Gradimir and his family sell their traditional cured meats and salamis at Grey Lynn Farmers Market on Sunday mornings.
Where did you grow up?
I was born and raised in small town north of Belgrade, in Serbia. Life there was centred around family and community. In our native tongue we have the same word for siblings and cousins. Children aren’t just raised by parents – uncles, aunties, and grandparents are all part of daily life.
How did your family end up in New Zealand?
It happened in stages, starting with my uncle in the mid ‘90s, followed by my brother a few years later. Ten years later my parents and I joined them.
What was your plan coming here?
The pull of family ties was strong, and my brother kept telling us that there was nothing in Auckland like our traditional cured meats. He did lots of research, found out what we needed to do to set up a food business here, and started all the paperwork. We arrived in May and by July we had set up Salash in Auckland.
Why the name Salash?
“Salash” is a traditional farmstead in Serbia — a self-sufficient place where families raised animals, grew food, and made smallgoods. It reflects that heritage of living from the land and creating wholesome food with care.
Your family has a long tradition of preserving meat
Yes - my great grandfather was a home-kill butcher, my grandfather ran the town butchery. My father had a popular restaurant, then set up the precursor of Salash, and I did a culinary degree before joining the family business. Traditionally, curing meats marked the start of winter when it was cold and dry, with no flies – perfect for smoking and preserving meat.
What makes your products distinctive?
Authenticity. Everything we sell is made to recipes that haven’t changed for generations. The flavours are rich and balanced – nothing artificial, nothing rushed.
How has the market experience been?
Farmers markets have been a huge part of our story. When we first arrived, my parents and I spoke very little English. The market communities helped us learn – people were patient, curious, and supportive. Even now, customers don’t just come for salami - they stop to chat, share stories, and ask about our family. We are excited to have joined the Grey Lynn community.
Who can we expect to meet at the market?
One of the family. My mum (Melina) and dad (Draza), or my uncle (Milo) will be the mainstay of our Grey Lynn stall, and I will sometimes be there. My 10-year-old son has started helping at the markets too – he’s a great support for his grandmother.
Do you have any hobbies?
Honestly, salami making is both my work and my hobby. I also enjoy life on our lifestyle block in Kumeū, where we keep a few sheep and chickens. It reminds me of growing up in Serbia, surrounded by animals and family. When we do get time off, my wife, our two boys, and I love to travel – especially to Mexico, where she is from. It’s important to us that our children grow up with both Serbian and Mexican culture, as well as the Kiwi lifestyle we’ve made our home.
salash.co.nz
www.greylynnfarmersmarket.co.nz
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