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Vicars Game in Ashampstead is hoping to be cut above the rest in best butcher category of Countryside Alliance Awards





A village butcher has been nominated for a regional award for the fourth time in seven years.

Vicars Game, in Ashampstead, is hoping to be a cut above the rest in the annual Countryside Alliance Awards.

Retail manager Matt Gubby, managing director Richard Clare and the team with last year’s award
Retail manager Matt Gubby, managing director Richard Clare and the team with last year’s award

It has been nominated for best butcher in the South East of England.

Vicars Game will be up against Kevin Horne at Surrey Hills Butchery in Farnham, Parrot Bros Butcher in Whitchurch, The Black Pig Butchers in Deal and The Meat Hook in Marlow

Though the steaks are always high, the team said the nomination didn’t come as a surprise.

Retail manager Matt Gubby and Antony Terry
Retail manager Matt Gubby and Antony Terry

“It is great to see,” said retail manager Matthew Gubby.

“I would like to say I was surprised.

“Since last year’s [award] we have shad such a great response, we have had new customers.

“It’s encouraging to see we are still getting footfall through the door.”

He added: “There is an interest in British and free range meat.

“In an economy down turn, while costs are rising in fresh meat, people still want to spend money on quality.”

Vicars Game has also been hard at work revamping its website and launching a new online offer on meat boxes.

Its boxes include a steak meat box, game meat box, a family eat well essential meat box and month of Sunday’s meat box.

Managing director Richard Clare said he was excited with the direction the business is going in.

He said Vicars is listening, adapting and meeting customer needs whilst retaining quality produce.

“It is something we had a demand for,” he said.

“You don’t get that in a supermarket, we are better value too.”

Vicars serves restaurants in London and has customers coming to visit its Ashampstead site from Newbury, Reading and Oxford.

But the online sales of meat boxes will allow people to buy fresh meat from the rural site no matter how far or busy they may be.

He added: “People love coming here but some people cannot get here.”

“We get phone calls from people saying we are too far to come to Vicars.”

Vicars Game has been supplying farm shops, restaurants and retailers for more than 100 years.



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