We couldn’t find a butchery like the one we grew up with.

We ordered from everyone selling meat online in this country. Some came with no production date and no country of origin. We ordered grass-fed and got grain-fed. We ordered ribeye and got sirloin. One order came by motorbike, in a wet bag, in fifty-degree heat.

We thought we were looking for better meat. What we needed was someone who knew the meat and what we were cooking: a butcher who asks what you’re making, and hands you the right cut rather than the most expensive one.

Online, that conversation doesn’t happen: a hundred products on a page, and nobody to point you to the shoulder that costs less than ribeye and suits a slow-cooked dish better.

So we built it. We import our beef and lamb ourselves, from south-west Victoria, Australia. Serge, our master butcher, has nearly fifty years of experience. He has been cutting beef and lamb since he was fifteen. Nobody else touches the meat between our cold room and your door.

We already had the other half. Since 2015, Hello Chef has helped thousands of families across the UAE cook dinner at home. That’s why every cut we sell tells you where it’s from, how many it feeds and how to cook it.