Success stories
were an activated carbon fi lter to stop any odors produced from air circulated within the cabinet, as well as the addition of a robust, full-length, heavy-duty stainless-steel handle for easy door access,” he adds.
Beefi ng up sales Howell dry-ages his beef for a minimum of 28 days to make a real diff erence to taste and texture. He also dry-ages lamb, although he leaves this to hang for no more than 21 days. Experimenting further with dry ageing is
Stephen Hill, master butcher at Perrys of Eccleshall, in Staff ordshire, England, who says the Williams Meat Ageing Refrigerator is also proving ideal for venison, goose and chorizo. “Venison has a tendency to dry out when it’s
aged, but it keeps beautifully in the Meat Ageing Refrigerator,” says Hill, who purchased his fi rst unit in 2019. “We used to struggle to sell venison saddles, but
with saddles going into the ageing fridge, we can make venison wellingtons, which we’ve had great success with,” he says. Both butchers agree that the refrigerators have
made a diff erence to their business. “Our aged beef has been such a hit with customers that we need much more capacity to keep up with demand,” says Hill. “For example, as a result of the fl avor of the
aged meat, we sold 50% more rib of beef at Christmas. It’s profi table, too – we can add £5 a kilo on retail sales.
“A six-bone rib of beef that’s been aged about
28 days can go for £75–80; after four months, you’re looking at £130. You lose about 5% of the volume in the drying process but the extra fl avor more than makes up for it.” Howell adds, “Dry-ageing the meat adds to its
value – and the price customers are willing to pay. At the moment, we’re adding £4 a kilo, so a sirloin that starts off as £26 will be £30 once it’s been aged. "It’s early days, but I reckon customers would
be happy to pay more for the meat because it has great fl avor and tenderness,” he says.
The tender trend T e fashion for dry-aged meat has picked up in the past few years, as more and more customers go for quality produce. Hill's investment has been so successful that he’s added another three refrigerators to his shop. Harling adds: “One of the big drivers behind its
popularity is undoubtedly the internet – there are many cooking channels on YouTube which focus on dry-ageing meat," he says. Restaurateurs and butchers have responded
to this increased consumer interest by seeking out equipment that can meet this burgeoning demand themselves. “T e trend is still growing and has a very
healthy-looking future. Customers and diners are far more open to new culinary experiences, and the tenderness and fl avor of aged meat is a great selling point,” says Harling.
beef has been such a hit with customers that we need much more capacity to keep up with demand. It’s profitable, too
Stephen Hill
Our aged
Perrys of Eccleshall can add £5 a kilo on retail sales for their aged meat products, thanks to the Williams Meat Ageing Refrigerator
26 Aliworld
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