Just Cured - Experience Fine Foods

As this site is supposed to be about the company and its products, I suppose I should devote some attention to that subject on the inaugural day of the site.

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The Name

Just Cured is a working name. It may not be the final name for the company or our products. The more I use the name, the more I like it. I will be open, however, to the suggestions of a brand consultant and trademark counsel. (Reminder: Add hiring one of each to my task list.)

The name resonates with me because the word “Just” carries three meanings that are appropriate for this business.

• Just Cured as in “only cured.” My present intention for this company is to limit our product offerings to traditionally cured and smoked fish and meat products.
• Just Cured as in “recently cured.” Although I do not intend for the business to be a custom, to-order operation, I likewise do not expect to carry large quantities of finished goods inventory. My intent is that our products will be cured shortly before we ship them. As for inventories of raw materials, there is the famous proverb about fish and guests.
• Just Cured as in “properly cured.” This is a nod to my legal career and training and the use and misuse of the term “just” in that field.

I will keep you apprised of progress or changes in the name arena.

The Just Cured Mascot

The fish in the poorly cropped photo in the page banner (reminder: Have someone with a clue about photo editing software fix this one temporarily. David M.?) will almost assuredly remain our company mascot and appear prominently in our logo. His name is simply “Fish.” He is part of a sculpture triptych (reminder: remove dictionary from the packing box and put it where it has been all my life — inches from my left hand at my principal work area) entitled “The Three Major Food Groups” by Stuart Fink. The sculpture is done in tinted and cast concrete; it has hung in our kitchen for 17 years. Fish’s companions are three chickens hanging by their feet and a pig.

(Reminders: Get the signed copyright license back from Stuart; and have a great professional photo taken of the entire sculpture.)

If you know Stuart, you will understand immediately his perception of the three major food groups. Stuart, we are so sorry that you could not be with us during the holidays. As you can imagine, we told many of the old stories as we thought and laughed about our times together.

Chickens and Pig should be making their debut here soon.