Ruby & White, which opens to the public on Monday, was the idea of butcher Dave Kelly, who already supplies a handful of hotels and restaurants. The high-spec 3,000sq ft shop will feature an on-site kitchen and mezzanine floor, where people can see behind the scenes. Kelly wanted a modern, innovative design and has incorporated solid glass fridge doors and large glass displays to give the shop a contemporary edge.
Frustrated to see the number of butchers selling mediocre meat, Kelly sources his range directly from farmers who have a passion and interest in the quality and final destination of their livestock. He favours using traditional, native British cattle, such as the British White and Red Devon breeds.
Kelly said: “I am very excited about the retail outlet opening. We’re proud of what we’re selling and proud of what the farmers are doing.
"It’s as local as I could find it. I wanted a traditional, native breed and the closest farmer of sufficient numbers and guaranteed quality was in Brecon. The lamb is farmed 20 miles away, and comes from sheep fed on a chicory-based grass feed, and finished on turnips for quality, flavour and consistency.
“We plan to be in the Q Guild as soon as our first year of trading is over.”