Victor Churchill opens new butcher store in Armadale

Victor Churchill has opened in Armadale — and may have some of the most expensive meat in the game.

It may well be the world’s most expensive, refined butcher shop.

But despite the opulence of this store – the shelves heaving with some of the very best Australian meat, a glittering bar shining like a jewel, and charcuterie cabinets stuffed with beautiful cured meats – at its core Victor Churchill in Armadale, Victoria, has farmers and primary producers at the fore.

Vic’s Premium Meat Group founder Anthony Puharich said Victor Churchill was originally founded – first in Sydney 12 years ago and in Melbourne last month – as the ultimate home for the very best Australian produce.

“Our business has a proud and rich history of celebrating the best meat, putting it on a pedestal, and shining a light on it,” Mr Puharich said.

“It’s about the best meat, and the best farmers and producers that this great country sometimes takes for granted.”

Armadale’s Victor Churchill prides itself on showcasing the very best Australian meat and produce. Picture Yuri Kouzmin

Victor Churchill prides itself not only on being a premium butcher, but providing a curated selection of locally sourced seasonal produce, a bountiful charcuterie counter with high quality cured meats, and a restaurant bar service where you can dine in-store, sampling the very best Victor Churchill has to offer.

John Aubert, retail assistant, slicing meat at the charcuterie counter. Picture Yuri Kouzmin

The Puharih family, who have supplied wholesale meat in Victoria for the past 17 years through Vic’s Premium Quality Meat, sources produce from some of the nation’s best producers, including Cobungra Station Full Blood wagyu, O’Connor premium grass fed black Angus, and Rangers Valley grain fed beef.

Mr Puharich has never shied away from the fact Victor Churchill is not only one of the most beautiful butcher shops, but one of the most expensive.

In fact, he’s asking his customers to spend their money on quality meat as an investment in the future of Australian agriculture.

“What Victor Churchill represents is the best one per cent in the country … then we’re using different techniques to get the best out of that meat,” Mr Puharich said.

“Whether it’s trimming, dry ageing, packaging, the experience we offer when we sell that product. There are lots of different layers to what we offer, and that ultimately is reflected in the price.”

Beef cuts can start anywhere from $70 a kilo for selected O’Connor products, up as high as $300 a kilo for dry-aged Cobungra wagyu. Cuts of lamb can sell for $75 a kilo, lamb loin chops at $38 a kilo, with bellies of pork closer to $30 a kilo.

“We’re going to give the value back to our suppliers, they need to spend and invest to provide more, and that comes at a cost,” Mr Puharich said.

Julien Boussac, from Cahors, France. Picture Yuri Kouzmin

“They’re charging us a premium to produce that product, and we want to encourage that. We’re ultimately asking the customer to pay for that at the other end.”

Originally published as Victor Churchill opens new butcher store in Armadale