The Greatest Butcher on Your Block

Launched by MLA with support from the Australian Meat Industry Council & award-winning journalist Jessica Rowe. A growing campaign aimed at raising awareness of the local butcher and the important role they play within our communities. The campaign features a content series with 12 butchers sharing their tale, with Jess and the nation. In conjunction an exclusive in-store promotion was run in partipcating butcher stores from 17th February - 15th March encuraging foot traffic back to the butcher shop through a money can't buy prize for both particpating customers and butchers!

We have travelled the length and breadth of the country to find the Greatest Butchers...

Key storyteller Jessica Rowe headed out on a roadtrip to speak with some of the Greatest Butchers known to Australia. Sharing heart warming stories and their passion for the art of butchery, these butchers really are an important pillar within the community, and we wanted to share this with the nation. Reminding consumers of the rich and proud meat history that we have as a country and also highlighting the underutilised resource of the local butcher.