Case study

The Greek Farmer opens up new distribution channels

How did a small rural charcuterie producer manage to get listed with one of the largest food retailers in the world?

Appearing on the Channel 4 series "Aldi's Next Big Thing", the British charcuterie brand The Greek Farmer wins a contract with the supermarket chain. It now has to think in completely new dimensions and deliver 15,000 cold cuts as quickly as possible. This can be done successfully with the help of the VS12 D, an automated vertical slicer from Bizerba.

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The Greek Farmer opens up new distribution channels

he British food start-up The Greek Farmer produces smoked meat and charcuterie products which are refined with special flavours on a farm in Hertfordshire. Only local, free-range pork and beef are used. The production process is complex because the meat is first cured in the traditional way, before being marinated in wine and finally smoked. The products have to then mature for around 4 to 6 months. Finesse is required to ensure that the meat is cut cleanly and presented in a visually appealing way, because cured and smoked meats are difficult to process. At The Greek Farmer, everything is skilfully cut by hand, with great expertise. However, it is not possible to expand the distribution channels. The production quantity can only be increased with mechanical support. The Greek Farmer founder Tony Charalambides knew this, and accepted an invitation from Bizerba to find a solution in his search for a suitable slicer.

Company

The Greek Farmer

In 2018, Tony Charlambides took over Langley Hill Farm in Hertfordshire and converted the empty grain silo into a smokehouse to produce cured meats. He travelled to Cyprus, where he learned the curing technique so crucial to The Greek Farmer, and turned his farm into a full-fledged production facility. Since December 2021, the company has been producing twelve types of the finest meat and charcuterie specialties and - in addition to Aldi - supplies farm shops, delicatessens, restaurants and wholesalers across the United Kingdom

The company was founded in 2021.
It has 1 production plant in Hertfordshire.
4 employees

More Information

thegreekfarmer.com

Challenge

Increasing production manifold, without sacrificing quality

The Greek Farmer is not yet one year old and the company is already catapulted into the spotlight. "Aldi's Next Big Thing", is a series on Channel 4 (UK) which sees small food and drink manufacturers pitch new ideas to one of Britain's largest supermarket chains. Julie Ashfield, Managing Director of Corporate Buying at Aldi UK, was impressed by meat specialities made in the traditional Greek way. The Greek Farmer stood out from the competition and won coveted shelf space in the mega discounter's stores. The joy is still immense. "It's an incredible feeling," says Tony Charlambides. "We only entered the market in December 2021, and what we hoped to achieve in the third, fourth or fifth year came true in the first year, thanks to the contract with Aldi. That will give our business a tremendous boost."

Fine and cleanly cut, as if done by hand

The Greek Farmer's aim is to ensure that its meat specialties are perfectly sliced and packaged. But the requirements of a discount retailer cannot be met with hand-cut meat. 15,000 packs had to be produced and delivered to Aldi within just 17 weeks. The Greek Farmer therefore needs a slicer that is capable of cutting large quantities in a short time and without compromise in terms of quality. Tony Charalambides searched for a suitable slicer and finally accepted an invitation from Bizerba for a product demonstration. The main criterion: the machine has to be operational every day.

Solution

Cutting without contact and optimal presentation

"Through the demo, we discovered what the various Bizerba machines could do," explains Tony Charlambides. "We had previously looked at other slicers, but none matched the quality of the Bizerba solution, so we chose the VS12 D Automatic slicer."

As Aldi wanted the first large delivery from the new contractual partner immediately after the contract was signed, Bizerba wasted no time. The VS12 D was delivered to The Greek Farmer immediately, the machine was adjusted to the customer's requirements, and thorough employee training was provided. The Greek Farmer was then able to start fulfilling its big dream of occupying shelf space at Aldi, and opening up new perspectives for the company in the British market.

Easy to use and clean

The VS12 D automatic vertical slicer has proven its worth from day one. With its powerful blade drive and its intelligent emotion motor control, it works both precisely and energy-efficiently. It cuts hygienically without contact and, with its automatic storage system, enables optimal presentation of the charcuterie specialties. Its intuitively designed membrane key pad ensures easy operation. The product shape can be easily configured and frequently used shapes can be saved permanently," says Tony Charalambides. "The processing quality is second to none, and the machine is extremely easy to use and clean. I have already recommended Bizerba to other colleagues in the charcuterie industry."

The processing quality is second to none, and the machine is extremely easy to use and clean. I have already recommended Bizerba to other colleagues in the charcuterie industry.”

Tony Charalambides

Founder and owner of The Greek Farmer

Benefits

Setting the course for corporate growth

The Greek Farmer aims to conquer the British charcuterie market with its unique Greek-inspired meat and charcuterie specialties. The business may still be small, but thanks to strong partners like Aldi, it is gaining recognition and wants to keep on growing. With a premium slicer such as the VS12 D, The Greek Farmer can significantly increase its production capacity and still deliver the same high quality.

Exceeding expectations

Everyone at The Greek Farmer appreciates the solid build and reliability of the VS12 D. It makes everyday work easier and shortens production and delivery times. This is what makes the partnership with the major discounter Aldi possible.

Tony Charalambides takes stock: "Our automatic vertical slicer has been in operation for about twelve months now, and our expectations have been greatly exceeded. A Bizerba sales representative still visits us regularly, to offer support. To me, that is good customer service."

Our machine has been in operation for about twelve months now. A Bizerba sales representative still visits us regularly, to offer support. To me, that is good customer service.”

Tony Charalambides

Founder and owner of The Greek Farmer

Let’s Count

Packs of cold cuts / day (max.)

Kilograms of meat produced / week (max.)

Litres of wine produced / quarter (max.)

0 %

Production increase / day

“We had previously looked at other slicers, but none matched the quality of the Bizerba solution, so we chose the VS12 D.”

Tony Charalambides

Founder and owner of The Greek Farmer

“The Greek Farmer only had room on-site for one machine. The VS12 was the perfect solution - not only did it meet all of the technical requirements, but it also fit perfectly into the workspace.”

Anthony Matthews

Senior Marketing Manager for Bizerba UK