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MANY MASTERS. ONE PURPOSE.

Meatmasters was established in 1995 with a vision to connect every stage of the meat production journey. Today, we’re a fully integrated South African value chain that manages the process from farm to fork.

About Meatmasters

About MEATMASTERS

By managing every stage of the journey – from farming and sourcing through to processing, butchery, distribution and retail – we maintain complete oversight from beginning to end. Behind every cut is a team of specialists, each bringing their own expertise and craftsmanship to the process.

Care is central to how our system works. Not only care for the products we deliver, but also for the people who make it possible. It is this focus on relationships, responsibility, and shared purpose that strengthens the chain and ensures that our team grows together and delivers consistency at every step.

THE CARE WE TAKE BECOMES THE TRUST YOU EARN

  • Vertically integrated: Full value chain ownership enables consistent control and alignment across every stage of production.
  • Traceability-driven: From sourcing through to delivery, each step is connected and managed to ensure complete visibility and accountability.
  • Trust-led: Built on credibility earned over time, Meatmasters is relied on by buyers, trade partners, and consumers alike.

of perfecting mastery!

Mastery isn’t claimed. It’s built.

1995-1996
Founded in Vryheid
Founded in Vryheid

Three F Meat Traders cc. was founded by Patrick Friend, Stephen Friend and Keith Foster. Through strategic acquisitions, the business expanded
from a single butchery to a network of seven butcheries and a smokehouse.
The company also developed the Valleyview abattoir into a modern multispecies 20-unit facility and started slaughter in 1998.
The Thiele family invested into Meatmasters as a supplier and shareholder.

1999-2002
Reaching beyond Vryheid
Reaching beyond Vryheid

The focus shifted beyond Vryheid by expanding the Smokehouse, which grew to offer more than 100 delicatessen products to the German community and premium market. Increased abattoir capacity, strategic supplier partnerships and investments in logistics supported expansion into new regional markets, while the business transitioned from a retail-focused model towards processing and wholesale operations.

2003-2006
Crown National distributor
Crown National distributor

The business strengthened its market position by becoming the Crown National Spices distributor for Vryheid, creating a one-stop supply solution for butcheries across Northern KwaZulu-Natal. The new Natalia Butchery opened successfully, while the Smokehouse and abattoir continued to expand their regional reach. By 2006, the retail business had been streamlined to three core butcheries – Natalia, Central Butchery and Vryheid Butchery.

2015-2017
Increasing abattoir efficiency
Increasing abattoir efficiency

The business secured a strategic investment from Pinecone Forestry. We also invested in the construction of a new deboning plant and the acquisition of the Hubert Haas Goliath slaughter machine, significantly increasing abattoir efficiency and capacity. Despite challenging conditions, including the listeriosis outbreak, we remained committed to supporting local pig farmers and had grown to a workforce of 129.

2018-2021
ROOTS® Butchery launches
Roots® Butchery launches
The business entered a new phase of growth by transforming Central Butchery into Roots Butchery Vryheid and later converting Vryheid Butchery into a successful Roots Xpress store. Strategic leadership appointments, evolving shareholder partnerships and a new supply agreement with Grainvest strengthened the business, driving significant growth in production and expanding the team to 188 employees.
2022-2024
Expanding retail footprint
Expanding retail footprint
The business entered a new phase of strategic growth by expanding its retail footprint with Roots eMondlo, increasing abattoir capacity and implementing a formal succession plan with strengthened leadership and governance structures. By 2024, Meatmasters had grown to 299 employees and was processing 92 812 pigs annually.
2025-2026
Solid momentum
Solid momentum
The business entered a major investment phase with the opening of Roots eDumbe and the new Primal Plant. Strong market conditions drove continued growth, with Meatmasters processing 94 806 pigs annually and maintaining a workforce of 344 employees. With solid momentum, the business is well positioned for another successful year ahead.

THE MEATMASTERS SEAL OF QUALITY

The Meatmasters Quality Seal is more than just a mark. It’s a traceable promise. Certainty that every cut has moved through the hands of people who know their craft, from farm to final preparation.

It represents a connected system where nothing is left to chance, and every step is handled with care and precision. Proudly South African, this seal carries a standard shaped by every person in the value chain working together to deliver meat that makes the cut, every time.

VIEW CERTIFICATION

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News & Resources

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Patrick Friend: The man behind Meatmasters

Patrick Friend: The man behind Meatmasters

Nov 5, 2026

In 1995, Patrick Friend took a chance and opened a small butchery in Vryheid, KwaZulu-Natal. Few could have imagined that this modest beginning would grow into a meat-processing business supplying customers across South Africa. Today, Meatmasters operates across the...

Smokehouse Tradition. Real Fire. Real Flavour.

Smokehouse Tradition. Real Fire. Real Flavour.

Oct 9, 2026

There's something unmistakable about the rich aroma and distinctive flavour of traditionally smoked meat. It's a craft that has been perfected over generations, where time, temperature and technique come together to create something truly special. Smoking meat is...

From Farm to Fork: Why Traceability Matters at Meatmasters

From Farm to Fork: Why Traceability Matters at Meatmasters

Oct 8, 2026

When it comes to quality meat, knowing where it comes from is just as important as knowing how it's handled. From the farm where livestock is raised to the final product that reaches a customer's table, every step in the journey plays a role in ensuring quality,...