Edinburgh's East Coast Cured has the right recipe for soaring sales success

Edinburgh’s leading charcuterie producers has seen a dramatic rise in demand from customers, doubling retail sales and massively increasing its projected overall turnover.

Owners: Steven and Susie Anderson

East Coast Cured – owned by Susie and Steven Anderson – produce award-winning salami, chorizo, pancetta, and other charcuterie using high-welfare pork in their workshop below their shop on Leith’s Restalrig Road.

At the start of 2019, they sold 70 per cent of their produce to restaurants with a waiting list of chefs keen to include their charcuterie on their menus. Only 30 per cent of sales were direct to the public from their small shop and at local markets.

But as the Covid-19 pandemic took took its toll on hospitality businesses, the company was inundated with orders from people across the country. Retail sales through their shop and online shop doubled bringing a surprise success story for the business. Direct to consumer sales now account for 70 per cent of overall sales – while overall turnover is projected to rise 53 per cent from £177,000 to £270, 000.

FAvourites: East Coast Cured produces fine charcuterie

Susie said “At the start of lockdown in March, we felt very vulnerable with restaurant sales drying up almost overnight.

"We had some anxious moments but sales from the public continued to rise. We restocked our online shop weekly but without fail it would sell out in hours - we’d never seen anything like it.”

“I know many people have viewed good food as a rare treat during these difficult times and have enjoyed putting together their own sharing platters at home. We’re so pleased that we’ve been able to grow the business and are delighted to have built up relationships with customers across the UK - but at the same time we’re looking forward to the reopening of the hospitality sector and reconnecting with all the talented people within in.”

With limited stocks remaining on their online shop following Christmas orders, Steven and Susie auctioned off the final ten charcuterie hampers raising more than £600 Street Soccer, a local charity n providing food to vulnerable families in Leith throughout 2020.

The East Coast Cured shop is at 3 Restalrig Road, Edinburgh EH6 8BB and online at www.eastcoastcured.com.

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