For small food brands, farmers’ markets are a safe proving ground.
They offer direct access to customers, time to tell your story, and space to build loyalty. But take that same product into a supermarket and the rules change instantly. Suddenly, you are no longer having a conversation; instead, competing for a fleeting glance in a crowded, high-stakes environment.
The chilled aisle is especially unforgiving. Shoppers are scanning, big brands dominate shelf space, and there’s little room for a slow burn. To scale, small producers must translate intimacy into impact. Your packaging stops being a container; it becomes your pitch, your identity, and, yes, as the marketing cliché goes, your silent salesperson.
This is the leap many SMEs struggle with: transitioning from an intimate, craft-led approach to mass retail-ready without losing their soul. You cannot rely on the warmth of a market stall or the loyalty of repeat customers. In retail, you need formats that work harder, graphics that stand out in a sea of sameness, and branding that feels premium enough to justify space alongside household names.
That’s the challenge Salash Delicatessen faced. A family-run artisan producer based in Kumeū, Salash has carved out a loyal following in New Zealand’s food scene with something few competitors can match: heritage and boldly unique flavours.
While most smallgoods brands in the country offer similar cuts and familiar flavour profiles tailored to Kiwi tastes, Salash’s roots run far deeper. Hailing from Northern Serbia, four generations of the family have perfected the art of dry-curing meats the traditional Serbian way.
Immigrating to New Zealand in 2009, they brought that knowledge with them, quietly introducing local food lovers to bold, complex flavours and textures not found elsewhere.
For over a decade, the family nurtured this community at markets and through their destination shop. But in 2023, they decided to scale. The goal was ambitious: to establish Salash as a nationwide premium supermarket brand. Early conversations with retailers made it clear - this wasn’t just about supply; it was about perception.
To compete in the chilled aisle, Salash needed a stronger presence. They needed packaging that signalled quality, told their story and give the retail category manager the opportunity to introduce a unique offering into the aisle.
Read the full story by Matt Grantham, Creative Director at Onfire Design in the latest issue here
