premium snacking boxes.

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