Bucking trend: Wangaratta butcher Dan Wallace is enticing meat eaters away from supermarkets. Picture: Zoe Phillips

AT 31, Dan Wallace is not your average butcher.

He's social media savvy, using Facebook to take orders and distribute daily specials.

His page, Your Everyday Gourmet, has more than 1000 followers on Facebook who receive regular updates on what's good when it comes to meat. Dan also has two chefs who work in the store, making things like Londrigan family meat pies, which have sales of about 200 units weekly. Then he offers a range of meats, from well-made sausages to prepared meals. And all out of a shop in a side street in Wangaratta.

Dan runs his store as the kind of place he would want to shop at.And while it is not even three years old, he's bucking the trend of people buying their meat in supermarkets. From the initial staff of two, there are now three butchers, a couple of apprentices, the two chefs and administration staff. Underpinning the demand, Dan says, is the ability to source good quality meat.

He buys his beef from local farmer Bob Andrews, selling under the Londrigan Beef label. The Blonde D'Aquitane-cross calves are processed locally, and the 220kg carcasses are dry aged for 21 days and then broken down in the Wangaratta store. A three-week TV advertising campaign delivered a huge surge in orders for the beef, which Dan says he loves because it yields well, but "has taste, tenderness and colour".

All of this success has come as a bit of a surprise for the butcher, who said he just wanted to "have a go". "We've got young kids, we know what it is like, and we try to supply what we would like ourselves," Dan said. "People are starting to wake up to locally produced meat, to what butchers can offer and that's clear from our sales."