It’s no secret that butchers are up against some tough competition with grocery retailers but their resilience to not only remain a critical component of fresh food retailing but to thrive despite the stiff competitor set, is exemplified by Brett Laws.
Brett’s career is a case study of what defines the modern butcher and he has done it by tapping into what the major retailers cannot deliver - strong consumer engagement, a keen understanding of trends and better utilisation of every carcase that maximises the value of red meat at every stage.
Today, as a two-time representative for Australia at the World Butcher Challenge, five-time Meatstock winner and member of the World Butchery “All-Stars Six”, Brett’s success reflects how skilled butchers not only tap into traditional butchery which focusses on breaking carcases into standard cuts but taking it further to satisfy changing consumer needs.
“For today’s consumer, value isn’t just in the cut — it’s in the experience, convenience and flavour. This is where butchers play a critical role,” says Brett.
He has built his reputation on taking beef and lamb beyond raw retail cuts and turning them into high-impact, inspirational value-added products.
That includes:
- Ready-to-cook beef and lamb products
- Portion-controlled, midweek meal solutions
- Flavour-led cuts aligned to global cuisines
- Visually engaging retail displays
Bretts explains, “These innovations don’t just drive sales, they improve whole-carcase utilisation, ensuring more of the animal is used in higher-value applications.”
Flavour Is a Primary Driver
Consumer behaviour has shifted. Purchasing decisions are increasingly driven by flavour, inspiration and ease of use.
” Success comes from staying relevant and aligning products with evolving flavour trends - whether American BBQ, Asian-inspired marinades, or Mediterranean profiles, it’s important to position beef and lamb in ways that resonate with modern consumers,” says Brett.
“Flavour is no longer an add-on; it’s a value driver.
“When secondary cuts are transformed through flavour and format, they move from low-value outputs to premium, high-demand products.”
Value-Adding Drives Demand
Value-adding is a key retail strategy, that Brett taps into to:
- Reposition underutilised cuts
- increase purchasing frequency through convenience
- drive margin growth through product differentiation
- Deliver ready-to-use solutions to increase consumer confidence
This creates a stronger connection between the product and the end consumer — and ultimately drives higher demand for beef and lamb.
Showcasing Red Meat on the World Stage
International competition has become an important platform for demonstrating the capability of Australian butchers and the potential of Australian red meat in modern retailing.
Butchery on the global stages such as the World Butcher Challenge highlights:
- Advanced cutting techniques
- Innovative product development
- Premium presentation of beef and lamb
These events reinforce the reputation of red meat as a versatile, high-quality product, while showcasing how modern butchery can elevate its value through improved carcase utilisation and driving more value from underutilised cuts.
“The opportunity for the industry is clear red meat needs to be presented in ways that match how people eat today,” says Brett.
He explains that this means:
- Leading with flavour
- Emphasising convenience
- Creating differentiation at store level
- Continually evolving product formats
Brett’s career shows what happens when those elements come together. His success has been built not just on technical skill, but on the ability to adapt, innovate and create value from red meat.