Starting a premium meat webshop for consumers in the current climate feels a bit wrong, right?
But why is that?
Considering today’s ethical and social challenges, there are several reasons to not eat meat, now, on a daily basis. Such as better meat substitutes, and changed thinking re animal welfare and climate change.
But, let’s be honest, none of these change the sensory experience – from time to time – of consuming a perfectly prepared steak.
A major part of the brand strategy is acknowledging and embracing the fact that eating meat is a bit naughty. Meat became something desired and enjoyed, despite not always held in high regard. Inspired by these social and ethical challenges we redefined meat as a guilty pleasure (very relatable, we all have one.. or two?).