Tom Hixson

What Tom Hixson does

Tom Hixson of Smithfield is a third-generation family-owned wholesale butcher founded in 1963 at London's Smithfield Market, operating a direct-to-consumer e-commerce platform for premium meat delivered across the UK. The company retails a 326+ SKU portfolio spanning Wagyu (Japanese, Australian, Irish, and own-brand), beef cuts (Ribeye, Sirloin, Fillet, Tomahawk, T-Bone, Chateaubriand, Brisket, Picanha), pork (including Iberico), lamb, poultry, deli, halal, and BBQ collections, with products sourced from seven or more countries including Ireland, Japan, Argentina, the USA, Australia, Spain, and Britain. Distribution is enabled by a proprietary protective chilled packaging system that maintains temperature for up to 72 hours using ice sheets, self-insulating silver lining, and reinforced boxes designed for nationwide UK transit.

The company's revenue model combines transactional DTC meat sales (priced per 100g, ranging from £0.60 to £30/100g), a monthly Steak Club subscription at £99.95/month with automatic billing and exclusive member cuts, and a B2B trade/wholesale channel serving restaurants, casinos (Hippodrome Casino), and BBQ specialists (Hang Fire BBQ, leading UK pitmasters). Pricing is tiered with free delivery over £150 and £7.99 standard delivery below, alongside multiple payment integrations (Apple Pay, Google Pay, PayPal, Shop Pay, Visa, Mastercard, Maestro) on a Shopify storefront. Customer segments include home cook enthusiasts (primary), restaurants and hospitality (primary), BBQ hobbyists, halal consumers, and gift buyers, supported by an active multi-channel marketing presence across email, content/blog, and major social platforms including Facebook, Instagram, YouTube, TikTok, and Pinterest.

Tom Hixson holds exclusive UK distribution rights for several premium Wagyu producers including Stone Axe (back-to-back Grand Champion at the Australian Wagyu Association Branded Beef Awards), Rosendale (Irish F1 Wagyu/Shorthorn with chocolate-finishing), and Towada (Japanese A5), and operates a house-brand Tom Hixson Wagyu developed with Irish farming partners. Marketing is reinforced by chef endorsements, notably Ioannis Grammenos, three-time Best Steakhouse in London and 2021 World Steak Challenge Chairman. The company remains privately held by the founding family, headquartered at Smithfield Market, London, with 11-50 employees and no disclosed external investment.

Name

Tom Hixson

Legal name

Tom Hixson of Smithfield

Website

https://tomhixson.co.uk

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

11–50 employees

Short description

Tom Hixson is a third-generation family butcher founded in 1963 at London's Smithfield Market, operating a UK-wide direct-to-consumer e-commerce platform for premium meat and Wagyu, supplemented by a monthly Steak Club subscription and trade supply to restaurants and chefs.

Ownership category

akta.pro rank

Product category

Online Butcher / Premium Meat Retail

NAICS

Meat Retailers (445240), Meat and Meat Product Merchant Wholesalers (42447)

SIC

Sausages & Other Prepared Meat Products (2013), Food And Kindred Products (2000)

akta.pro primary industry

Bulk Meat & Seafood Wholesale-to-Consumer (CRAHAMAI)

akta.pro secondary industries

Further Processing (Cooked, Smoked, Cured & Deli Meats) (AFAKALAD), Portioning & Case-Ready Meat Packaging (AFAKALAF)

Keywords

• Premium meat delivery
• Online butcher shop
• Wagyu beef retailer
• Artisan meat supplier
• Steak subscription box

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: One-time purchase of premium meat products including Wagyu beef, steaks, ribs, and specialty cuts. Products sold by weight (per 100g) or per unit. Range from budget-friendly options to luxury A5 Japanese Wagyu.
2. Steak Club Subscription: Monthly subscription service delivering curated exclusive steak cuts to members. Priced at £99.95 per month with automatic payments on the 28th of each month. Includes free delivery and exclusive member pricing not available to regular customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Tom Hixson of Smithfield is a third-generation online butcher founded in 1963 that sells premium meat products directly to UK consumers, including Wagyu and prime beef, lamb, pork, poultry, deli items, and halal-certified cuts. The business operates a Shopify e-commerce storefront delivering chilled and frozen meat nationwide using proprietary packaging that maintains temperature for 72 hours, complemented by a Steak Club monthly subscription that delivers curated, exclusive cuts to members.

