Local butcher Michael Frey strikes gold at Cleaver Awards

Once again local butcher Michael Frey walked away with a Gold Cleaver Award in the ‘Up to three tills’ category for his Shelly Beach branch at the 13th Cleaver Awards, proudly supported by Freddy Hirsch. The best national and regional butcheries were announced at a recent lunch attended by senior members of the meat production and retail industry, award finalists, judges and media.

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Launched in 2005 to meet the needs consumers by raising standards among butcheries, these awards have proved to do just that. Most consumers perceive the Cleaver Awards to be a seal of approval, because butcheries cannot enter themselves, they have to be nominated by customers.

Over 30 000 public nominations were received by sms or online between October and December last year. Of these, 105 finalists were individually and anonymously assessed against a 212 point checklist, with some national winners scoring up to 99,8 percent.

Butchers were judged according to three categories: 1 Butcheries with four or more till points, 2 Butcheries with three or fewer till points and, 3 Food market / Supermarket butcheries.

Winners in each category received Platinum, and runners up Gold, awards. First prize winners in each national category received a R20 000 cash prize and a Platinum Trophy Award.

Runners up received a R10 000 cash prize and a Gold Cleaver Award trophy. All provincial winners received either a Platinum or Gold Cleaver Award trophy in their category.

For the first time since the inception of the awards, there were six consumer prizes awarded to consumers who each nominated one of the six national winners and each winner received a Weber braai.

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