Aldi Launches Expert Charcuterie Board

When Aldi U.S. saw that online searches for “charcuterie” had increased nearly 300% in the past 12 months, the Batavia, Ill.-based grocer decided to launch its first-ever Charcuterie Board of Directors, a panel of charcuterie aficionados who have been charged with inspiring shoppers to create impressive, approachable and affordable boards throughout the holiday season.  

Aldi’s Charcuterie Board of Directors is comprised of seven gourmet food and wine enthusiasts who specialize in food styling, recipe creation, flavor pairing and entertaining. The culinary crew will offer board-styling guidance through stop-motion videos and virtual demonstrations as well as with build-by-number templates on the Aldi website. 

“We’ve been loving the charcuterie board craze just as much as our fans, and we’re excited to be able to put our expertise to use and serve as a resource for holiday hosts and food lovers alike,” Kim Brazington, director of national buying, Aldi U.S., told WGB. “We’ve brought together seven pros to help board builders of all experience levels, whether it’s guidance on your first board, ways to elevate a board to the next level, or on-trend entertaining tips, with ideas that are impressive, yet still affordable.”

Dubbed the “Cheese Queen,” Brazington, an American Cheese Society Certified Cheese Professional, believes the ideal traditional charcuterie board has five key elements. These ingredients, all of which can be found at Aldi, include cheeses and meats, crunchy, sweet and savory items. Meanwhile, sommelier and Aldi Charcuterie Board member Sarah Tracey is on hand to suggest a variety of award-winning wines, many of which are less than $10, to pair with a host of meat and cheese boards.

“Each of our seven Charcuterie Board of Directors members brings unique expertise that will inspire and guide shoppers in their board styling this holiday season,” notes Brazington, who oversees Aldi’s nationwide cheese selection. “A diverse mix of influencers, food bloggers, chefs, authors and sommeliers join me on the board, including Sarah Crawford, Gaby Dalkin, Rosalynn Daniels, Kasim Hardaway, Marissa Mullen and Sarah Tracey. The great thing about the new Charcuterie Board of Directors is we all bring something different to the table, or board, offering our shoppers guidance and showcasing how Aldi has all their entertaining needs covered.”

While consumers may be out of practice when it comes to entertaining at home, Aldi aims to show shoppers how simple it can be to build a variety of stunning charcuterie boards. The Aldi Charcuterie Board seeks to break down the perfect board in an approachable and fun way. In addition to the resources available on its website, Aldi’s charcuterie experts will share board-building tips, templates and inspiration on Aldi USA Instagram.

In stores, customers can look for the “Charcuterie Board Must-Have” shopping guide and tags on an array of cured meats, cheeses and add-on accoutrements to help them find the products to round out their boards.

Though Aldi’s charcuterie board program is currently focused on the holiday season, Brazington is convinced the trend—and the need for guidance—is here to stay. “We’ll continue to provide our shoppers with delicious meats and cheeses year-round, but are always looking for new opportunities to inspire them. So, stay tuned for what’s to come,” she says.