We chat to Mark Kacary, Owner of The Norfolk Deli, which is shortlisted for Small Independent Retailer of the Year in the 2024 Speciality & Fine Food Fair Awards, to learn more about the business and why it's loved by customers and producers alike. 

How does it feel to be shortlisted?

We are truly delighted to have been shortlisted for this award, it’s always wonderful when one’s customers and peers recognise the unseen time, effort and energy it takes to run a small business in a world dominated by large corporations. It’s a great achievement for everyone directly & indirectly involved in the business.

Why do you think the judges thought The Norfolk Deli stood out?

Ah, the million dollar question. Hopefully it is for a variety of reasons. We’ve been in business for 10 ½ years so that shows resilience especially when considering everything that’s happened over the last few years. Our dedication to supporting small local producers, which includes the fact that 70% plus of everything we sell will have a “Made in Norfolk” label on it. Our support for the local community what with residents discount cards, and organising and running The West Norfolk Seasonal Food & Drink Festival where we have more than 40 local food & drink producers come to Hunstanton High Street bringing with them much needed footfall for the town, and lastly our  ability to be totally self sufficiency in the way we created, manage our website and all our social media.

What does it mean to you to be an independent retailer?

Not a question we’ve been asked before. We take a lot of pride in being an independent retailer, in being able to pick and choose what we want to stock. Our ability to add new items as and when we want and to give customers as much choice as possible. It appeals to our non-conformist approach to doing things, to have what we believe to be a great idea in the morning and to implement it in the afternoon if not by the following morning at the latest. It’s the ability to be involved with brand new businesses, to introduce something new to the market in many ways to be at the forefront of new ideas well before supermarkets catch-up with the ideas.

What do you think your customers love most about The Norfolk Deli?

Our customers love our selection of cheeses, our support for all things local, the fact that if they haven’t been in for 6 months something will have changed. Many people just love our enthusiasm for what we do, what we sell, the products we stock and our ability to talk about the products as if they were our own.

What’s your approach to sourcing new food & drink?

First and foremost it’s a case of take a look at what we don’t sell. What are the new up and coming trends. Which of these trends would translate into sales based on our location (not all or many do). If there is a product line we believe we could/should sell does anybody in Norfolk make it? What's it like? Does it taste good? If not look at possible suppliers and look at where the products are made. We take great pride in trying to source the best we can find. Of course it really helps when some of our suppliers very generously send us samples. That’s something not offered quite as often as it could be but it probably isn’t too surprising the suppliers who have turned up with a picnic’s worth of samples for us to try are often suppliers we end up buying from and sticking with.

Cast your vote for the winning Independent Retailer, New Product of the Year, and more at specialityandfinefoodfairs.co.uk/speciality-fine-food-fair-awards-2024.