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Pepe Chuletón has turned the meat tradition that his great-grandfather started into a brand that sells thousands of chops online. On social networks, he defends the sector, launches barbecue tutorials and builds consumer loyalty. "My clients are my friends."
His own colleagues from Cedecarne, the Spanish confederation of butchers and delicatessens, consider Pepe Chuletón the "most mediatic" butcher of all time and a great prescriber of meat wherever he goes. Behind this very descriptive name is José Luis Sáenz Villar (Rincón de Soto, La Rioja, 1968). A professional who, with only one physical establishment, the La Despensa butcher shop, in Calahorra, and with seven employees, sells 90% of his products over the Internet, to customers from points as disparate and far away as Valencia, Cádiz, Holland, Norway or Germany.
