Why do things have to be the way they are? Why is meat sold the way it is? We think its boring. This project aims to completely innovate the experience of buying red meat and we’re stepping up to the challenge of changing things. We’re going to head well beyond the O.K. Coral and think our way free of the traditional meat box. We’re talking meat lifestyle, passion, indulgence. We’re going to offer red meat aficionados an experience they can really bite into.