Meat business ‘The Ethical Butcher’ have just exceeded their target raise of £350,000, securing the backing of 242 investors in a crowdfunding campaign on Crowdcube.
The Ethical Butcher will use the capital raised through Crowdcube to carry out their plan to create an innovative ethical meat brand, which aims to change how we think about buying meat in the UK. The venture, dubbed an online ‘craft beef’ service, will work with farmers to eventually produce carbon negative meat.
One of the biggest investments of £36,000 came from Chris Oglesby, CEO of Bruntwood.
Talking about The Ethical Butcher, Oglesby said: “My wife is a member of the PFLA and we’re both fully bought into The Ethical Butcher’s brand values. Their proposition is exactly what we were looking for and the timing is perfect for this venture. There’s a real market failure that they’re looking to address. I feel passionately that consumers must understand the value of ethical meat – not only due to its taste and quality but also its health benefits and significantly reduced impact on the environment.”
“The Ethical Butcher wants to positively disrupt the meat industry by giving households access to the most ethically produced meats possible, via a cut-to-order next day delivery service. All products will be fully traceable and the company will be completely transparent about products’ provenance. Meat tasting notes will also be included in every box.
“A proportion of profits will be funnelled back into research and development, to help train Ethical Butcher farmers in Holistic Management. This is a method of farming that allows animals to live in harmony with a bigger ecosystem, by building new soil and returning fertility to damaged farmland. In the best cases, Holistic Management can lead to carbon negative meat production.”
The ethical food and drink industry grew 9.7% in 2017, and between 2016 and 2017 there was a 32% increase in the number of people buying free range meat and eggs, meaning the timing has never been better.** Amid growing concerns about global warming and food provenance, consumers are taking greater notice of the impact their diet is having on the environment. It is with increasing urgency that people are looking for genuinely sustainable and regenerative alternatives to current methods of meat production in order to combat the devastating effects of climate change.