Posted: 12/06/2019

Rebrand underway as Capreolus gets set to attack retail ‘with gusto’

Capreolus Fine Foods will reveal a new brand identity and its first serious retail packaging this summer after building its reputation in mid- and higher-end foodservice outlets.

Karen Richards, who runs the multi-award-winning business with husband David, said the couple recognised they had been missing a huge potential market in retail. A move into slicing and modifed atmosphere packaging means they can now attack the sector “with gusto”.

“We haven’t encouraged retail customers to date because it’s been hard to slice and pack in a cost-effective way,” she said. 

The new packaging is still at the final design stage, but will incorporate a new strapline of “English charcuterie”.

“We’re very excited about the new concept,” said Richards. “It will be a complete change to our current branding. 

“We hope the packs will offer good shelf life and an easier-to-serve option for the end user, and the packaging should shout from the shelves of our retail customers.”

Maturing room space at Capreolus’s base in Beaminster, west Dorset, is being increased to handle “rapidly growing demand”, while drying room capacity is also rising 60% with the delivery of a new temperature and humidity controlled room. 

A multiple winner at the Taste of the West awards – it took Champion Product trophies in 2015, 2018 and 2019 – Capreolus has again won gold for 2019 with its Dorset coppa and a gold at the British Cured Meat Awards for its duck confit. 

New products for this year include Dorset Red Post salami, colourfully named after the red road signs around the region where a hangman’s gallows were once located. A new truffle salami is also on its way.

Karen Richards can be heard talking about the evolution of Capreolus Fine Foods on the Humans of Hospitality podcasts by Mark Cribb of Urban Guild (search for Episode 16).

This story appeared in the June issue of Fine Food Digest. You can read more on the digital edition here.

Read more of the latest news from Fine Food Digest here

Return to the top