The Jolly Hog has taken its first steps into the cooked meats category with the launch of a new sliced ham range in collaboration with food waste charity FareShare.
The Bristol-based premium pork brand will launch a trio of outdoor-bred, RSPCA Assured ham in dry cured, black treacle and honey mustard variants from 20 September.
Its Jolly Good Ham will go on sale in Tesco, Waitrose and Sainsbury’s (rsp: £2.75/100g) and includes a commitment by the brand to supply 50,000 packs of the ham per year to FareShare, the equivalent to 200,000 ham sandwiches.
Jolly Hog’s partnership with FareShare, which will be promoted on pack, follows a move by the brand to supply 50,000 free meals to NHS staff in north Bristol over the course of the pandemic.
“We loved making a difference to our local community the only way we know how – keeping people fed, and we want to do the same with FareShare nationally,” said Jolly Hog co-founder Max Kohn.
“We have always admired the amazing work that FareShare does, so we couldn’t be more excited to partner with them and use the incredible infrastructure they’ve built,” he added.
“With the launch of our Jolly Good Ham, we thought this was the perfect time to get free ham to people that need it the most. Lots of children and families struggle to get good quality meat, and partnering with FareShare gives us the opportunity to help in the best way we can.”
The tie-up was hailed by FareShare CEO Lindsay Boswell, who said the demand for food from the charity had “more than doubled” since the start of the UK’s coronavirus outbreak in the spring of 2020.
The Jolly Hog will also include its scotch eggs in the donation to FareShare from October, with the aim to donate 10,000 eggs in the first year to vulnerable children and families through the partnership.
It comes as the brand has also secured a listing with Gousto, with its Proper Porker sausages and Double Smoked dry cured streaky bacon replacing the recipe box brand’s existing pork products for all relevant recipes from tomorrow (31 August).
It follows confirmation of a listing with Asda for the fast-growing brand earlier this month for the Proper Porker and its Little Porker chipolatas. Kohn and his two co-founding brothers Olly and Josh told The Grocer they were forecasting retail sales of £20m for 2021, and £35m for 2022.