THE SALT extracted from Droitwich’s brine sources exceeded all expectations when it went on sale last weekend, leading to an unprecedented demand for the product.
At Ludlow Food Festival, 200 packets were sold each day on Friday, Saturday and Sunday and ‘Droitwich Salt’ became the number one blogging item for chefs that had give it a go.
Patrick Davis, the organiser of the annual Droitwich Food and Drink Festival, said with so many ‘foodies’ around it was the perfect place to take it.
And, as Patrick toured it around the various demonstration kitchens, it became an instant hit with those who tried it.
“Its launch could not have gone any better, all the chefs loved it,” said Patrick.
“And once the chefs started blogging about it word quickly spread.
“A lot of them use sea salt but because of the amount of pollution in the sea, particularly plastic, the taste can be tainted.
“Droitwich salt is as pure as you can get and everyone who tried it said it had a ‘strong but clean’ flavour.
And its strength is not surprising – statistics show Droitwich brine is ten times saltier than the sea.
Many locally renowned chefs seized their chance to get their hands on some Droitwich salt and DJ BBQ, a friend of Jamie Oliver, also purchased some to take to the BBC’s The One Show and BBC 2’s Kate Humble also both filmed pieces about Droitwich salt to feature in their relevant programmes.
While the salt was selling out in Ludlow even more was being sold at the Droitwich Salt Fest, the event targeted for the product’s ‘official launch’.
Patrick added: “A lot of people came down just to buy the salt after reading about it in the paper and Wychbold Fudge’s Droitwich Salted Caramel Fudge also sold well.
“It’s great that another local business can also benefit and be boosted as a result of the salt production.
“It has taken more than three years to get to this point but it has all been worth it,” he added.
Justin Bowen, from Wychbold Fudge, said: “I spent some time on the salt team’s stand at the festival on Sunday and the enthusiasm from the public – both for the fudge and the fact you can now buy Droitwich Salt – was fantastic.
“It made us realise what great support we have locally from the Droitwich people and now we can actually use the hallmark on the labels.
“People see as well this is just the beginning of a very big project where we can make the most of this unique local resource we have.”