There’s no denying that Hereford cattle set the gold standard for beef. Known for their tenderness, juiciness, and exceptional eating quality, Hereford beef is the ultimate choice for butchers, chefs, and meat enthusiasts alike.
To delve deeper into the world of Hereford beef, we sat down with Matt Slack, who leads the family-run butchery, E V Slack and Sons—a business born out of the need to support their farming operations after the foot-and-mouth crisis.
Matt is a staunch supporter of local businesses and his community, and he’s earned a reputation as a passionate advocate for British produce, championed by the tireless efforts of farmers and food producers. His commitment to this cause led him to start posting videos online in 2020, where you might recognize him as the butcher with a carcass on a hook and a large knife—affectionately dubbed “the chopper.”
With over 100,000 followers and more than 50 million views, Matt’s videos have captured the attention of a generation unfamiliar with meat outside of plastic packaging. His straightforward and insightful commentary on what makes a good cut and what happens behind the butcher’s counter has brought a refreshing energy to the industry.
With his expertise and enthusiasm, we decided to catch up with Matt and ask him a few questions.
When looking for a beef carcass what are the main qualities you as a butcher want to see?
The main qualities that I’d look for are a decent covering of fat, plenty of width in the loin and not overly big in the hind quarters.
You’ve been known to champion Hereford beef as being the best of British – what is it about Hereford beef that means it earns a place on your counter?
Hereford beef has a flavour and taste that cannot be matched by continental breeds and we find customers who buy Hereford beef always return for more.
How to you like your steak cooked?
These days I always ask for my steak to be cooked rare – good beef should never be over cooked.
What’s your opinion on fat on a cut?
All cuts of meat have to have a certain amount of fat but some joints such as brisket would be ruined if they have too much fat.
Why does meat in a butcher’s shop have so much colour?
Most butchers will slaughter and hang beef for the correct amount of time to enhance the colour and the flavour. We hang all our beef for a minimum of three weeks to ensure our customers are getting the best quality beef.
Why should people buy local?
To support local businesses and local farmers, if you don’t support these businesses they will disappear. We all have a responsibility to buy British and support British farming.
What sort of a response do your videos get on social media?
The response has been very positive and I think this might be due to how transparent I am on social media. My posts have become very popular, especially with the younger generation who had previously believed that their meat came out of a packet at the supermarket. They have now started to support their local butchers and in doing this they are surprised by the quality and flavour of meet compared to what they were doing.
In conclusion, Matt Slack’s passion for Hereford beef and local British produce shines through in both his butchery and his online presence. His deep-rooted commitment to quality and transparency has not only earned him a loyal following but also helped educate a new generation about the importance of supporting local farmers and butchers.
By highlighting the exceptional qualities of Hereford beef—its flavour, tenderness, and the craftsmanship that goes into preparing it—Matt is playing a key role in reviving appreciation for traditionally reared, locally sourced meat. As more consumers turn to local butchers and support British farming, the future looks promising for both producers and meat lovers alike.