Must Be Crackers

A Cracker Of A Business Opens In Dunfermline

Friday 10 November 2023

Must Be Crackers, is a deli and larder that is bringing ‘great food, thoughtfully sourced’ to the city of Dunfermline.  Owner, Aileen Wright, with the help of her family, transformed the old Dunfermline Sewing Machines store on the High Street into the luxury larder of their dreams and have worked hard to get the shop into shape for the opening.  

Offering fresh bread, British, Irish and continental cheeses, pastries and biscuits, teas and hot chocolate from The Wee Tea Company, chocolate from Gleneagles and even fizzy lemonade and ginger beer made in Glasgow, Must Be Crackers say they are focusing on providing an artisanal shopping experience and luxury goods.

Aileen, who also owns and runs Sew Yarn Crafty explained, "The opening was just beyond any expectations I had, it was just so great. We're providing a product and a shopping experience that you would normally have to go to a bigger city to get. We are conscious of the pricing and people’s dietary needs, we have some really nice vegan, gluten-free and dairy-free options.  We’re not just trying to sell to the wealthy cheese lover. We’ve got some great local produce and more to come, along with plenty of crackers.

“We aim to provide affordable luxury. Consistency in our information, customer service, supplier agreements and experience will set us apart.  We will retail food items for the adventurous, aspirational ‘cook-at-home’ along with treats, delicacies and indulgences for the weekend or special occasions. 

“Our location right in the centre of a busy High Street is one of our key advantages, offering us visibility, making us a talking point, and awarding us with free advertising opportunities via our beautiful shop front.”

Throughout this experience of renovating and opening the deli, the Must Be Crackers team has found tremendous support from customers and suppliers. They also received advice and support from Business Gateway Fife adviser, Karen Cassells.

Karen commented, “Aileen has invested her heart and soul into creating the perfect artisan business in an excellent location on Dunfermline’s High Street. We were delighted she was able to secure funding from the Town Centre Building Improvement Grant and a Business Gateway Fife Start Up Grant to support with the refurbishment of the new premises, which required full renovation.  Aileen has also attended some of the Business Gateway Fife webinars which she found very useful and will receive marketing support in the future.”

Whether thinking of starting a business or looking to grow or sustain an existing business, contact Business Gateway Fife on 01592 858333 for a variety of advice and support