London Smoke and Cure was founded by Ross Mitchell, an innovator, pleasurist and lover of food with a heart and soul. Right from the beginning he set down his guiding principles to give him “something to push against”. Everything we do starts from this:

To hand craft a product is a privilege not a burden
Quality will always trump profit
Authenticity and integrity rule the house - don’t cut corners
Love what we do, because that’s the point of it
Celebrate our customers, we’re in it together
“For these guys it’s as much about reinventing a business model as it is to do with the food. So refreshing to see fun ranked alongside profit as the main indicator of success.” Oona Easterly, Innovations Officer, Lambeth
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