“where there’s smoke…”
We’ve been making delicious, high-quality deli meat since 1939. Back then, the word ‘halal’ probably didn’t mean much to anyone working in our on-site smokehouse. But, times change - and so have we.
Here’s the thing. When we’re curing meat, the aroma of choice cuts of beef carefully rubbed in our own unique blend of spices and smoking over smouldering chips of Canadian maple is insanely delicious.
But, we had a problem. Many members of our work family eat halal. Surrounded by some of the most appetite-inducing smells, they couldn’t actually eat the incredible products they were crafting.
Driven by our muslim staff and supplies, we set out to create something we could enjoy together. They helped us source certified halal beef blessed by hand. They helped us make sure the spices we choose are halal. They even helped us name our brand new line of halal deli meats - Assala.
The result? We’re still making the finest smoked meats you can buy. The only difference is now we’re able to share the goodness with everyone. We think it’s a change for the better.
And isn’t that the only kind of change worth making?