From starting as a blockman in 2012 to becoming one of the Shoprite Group's internationally recognised master butchers, Sammy Sethole has built an inspiring career through dedication, skill and a passion for his craft.
Born and raised in Seshego, Polokwane, the 43-year-old now leads the Meat Market at Shoprite Seshego as Senior Meat Market Manager and is among more than 225 master butchers across the Shoprite Group.
His journey highlights how vocational skills, continuous learning and hard work can create meaningful career opportunities in the retail sector.
Raised in Seshego, Sammy went straight to work after finishing school to support himself and build a future.
He joined Shoprite as a blockman in August 2012 and set out to develop a career in professional butchery.
"From the very beginning, I was keen to get the basics right," Sethole said.
"That meant showing up on time, learning our high standards, perfecting every cut, and making sure the bench was always clean."
His commitment to mastering the fundamentals was quickly recognised. Within six months, he moved into a trainee manager role, helping to develop new talent before progressing through the ranks into increasingly senior Meat Market management positions.
His expertise was further recognised when he qualified in 2023 as one of the Shoprite Group's internationally recognised master butchers, joining a network of more than 225 specialists across Shoprite and Checkers butcheries nationwide.
Special training
The Shoprite Group is the only retailer in Africa to offer the exclusive Master Meat Artisan Programme.
Underwritten by the UK's Institute of Meat, the specialised training programme equips participants with in depth knowledge of meat processing from farm to fork.
For Sethole, the programme provided an opportunity to turn years of practical experience into formal expertise while continuing to develop as a leader.
"I wanted to take my craft to the highest level. I'd spent years building my experience, but becoming a Master Butcher was a chance to turn that experience into recognised expertise and help others do the same," Sethole said.
The programme covers far more than basic butchery, he said.
"It covers meat science, food safety, customer service, yield control, and leadership," Sethole said.
Today, he applies that knowledge directly on the shop floor, where he helps customers select the right cuts and understand how to prepare them.
"I'm more confident. I can guide customers on the right cut, how to prepare it and how to get the best value. I don't just sell meat; I provide a service," Sethole said.
"The range we work with, from family value packs, wors and patties, to braai favourites and premium cuts, means every day is different. That's what makes this role challenging and rewarding," he added.
For Sethole, however, one of the most rewarding parts of his role is helping others develop their skills and earning the trust of customers.
"Training colleagues and watching them develop and knowing customers leave happy are the best parts of my job," he said.
"When someone comes back and says, 'That was the best wors or braai meat ever,' you know you've done your job well."
His dedication to his craft is also supported by his family. A father of two boys with a third child on the way, Sethole said his family's support remains one of his biggest motivations.
"My boys are proud of what I do," he said.
"I want them to see that if you work hard, you can build a career to be proud of."
For people considering a career in butchery, Sethole said the most important lesson is to be prepared to learn from the ground up.
"Be patient. Respect the product, the tools, and the hygiene. Show up every day ready to learn. Don't be afraid to start at the bottom, because that's where you learn the most," he said.
The Master butcher's braai tips
Sethole's expertise extends beyond the Meat Market and into one of South Africa's favourite culinary traditions: the braai.
His first choice is a classic T-bone.
He favours bone in cuts for the flavour they bring and recommends looking for a cut that combines tender fillet and juicy sirloin.
"Don't cook on flames, cook on hot coals. And don't poke the meat with a fork," he said.
Once the meat is cooked, he recommends allowing it to rest for five to 10 minutes. This helps the meat retain its juices and tenderness.
For Sethole, the lessons of butchery are much the same as the lessons that have shaped his career: respect the craft, master the fundamentals and never stop learning.
ashley.lechman@nationalmg.co.za