MDH takes Super Butcher reins

Super Butcher general manager Susan McDonald said the decision to buy out Sydney-based meat distributor Gary Stone would give the family greater control over the direction of the retail business.

"We remain very close to Gary Stone and his company Auswide remains a key supply of product to the Super Butcher stores," Ms McDonald said.

"We believe very strongly in the products we are offering and the future of the industry as a whole including the retail sector."

MDH is one of Australia's largest beef cattle operations. The family owned and operated company runs about 175,000 cattle on 11 cattle stations and the company owned Wallumba feedlot on the Darling Downs.

Ms McDonald said Super Butcher was at present attracting about 10,000 customers a week through its seven outlets and its growing online business.

"Online is an important part of the mix we offer, but we really love it when consumers come into the stores and can explore what is on offer," she said.

"We see Super Butcher as something like a cellar door.

"People can come in and talk to an experienced butcher not only about the attributes of different cuts of meat but also about about the producer and the branding attached to the product."

"It's an experience, learning more about the product and confidently trying something new."

Ms McDonald said the business was built on meeting consumer expectations.

"Consumers are telling us they want more of the story of how Queensland beef is produced, they want more options presented to them in terms of cuts and brands within cuts, and very clearly they want better customer service.

"We're providing an opportunity to our consumers to buy the world's best meat and tap into the best advice.

"That is something unique. There are just not many other places where the range of choices that Super Butcher presents, which offers a paddock to plate experience from a family which knows every part of the supply chain."

Ms McDonald said consumers had become far more sophisticated in their meal choices, and were being educated by cooking and lifestyle programs on television.

She said there was currently strong interest in cuts including skirt, chuck, beef cheeks and osso buco because of winter season.

"Grassfed beef is certainly a product in demand at the moment," she said.

"There is also tremendous interest in lamb shanks again."

Super Butcher sells more than just meat. In addition to meat there is everything from eggs to oils. A section of each store is also dedicated to fresh fruit and vegetables.

"You can come in and buy every thing you need to make dinner," Ms McDonald said.

"A meat-centred dinner of course," she laughed.