When Thomas “Tom” Mair talks about meat, his passion shines through in every word. It quickly becomes clear that you are in the presence of a true expert – a young, entrepreneurial spirit, eager to leave his mark on the traditional and somewhat outdated image of the butcher's trade by forging new paths. At Meatery, innovation, design and modern marketing come together with what truly matters: carefully selected meat sourced from the local area, and outstanding customer service.
The Meatery is hard to miss. Heading along the Pustertal valley road towards Olang and following the signs for Mitterolang and Oberolang, you’ll find yourself virtually on its doorstep at the junction between the two villages. Inside the Meatery Boutique, visitors are greeted by a live Instagram feed displaying the Meatery's current follower count: well over 14,000. That’s how a butcher’s shop communicates in modern times.
And marketing is something owner Tom Mair knows a great deal about. Before taking over the family enterprise, then known as Metzgerei Mair, from his parents in 2018, he studied business administration. His parents had run the company with dedication and conviction since 1988. Tom’s mother comes from a family of butchers herself, while his father is a master butcher – a perfect pairing that enabled them to establish their own business by opening a branch of Tom’s grandfather’s butcher’s shop (Metzgerei Steiner in Rasen) in Mitterolang.
As the youngest of the family’s children, Tom was introduced to the trade from an early age. The passion was always there, he recalls; the certainty that he would one day take over the family business only truly crystallised after completing his university studies. With that decision came the conviction that change was needed and that the company had to be prepared for the challenges of the future.
The first transformation involved the company name. At the time, there were no fewer than five butcher’s shops called “Metzgerei Mair” in South Tyrol, and mix-ups were a frequent occurrence. In addition, the bilingual name and the old piglet logo had become rather difficult to manage from a branding perspective. The choice eventually fell on an English name – a solution that has since become quite common in South Tyrol, but at the time represented unchartered territory, especially for a small community like Olang. Aesthetics and design also play a central role at Meatery. Tom enjoys combining modern elements with carefully selected finds from flea markets and introduced a distinctive visual identity: black aprons with leather straps, refined yet relaxed. His aim was to move beyond the old stereotypes often associated with butchers – rough and old-fashioned – and instead highlight the complexity, expertise and appeal of the profession.
From the outset, Tom was determined to cast the traditional image of the butcher in a different light, especially at a time when meat consumption is increasingly debated and scrutinised. Meatery’s philosophy is simple: eat meat less often, but choose better-quality meat. Sustainability, environmental responsibility and conscious consumption are becoming ever more important, particularly for younger generations. Meatery’s approach follows precisely this direction and, in many ways, continues the philosophy Tom’s parents always upheld: local sourcing as a core value.
Tom rejects the term “meat trader” and draws a clear distinction between that role and the work of a butcher who collaborates directly with farmers. For him, it is fundamental to know every supplier personally. He works with a small number of carefully selected local farmers and livestock breeders with whom he has built long-standing relationships based on mutual trust. “From farm to table” is the guiding principle. It’s a matter close to Tom’s heart to value every animal in its entirety – a precious resource from nose to tail. Knowing the provenance of the animals is just as important as being able to influence the entire supply chain, from breed selection to nutrition and rearing conditions. This is one reason why Meatery has worked with the Quality Alto Adige label for many years. Every animal is fully traceable and comes with its own record containing identifying information such as breed, date of birth and even its name. At the same time, Tom believes it is essential that farmers receive fair compensation for their work. Only then can the cycle function properly and genuinely safeguard animal welfare.
A handful of carefully selected suppliers is all that is needed to keep the Meatery Boutique stocked. It is sufficient for the shop, though not for the continuous demand of the catering sector – which is why Meatery focuses primarily on private customers. Retail sales undoubtedly require more time and effort, but they also bring great satisfaction. With the right advice, even less noble cuts of meat can be turned into culinary highlights. After all, making full use of every animal represents the highest form of craftsmanship. Roast beef and fillet account for barely one per cent of the bovine carcass; the real art lies in introducing the clientele to all the other cuts as well. There is still much work to be done in this respect and often even the name of a cut influences how it is perceived: terms such as “diaphragm membrane” or “diaphragm pillar” sound far less appealing than their modern equivalents “Skirt Steak” or “Hanging Tender”. Meatery also offers a wide range of ageing techniques, all on open display in the so-called “Meatingpoint”. Behind a glass-fronted ageing cabinet, essentially a large display fridge, curious customers can observe the maturation process up close. Dry ageing, wet ageing, and more specialised methods such as butter ageing, ash ageing or whisky ageing: Tom enjoys experimenting, but only introduces products to his range when he is genuinely convinced of their quality. Of course, the palate also needs to be taught, which is why Tom gradually guides his clientele towards new gastronomic experiences. Once again, expert advice is the key, complemented by cooking tips, recipes and more.
Tom is unquestionably the right person for the task. Alongside managing every aspect of the business – from sales and administration to marketing – he is also a certified meat sommelier, a lecturer at the butcher school in Landshut, Germany, and a speaker and organiser of barbecue and butchery courses. At the heart of everything he does lies one goal: promoting awareness and understanding of meat culture. The events held at the Meatingpoint reflect this philosophy. Steak tastings, the “Polenta Table” and other culinary experiences celebrate regional produce in every detail, from food to drink.
Tom, however, does not see himself as a one-man show. At his side is a highly experienced and skilled team and, although the generational handover took place seven years ago, he still consults his parents on important decisions while also involving the entire team in the business’s development. After all, efficient service is crucial for any enterprise and should be available as broadly as possible – ideally 24/7. Since 2010, customers have been able to make use of refrigerated lockers, allowing them to pick up and store their purchases at their convenience. In 2012, Tom also installed Italy’s first meat vending machine featuring around thirty products, ranging from meat to dumplings and mustard. The online shop, meanwhile, serves clients across Italy through a refrigerated delivery system.
Meatery has achieved something that is far from a given: attracting not only local consumers, but also people willing to travel long distances – or order online – to purchase its products. When excellence and uniqueness are your strengths, geographical location becomes secondary. And so, Olang has become the home of “Meat Love”.
