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Master Butcher expands meat ageing capacity to meet customer demand

Williams helps Perrys of Eccleshall age meat


Butcher expands capacity to meet customer demand for products including Great British Menu’s dry aged goose


Perrys of Eccleshall has been serving the people of Staffordshire since 1927. Its current owner is Master Butcher Stephen Hill. His insistence on only using meat from within 5 miles of the shop, and his mastery of traditional techniques, saw Perrys awarded the Countryside Alliance’s Best Butcher award in 2017 and 2018.More recently, at the 2020 Butchers Shop Awards, Perrys was named the Midlands and East of England Butcher's Shop of the Year.


Meat ageing, storing meat at the right temperature and humidity to tenderise and improve the flavour, is one of his specialities. It requires deep knowledge of the product as well as the right equipment. “It’s definitely somewhere between an art and a science,” says Stephen. “You need to make sure you’ve got the conditions right, and those can change daily.”


In June 2019 Stephen invested in a Williams meat ageing refrigerator, and it has been such a success that he recently added three more.  “Our aged beef has been such a hit with customers we need much more capacity to keep up with demand, as well as providing room for other meats too,” says Stephen.“It’s profitable, too – we can add £5 per kilo on retail sales.” 


Williams’ Meat Ageing Refrigerator operates at the ideal temperature range of +1 to +6°C, and provides humidity between 60-90%, ensuring that meat ages perfectly. Himalayan salt blocks are used to assist with moisture management and also help the flavour. Constructed from robust stainless steel, the cabinet is able to operate in environments of up to 43°C. The interior is brightly lit with energy saving LEDs, making it perfect for front of house display.A self-closing glass door, coupled with heavy duty, PVC magnetic balloon gaskets provide a 100% tight seal. A barrel lock also provides security and reassurance for a front of house setting.


Four cabinets allow Perrys to increase sales of its award-winning beef, but they are also experimenting with other meat products. “We’re currently ageing 24 ribs of beef, but we’re experimenting with venison as it can be aged next to beef. Venison has a tendency to dry out when it’s aged, but it keeps beautifully in the Meat Ageing Refrigerator, and when it’s cooked there’s a significant improvement in the meat’s flavour, texture and eating quality.We’re also planning to start working with pork and lamb.”


Goose was what Stephen dry aged for his appearance on the popular Great British Menu TV show. “Goose meat ages amazingly in the cabinets – we mature it for 28 days. It absorbs all the flavour from the fat and is incredibly tender. Since Niall Keating used our goose on the show, we’ve had a lot of interest from customers about it, so we’ve certainly been making use of our increased capacity.”


Perrys has also been using the cabinets to cure products like Chorizo. “It’s a bit experimental at the moment, but we’ve already got some great results out of it.  It’s not so muchageing as drying the product, beginning the process by filling a casing or skin with a starter culture, seasoning and meat, then reducing the moisture and pH levels.  The Williams fridge helps the process by keeping the conditions absolutely stable.”


Williams’ products have impressed Stephen so much that he also recently added a blast chiller (WBCF40) to Perrys range of equipment. “We use that to quickly cool down our cooked products,” he says. “Scotch eggs, pork pies, cooked hams – the blast chiller works by cooling the product very quickly, getting it down to 3°C without compromising on quality. If you cool things down the wrong way they can go crusty and bad, but the Williams gives us great, consistent results.”


Perrys also runs Field to Fork, a food school, which is sited behind the shop. “One of our big focuses is on increasing knowledge of quality meat,” says Stephen. “We have seen significant changes in people’s understanding of meat, customers who have been on courses go on to shop for matured meat. Being able to spread the knowledge about the techniques of dry ageing meat, and the different cuts and techniques it opens up, is very exciting for us!”


Stephen is under no doubt about the effect Williams equipment has had on his business. “Dry ageing meat can be a complex procedure, but Williams’ equipment takes a lot of the guesswork out of the process. It’s easy to make top quality aged meat, that tastes amazing and customers love.”


Williams Refrigeration offers a comprehensive range of commercial refrigeration including gastronorm cabinets and counters, specialist bakery equipment, coldrooms, merchandisers and blast chillers. 


To learn more about Williams extensive product range visit 



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Williams Refrigeration is a division of AFE Group Ltd. It is an ISO9001-2008 Quality Management accredited company and has been awarded ISO14001, the internationally recognised industry standard for Environmental Management Systems.  Most recently Williams has demonstrated its commitment to staff welfare by achieving Occupational Health and Safety Standard (OHSAS) certification 18001:2007.


Williams designs, manufactures and installs a highly diverse product range, supplying hotels, hospitals, schools, restaurants, bars and kitchens around the world. With a wide selection of gastronorm cabinets and counters, prep stations, blast chillers/freezers, bottle coolers, bakery and modular coldrooms the company provides products that suit almost any application a “one-stop” refrigeration purchasing solution.


Williams’ commitment to customers is absolute, offering extensive specialist advice and support from installation through to after-sales, service and maintenance.


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