FAIRFIELD, CALIF. – True Story Foods, a family-owned-and-operated meat business, recently stated that it would expand its retail footprint into more major grocery stores around the United States.

The company plans to deliver all-natural and organic pre-sliced deli meats sold by Meijer, Kroger and Whole Foods.

True Story already distributes snack packs and other sliced deli products to Target, Costco, Publix, Sprouts and Safeway among other locations. The company now has products in 4,000 stores.

For Meijer stores in the Midwest, True Story provides four sliced deli items, including Uncured Wildflower Honey & Maple Ham, Uncured Black Forest Ham, Oven Roasted Turkey Breast, and Smoked Turkey Breast. 

In its West Coast expansion, Kroger stores Ralph’s and King Sooper’s would carry True Story uncured ham selections, Oven Roasted Turkey, and sliced Genoa Salame and Heritage Breed Prosciutto. According to the company, the specialty charcuterie category of the brand’s deli portfolio has increased in demand and seen success at retailers like Sprouts.

“When I started in this industry, consumers were not as conscious of what went into their deli meats,” said Phil Gatto, co-founder of True Story. “Now consumers are extremely well-educated about ingredients. They read labels. They’re having conversations about humane raising.”

Earlier in 2023, True Story launched an expansion into 111 new Whole Foods stores, which carry its Organic Thick Carved Oven Roasted Chicken Breast and Turkey and Ham Snack Packs, small rounds that are individually portioned into packets of five slices. 

Last September, MEAT+POULTRY interviewed Phil Gatto of True Story Foods for a podcast series.