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Butcher’s Heaven


In June 2016, a new festival popped up on Amsterdam’s food radar – a meat festival aimed at all carnivores looking for a good time and great food: Butcher’s Heaven! Visitors could enjoy dishes from 30 different restaurants cooking on 60 Big Green Eggs, make their own sausages, take part in a butchery class, learn how to grill the perfect steak and let’s not forget the whiskey tastings… Acting as consultants for founder Julius Jaspers, we executed the marketing and operations for him leading up to, during and after the festival. Additionally, we assisted with sales and partner & sponsor findings. It was a huge success and planning for the next year’s Butcher’s Heaven edition followed soon after.

In October 2017, the second edition of Butcher’s Heaven took place in the Centrale Markthal in Amsterdam! A heaven for the real carnivores amongst us. The focus was attention for sustainable meat, from farmer to plate.

Visitors enjoyed dishes from over 30 chefs and their teams, learned how to prepare The Perfect Steak and participated in The Amsterdam Challenge on the Big Green Eggs. On the first day of the 2017 edition we kicked off with a classic Burger Night where all the restaurants created their best burgers in miniature version; in this way visitors could try more than one burger! The restaurants that participated were none other than Castell, de Veranda, Dreams of Magnolia, Het Bosch, Ron Gastrobar, Slagerij de Leeuw, ’t Vliegertje, The Roast Room, Graceland BBQ and The Harbour Club. Chefs like Jord Althuizen, Lucas Rive and Julius Jaspers himself got behind the Big Green Egg to show you their skills and fire things up. Next to all the tasting, the real carnivores could also step into the kitchen. During this edition the programme was even more extensive with the Amsterdam BBQ Challenge, workshops, tastings and a Butcher Theatre. The Amsterdam BBQ Challenge challenges chefs from home to battle for two days. Fires were roaring with the six pre-contest rounds on Saturday. On the Sunday of Butcher’s Heaven,  the grand finale took place and the winner took home a Big Green Egg!

Together with founder Julius Jaspers, RARE was responsible for the marketing and operations for Butcher’s Heaven leading up to, during and after the festival. Together, we made visitors aware of sustainable meat and showed them how to reduce food waste.


Number of visitors 7.750
Edition 2nd
Date 13 - 15 October 2017
Location Centrale Markthal - Amsterdam
More info about Butcher's Heaven