BUSINESS MEMBER PROFILE
Max Meat - Delivering the Best Heather Nahatchewitz, OIMP Marketing and Communications Director
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ucked away in a mostly industrial area of North York, Max Meat is a provincially licensed free-standing meat plant serving a wholesale client base covering the GTA and stretching as far north as Peterborough. In operation since 1955, (original owner and namesake Max Meyer), the business was purchased by Fred Ulrich in 1978.
In 2000, Fred’s son Karl, and Eddy Wong, a long-standing and trusted employee, took over the business as co-owners. Karl had been working in the plant since age 14 and Eddy worked for the business while going to school to be a computer programmer. When Eddy finished school and decided he didn’t want to pursue that as a career, Fred said he could stay on with them at Max Meat. Today, Karl manages the business side and Eddy is the production manager.
DYK?
Years ago, Karl Ulrich moonlighted as a hot air balloon pilot, travelling all over Ontario, working events like Canada’s Wonderland and CNE concerts, and meeting celebrities like Blue Jays, Argos, and rock stars.
new products and new processes. “We make what the customers want, not necessarily what we want” says Karl. Max Meat serves butcher shops, bakeries, delis, and farmers’ markets, with two trucks on the road, and pick-up available for last minute orders. The smallest order can be as low as a couple hundred dollars. “We want to serve the small guys.”
“There is a reason we have been dealing with Max Meat for over 20 years - the staff are reliable and great to deal with. They are always willing to go out of their way to satisfy our needs. Their products are done ‘inhouse’ and are consistently outstanding. They are the true definition of our slogan ‘Quality and Service’.”
Initially operating out of one unit in a multi-unit single floor commercial building, Max Meat soon outgrew the space. Karl approached the business owner of the next unit in, asking if he would consider moving down the building into another available space. “If it will help your business, I will move,” was the response. The owner took no more than $1000 for his troubles to help pay to move some equipment. Then, when the unit on the other side opened, Karl took that over also, bringing the total square footage of the current operation to 5400.
Every five years or so, Karl estimates the business must evolve and adapt to new trends, serving different ethnic groups, introducing
~ Adam Hayward, Nesbitt’s Meat Market Over 250 products are available, with the bulk of sales going to bacon and sausages, both fresh and smoked. “Every week we make a couple hundred pounds of sausages, and deliver to butcher shops for their counters, 20 of this, 20 of that,” says Karl. “We save them the labour, and hassle of ordering the necessary supplies.”
“Membership with OIMP is important because it’s a good thing to have a voice. We’ve benefited from OIMP’s work with the government. And if I need something you are there.”
Max Meat also sells fresh meat accounting for about 30% of the business with the remaining 70 dedicated to items smoked, cooked, or cured, with meat sourced from Ontario whenever possible, sometimes Quebec.
~ Karl Ulrich, Max Meat I asked Karl about trends in the marketplace. “There’s more poultry,” said Karl. “Less traditional items like black forest ham. Cold cuts are dying, baloney is dead. People want healthier items, low salt, and less nitrates.” Adding, “Everything is gluten-free and has been for over ten years.” In targeting a health-focused market, Karl owns and operates another business, Organic Organics. What began a couple years ago is now in the process of being certified with Pro-Cert. “I had trouble getting organic product but it’s better now. We’re still probably a couple months away from certification but plan to run production one day a week as organic, to start.”
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BLOCKtalk - Summer 2018
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