Four friends who shared a passion for high-quality meat came together with the mission that more people should have access to the very best. The result was Butchers Avenue – an online meat shop offering premium products from around the world, delivered by Gordon directly to Swedish households.
The idea was born from an insight the founders gained during their travels through Sweden. In larger cities such as Gothenburg and Stockholm, most things are within easy reach, but out in the countryside, the selection is considerably more limited.
"If you travel down to Småland or up to Norrland, you won't find the same things as in the big cities. There are some excellent farm shops in some places, but many people don't have the opportunity to shop that way. That's when we realised that we could make a difference here – and develop an entire industry at the same time," Leo Brogren, CEO Butchers Avenue, explains.
A unique range from all corners of the world
From the outset, Butchers Avenue has chosen to go its own way. They believe that Swedish meat of the highest quality is fantastic, but can also be difficult to obtain. There is simply a shortage of meat, especially when it comes to the finest cuts. So, in addition to fine meat from Swedish farms, the company also sources a large part of its range from countries such as Australia, Uruguay, Finland and, not least, Poland, which Leo believes is among the best in the world for grass-fed meat.
"We want to offer the best of the best. Whether it comes from Sweden, Uruguay or Australia, our customers should feel that they are getting the highest quality," says Leo.
In addition to world-class beef and pork, Butchers Avenue also offers exotic ingredients such as crocodile and kangaroo. The products have quickly become a talking point on social media and attracted curious customers from all over the country. And speaking of social media, the company has gained extra momentum from the fact that co-owner Jonas is none other than Jonas Fagerström from the comedy group JLC, and YouTuber Sampe V2, or Samuel Stonegger as he is known, is also joining the company in the coming days.
"Of course, we benefit from Jonas and Samuel's huge social media following, but fundamentally, they are part of the company because they are passionate about our business concept of really good meat from farms that share our values of animal welfare and sustainability," says Leo.
An industry ready for change
With his background in e-commerce, Leo sees an opportunity to challenge old structures:
"We have adopted the mindset of industries where fast delivery and high service are standard. Why should the meat industry be so outdated when customers want the same convenience as when they shop for other things online? We want to offer a modern experience that is in tune with the times: high-quality products, fast deliveries and a digital presence that makes fine meat available to more people."
Expansion with the help of Gordon
In order to scale up sustainably and ensure the meat maintains top quality all the way to the customer’s door, Butchers Avenue has partnered with Gordon.
"For us, the supply chain is absolutely crucial. Gordon guarantees temperature-controlled deliveries all the way to our door. This allows us to offer high-quality meat quickly and safely, which is essential for us to be able to scale up and grow throughout Sweden. It's also a more sustainable solution, as we can reduce the amount of packaging and cooling gel compared to before," says Leo.
A clear vision
The future of Butchers Avenue is all about growth — both by reaching more customers and expanding its product range. The company is already exploring the development of its own brands in collaboration with farms and producers, further strengthening its unique position on the market and moving closer to its vision of becoming Sweden’s leading e-commerce destination for premium meat.
"At Gordon, we are seeing growing interest in food experiences from several quarters, and demand for temperature-controlled home deliveries in new segments. We are delighted to be able to offer Butchers Avenue the quality of delivery that their products require, while also contributing to more sustainable deliveries. We look forward to being part of their journey towards becoming a leading player in premium meat in Sweden," says Ludvig Okmian, Gordon.
If you would like to know more about how Gordon can help your business reach out with temperature-controlled deliveries, contact us and we will be happy to help.
