Company: James Whelan Butchers.

Locations: Clonmel, Avoca Kilmacanogue, Avoca Rathcoole, Dunnes Stores Swords, Rathmines and Cornelscourt.

What consumer trends do you see in meat consumption today?

I think the future of meat is going to be where the consumer eats better but eats less. You’re dealing with a consumer today that is more informed with easy access to information. Whatever message you’re trying to give the customer they will verify it on their smartphone.

How is this impacting your business?

Cooking has become a hobby or a lifestyle choice. People are coming into my stores with recipe clippings from newspapers and magazines. They’re following a script. The butcher is the destination for those people because they know the knowledge of meat is there. That’s been a huge benefit to us.

Is the Sunday roast still popular?

People are definitely still roasting meat. They might not be roasting as often but they’re celebrating when they do. During the recession we saw a growth in consumers entertaining at home. So we try to put convenience at the heart of our roasting products because it becomes an invitation for the customer to treat themselves.

What’s the biggest challenge for your business?

The biggest challenge for us is to get people involved. That’s why I developed a butchery academy to bring new people into the business and champion the skills of butchering. Butchering is a craft that had almost become taboo where the cutting was done at the back of the shop. My take is that butchering is an art form. We use glass in all our shops to show everything that goes on behind the counter.

Has the partnership with Dunnes Stores helped your business?

The partnership with Dunnes has allowed the business to expand. I couldn’t afford the capital cost of opening new stores on my own. We’re now located in two Avoca stores, three Dunnes Stores and soon to be in Dunnes Stores in Cork.

What does the partnership bring to Dunnes Stores?

Dunnes built its business by offering “Better Value Every Day” to its customers. They are continuing that today by bringing in specialists like Whelan’s butchers. Dunnes is now offering its customers products that are good, better, best and specialist. It adds another tier to their offering. The winner out of this is the customer because great retail is about offering choice.

Will there be further stores opened with Dunnes?

We’re not going to be in every store but Dunnes are planning to put us into their key stores. There are plans for Blanchardstown, Limerick and Galway. We’ve developed the concept together and will roll this out to more locations over the next three to four years.