Product overview

Tom Hixson of Smithfield is a third-generation wholesale butcher founded in 1963, operating as an online premium meat retailer. The product portfolio centers on a comprehensive Wagyu and premium beef collection (featuring Stone Axe Wagyu, Rosendale Wagyu, Towada Japanese Wagyu, and house-brand Tom Hixson Wagyu), complemented by diverse beef cuts (Ribeye, Sirloin, Fillet, Tomahawk, Brisket), a BBQ collection, pork, lamb, poultry, and deli products. The Steak Club Subscription provides recurring monthly deliveries of exclusive hand-picked steaks. The business operates as a unified e-commerce platform built on Shopify, offering 326+ products across multiple meat categories with delivery across the UK.

Differentiator

Problem solved

Functional benefit

Brands

• Tom Hixson Wagyu: Exclusive own-brand Wagyu beef range created in collaboration with Irish farming partners, featuring Wagyu/Shorthorn cross cattle reared stress-free on Irish pastures with chocolate-supplemented diet.

Products and services

• Wagyu Beef Collection Premium Wagyu beef collection featuring unparalleled marbling, exceptional mouthfeel, and buttery flavors. Includes Japanese Wagyu, Australian Wagyu, and Irish Wagyu sourced from certified farming partners, covering cuts such as Ribeye, Sirloin, Fillet, Tomahawk, Chateaubriand, and Brisket.
• Beef Cuts Prime beef cuts including Fillet Steak, Sirloin, Ribeye, Tomahawk Steaks, T-Bone, Chateaubriand, Picanha, Brisket, and roasting joints sourced from premium beef suppliers across Ireland, Japan, Argentina, USA, Australia, Spain, and Britain. Shoppable by cut, brand, or origin.
• BBQ Collection Premium BBQ meat and smoking cuts curated for charcoal grills, smokers, and summer barbecues, including briskets, ribs, burgers, and sausages.
• Steak Club Subscription Monthly steak subscription delivering exclusive hand-picked premium steaks to members, featuring award-winning cuts such as Towada A5 Japanese Wagyu with free delivery and member-only savings up to £240 on retail pricing.
• Rosendale Wagyu Premium Irish Wagyu beef from the Wicklow Mountains, featuring F1 Japanese Wagyu crossed with Shorthorn cattle, finished with a chocolate and high-quality grain feed. Graded at BMS 5+ to Diamond BMS 7+ with 100% traceability from farm to fork.
• Stone Axe Wagyu Award-winning 100% Full Blood Japanese Black Wagyu beef from Australia, raised at high-altitude farms in New South Wales and Victoria (over 1000m above sea level). Features BMS 9+ marbling scores and is exclusively available in the UK through Tom Hixson.
• Tom Hixson Wagyu (House Brand) Exclusive house-brand Wagyu beef produced in collaboration with Irish farming partners, using Wagyu/Shorthorn cross cattle reared stress-free on Irish pastures with a chocolate-supplemented diet.
• Towada Japanese Wagyu Premium Japanese Wagyu from the Towada region in northern Japan, celebrated for extraordinary marbling, remarkable tenderness, and deeply refined flavour at A5 grading standards. Featured in monthly Steak Club selections.
• Black Label Argentine (Rioplatense)

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature1 record

Partnerships

Nine partnerships are on record, tiered core and minor.

