Speciality Food April 2025

still costing less than a takeaway or restaurant meal. They are also turning to premium options like venison meatballs – which saw an 18% increase in sales over past year – to elevate everyday dishes like spaghetti and meatballs.” While many shoppers purchase meat at independent fine food retailers expecting to pay a premium in return for high quality products, this doesn’t meant they’re not seeking value, says Andrew. “Whilst buyers who choose to shop at independents and craft butchers may not be as price inhibited as some shoppers in multiples, they are just as demanding on value, if not more so. This doesn’t mean they’re settling for lower quality; it’s about buying less expensive and overlooked cuts of meat and elevating them to remarkable levels, replicating at home the techniques demonstrated by chefs who showcase nose-to-tail dining.” Doing it right While for many concerned shoppers, locally-shot wild deer could be considered the epitome of ethical meat due to the animals not having been raised for their meat, the scale of this market – as well as its regionality – doesn’t make it suitable for all retailers and shoppers. So, what are they alternatives? “It’s important to remember that what we eat is directly tied to ‘what our food ate’ – the health of the animals and the land they are raised on is ultimately what we put into our bodies. The more ‘down to earth’ the system, the better it is for us and the planet,” begins Farshad Kazemian of The Ethical Butcher. Farshad considers this approach to be key to a healthy future for the food industry. “The Ethical Butcher is vital because it represents a return to a more connected and mindful way of producing and consuming food,” he continues. “It is not just a tradesperson but an advocate for food systems that respect animal welfare, promote sustainability, and focus on quality. As regenerative farming practices become more widespread, The Ethical Butcher is playing a key role in nurturing a system that restores, rather than depletes, the environment.” There is undoubtedly a growing appetite for ethically sourced meat, says Farshad. “This shift is driven by a deeper awareness of where food comes from, particularly as consumers are realising the @specialityfood 42 H eadlines abound about the growth of vegetarian and plant-based diets, but grabbing less attention – but no less important – is the increasing consumer appetite for better quality, ethically-produced meat. With many meat-avoiders doing so because of ethical concerns about the lives and health of the animals raised for consumption, ethically sourced meat could bridge the gap for many conscientious shoppers. A growing opportunity The wider meat market isn’t being hit as hard as you might think, despite the growth of vegetarianism and veganism. “The fresh meat and butchery sector has seen the beginnings of a turnaround in fortune as sales of fresh meats and prepared fresh meats across all UK retail channels rose 2% in volume and 7% in value across 2024 to £7.2bn,” says Andrew Niven, strategic insight manager manager at The Knowledge Bank. “There are several forces at play here,” he continues. “The sharp increases in prices over the last two years has been particularly felt in the out-of-home sector. Consequently, mainstream shoppers are looking for cost-effective luxuries like ribs or a leg of lamb to make dinner feel high-end while importance of soil health and animal welfare.” “Quality and animal welfare are incredibly important to today’s fine food consumers,” agrees Lord Newborough of Rhug Estate. “There’s a growing awareness and concern regarding where food comes from, how animals are treated, and the overall quality of the meat they consume. Consumers are increasingly willing to pay a premium for products that are ethically sourced and exhibit superior taste and texture, reflecting a shift toward organic and sustainability giving health- conscious choices.” Ethical meat, ethically farmed The topic of ethical meat brings the hot topic of regenerative farming to the fore, too. “Regenerative farming, which focuses on improving soil and land health, is gaining recognition for producing meat that not only tastes better but is also part of a healthier food system,” explains Farshad. “People are increasingly aware that the quality of what we eat depends on the quality of the environment it comes from, and are therefore seeking food that aligns with their values of sustainability, health, and animal welfare.” At Rhug Estate, organic farming practices are at the centre of its meat production. “Our butchery at Rhug Estate prides itself not only on the quality of meat but also on a commitment to sustainable and organic farming practices,” says Lord Newborough. Transparency is key. “We offer farm tours and samples to enhance customer knowledge and appreciation of different cuts and cooking methods, ensuring our TOP-SELLERS AT RHUG ESTATE “Our most popular meat products typically include premium cuts like ribeye steaks, pork tenderloins, and ethically our Rhug organic chicken,” says Lord Newborough. “These items are top-sellers due to their versatility, flavour profile, and the increasing trend toward cooking at home, where consumers are seeking elevated culinary experiences. Seasonal items, such as specialty sausages during holidays, also gain popularity.” FARSHAD KAZEMIAN THE ETHICAL BUTCHER COMMENTATORS ANDREW NIVEN THE KNOWLEDGE BANK LORD NEWBOROUGH RHUG ESTATE Today’s fine food consumers are passionate about eating only good quality meat – and, for them, the work starts in the field FEEDTHE APPETITE FORBETTER 79% OF SHOPPERS CONSIDER ANIMAL WELFARE A CRUCIAL FACTOR WHEN CHOOSING MEAT QUALITY MEAT SCOTLAND