AUSSIE

BEEF & LAMB Hav­ing grown up on a large sheep farm out­side Lon­greach in out­back Queens­land, where he worked the land and learned about ideal an­i­mal­rear­ing con­di­tions, ex­pat DAVID BEATTIE knows qual­ity meat. Lucky for us, he’s brought it to Sin­ga­pore in the

Expat Living (Singapore) - - Wine & Dine -

What in­spired you to start The Meat Club?

Aus­tralia has an abun­dance of great, freshh pro­duce, which is very eas­ily taken forr granted. When I moved to Sin­ga­pore a lit­tle over two years ago, I was frus­tratedd that good qual­ity red meat was hard to o come by. It was of­ten frozen or chilled d with a short shelf life, and priced at a point I couldn’t af­ford.

I spoke with a close friend that runss a restau­rant chain here in Sin­ga­pore,, and we re­alised there was a busi­nesss op­por­tu­nity in de­liv­er­ing qual­ity meatt to cus­tomers’ doorsteps, with­out the e over­head of a re­tail store. Af­ter speak­ingg with some Aus­tralian sup­pli­ers, we e se­cured a prod­uct that com­ple­mented thee idea of cre­at­ing an on­line pres­ence, and d The Meat Club was born.

Why do you im­port your meat only from Aus­tralia?

Be­ing Aus­tralian, it’s a nat­u­ral fit. We e wanted to show­case the best pro­duce e Aus­tralia has to of­fer, as it’s syn­ony­mous s with best in prac­tice. Be­yond that, Aus­tralian agri­cul­ture stan­dards are sec­ond to none, with a great rep­u­ta­tion for qual­ity, safety and con­sis­tency. This is due to both en­vi­ron­men­tal con­di­tions and the rig­or­ous stan­dards that are ad­min­is­tered by in­dus­try bod­ies and gov­ern­ment agen­cies, in­clud­ing Meat Stan­dards Aus­tralia ( MSA); these stan­dards are aligned with AVA im­port re­quire­ments, which are just as rig­or­ous as Aus­tralia’s. Be­ing able to say that our beef is MSA­graded pro­vides our mem­bers with an as­sur­ance that they are get­ting the best pro­duce avail­able.

So, how does The Meat Club work?

It’s an on­line ser­vice that brings restau­rant-qual­ity, chilled (never frozen) meat to your doorstep. This en­ables you to en­joy beef and lamb when you want it, with­out plan­ning for thaw­ing time, trips to the butcher or even ask­ing friends and fam­ily to bring it from Aus­tralia in their suit­cases.

How we do this in­volves speed, tech­nol­ogy and a new way of pur­chas­ing. When you sign up for “Auto Pi­lot” or­der­ing with us, you get a de­liv­ery ev­ery four weeks, im­me­di­ately on im­port. Our non-minced prod­ucts have a shelf life of up to four weeks in the fridge due to the vac­uum pack­ag­ing tech­nol­ogy that we use. At the end of the four weeks your or­der is de­liv­ered again, pro­vid­ing you with a seam­less ser­vice that re­duces food waste in the sup­ply chain. The “Auto Pi­lot” op­tion also of­fers great flex­i­bil­ity, as you can mod­ify, de­fer or can­cel your or­der at any time while ben­e­fit­ting from on­go­ing con­ve­nience and sav­ings.

If mem­bers want to try our ser­vices be­fore sign­ing up for “Auto Pi­lot”, we also of­fer the op­tion of plac­ing one-off or­ders with next-day de­liv­ery. De­pend­ing on the tim­ing of these or­ders, the meat may have a slightly shorter shelf life. It’s a high-qual­ity prod­uct, though, so mem­bers still ben­e­fit.

Mem­bers can ei­ther build their own meat packs, cus­tomised to their own con­sump­tion habits and fam­ily size, or they can choose from one of our cu­rated packs.

What has done well here in Sin­ga­pore?

Our lean mince is par­tic­u­larly pop­u­lar, as it has 10 per­cent fat con­tent – tra­di­tional su­per­mar­kets stock minces with around 20 per­cent fat con­tent. Our rib-eye, with a nice amount of mar­bling, is our sec­ond most pop­u­lar cut.

So, what’s next?

We are work­ing hard on ini­tia­tives that re­ward our mem­bers and pro­vide a bet­ter ser­vice. For in­stance, to­gether with Club Re­wards, we have a re­fer­ral progamme that is up and run­ning. We have also kicked off a part­ner­ship with lo­cal restau­rant Club Meat­balls, where cus­tomers can meet our team, self-col­lect or­ders and sam­ple our lean mince.

What’s your favourite cut of meat and how do you like to pre­pare it?

My favourite has to be the eye fil­let steak. It’s a smaller but thicker cut of meat (roughly 36mm), and is our most ten­der, with an un­beat­able flavour.

I like to bar­be­cue my eye fil­let so the full flavour of the beef comes out. To do this, I rub the steak in av­o­cado oil and a gen­er­ous amount of salt and pep­per and let it rest out­side of the fridge for 10 min­utes. On a very hot bar­be­cue grill, I cook the meat for about five min­utes on one side and four min­utes on the other for medium-rare; I’m care­ful not to poke the meat un­nec­es­sar­ily. I then re­move it from the heat be­fore im­me­di­ately plac­ing it in foil for 10 min­utes; this is an im­por­tant but of­ten over­looked step – it al­lows the steak to con­tinue cook­ing and the juices to re­dis­tribute be­fore eat­ing, mak­ing it much juicer and more ten­der.

Where do you like to eat Aus­tralian food here in Sin­ga­pore?

I love eat­ing Aus­tralian pro­duce at home, and at bar­be­cues with fam­ily and friends.

MAY 2017

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