Our story
The farm, the feed, the date it was cut — on every pack.
Dubai · Est. 2026
A butchery built by the team behind Hello Chef, after ten years of helping families across the UAE cook dinner at home.
Meat is where dinner starts. It's the first thing you decide, the thing you spend the most on, and the one thing on the plate that can't be rescued if it isn't right. We think that deserves a butcher who can tell you, plainly, what you're buying: which farm, what it ate, when it was cut, and how to cook it.
That's the butcher some of us grew up with — the one who asks what you're cooking and for how many, and hands you the right cut rather than the most expensive one. We couldn't find one here. So we built it.
We went to the farm ourselves. We hired a master butcher with over forty years at the block. We built our own cold room and put the meat in our own vans. Every stage, farm to home, in our hands — so that what's on the pack is something we can stand behind.
01 · The farm
Our beef and lamb come from a single farm: Union Station, in south-west Victoria, Australia, from Midfield in Warrnambool. Cattle raised on pasture all year, graded YP so it's tender every time. Its lamb was named Australia's best in 2026. You'll find the farm on every label.
Shop beef
02 · The block
Our butchers are led by Serge, a master butcher with more than forty years at the block. Every cut is made fresh, weighed to the gram, sealed and dated the day it's packed — and it travels in our own chilled van, never on a bike.
Our nine rules
03 · The kitchen
Ten years of getting dinner onto family tables taught us how meat actually behaves in a home kitchen. So every product we sell has been cooked in ours first, comes with how we'd cook it, and has a butcher that's accessible and knowledgeable, who's cooked it too.
Coming soon
And we want it to be the best thing on the plate.
Shop the counterButcher’s Counter · Dubai · Est. 2026