Country meat cleaves the way

With only three-and-a-half years’ retail experience, Country Meat recently made history by winning the Gold Class category of the Cleaver Awards without even going through to the regional phase.

Directors Danie Prinsloo and Albert Louw attributed their phenomenal success to the quality of their products. “From the beginning, we have always focused on the quality of our product and because we stand by it, we offer our customers a full money-back guarantee if they are unhappy with our meat.”

Prinsloo explained that it was easy to be confident in what they were selling because they were hands-on in every step of the production phase – from the farm to the abattoir, and even did their own trucking. It’s a complete farm-to-plate business. “Our farm, our meat, our pleasure,” he said.

It’s clear that this is the winning recipe for the meat company.

Alongside quality products, Prinsloo encouraged upcoming businesses to focus on customer service and explained that it was vital that businesses got their name out there to differentiate themselves from other businesses doing the same thing.

He also encouraged businesses to form lasting relationships with the communities they served, “We are very involved with the Lonehill Residents Association, local schools, charities and, in some cases, even the local church.”

Prinsloo and Louw said they were thrilled with the award, and thanked their loyal Country Meat customers for the nomination and continued support.

The Cleaver Awards were launched in 2005 to meet the needs of the consumer by raising standards among butcheries. Since these awards started 10 years ago, butchery standards have significantly improved and feedback from consumers show that the majority perceives the Cleaver Awards to be a seal of approval.

An initiative of the South African Red Meat Industry Forum, these awards acknowledge butcheries which meet consumer expectations on in-store hygiene, the supply of quality-assured roller-marked South African beef, their level of competency in offering the best advice on meal preparation and perceived value for money.

Details: fourways@cmeat.co.za; bryanston@cmeat.co.za; 011 465 0664.