22 July 2008, 13:32 PM

Although the department store remains a Gaelic institution, the number of products from the nation’s rich larder available at its food hall has decreased in recent years. George Bell, Jenners’ store manager, explains, “Historically, our food offer was very Scottish. However, since House of Fraser acquired the brand a little over three years ago, a lot of the buying has been done from London and we decided that the local appeal was not as great as it used to be. Some of our customers thought we had lost part of our tradition.”

He adds, “Joining forces with Valvona & Crolla brings us back to the traditional delicatessen market. We want a lot of Scottish products available to reinvigorate Jenners’ local appeal.”

The move is a win-win situation as the historic deli, which launched in 1934, will gain access to a prime trading location on Princes Street in the heart of Edinburgh. Mari Contini, director of the shop, says, “The opportunity to work with House of Fraser is an important step for Valvona & Crolla as the board continues to steadily grow the brand whilst maintaining firm control of the quality of offer to our customers.”

The partnership doesn’t stop there as Valvona & Crolla will also take over at Jenners’ smaller food hall on Loch Lomond Shores. Philip Contini, chairman and managing director of the deli, explains, “After 74 years in the one place on Elm Row, we are bursting at the seams and these two prestigious locations give us new opportunities to showcase the best food, wine, liqueurs and spirits from Scotland and Europe.”

Despite the move, Jenners doesn’t intend to kiss its own-brand products goodbye, although they will receive a Scottish makeover. Sourcing will be made from local suppliers and the packaging will reflect the nation’s symbols and heritage.