The leather apron and Master Butcher badge worn by Sammy Sethole (43) are symbols of years spent honing his craft. Having built his career from the block up, he now leads the Meat Market at Shoprite Seshego as Senior Meat Market Manager.

Raised in Seshego, Polokwane, Sammy went straight to work after he finished school to support himself and secure his future. He joined Africa's largest retailer as a blockman in August 2012 and set out to forge a career in professional butchery.

"From the very beginning, I was keen to get the basics right," he says. "That meant showing up on time, learning our high standards, perfecting every cut, and making sure the bench was always clean."

His dedication to mastering the fundamentals was quickly recognised. Within six months, he stepped into a trainee manager role, helping to develop new talent before progressing through the ranks into increasingly senior Meat Market management positions.

Sammy’s expertise was further validated when he qualified in 2023 as one of the Shoprite Group’s internationally recognised Master Butchers - joining a network of over 225 specialists across Shoprite and Checkers butcheries nationwide.

The Group is the only retailer in Africa to offer the exclusive Master Meat Artisan Programme. Underwritten by the UK’s Institute of Meat, this highly specialised training programme equips participants with in-depth knowledge of meat processing - from farm to fork.

For Sammy, the programme was the final step to turn years of experience into a formal qualification while continuing to grow as a leader. "I wanted to take my craft to the highest level," he says. "I'd spent years building my experience, but becoming a Master Butcher was a chance to turn that experience into recognised expertise and help others do the same."

The programme goes far beyond basic butchery, he adds. "It covers meat science, food safety, customer service, yield control, and leadership.”

Today, Sammy applies that knowledge on the shop floor. "I'm more confident," he says. "I can guide customers on the right cut, how to prepare it and how to get the best value. I don't just sell meat; I provide a service."

The variety of cuts and products prepared in Shoprite butcheries demands expertise and precision. "The range we work with – from family value packs, wors and patties, to braai favourites and premium cuts – means every day is different," Sammy says. "That's what makes this role challenging and rewarding."

What drives him most, though, is seeing his team develop and earning customer trust.

"Training colleagues and watching them develop and knowing customers leave happy are the best parts of my job," he says. "When someone comes back and says, 'That was the best wors or braai meat ever,' you know you've done your job well."

The dedication Sammy brings to his craft is also recognised by those closest to him. A father of two boys, with a third child on the way, he says his family's support is one of his biggest motivations. "My boys are proud of what I do," he says. "I want them to see that if you work hard, you can build a career to be proud of."

For those considering a career in butchery, he offers this simple guidance: "Be patient. Respect the product, the tools, and the hygiene. Show up every day ready to learn. Don’t be afraid to start at the bottom, because that’s where you learn the most."

The Master Butcher’s braai tips

When the braai is fired up, Sammy’s first choice is a classic T-bone. He loves bone-in cuts for the flavour they bring and shares his advice for preparing great meat:

• Choose the right cut: With tender fillet and juicy sirloin separated by its distinctive bone shape, a T-bone offers the best of both worlds for a special occasion.
• Cook over coals, not flames: “Don’t cook on flames, cook on hot coals. And don’t poke the meat with a fork.”
• Let it rest: Allow meat to rest for five to 10 minutes after cooking to help retain its juices and tenderness.

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