Does quality drive success?

Eating quality is vital

Philip believes quality means it eats well, saying it “pleases the palate”, a principle underlined by his chef-rich customer base in London. Selling around 150 cattle/week, he explained why the best animal in the show ring isn’t always best for the ageing process his customers demand.

Referencing the EUROP carcase classification, Philip described how he needs an ‘O’ grade carcase with more fat cover to protect the muscle through the 50-60 days of hanging. He acknowledged this differs to the usual requirements of an abattoir, so compensates for it in his pricing for farmers. 

The need for consistency

Matt is also working with London chefs having found a niche market for his mutton and said having ‘the right animal for the right place’ is a truth he has learnt from Philip over the years.

He said while the taste must be fantastic, consistency is paramount. His customers’ demands differ but, having established what each one wants, it must be the same every time – quality, for them, is a given. “All chefs want different things. Quality is assumed now, the most important thing is they get a consistent product,” said Matt.

Local produce must be high quality

With so many farmers now selling their meat direct to consumers, Philip underlined the importance of quality and giving customers a product they are really going to enjoy: “They need to concentrate very much on what they consider quality, eating quality. What it's going to eat like. They need to really focus that that product is better or as good as anybody else's.”

And he feels this is Britain’s point of difference. He said Britain can’t produce ‘ordinary’ beef at the same price as other global producers, so the only route to market is by being ‘better than average’: “Farmers need to really concentrate on having that best product.”

Understanding meat

From his work with chefs, Philip can see it is their understanding of meat which has led the drive for quality: “You can't say the chefs don't understand what they're talking about,” he stressed. “They do know what they're talking about, and they don't accept near enough. My old saying to my son has been, ‘near enough ain't good enough’ and that is the main principle I've learned from the chefs as well. They do not accept it.”

How to build lasting relationships with customers

The quality theme continued in the bonus podcast episode when Philip and Matt talked about the importance of trust and strong relationships - both with customers and farmer suppliers.

“You soon know, if you’re a farmer yourself, those that are giving you all the talk and not walking the walk,” said Philip. “Most of the farmers I know love their ground and love their animals, ……they really, really care….British farmers and British beef are some of the best in the world.”

Echoing his earlier comment about chefs understanding meat, Philip encouraged farmers to do the same, so they are selecting the right animals to send to market: “Don’t sell anything to anybody which isn’t right.”

Matt added to this by explaining he only supplies what he knows he always has available: “When a restaurant opens, they get samples from everyone. Everyone sends in their very best. We never have. We've always sent what we can guarantee.”

Episode showstoppers

1. The context of a farming system and having the right animals is central to success
2. Trust within business partnerships and relationships is vital
3. There must be a quality eating experience every time

Listen to the full episode below - also available via Spotify, Apple podcasts and YouTube.

About our guests

Philip Warren owns Philip Warren Butchers in Launceston, a business of ‘professional butchers who farm’, with generations of experience sourcing and selling some of the finest meat in the country, dry ageing and maturing it on the bone.

Matt Chatfield is founder of The Cornwall Project, an initiative shining a spotlight on Cornish produce, building connections between local suppliers and high-end restaurants.