Cherry Darlings Bakehouse alumnus Elliott Jade has launched meat- and dairy-free delicatessen No Harm No Fowl, stocking plant-based versions of deli favourites, such as corned beef, chorizo, arancini and ‘pizzazz pockets’.
No Harm No Fowl is Adelaide’s first vegan butcher
Elliott Jade only launched their plant-based meat brand No Harm No Fowl four months ago, but they’re not struggling to make sales.
“We’ve sold out fully in the first two weeks of operation, and since then it’s sold out every week,” the business owner tells CityMag.
Prior to meeting the entrepreneur, CityMag scrolled through the brand’s digital shopfront. All the offerings, which span slices of rotisserie chicken, pepperoni, bacon, chorizo and ‘menacing fritz’, are sold out.
“Selling out looks good,” Elliot says, laughing.
“But also [I’m] partly keeping it small batch so there’s no waste. Also having a limited stock keeps the quality there.”
Elliott founded No Harm No Fowl because they noticed the plant-based deli trend explode overseas and interstate and wanted to offer carnivores tasty plant-based alternatives.
“Working at Cherry Darlings as well, [I] could sort of see behind the scenes how well it was doing and the need for vegan options like that as well,” they say.
Elliott eventually wants to infuse No Harm No Fowl’s offering with more foods that reference their Croatian upbringing.
“The squid ink risotto pasta would be the dream,” Elliot says.
By introducing small-batch and considerately created meat alternatives to the local market, Elliott hopes more people (including non-vegans) will consider introducing them into their weekly meals.
“If you can create the option without causing harm why wouldn’t you?” they say.
Most of Elliott’s meats are made from seitan, which is the gluten protein found in wheat. Water is added to create a “gummy” shredded texture, and the seitan is then moulded into shape. Throw in a bucket-load of spices, such as salt, pepper or chilli, and you’ve got faux goods.
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No Harm No Fowl produces weekly at a warehouse in Kilkenny, and is mostly stocked online.
There are exclusive offerings at plant-based eatery Cherry Darling’s Bakehouse, now located at Richmond, and recently launched vegan food truck Later Gator.
The aim is for Elliott to one day open up a physical shopfront, hence the deli’s minimal presence at existing eateries.
In addition to running No Harm No Fowl, Elliott also works part-time at a service station to make ends meet as their business becomes established. The goal is to take the vegan butchery full-time.
The plucky entrepreneur has even looked into some possible bricks-and-mortar shops in suburban Adelaide, with a lot of customer “pressure” to move out north.
“There isn’t much out there. When I do my orders there are a lot of people out north. I’m thinking maybe it would be smart,” they say.
Elliott makes all the food on Wednesday to be delivered, picked up or dropped off by customers on Saturday.
The logistical side of the business is something they’ve found challenging over four months of operation, as well as scaling up production.
“You change a recipe, and you double it, and it completely changes somehow,” Elliott says.
“But it’s nice having people come and pick up their goods. I really miss that customer service aspect of it.”
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