The Birth of NOT FRESH
—A Journey from Finance to Flavour—
Dry aging, an ancient yet captivating art, is revered by Michelin-starred restaurants and traditional butcher shops alike. Despite its prestigious status, traditional dry aging methods have long faced limitations in terms of technique and meat variety. These constraints have produced some classic flavors but have also hindered diversity and accessibility, making it challenging to innovate and reach a broader audience...
The Unexpected Start
The story begins with a finance professional who, despite excelling in the corporate world, felt a strong pull towards a more creative and impactful venture. The fast-paced lifestyle and sophisticated environment were stimulating, yet dealing with numbers and algorithms long-term wasn't fulfilling.
Identifying a Gap
As a passionate meat lover, it became clear that the market for dry-aged meat was lacking. The existing products were often expensive, made with simplistic methods, and of inconsistent quality. While traditional dry aging held significant historical and cultural value, there was a need for innovation to make high-quality dry-aged meat more accessible.
From Idea to Reality
Driven by this vision, the founder left a lucrative finance job to immerse in the world of meats and aging techniques. Over nearly three years of extensive research, experimentation, and the study of various aging methods from Japan, Taiwan, Germany, and Australia led to the development of innovative processes. The founder gathered a team of like-minded individuals and investors, establishing a company dedicated solely to producing premium dry-aged meat using some of the world's most advanced equipment.
The NOT FRESH Mission
NOT FRESH stands for breaking away from old patterns by employing cutting-edge aging techniques to expand the variety and flavours of dry-aged meat. The mission is to make this niche culinary art accessible to a broader audience. The motto, "Nothing but the funk!" reflects a commitment to innovation and passion for unique flavours. NOT FRESH is about more than just aged meat; it's a lifestyle and a spirit of relentless innovation. This brand aims to revitalize the ancient culinary art of dry aging, allowing more people to experience its unique charm and join an exciting culinary revolution.
