Keith Grant, a Co Wicklow butcher, explains how TikTok has become a powerful driver of sales, how changing food habits, from meal prep to protein goals, are reshaping the trade and why he will not sell beef from Mercosur countries.
Keith Grant, Master Butcher, at his butcher shop in Roundwood, Co Wicklow. Photos: Jeff Harvey
Just before our conversation, Keith Grant was busy preparing venison shanks for a Chinese customer, a snapshot of how much his shop has changed in recent years.
His customer base has widened dramatically, from Eastern European families to pet owners seeking raw dog food as well as a legion of TikTok followers who have helped transform his business.