Butcher Justin Hinchco says his workplace, Waipawa Butchery, is an example of changes in the industry's market.
He speaks to Mark Story after making the finals of this week's Alto Butchers of the Year competition.
What are judges looking for in butcher competitions?
The judges are looking for an array of skills - display presentation, knife skills, speed, hygiene, yield and the degree of difficulty in your cuts.
To you, what's the most underrated cut of meat?
Anything pork, it gets a bad name in New Zealand because if you have a bad pork experience it tends to put you off. Pork can be just as tender and tasty.
Pork, lamb, beef - what's your poison? Why?
Beef, it's so versatile and what can beat a nice thick T-bone steak!
Do customers these days care more about where their meat comes from? What other industry trends have you noticed in recent times?
Definitely, and our store in Waipawa is a testament to that. All our beef and lamb is farm to plate and that provides our customers the assurance that they're buying locally produced.
The increase in American style barbecuing has seen a need for very different cuts for people to low and slow cook at home.
What are your top three personal tips for cooking the perfect steak?
Invest in a good cast iron skillet, sear four minutes per side and then in the oven for 10 minutes at 180C.
And if you're cooking for two get one large steak and cut it in half after cooking
Can't get a nice steak any more simple than that!