When you meet Tom Mair in his Meatery in Valdaora, you’re reminded of a butcher you wouldn’t expect. This small town is part of the Plan de Corones ski resort area, which includes Chienes, Brunico, Anterselva, and San Vigilio di Marebbe, located in the lower and middle parts of the Val Pusteria (Kronplatz.com).
Born into a family of butchers, Tom took over the business after graduating in economics and transformed it into something unique. Just look at the space next to the traditional butcher shop: a glassed-in area where meats are aged at the perfect temperature—some in ash, butter, or mineral water. It’s here that he hosts BBQ & Grill workshops. Tom is a dynamic innovator in the industry. Outside, there’s even a vending machine where customers can pick up cuts of meat, speck, and other products 24/7. For those who can’t make it to the shop, the meat can be ordered online and retrieved from refrigerated lockers. For locals or those on vacation, there’s vacuum-sealed packaging available.
The focus is on quality. You only need to look at the list of farmers working in the masi (mountain farms) on the website to understand the commitment. “In summer, the cows go to the mountains, to the malga, which is essential for environmental protection. Our farmers also care for the meadows and forests,” Tom explains. In addition to meat products, Meatery also offers vegan options—free of additives, colorants, and artificial flavors. These are an alternative to meat that embraces different tastes and ideas (https://www.meatery.eu/).