Historically, raising livestock was a simple job done by rural communities to sustain themselves. However, as meat production migrated to processing facilities, this industry has become infamous for sacrificing quality because of its focus on making production as cheap as possible.
Corporations in the 1950s began standardizing how meat was traded through beef boxes, which streamlined selection, transportation, and sales. This made American meat cheaper and more accessible, but it caused the market to be controlled by a small number of companies. This not only erased butcher shops, but it also reduced customer knowledge about where and what their food is.
Before supermarkets became common, butchers and customers had a strong relationship based on trust. The butcher would recommend many proteins and had information about where it came from. With supermarkets, their operations are far too extensive to be able to tell consumers where their meat is from. So once butchers disappeared, consumers have become less and less educated about what they were buying, making it easy for companies to charge more for a lesser product.
As the meat industry industrialized, Concentrated Animal Feeding Operations (CAFO) became a large concern because of how animals were mistreated. CAFO farms did increase meat quality significantly, but they made high-end cuts harder to find.
Meat N’ Bone, a Miami-based omnichannel butcher shop, has emerged as a convenient and reliable solution to this problem. By working closely with select farmers who utilize ethical practices, the butcher shop provides customers in-store or online with premium cuts that are delicious and healthy. Meat N’ Bone focuses on educating consumers to rebuild lost trust that was once present when butcher shops were predominant.
Meat N’ Bone was founded in 2017 by a group of friends who wanted something better from the industry. Luis Mata was a finance professional at Fortune100 companies and enjoyed cooking while Gabriel Llaurado was a marketing executive for an international news outlet and foodie. While both had successful careers, Gabriel and Luis had dreams of making change in the world. Both men bonded on their love of eating great meals with their families. These shared values eventually led them to intensely research their target markets and open Meat N’ Bone in their hometown shortly after.
Miami isn’t the typical location to grow a butcher empire, but Luis and Gabriel felt most comfortable in the city’s multicultural environment. Although there were plenty of naysayers and critics, the pair’s decision paid off. Meat N’ Bone was bootstrapped with just $25,000 in cash, but reached 10 million in only four years. One million of that came in 16 short months, making Meat N’ Bone an underdog within a global industry worth $897 billion.
Chief Marketing Officer Gabriel accredits Meat N’ Bone’s instant success to the mindset the founders had: “Meat N’ Bone was built with the idea of scaling in mind. We knew that eventually we would need to double, triple or quadruple our normal practices and we were proactive in preparing for that. We also decided to do what no one else was because we knew that if we didn’t, we wouldn’t make it in such a competitive sector. We built a marketplace with a focus on educating the consumer and allowing them to access premium proteins previously only available to high-end chefs and purveyors.”
Currently, Meat N’ Bone offers over 400 different cuts of meat along with a wide selection of sides, spirits, and cooking hardware. The company’s marketplace offers premium seafood, game, beef, poultry, pork, and lamb. Some of Meat N’ Bone’s most popular items include dry-aged and alcohol-infused steaks. As the biggest American retailer of Japanese wagyu, the company also offers Hannari and Kobe wagyu, which is among the top 1% produced in Japan.
Meat N’ Bone’s seafood products have risen in popularity as they offer
sushi and sashimi grade options such as Japanese Uni, O-Toro, Chu-Toro, Tiger Prawns, and Ora King Salmon, all of which are only offered in the top restaurants.
In addition to offering a diverse range of products, Meat N’ Bone is committed to quality. The company has a focus on G1-certified USDA Choice and Prime beef selections, but has a rigorous sourcing process for all products. They only work with honest farmers who produce the best proteins. This level of quality is found not only in their high-end cuts but in everything they sell, including their staple subscription options.
To fully empower customers to make healthier meat choices, Meat N’ Bone makes its marketplace accessible via the web and a simple mobile app. This tech allows people to learn about quality products and find them easily. Customers can also have this experience at any three of Meat N’ Bone’s stores located in Miami or Coral Springs.
In the near future, Meat N’ Bone is looking to open more boutique locations, that can offer their characteristic one-on-one customer service and expand the reach of their hand-delivery service. The company is also looking to build a central hub in order to boost company efficiency and customer satisfaction as shipping rates will drop and engagement will rise.
“Meat N’ Bone has a story for everything we sell because if you're gonna trust your butcher, the way that our parents used to do, then there has to be an explanation to why you decided to sell specific products,” says CEO Luis Mata, “As a butcher, you’re a bit like an educator for the customer. Therefore, you shouldn’t only be buying protein because it is cheap. Customers can go to a supermarket and buy those things, so you have to provide something different. At Meat N’ Bone, we focus on educating customers across Florida and the United States, collaborating with leading producers, and doing everything we can to make our current and future customers come back again.”
Media Contact
Name: Gabriel Llaurado
Email: [email protected]
