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Food&Drink

Since 1983, continental deli specialist Feinschmecker has been establishing a formidable reputation as a market leader in the South African food industry.

spoke to Managing Director Alistair Hayward about products, positioning and plans for the future.

After trading for decades under the name Polony King, Feinschmecker recently underwent a rebrand,

changing its name in order to more accurately reflect the standards of its produce. With deli meat ranging from gammon to duck breast, the name Feinschmecker — meaning “gourmet” in German — addresses the broad scope and premium quality of the range in a way that Polony King could not.

“The Polony King brand was strong among retailers who knew the products, but polony was getting such a bad name at the time that selling to new customers became very difficult. That, and polony is not really what we do at all,” explains Hayward.

The firm was bought nine years ago by a group who transformed the focus of the business towards the retail sector, and the brand now supplies its products to companies of all profiles, from small local restaurants to huge chain stores.

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Unusually, Feinschmecker is owner-run, which aff ords the fi rm the fl exibility and dexterity it needs to stay ahead of the competition and keep its customers happy.

“We are able to make nimble decisions on the spot in order to service our clients,” he tells us. “Many of our competitors are very corporate and stuck in a quagmire of bureaucracy.

Feinschmecker prides itself on being the only supplier in the industry that doesn’t use MDM (mechanically deboned meat), MSG, or any off -cuts in its produce. Deli meats are made from only the fi nest ingredients, and are cooked using traditional European methods.

Europe, manufacturers are substituting meat in their processed meats. We are adamant that we will not compromise our products, although it is getting harder and harder as costs continue to escalate.”

From Polish specialties like Krakauer smoked sausage to Italian salami Milano, Feinschmecker is an expert in authentic European recipes. While this European fl avour is key to the brand, some things do need adapting for the South African market.

“We do have to take into account the taste profi les of South African consumers. For example, we’ve found that the spicy products can’t be too

We are able to make nimble decisions on the spot in order to service our clients. Many of our competitors are very corporate and stuck in a quagmire of bureaucracy

“We are proud of the fact that our products do not cut corners in terms of production,” says Hayward. “Even in continental

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Food&Drink

We have played with lines like game salami, however we have found consumers are not interested. It’s only tourists who find it attractive, and that market is super small

hot. The essence of what we do though is European, not South African,” he says.

“We have played with lines like game salami, however we have found consumers are not interested. It’s only tourists who fi nd it attractive, and that market is super small.”

Having recently received an export licence, Feinschmecker’s next focus is to expand into sub-Saharan Africa and the Indian ocean islands.

“Demand is massive in these regions but the practicality of logistics, documentation and doing small loads is a headache,” Hayward admits. “It is proving challenging, but not impossible.”

Feinschmecker is the only supplier that doesn’t use MDM, MSG, or off-cuts in its produce.

Dear Alistair & The Feinschmecker Team

WE HAVE GOT YOU COVERED!

email: production@essentialbusinessmag.com

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Feinschmecker (Pty) Ltd 47 Machine Street ElsburgGermiston JohannesburgSouth Africa

Tel: +27 (11) 827 7644Email: sales@feinschmecker.co.za

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©Essential Business Magazine 2015