Page 25 - FoodFocusThailand No.156 March 2019

SPECIAL FOCUS

แห่งแคว้น Franconia กล่าว “และกรณีของเรานับว่ามีความส�าคัญเป็นพิเศษกับลูกค้า กับธุรกิจการค้าเนื้อสัตว์ด้วย หากคุณไม่ปรับตัวให้ทันกับเหตุการณ์…
ถึงแม้ลูกค้าของเราจะอยู่ไกลบ้านก็ตาม พวกเขาก็ยังคงคิดถึงความเป็นเอกลักษณ์และ เข็มนาฬิกาจะเดินผ่านคุณไปอย่างแน่นอน”
ความพิเศษในสไตล์ของ Franconia” ร้าน Strobel ได้ผสมผสานภาพลักษณ์แบบดั้งเดิม
ของธุรกิจเข้ากับแง่มุมสมัยใหม่ซึ่งเหมาะสมกับภูมิภาค อย่างเช่น การผลิตสินค้าจากหมู
ที่เลี้ยงด้วยฟาง (Straw-reared pigs) และสินค้าจากวัวที่เลี้ยงในทุ่ง (Grazing cattle)
บุทเชอร์ระดับเทพรายนี้ไม่เชื่อว่าเทรนด์จะเป็นเรื่องทั่วๆ ไป “โครงสร้างของเยอรมนี
มีความหลากหลายมาก เราสามารถจัดล�าดับความส�าคัญของเทรนด์ต่างๆ ได้ ถ้าได้
มีการพูดคุยเป็นรายบุคคล ทั้งกับเกษตรกรผู้เลี้ยงสัตว์และกับลูกค้า” ภาพรวมของ
อุตสาหกรรมจะได้ประโยชน์จากสิ่งเหล่านี้ อะไรก็ตามที่เป็นจริงส�าหรับธุรกิจอื่นๆ จะจริง

Meat Trends

“If you don’t move with the times…”

The butcher’s trade, if it is to be successful, Where it all happens
must represent both tradition and contemporary Mobile sales are getting a new look in the shape of street food. In 2017
Jürgen Pum, master butcher from Freiburg, bought a truck. He says,
developments. The best recipe is a mixture of clear “At the start it was meant just for party service; now we are very
expertise in meat and sausage products, technological frequently at festivals. Thus for us the food truck has become a major
background and new ideas. element of our business.” Jürgen Pum has significantly extended the
refrigerated logistics of the butcher’s trade. When compared with the
majority of food truckers, as a butcher he sees himself as having a
The trend towards outstanding quality in the butcher’s trade is
undiminished. Through its products the trade is differentiating itself definite advantage. “We have a kitchen, we have expertise and
experience in party service.” He underlines this with high-quality
from the mass market. The consumers are interested and require creations, such as his “ox-cheek burger.”
transparency. If opening times are not long enough, there are not enough staff,
High quality, not average or the business environment allows, vending machines provide
It is the individual and authentic that counts, for instance the regional shopping on a 24-hour basis. Or a “drive-in”, as run by gourmet
origin of the animals, unusual breeds or particular types of breeding butcher’s Zehetner in Dietach (Steyr) in Upper Austria, during normal
and feed. What applies to meat applies to sausage, too. The trend is opening times. Managing director Siegfried Zehetner explains: “We
towards clear and unique recipes, true to the motto “less is more.” have been running the first butcher’s drive-in for ten years now,
Master butcher Jörg Erchinger from Berlin is known there as one enabling everyone to buy a snack, create a menu or collect a pre-order
of the first who made a point of “gluten-free” products. He says: “Our while sitting in their car. Mothers, who had their children asleep in the
focus is on what the customer wants. And so I have revised all recipes, car, were some of the first customers. Treated as just an advertising
so that the sausages are gluten-free, and also otherwise without gimmick when we started, this idea has enabled us to gain great
glutamate. Our customers appreciate that.” attention and considerable recognition.”
Featuring striking products such as its “bone broth”, a broth made “An online shop is part of the overall online package, and definitely
of bones, Ebert Butcher’s and Delicatessen from Frankfurt am Main part of a modern butcher’s business”, says Rüdiger Strobel of Strobel
has attracted a good deal of attention. Inga Ebert says: “We created country butchers of Selbitz in Franconia, “and also in our case it is
this fine bone broth in 2017 from just five ingredients. A healthy drink, particularly important for customers who, though far from home, don’t
which you can enjoy hot or cold, and is just full of vital nutrients! The want to do without their Franconian specialities.” Strobel country
trend has already made itself felt in the USA, and German start-ups butchers combine the traditional image of a no throw-away processing
have also already been offering bone broth. But who knows how to business with modern aspects which fit the region, such as produce
make it if not we butchers? We have the infrastructure – boilers, for from straw-reared pigs and grazing cattle. This master butcher does
instance – and we have the ingredients.” not believe there are any general trends: “The structures in Germany
are too various. We can score well when it comes to personal contacts
The question of time – with the farmers as meat producers and with the customers.” The
Even if convenience food is not always a positive idea among image of the industry as a whole
customers, dishes which can be quickly prepared continue to be benefits from this. And what is true
popular. What is new is the demand that such foods should be of other businesses is
extremely good and healthy to eat. Thus sous vide cooking has gained true of the butcher’s
a firm foothold among meat gourmets and offers butchers an trade: “If you don’t
opportunity to establish a market with particular cuts, marinades or move with the
individually prepared dishes. Ready-to-cook dishes from butcher’s times, the
shops are also popular. They are quite different from those products times will pass
with which the customer is familiar in retail outlets and gain their you by.”
reputation through their authenticity and “the taste of home.”

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