• Stone Axe WagyucoreStrategic or Co-development PartnerPremium pure-bred Japanese Wagyu from Australia. High-altitude farms in New South Wales and Victoria over 1000m above sea level. Awarded back-to-back Grand Champion at Australian Wagyu Association Branded Beef Awards. 100% Full Blood Japanese Black Wagyu genetics. Available exclusively in the UK through Tom Hixson.
• Rosendale WagyucoreStrategic or Co-development PartnerRaised in Ireland on the foothills of Wicklow Mountains. F1 Japanese Wagyu crossed with Shorthorn cattle. Unique chocolate and olive-enhanced diet in final months. High marbling score BMS 5+ and Diamond BMS 7+. 100% traceability from farm to fork.
• Ocean BeefcoreStrategic or Co-development PartnerGrain-fed beef from New Zealand's Canterbury region. Known for smooth, juicy taste with exceptional marbling and tenderness.
• RioplatensecoreStrategic or Co-development PartnerExpert producers of Black Label Argentine beef range, highly regarded amongst chef clientele. Cattle reared on the Pampas Plains.
• Towada WagyucoreStrategic or Co-development PartnerRenowned Japanese Wagyu producer from northern Japan. Produces A5 graded Wagyu with extraordinary marbling, remarkable tenderness, and deeply refined flavour. Featured in monthly Steak Club selections.
• Santa GiuliaminorStrategic or Co-development PartnerPremium, grass-fed Argentine beef producer with full quality control and consistency. Supplying to international markets including UK.
• Snake River FarmsminorStrategic or Co-development PartnerAmerican Wagyu producer known for premium Black Angus and Wagyu Cross beef. Graded products including USDA Prime and Choice cuts.
• Jack's CreekminorStrategic or Co-development PartnerAustralian Wagyu producer with refined rearing processes. Part of certified supplier network meeting Japanese Wagyu guidelines.
• Ioannis GrammenoscoreGTM or Marketing PartnerExecutive Chef & Meatologist at Hippodrome Casino, 3x winner of Best Steakhouse in London, 2021 World Steak Challenge Chairman. Provides expert commentary on Wagyu beef quality and cooking techniques for Tom Hixson marketing content.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Daylesford Farm Shop: UK premium organic farm shop with online ordering and home delivery across meat, dairy, and groceries. Comparable on premium provenance-led positioning and affluent UK consumer target, though operates a much broader food range.
• MuscleFood: Larger UK online protein retailer offering meat, protein supplements, and prepared meals with nationwide delivery. Overlaps with Tom Hixson on DTC chilled meat and subscription mechanics but at a much more mass-market price point.

Direct peers

• Donald Russell: UK heritage mail-order butcher founded in 1974, shipping premium grass-fed beef, lamb, and other meats direct to consumers nationwide. Highly comparable to Tom Hixson on heritage brand positioning, DTC e-commerce model, and premium meat category.
• Turner & George: London-based online butcher with strong chef and restaurant following, selling dry-aged steaks, Wagyu, and specialty cuts direct to consumers. Closely comparable on premium Wagyu positioning, chef endorsement strategy, and DTC e-commerce delivery model.
• The Butchery Ltd: UK online butcher offering premium steaks, BBQ packs, and curated meat boxes with nationwide chilled delivery. Comparable on subscription/box mechanics, chilled-pack fulfilment, and DTC premium meat positioning.
• Farmison & Co: UK online butcher specialising in heritage-breed, free-range, and grass-fed meat with strong farm-to-fork provenance storytelling. Direct peer on online DTC premium butcher model targeting home cooking enthusiasts in the UK.
• Cannon & Cannon: UK specialist cured-meat and charcuterie business with strong chef/restaurant following and DTC channels. Comparable on quality-led positioning and chef endorsement strategy, though narrower focus on cured/charcuterie products.

Regional players

• Snake River Farms: American premium Wagyu and Black Angus producer with DTC e-commerce, known for American Wagyu cross and USDA Prime beef. Comparable on Wagyu DTC e-commerce and premium positioning, though operating primarily in the US market.

Emerging players

• The Ethical Butcher: UK online butcher focused on regenerative and high-welfare meat sourcing with full farm traceability. Comparable on DTC premium meat model, provenance storytelling, and target home-cook consumer, but differentiated by regenerative agriculture focus.
• The Black Farmer: UK-founded premium meat and food brand with strong DTC presence and supermarket listings, including gluten-free and specialty ranges. Comparable on premium meat DTC and brand-led marketing, though broader in product range.

Market position

Strengths3 records

Weaknesses5 records

Competitive moat3 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xx.com/hixsonmeatldn
• YouTubeyoutube.com/channel/UCBAyxhjX4hWcFWmrB2HRjSQ
• Facebookfacebook.com/hixsonmeatldn
• LinkedInlinkedin.com/company/tom-hixson-and-co-limited
• Instagraminstagram.com/hixsonmeatldn/?hl=en
• TikToktiktok.com/@hixsonmeatldn
• Pinterestpinterest.co.uk/hixsonmeatldn

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tom Hixson