Americans can’t enough charcuterie, and producers are keeping up with the demand, rolling out new products and marketing initiatives to help retailers get the most out of this dynamic category.

Sigma USA’s imported Italian meats, branded under its flagship Fiorucci label, are perfect for charcuterie applications, said Shawn Munck, the company’s marketing director.

Demand for charcuterie continues to grow, driven by a number of factors, Munck said.

Two of those — versatility and customization — Sigma is keeping top of mind as it seeks to help its retailer partners find new twists on the classic charcuterie board.

“There’s still a learning curve,” Munck said. “We’re trying to show different ways to approach charcuterie. It’s not just deli meats and cheeses, nuts and dried fruit.”

Tapping into the limitless possibilities provided by exploring other ethnic cuisines is one way of doing that.

Another, Munck said, is exploring other dayparts and occasions.

“We’re trying to elevate it from one in a great while to more frequent occasions or even every day, not just Q4 holidays or the Super Bowl.”

March Madness, Easter, Mother’s Day, summer snacking, back-to-school: all, Munck said, are perfect opportunities for finding new uses for charcuterie.

“For Mother’s Day, you could do breakfast in bed, pairing a pepperoni panino with a bloody mary,” Munck suggested.

Many years ago, charcuterie started to trickle into fine dining. Now, Munck said, it’s spread to fast casual, convenience stores, Starbuck’s and other new channels.

“It’s definitely beyond just grocery stores and restaurants, and everyone’s got a different take on it, which I think is what makes it so appealing.”

When Sigma has a business review with a retail customer or potential customer, the meeting often kicks off with a charcuterie spread. Then Sigma explains how basket size can get a nice lift from charcuterie products.

Pairing guides are also a key marketing tool. Sigma helps its grocery partners find the right cheeses, dried nuts and fruit, wines, beers and other products to go with their Fiorucci meats.

Sigma recently launched new paninos that tap into consumer interest in new ways of eating charcuterie.

The new pizza-flavored panino, for instance, is modeled on a traditional meat lover’s pizza, with mozzarella wrapped around salami flavored with marinara, garlic, basil and a red wine marinade.

“Familiar with a twist” is the goal, Munck said.

Also new is a charcuterie salami, which is made with the same pork trimmings in prosciutto but is aged like salami.

“It makes it a little more familiar,” he said.

This article is an excerpt from the April 2024 issue of Supermarket Perimeter. You can read the entire Charcuterie feature and more in the digital edition here.

Source: Sigma USA