Dewhurst is the leading British butcher of the twentieth century, the butcher who pioneered the high street retailing of meat.

It is the meat, not just the street that made Dewhurst famous in the 1950s and 1960s. The company offered the highest quality of meat, a quality previously the preserve of the upper classes, to the masses. Dewhurst helped to turn meat from a treat to meat as a staple and contributed enormously to the balancing of the British diet. It brought the nation the freshest meat - within 24 hours of slaughter. And all of this without the high price normally associated with fresh meat.

Dewhurst was responsible for driving new levels of hygiene and food safety - like putting meat in glass cases, not out in the open: and the company innovated with refrigeration. Throughout the twentieth century Dewhurst democratised both meat and its retailing.

The Brand Cellar identified Dewhurst's strength and reputation in the UK and what it means to consumers. Dewhurst still occupies a strong public image and good will - and is still front of mind. The Dewhurst brand position and heritage is something that can be revived and made relevant with the right investment and market knowledge.

The Brand Cellar is now devising a plan to bring the quality butcher back to the UK marketplace

Always a cut above