Derssa Top Quality

Derssa is the pounded base of Algerian home cooking: hot chilli and garlic crushed with salt and oil, used to start a tagine, a chakchouka or a marinade. Hill, an Algerian artisan cannery, offers it here in a Top Quality version, in the same burgundy-labelled glass jar and with the same cues as the rest of the range: halal logo, « 100% natural » claim and « Made in Algeria ».

It is used like any derssa: one or two spoonfuls fried in hot oil at the start of cooking, before the meat and vegetables, or brushed onto kebabs. The jar is stored dry and keeps in the fridge once opened.

Why list it

• A step up on a product North African shoppers already know, with no change to their cooking habits.
• Halal logo and Algerian origin printed on the jar.
• Shelf competition on derssa remains thin, unlike harissa.
• Fits the Hill brand block with the harissa, hmiss and garlic preparations.

On the shelf

Place it directly above or beside the standard derssa so the step up is visible. Cross-merchandise with semolina, chickpeas and stewing meat. Tip for the end customer: fry the derssa in oil before adding anything else, as that step is what releases the garlic and chilli aroma.