Introducing the Cleaver Awards
We’re proud supporters of the annual Cleaver Awards. The initiative was launched in 2005 as a campaign by South Africa’s Red Meat Industry Forum to raise the standards of local butcheries.
The awards recognise butcheries for their in-store hygiene, supply of quality-assured roller-marked South African beef, and their capability to offer value for money as well as advice on meal preparations.
“Consumers are becoming more educated about what to expect from their butchers and are giving credit to those butchers who are exceeding their expectations”, says Dave Ford, spokesperson for the Red Meat Industry in South Africa.
Because consumers nominate their favourite butcheries as participants, the Cleaver Awards encourages butcheries to perform optimally. At the same time, it gives the industry the opportunity to hear what consumers want.
Nominations open towards the end of each year and consumers countywide vote for their best butchery. In 2015, a record number of over 35 000 nominations were received.
Since the launch of the Cleaver Awards, butchery standards in South Africa have improved notably.
It is with great pleasure that we observe the continuous improvement of the industry. We wish the very best of luck to this year’s participants.