Page 28 - IFV_Issue 7_2022

Advertorial

need to live, farms that rear animals
should do their best to give them From Fashionista to
positive experiences during their lives.
It is a global movement and it is ‘Blokvrou’ to Food Club
making headway fast – 32% of hens in
the USA are now cage free, double the
number of just three years ago. Justine Reardon wishes to find out what residents
So if you would like the meat on your want in terms of eco-minded produce and meat.
plate to be tender and delicious, coming
from animals that lived a life worth
living, turn to page 27. By answering the The world over, I am discovering
questionnaire linked to the advert, to many female butchers who defy
help Justine design a Food Club for your what others think a woman’s ‘role’
estate, you stand a chance to win half a should be. These are the women
free-range lamb. that continue to inspire me, women
“Win half a lamb – who have found the courage to
walk their own unconventional
design a Food Club” paths.
As I journey further into the
world of meat, it is becoming clear
to me that issues around food
availability and self-sustainability
are increasingly important to me.
I would like to collaborate with
like-minded people who are
interested in these issues – and this
3rd generation dress designer, Justine
Reardon, in her new element is how the idea of the Food Club
came into being.

Who is she?
In her own words . . .
‘Blokvrou’ is the story of my ‘Hakie’ Giovi, Justine’s grandmother, along
journey with meat. It was a big with her mother, customised dresses for
shock to some, when I abandoned a Joburg’s elite like Miriam Makeba
career in fashion to follow my heart’s
calling whilst training and working
in a well-known butcher shop. I had
developed a passion for the art of
butchery.
Each day, as I watched and
worked with the butchers, I grew
more and more eager to learn and
cut. I revelled in practising how
to break down the carcasses into
their primary and secondary cuts,
deboning lamb legs, refining my
knife skills, mixing spices to create
sausages, boerewors and biltong.
Butchery is a skill that anyone can
learn but it is largely dominated by
the perception that it is ‘man’s work’.

Photo by Brett Jordan

26 • Issue 7 2022 • The Villager