Rare & Pasture is launching The Curing Barn as a new range of British charcuterie across 230 selected Tesco stores from 21st October 2024. The new brand is designed to attract both first-time buyers of British charcuterie and connoisseurs alike, and to complement the existing Rare & Pasture and Tempus product ranges following the merger of the two charcuterie companies earlier this year.
The Curing Barn products are supplied to Tesco in collaboration with Beretta, Tesco’s long-standing supplier of Italian charcuterie, who will be providing store-to-store fulfillment.
At launch, the range consists of two products: a British Charcuterie Board (60g, RRP £4.50) with Fennel Salami, Coppa and Loin, all made from 100% British pork, and 100% British beef Bresaola (60g, RRP £4.50).
Dhruv Baker, Chief Commercial Officer at Rare & Pasture, says: “The launch of The Curing Barn delivers on our mission to supply a range of trusted and delicious meat products, under a variety of brands for different markets. We are excited to see how The Curing Barn products perform in Tesco stores.”
Nathalie Vieira, General Manager UK at Beretta adds: “It is with great enthusiasm that we have shared our expertise and support to help bring The Curing Barn products to the shelves of Tesco. We eagerly anticipate seeing the market embrace these new lines from an award-winning producer.”
The Curing Barn sources all of its beef and pork from British farmers. Its range is produced using traditional methods at Rare & Pasture’s Devon charcuterie facility, which has expanded its production capabilities following significant investment this year.