A
s a traditional butcher, Arthur Howell has always been keen on dry ageing to improve the flavor and texture of his produce. But dry-aged meat is a tradition that has now become a trend, with everyone from Michelin-starred chefs to barbecue
enthusiasts extolling its virtues. Te history of dry ageing goes back centuries, to a time when humans discovered meat tasted better if it was left to hang for a while rather than eaten fresh. Letting the meat age allows the enzymes to break down muscle tissue, making it more tender, while the evaporation of moisture from the meat during the drying process concentrates the flavor. However, the age-old practice isn’t without its problems: unstable temperatures can cause contamination as the meat matures, resulting in mold. Tis can be trimmed off, but that has an impact on a butcher or restaurateur’s yield. For Howell, the game changer in his dry-ageing
practice came with the Williams Meat Ageing Refrigerator, which operates at the optimum temperature range of 1°–6°C and humidity of 60–90% to ensure the meat matures perfectly without the risk of contamination. Howell had no hesitation about investing in the refrigerator for his family's butcher shop, which first opened its doors in the beautiful coastal town of Wells-next- the-Sea, Norfolk, England, in 1889. “When we installed it, it was the talk of the shop for weeks. It was a real conversation starter,”
says Howell. “Customers like theater, things that stand out and are different. Te Williams Meat Ageing cabinet certainly delivers. It looks great and it looks after the meat really well. “Tere’s no doubt it’s had a positive impact on business,” he says.
Perfect for front-of-house display Te Williams Meat Ageing Refrigerator is designed to be seen, constructed from stainless steel and featuring a full-length glass door and internal energy-saving LEDs to ensure the meat is displayed to customers in an eye-catching way. “Williams spent over a decade working alongside butchers, Michelin-starred chefs and casual dining operators who offer aged beef, developing and refining its walk-in meat-ageing coldrooms,” says Malcolm Harling, sales and marketing director at Williams Refrigeration. “It was important to make sure the unit
looked fantastic,” he adds. “We recognized that, whether it was to be purchased by a butcher or restaurateur, it had the potential to be a real talking point for their business. Te stylish design and robust stainless-steel construction means it is perfect for front-of-house display, allowing it to be easily integrated into a range of different locations.” Aesthetics aside, Harling says a critical
consideration was that each unit has the capacity for all meat joints, including larger cuts such as strip loins, and a choice of shelving or hanging rails. “Other important practical features included
design
The stylish
and robust stainless-steel construction means it is perfect for
Malcolm Harling
front-of-house display
Williams' meat ageing coldroom technology (left, middle) provides a smart solution for clients; Butcher Arthur Howell (above) has benefited from the Williams Meat Ageing Refrigerator
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