Very disappointing and, in my opinion, misleading marketing f
I specifically set out to buy genuinely nitrate and nitrite free bacon. Like many people, I started with a Google search, which listed The Dorset Meat Company alongside other suppliers of nitrate and nitrite free bacon.
The marketing immediately appealed to me. The website talks about "GRASS FED | FREE RANGE | ETHICALLY REARED | SUSTAINABLE FARMING" and says its meat is produced "in harmony with nature" by small family farms, claiming this is better for "the farmer, the animal, the local ecology, and for you" and produces meat "you can trust completely."
As someone looking for food with as few additives as possible, that gave me every reason to believe I had found exactly what I was looking for.
I ordered from The Dorset Meat Company and another artisan supplier whose website gave a very similar impression. Our intention was to cook both products side by side in a live taste test.
That never happened.
Before cooking, I read the ingredients carefully and was genuinely astonished. Despite all the emphasis on traditional curing, sea salt, slow growing pigs, ethical farming and natural production methods, their standard Free Range Smoked Back Bacon contains E250 (sodium nitrite), E251 (sodium nitrate) and E301. When I previously purchased it, even their Pork Belly Confit contained the same curing additives.
After going through the range carefully, I discovered that the only genuinely nitrate and nitrite free bacon they sell is their Free Range Smoked Nitrite and Nitrate Free Back Bacon.
To be fair, this product is exactly what it claims to be. It contains no nitrites, no nitrates and no preservatives, and I give them full credit for producing it.
Unfortunately, it arrives having already been frozen and thawed and is labelled not suitable for refreezing. Unless you intend to eat it immediately, it is of little practical use if, like me, you buy meat online to stock your freezer.
My disappointment is not that The Dorset Meat Company uses nitrites and nitrates in most of its cured meats. Many producers do, and customers can make their own informed choices about that.
My disappointment is that the overall presentation of the website creates a strong impression that these traditional, ethically reared products are somehow different from conventionally cured bacon, when in reality most of the bacon still contains the same curing additives found elsewhere.
After finding another artisan supplier using remarkably similar marketing while selling conventionally cured products, it left me feeling that there is far too much smoke and mirrors in this part of the industry. The emphasis is on traditional methods, natural farming and wholesome language, while the ingredients tell a rather different story.
If you are specifically trying to avoid nitrites and nitrates, don't rely on the marketing. Read every ingredients list carefully. Also be aware that some producers use celery extract or celery powder as a natural source of nitrates while promoting products as "uncured" or "naturally cured". If avoiding nitrites and nitrates is your aim, always check the ingredients rather than relying on the wording on the front of the pack.
The Dorset Meat Company may well produce high quality meat from well cared for animals, and I have no reason to doubt that. However, I came away feeling that the website promises far more than most of the products actually deliver, and as a customer I was left disappointed.
30 July 2026
Unprompted review