After more than 30 years in the hospitality industry servicing commercial coffee machines and roasting coffee, Sam decided to jump in the deep end and follow a calling.

While coffee was the day job, curing meats was always the passion. What began as whole muscle curing in a second-hand wine fridge purchased for $50 off Marketplace quickly turned into an obsession with tradition, technique, and flavour — chasing perfection with every cure.

When the opportunity arose to take over an established business and breathe new life into it, he grabbed it with both hands. Now at the helm of Deli Smalls, Sam is reimagining the brand from the ground up with a fresh identity, new product development, and the same hands-on approach that got him here.

Deli Smalls aims to produce top-quality small goods and charcuterie that make you smile and give you all the feels. Everything is made in our Napier shop, in small batches, with locally sourced meat, quality ingredients, and a whole lot of love.

Spread Love: It’s the small goods way.