Curating Confidence

Charcuterie might conjure images of elaborate gatherings and intricate spreads; a mosaic of meat, cheese and garnishes that only a culinary insider could decode.

Not quite. Behind the curated boards and trending spreads, charcuterie is surprisingly simple, and the COLUMBUS^® brand is showing both customers and consumers just how easy it can be.

“Once people realize they can build an amazing charcuterie board all on their own, it unlocks a whole new world for them.”
Evan Inada, Charcuterie Director and Certified Salumiere for the COLUMBUS^® Brand

“We don’t want people to feel intimidated. We’re trying to include everybody,” said Evan Inada, charcuterie director and certified salumiere for the COLUMBUS^® brand. “Once people realize they can build an amazing charcuterie board all on their own, it unlocks a whole new world for them.”

From in-store demonstrations to Instagram feeds, the charcuterie experts at the COLUMBUS^® brand, like Inada, are empowering both shoppers and retailers with information — from basic concepts to inspiring visuals to insight on relevant trends. This commitment to education and encouragement is meeting people in a pivotal moment, with more Americans exploring charcuterie today than ever before.

“It’s always been a thing for certain segments of the population, but we’re seeing more and more consumers delving into charcuterie,” said Henry Hsia, vice president of Retail marketing at Hormel Foods and former general manager of Columbus Craft Meats. “If you’re in Europe, charcuterie is part of the lifestyle. You grab some meat, cheese, bread, some wine, and that’s a meal. The discovery and adoption of that tradition has really taken off here in the U.S. the last few years.”

Behind the Counter

For the COLUMBUS^® brand, training retail team members about charcuterie is equally important as wowing shoppers.

Inada has been in the field for over a decade doing exactly that — meeting with retail teams, showcasing the magic of dry-aged salami and demonstrating how it can elevate their respective businesses. He’s still at it today, turning conversations into opportunities that are steadily expanding the retail footprint of charcuterie.

“We started by training the deli staff, giving them the tools to talk about what sets our salumi apart, from the depth of flavor you get through natural aging to the quality of the ingredients we use,” Inada said. “When deli team members can speak confidently to that level of detail, shoppers trust what they’re hearing and feel more confident trying it.”

To that end, the brand remains deeply committed to supporting its retail partners through dedicated field teams and in-store guidance. The COLUMBUS^® brand offers hands-on training sessions for retail deli teams, develops video content and in-store signage to help improve shopper experience, and builds promotional kits designed for convenience and ease of execution.

The retail experience is thoughtfully crafted to reflect that same ease. Mobile racks and wooden carts provide visually engaging, shelf-stable displays, each draped with colorful side panels offering pairing suggestions for cheese, wine and beer. Back-of-pack illustrations offer visual guides for building boards and bites. Branded shelf signage further reinforces the experience, guiding shoppers with bite-sized tips and inspiration right at the point of sale.

“We’re creating curiosity in the eater’s mind, whether they’ve never had a piece off of a charcuterie board before, or even if they don’t know how to pronounce charcuterie.”
Evan Inada, Charcuterie Director and Certified Salumiere for the COLUMBUS^® Brand

These tools make charcuterie feel less like a specialty section of the store, and more like a destination.

“We’re creating curiosity in the eater’s mind, whether they’ve never had a piece off of a charcuterie board before, or even if they don’t know how to pronounce charcuterie,” Inada said.

Live, in-store demos are another core part of the brand’s customer approach. Columbus regularly hosts pop-ups where retail team members build and sample Perfect Charcuterie Bites for shoppers. These events not only create buzz but routinely lead to same-day product sellouts.

By equipping deli teams with training, merchandising tools and hands-on experiences, the COLUMBUS^® brand provides a comprehensive toolkit for success, helping retailers turn consumer curiosity into confidence — and confidence into repeat business.

“We want to educate you to make charcuterie less intimidating, but we also want to inspire you,” said Shane Ward, assistant director of marketing for the COLUMBUS^® brand. “Consumers are exploring charcuterie more than ever before because they’re realizing how much simpler it is than they originally thought. All you need are four key components — meat, cheese, acid, crunch — and you can make a beautiful board.”

Showing Shoppers the Way

While in-store support plays a critical role in bringing charcuterie to life, the COLUMBUS^® brand’s digital platforms extend that experience far beyond the grocery aisle. Social media, in particular, has become a powerful tool for education and inspiration.

“We use Instagram and other social media platforms to show people how easy charcuterie can be,” Inada said. “It’s not just about the big, fancy board. We’re showing how you can use these ingredients every day — for snacks, lunches, even quick bites.”

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A post shared by Columbus Craft Meats (@columbusmeats)

The brand’s feed features step-by-step tutorials, pairing suggestions, trend insights and content from fans, all aimed at making charcuterie feel accessible and fun. From festive spreads to simple weekday builds, visual storytelling is designed to inspire while lowering the barrier to entry.

“At the end of the day, we want charcuterie to feel approachable,” Ward said. “The goal is to help people have fun with it, whether they’re shopping in-store or scrolling online.”

“At the end of the day, we want charcuterie to feel approachable. The goal is to help people have fun with it.”
Shane Ward, assistant director of marketing for the COLUMBUS^® brand.

Educational content is crafted for a range of experience levels. Video reels break down how to build individual bites, pair flavors and combine textures, while carousel posts share tips on themes, layout and balance. By showing both the simplicity and creativity of charcuterie, the brand builds confidence one post at a time.

“Our content is meant to spark ideas and show what’s possible,” Inada said. “And once people feel like they can do it, they really start to have fun with it.”

“Charcuterie doesn’t have to be complicated. It’s about flavor, it’s about sharing and it’s about enjoying the process. If we can help people discover that, then we’ve done our job.”
Evan Inada, Charcuterie Director and Certified Salumiere for the COLUMBUS^® Brand

That sense of fun — rooted in confidence, not perfection — is what the COLUMBUS^® brand continues to champion. Whether through a deli counter conversation or a late-night scroll on social media, the goal is the same: to make charcuterie feel both personal and possible.

“Charcuterie doesn’t have to be complicated,” Inada said. “It’s about flavor, it’s about sharing and it’s about enjoying the process. If we can help people discover that, then we’ve done our job.”

Curating Confidence

Behind the Counter

Showing Shoppers the Way

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