Historic deli launches own brand artisan foods

Sawers in Belfast, Northern Ireland's oldest gourmet food shop, is launching a range of its own brand artisan foods.

The deli has already teamed up with artisan producers in Britain and Northern Ireland to develop and market an initial range of its own brand relishes, chutneys, jams and balsamic vinegars, which it aims to market in Britain and the Republic of Ireland.

Further additions to the new Sawers brand are also in the pipeline.

Kieran Sloan, who now owns the deli, which was established in 1897, is investing in own brand products as the latest stage in a business growth plan that has already led to a £100,000 expansion of the premises in Belfast city centre. Sloan has owned Sawers for almost 10 years and worked there since 1985.

"Demand for artisan foods with provenance and traceability is growing rapidly and has been encouraged by recent food scares. Our customers, for example, are increasingly asking about the producers who supply us. They want to know what they are eating. They're also now prepared to pay a bit more for foods with provenance.

"I know where everything on our shelves comes from. It made sound business sense for us to link up with a number of artisan suppliers to create a brand based on the shop's rich and colourful heritage and reputation as a purveyor of gourmet foods.

"Our hampers of gourmet food and drink, for instance, regularly attract customers from outside Northern Ireland," he adds.

He's hoping that more Northern Irish artisan producers will back his initiative. Among recent suppliers from the region to be offered an opportunity to market its products in the deli is Cirillo, a small manufacturer of luxury chocolates that are also gluten-free, from Lurgan, county Armagh. Focaccia breads and wraps are also being made by Barley Cove artisan bakery in Belfast for the deli.

The expanded deli also features expanded cheese and charcuterie selections, as well as the fresh fish for which the business is justifiably renowned. Over 150 cheeses are to be found in the shop.

Another important development at the deli, which could also benefit artisan suppliers, is the launch of an event catering service that offers special platters, cheese and charcuterie boards, as well as olive and handmade dessert platters.