Edible Notables: True Coast Meats
What happens when you combine a passion for community with the life-long friendship of two entrepreneurial spirits who both have backgrounds in the culinary industry?
The answer can be found in the form of Ucluelet’s new specialty meat shop, True Coast Meats. The unique West Coast specialty meat shop has its own Coastal Cowboy line of sauces, spice rubs and jerky, provides locally sourced, quality cuts of beef, pork and poultry, makes hand-made sausages and house-cured, smoked meats and offers other local B.C. products to customers, such as handcrafted cheeses, cured meats, jams, vinegars, salts and more.
Owners Dustin Riley and Travis Rouleau had been dreaming about making their vision for True Coast Meats a reality for many years, but it was the pandemic that really got things rolling. When COVID-19 hit, catering came to a standstill for Dustin’s existing restaurant, The Blue Room, a West Coast Bistro. Dustin and Travis saw this challenge as an opportunity to evolve and fill a need in their small fishing community—where seafood is easily accessible but farm-fresh meat products are more difficult to acquire. So they set the goal of bringing the “Turf to the Surf.”
From the beginning, their community has been their inspiration, and they love sharing their knowledge and products with that community. “The best part of True Coast Meats is the interaction between us and the customer,” says Dustin. Sometimes customers come in without really knowing what they’re looking for, so he takes this opportunity to share the stories behind the farms that the meat came from, which helps customers select the best cut of meat for their purposes. It’s the “old-school, interactive experience that seems to be fading in our new, technological world.” And if you need some tips and tricks on how to best season or cook your meat, don’t worry; they love imparting their culinary wisdom.
They are always considering their customer feedback to ensure they are carrying the best products—which includes quality, flavourful, no-filler, no-preservative sausages. “We’ve learned just how much people love sausages!” laughs Dustin. He notes how much customers appreciate good-quality product, because “when starting with a true product, you really can’t go wrong—no matter your culinary level.” Whether you’re a culinary master or a backyard BBQ enthusiast, starting with high-quality products is key to a successful plate.
Dustin and Travis are so thankful for the outpouring of support they’ve received. “We have had nothing but positive and encouraging support from the entire community, and we could not be more thankful and appreciative,” says Dustin.
