Butcher Justin Hinchco says his workplace, Waipawa Butchery, is an example of changes in the industry's market.
He speaks to Mark Story after making the finals of this week's Alto Butchers of the Year competition.
What are judges looking for in butcher competitions?
The judges are looking for an array of skills - display presentation, knife skills, speed, hygiene, yield and the degree of difficulty in your cuts.
To you, what's the most underrated cut of meat?
Anything pork, it gets a bad name in New Zealand because if you have a bad pork experience it tends to put you off. Pork can be just as tender and tasty.
Pork, lamb, beef - what's your poison? Why?
Beef, it's so versatile and what can beat a nice thick T-bone steak!