Like any master of his trade, Bruce Richards doesn't like to give away secrets.
Well, at least not recipe secrets.
He is happy however, to let Tauranga residents in on where the best bacon can be found.
The butchery department at Brookfield New World has won bronze in the 100 per cent NZ Bacon
Competition for their middle bacon.
Brookfield New World placed third out of 187 other bacons, from 69 different bacon makers.
Mr Richards, who manages the department, said the secret to their bacon was in the cures they used but he couldn't say more than that.
"Oh no, I couldn't disclose that, it's a secret," he said with a chuckle.
"Just say it's a very old recipe ... an old fashioned one."
"I don't know how much we sell in kilos but it's a fair bit.
"It's very exciting for a supermarket to win a competition," the butcher with 33 years' experience said.
Mr Richards said the win was very much a team effort, with six of the butchers in the butchery department having racked up more than 25 years each in the industry.
The middle bacon is made and smoked on site, from New Zealand-grown pork brought into the butchery as whole carcasses.
The team has previously won two silver awards and one gold for sausages and the bacon accolade is another feat for the talented team.
Owner of Brookfield New World Dean Waddell said he loved the middle bacon, describing it as "beautiful and tasty".
We never advertise it because we'd never produce enough if we promoted it. It's very popular," he said.
The bacon is $17.99 a kilo.
Mr Waddell said the butchery team were working to build up their stocks to meet demand.
