Gone are the days of walking into the butcher shop and having no idea what you’re seeing behind the glass—that is if husband-and-wife team Aaron and Monica Rocchino have anything to say about it. Five months ago the Rocchinos started a new kind of butcher shop in Berkley, California.
They call it The Local Butcher Shop, and their pricing system is based upon dividing the whole animal into thirds, with charts that show which cuts of meat fall into each category. Their ultimate goal is to have one price that is the same, no matter if you’re buying a rib eye or short ribs. The Rocchinos and their team know it’s going to be a challenge working with customers who are disappointed when they come in to find that all the tenderloins and other prime cuts are gone.
“It’s tough to have to tell a customer that we don’t have what they’re looking for, but it’s also a great opportunity to introduce them to cuts of meat they might not be familiar with, but would be a good substitute for the dish they’re planning to prepare, or introducing them to a new recipe entirely.”
Committed to sourcing sustainably-raised, pastured meat and eggs from farms located within a 150-mile radius of the city, Aaron and Monica are helping reinvent the classic meat counter.