On Tuesday, Aaron and Monica Rocchino quietly opened the doors to their new business, an artisan butcher shop where the term “snout to tail” really comes into its own.
The Local Butcher Shop, in the old Red Hanger Kleaners space on Cedar Street in the Gourmet Ghetto, has already attracted dozens of curious foodies.
One-on-one customer service, offering cuts of meat hewed from whole carcasses, is the principal order of business. But providing some meat — most likely beef — to Aaron Rocchino’s former boss, Alice Waters at Chez Panisse, is also on the cards.
Rocchino joins a long line of Chez Panisse alumni who have gone on to open their own food businesses, many of them locally. He is also part of a movement centered in the Bay Area that is focused on the provenance of meat, sustainable raising methods and informed, responsible butchery.
The Rocchinos, who met when they were both working at Oliveto Restaurant nine years ago, have been working towards this moment for years. As Berkeleyside reported in May, the couple believe there’s a void in the market for restaurant-quality, sustainable meat for home customers.
“Being in the restaurant business exposed us to great meats,” says Monica. “The impetus for us is that we wanted to get that quality to home cooks.
“Most stores sell boxed meats,” she continues. “And most restaurants don’t have the staff or space to accommodate whole animals. But farmers invest a lot of time and energy into raising their animals and we want to reflect that.”
Once its walk-in meat cooler is up and running, with its traditional hook-and-rail system, the new shop will be taking in whole carcasses of cows, pigs and sheep, and using every part of the animals, be it to create some stewing lamb, a jar of rendered fat, dog food or pork charcuterie.
The pair are also putting into play some innovative thinking when it comes to what they charge. They are implementing a “holistically structured” pricing system. This works by dividing up animals into three sections — front, middle and rear — and pricing accordingly. The thinking is that there is no rationale for charging more for so-called “choice” cuts of meat.
“For the farmer and for us the costs are fixed. It was the meat packers and distributors who decided to put a value on certain cuts, like tenderloin or rib-eye steaks,” says Monica.
Aaron says there’s another reason some parts of the animal have traditionally been priced more highly: the easier it is to cook the more costly it will be. Cuts that require slow-cooking tend to be cheaper.
Thus, what the customer has come to consider as a higher quality cut will be selling for significantly less at The Local Butchers Shop than at other local stores.
The shop has been designed to look spotless and airy with an emphasis on transparency — butchers cut meat in full view of the customers, there’s a large viewing window on the meat cooler, and all the meat is displayed with chalk-board signs in frontfacing cases. “Nobody is going to turn their back on you while cutting or packing your meat,” says Monica.
The remodel was overseen by Andrea Ray Croyle from Berkeley architect firm Kahn Design Associates, and Kaufman Construction, also Berkeley-based. To save money, the couple did much of the work themselves, including painting the walls a combination of crisp white and black chalkboard. White subway tiles complete the clean look.
The exposed wall of the meat cooler is clad in reclaimed redwood. “It was the fence of neighbors of friends in San Rafael,” says Monica. “We took it home and power-washed it, then spent 13 hours installing it.”
Everything sold in the store, apart from spices — including all the meats, the rubs and vinegars, marinades and artisan sodas — comes from no more than 150 miles away.
The farmers who supply The Local Butcher Shop include Mac Magruder of Ingel-Haven Ranch in Potter Valley, Mendocino (beef and pork), Hudson Ranch (pork) and Don Watson (lamb), both in Napa, Phillip Paine in Sonoma (squab), Liberty Farm in Sonoma (duck), Bill Niman of BN Ranch in Bolinas (turkey), Mark Pasternak of Devil’s Gulch Ranch in Nicasio (rabbit), Riverdog Farm in Yolo County (pork), and Gleason Ranch in Bodega (chicken and pork).
The Local Butcher Shop has a staff of nine as well as the Rocchinos. They are Ross Woller who came from Oenotri Restaurant in Napa and is in charge of all the charcuterie and “added value” products, Seth Crabtree who hails from charcuterie company Boccalone, sandwich master Kel Troughton, Bill McCann who has worked as a butcher for 40 years, John Hogeland who was at Whole Foods for 11 years, Liz Halbig who went to culinary school, works at Holistic Hound and is an expert on dog food, and Enrique Martinez who splits his time between the shop and his other post as a server at Chez Panisse.
The store sells a daily sandwich — on Tuesday it was braised Magruder pork shoulder with grilled onions, tomato, mixed greens and feta on an Acme herb deli roll, Wednesday was roast beef.
“We have an idea of a place where people come in and sip wine and nibble on charcuterie while they choose their meat,” says Aaron. This concept will need to remain unrealized for now, however, as the pair don’t have the required permits for serving drinks.
“But one day, perhaps,” says Monica. “Either here or maybe somewhere else.”
It’s clear this energetic couple has “the vision thing” down pat. Meanwhile, they have a new business to run. The Local Butcher Shop has its grand opening on Tuesday August 30, but is serving customers now.