George Turkette
Inside the Craft: George Turkette and the Rise of Turchetti’s Salumeria
In the latest episode of Pitch Lab, hosts Jackie and Tom slice into the flavorful world of craft meats with George Turkette, CEO and founder of Turchetti’s Salumeria. From DIY pancetta in restaurant kitchens to building a premium meat brand with national reach, George shares the unfiltered story behind one of the most exciting names in charcuterie today.
From Culinary School to Curing Cabinets
George’s journey began in Indianapolis as a culinary student dreaming of fine dining. But it was in a pizza joint—where pancetta was being cured in-house—that he found his calling. Fascinated by the science and art of charcuterie, he taught himself the complex craft of salami-making, turning home setups into test kitchens and coat hangers into meat hooks.
The Business of Beefing Up
In 2017, George and his wife launched Turchetti’s with a mission: to make high-quality, small-batch meats accessible without the pretension (or price tag) of luxury brands. Built on old-world technique, food science nerdiness, and a whole lot of hustle, Turchetti’s quickly grew from cramped kitchens to a new 3,000 sq ft facility—and now serves both direct-to-consumer and co-packing clients with style.
Scaling with Soul
Despite being up against billion-dollar brands like Boar’s Head, George has carved a niche through product quality, obsessive attention to detail, and an 80% margin that even tech investors envy. With a focus on building a scalable but soulful business, Turchetti’s is now raising capital on WeFunder to fuel new equipment, retail expansion, and an even bigger footprint.
What We Learned
Salami is science.
It’s not just “meat in a casing”—it’s a precision process involving fermentation, humidity, and aging. Flavoring is limitless (lavender salami, anyone?), but technique is non-negotiable.Facilities are everything.
In the meat world, whoever owns the facility owns the opportunity. Turchetti’s investment in its own USDA-approved production site is a major competitive advantage.Co-packing can be a growth engine.
George turned his production power into a business opportunity, crafting custom products for other emerging food brands who want quality but don’t have the infrastructure.Quality doesn’t have to mean luxury pricing.
Turchetti’s combines gourmet product with grocery store viability—offering premium meats without the markup.Know when to pivot.
Closing the restaurant was hard, but it allowed George to refocus on the original dream: building a national brand. Since then, he’s never looked back.
From Meat Sweats to Market Share
This isn’t just a brand built on pork and pepper—it’s personality-packed. George’s cult-favorite "meat sweats" sweatshirts, Lionel Richie sausage merch (“Is it meat you’re looking for?”), and seasonal salamis (lavender garlic, tandoori lamb, plum rye whiskey) prove the brand’s creative bite matches its business chops.
Looking Ahead
George is laser-focused on growth—targeting $25–30M in revenue within five years and eyeing a future 30,000 sq ft facility. But he’s not just building a meat company. He’s building community. With plans to create jobs, support foodservice partners, and expand distribution across major retailers, Turchetti’s is positioned to become a household name—without losing its handmade soul.
Support the Salumeria Revolution
Turchetti’s is now live on WeFunder, offering investors the chance to back one of the only independent salami producers with national ambitions and true culinary credibility. As George puts it: “We’re not here to be big—we’re here to be better.”
Craving a taste?
Order online at turchettis.com or ask your local grocer to stock them.
📦 Nationwide shipping available. Meat sweats not included—yet.
Pitch Lab is produced and distributed by Merrick Studios and hosted by Merrick Chief Creative Officer, Tom Frank and communications specialist, Jackie Hampton. Tune in to hear this thought-provoking brand discussion on Apple Podcasts, Spotify, YouTube, or wherever you catch your podcasts.
