Using hand harvested sea water from the Jurassic coast, Jethro sustainably and ethically produces salt crystals packed with provenance and flavour. He wanted to take Dorset Sea Salt from ‘kitchen table’ to serious gourmet contender and was the winner of The Seed Fund 2018.
We knew the idea of ‘provenance’ was already occupied by competitors, so we focused on bringing flavour and flair to cooking instead. Inspired by the uniquely flavoured salts Jethro had developed with the help of professional chefs, this strategy gave the brand permission to target both trade and consumer audiences. His products are now used and sold in many gourmet retailers, delis and restaurants, including The River Cottage and Claridges.
increase in distribution