First time in Thailand that Central Food Hall invites a world-famous professional butcher from France, at the launch of “James The Butcher” Merchandise Concept which is designed to target beef lovers. Also make the training to Personal Butcher to serve the best to meat lovers in one-stop-service. This reaffirms its position as a food store that brings together real experts and professionals.

Stephane Coum, CEO of Central Food Retail under Central Retail, said, “Central Food Hall has improved how we present our products under the merchandise concept, starting at Central Ladprao as the first branch. This has been very well-received. Under this concept, we have experts to offer advice to our customers so that they can best select products that meet their needs. Central Food Hall is the best food store in Asia, and we pride ourselves on having the best selection of products, both local and international. Today, there’s a stronger demand for high-quality beef. In order for us to meet our customers’ needs, our team must be able to give them the best advice, to elevate the status of beef consumption and our service. Therefore, we have launched “James The Butcher” at Central Food Hall, to offer the best meat products from the best sources, including dry age beef. We also offer Personal Butcher service to offer one-stop service for all things beef-related. Beyond giving advice about our products, our Personal Butchers can also inspire our customers to make cooking easier for them. The ultimate goal is for Central Food Hall to be a food store with real professionals, so we have to constantly train our staff by inviting world-renowned experts.

Mr Olivier Metzger, a world-renowned professional butchery consultant from France, has flown directly from France to join this special occasion and will be working exclusively with Central Food Hall in Thailand. He will share his expertise and pass on his 34 years of butchery knowledge to the team of Personal Butchers of James The Butcher. He will also be Central Food Hall’s butchery consultant and help us plan strategies to elevate our meat offerings and consumers’ meat consumption experience in Thailand. Central Food Hall and James The Butcher will become the preferred butchery for our customers, trusted for our quality. A good butcher not only sells meat, but must also be able to offer a 360-degree experience to customers.”

Mr Olivier Metzger, Professional Butchery Consultant from France, grew up in a butcher family which has continued their business since before the World War. Their original butchery was located in Belleville, France, and has been around for 75 years since his grandfather’s time. Olivier has always been passionate about meat since he was a young boy, and he has always felt that meat is complex and learning about meat is a never-ending journey, from the butchering to the processing steps. He started his work in this industry in 1988, and has travelled all over the world to join various contests. In 1994, he founded his own company with an aim to expert the best beef all over the world, and to source the best beef from around the world to serve customers in top restaurants in France and other countries.

Mr Olivier gave tips on selecting beef that it should be based on your need, as each type of beef is different and suitable for different cooking methods. Some are great for shabu, while some are great for steak. The origin of the beef also matters, as it means different climates and geographic conditions that result in the meat's quality. An experienced and knowledgeable butcher can help you select the right beef, so that you get the best beef for your cooking purpose.

At the first ever “BEEF LOVER’S TABLE”, Olivier is joining Central Eatery chefs and James The Butcher Personal Butchers to create special beef dishes using premium wagyu from three countries: Thailand, Japan and Australia. Meat lovers can enjoy a wide array of beef creations, starting with BEEF TARTARE, a popular French dish consisting of chopped raw beef seasoned with egg yolk. Next is BEEF CARPACCIO, a classic Italian dish composed on thinly sliced beef served with rocket salad, giving a fresh and juicy flavor. The main course is GRILLED BEEF, cooked to perfection and personal preference. Every dish is designed to allow beef lovers to fully indulge in the texture and flavor of the beef, with minimal seasoning.

All the dishes are created using premium ingredients from JAMES THE BUTCHER, prepared just for this event, such as Tajima Australian Rib Eye Marble Score 4-5 which is exclusively available at Central Food Hall. Fed for 400 days, the wagyu from Australia has been awarded Grand Champion Wagyu Brand at the Australian Wagyu Association Branded Beef Competition. The event also features Thai Wagyu Dry Age Rib Eye from Mukdahan, dry aged for 30-45 days to ensure the best flavor and tender texture. Japanese Wagyu Rib Eye A4, Kuroge wagyu from Japanese Black cattle from Tohoku, is known to be among the top 5 in Japan. The cattle feasts on Sasanishiki and Hitomebore rice stalks, which the region is famous for, giving the wagyu a unique character and flavor. The Thai wagyu from Mukdahan and Australian wagyu are available all year round, while the Japanese wagyu will be selected seasonally from the best regions.

Beef lovers cannot miss this new concept! If you think of quality beef, think of Central Food Hall and JAMES THE BUTCHER. You can also shop conveniently at home online via LINE @JamesTheButcher and enjoy Personal Butcher service to get the best advice from our staff and nationwide delivery. You can also shop on GrabMart and www.tops.co.th. JAMES THE BUTCHER is ready to assist you to ensure you can enjoy high-quality and fresh meat products, delivered to your home.

For more information, follow James The Butcher and Central Food Hall on Facebook. #JamestheButcher #YourMeatMaster #ตัวจริงเรื่องเนื้อ #centralfoodhall #centraleatery