It’s party time for the team at Swiss Deli as they reflect on 25 years of bringing specialist small goods to New Zealand’s tables, gourmet restaurants and backyard barbecues. 

THAT WAS THEN: Hans, Roman and Jamaican Ron outside the original French Butchery Premises.

Having held a place in the hearts and stomachs of many Europeans who have made Godzone their home, the Swiss Deli has found a niche in the diverse palette of Kiwi connoisseurs.

Starting out in a small shop behind the legendary Astor Pub and El Matador restaurant in Symonds Street, the French Butchery employed Roman Priore as its qualified small goods specialist.  In 1982 Roman and his business partner, Hans Rieser bought the butchery and renamed it Swiss Deli in honour of their heritage.

Word spread amongst ex-pat Europeans looking for a taste of home and business steadily grew.  Times features editor, Helen Perry remembers regular family pilgrimages to the Swiss Deli to purchase specialties that were an integral part of her Finnish legacy.

The high-flying 1980s brought increased hospitality trade to New Zealand together with the development of international hotel chains and growing tourism.  An influx of Germans and European chefs employed in leading hotels saw demand for Swiss Deli products soar.  By 1987 the company’s reputation had grown and it was time to move to larger premises in East Tamaki, where Roman and Hans continued to manufacture an expanding product range.

Breaking into supermarket chains in the 1990s provided the means to expose everyday Kiwis to the taste sensation of continental meats. 

“There was more to making a sausage than the average New Zealanders realised,” says Hans.  “Quality frankfurters, chorizos, cervela and veal bratwursts gradually made their way onto local plates.

“There is a much wider spectrum of food now available in New Zealand, which customers didn’t have 25 years ago.  Kiwis are innovative and eager to try new foods and recipes.  Once they taste our products at a barbecue or in a restaurant they are keen to cook them at home.”

THIS IS NOW: Roman and Hans, 25 years on.

Just 12 months after expanding the factory into neighbouring premises an electrical fault caused a fire that completely gutted the new expansion.  Determined to succeed, Hans and Roman had the plant rebuilt and remarkably the business continued trading during that time.

In 1996 Hans sold his shares to Robert Leitl, but a year later Robert unexpectedly passed away.  Roman held sole ownership until 2004 when Hans, unable to keep away from a good thing, returned as an equal partner.  These two original Swiss Deli owners remain business partners today.  Roman can still be found in production as well as working with Hans in management.

“Consumers have become increasingly informed about food and actively seek more information.  They want to know the ingredients, additives and if there are any issues for those with food intolerances.”

Auckland’s growing Asian community has discovered favourites at the Swiss Deli which reflect styles they are familiar with.

Most recent developments are ready-to-cook fresh meats, which have been marinated, stuffed or tenderised to minimise the preparation time for busy cooks.

Regular journeys back to Europe give Hans and Ronan inspiration for new products and ensure Kiwis have access to the latest cuisine.

Observing food and dining trends and meeting customer demand with fine quality meat and small goods have been the core factors leading to the success of Swiss Deli.  Happy birthday and may the team long continue making superb sausages!