How Master Butcher John Ratliff Is Making New York’s Best Salami — Prime Time

How Master Butcher John Ratliff Is Making New York’s Best Salami — Prime Time

– Hey, guys! We’re here at Ends Meat
where our friend John is making what we think is
the best salami in New York. – He’s also making
whole-animal charcuterie which is both awesome and stupid, but we still love him for it. What the (bleep) are you doing? – Let’s go! – Action. – Here we are! – At Ends Meat. And we’re here with John.
– Hi, guys! – [Brent] Hey! – Business plan revolves around whole muscles and whole animals. You can make more salami,
you can get more pork trim, but you create these specific products that can only get so much of. The one that is that is the hardest 100% of the time is the coppa. We get two of these per animal. – So what do you do? – We tell people they can’t have ’em! There’s no question. It’s not even a thought process as to whether or not we attempt to make more of any one product
outside of the whole animal. We get pigs that are pretty large. They’re 350, 400 pounds. And we get 12 pounds of coppa. Every day it’s like, “I want coppa. “I want coppa. “I want coppa.” And it’s like, cool, I get it. It has nothing to do with the treatment. It’s the type of muscle. It’s just like this
(bleep) amazing balance of fat and extremely active protein. It’s weird to be a retailer
when you can’t curate specifically to what people are ordering. It’s like, oh, that’s a no-brainer. Why would we sell anything
else but these three things? – Totally, you know, customers come in, and everybody wants skirt steak. – Yeah. – So like, all right,
we like raise the price of skirt steak a little
bit, but we don’t wanna sell skirt steak for $30 a pound. So it just sells out every single day that we get it delivered. – Everybody can’t have skirt. That’s not whole animal. It’s an 850-pound animal,
and it’s gonna give you a pound and a quarter a hanger. – We make a lot of sausage. We don’t make salami. What’s the difference in process? – Higher salt, higher sugar,
more intense muscle separation. And then we do a pretty
in-depth seaming process with our protein to
remove unnecessary sinew. – All that silver skin, and
you want all of that gone. – Yeah, all of that
fascia and all that like really gnarly stuff that will
get caught in your teeth. So what we’re really looking for here is an even mix, an even distribution. And we’re relying on the denaturing of our proteins in fermentation. So we’re basically pickling this meat and then, you know, the
four to eight months it takes to actually– – And then there’s that part. – Sell it so somebody. (laughing) We’re gonna make salami piccante. – [Brent] Great. – Or our take, our version
on salami piccante. – The spicy salami. – The spice is nice! Sorry, that was–
(laughing) – That was not it.
– Does it get old? I don’t think it can get old. (laughing) – The inspiration for this
was wanting to utilize chiles from the home state I’m from, from New Mexico. We’re utilizing a lot of lean from the hams and the shoulders. – Gotcha. – This is gonna be like a lot
of work for a two-second shot. Oh, yeah. – You all look so tiny from up here. (group exclaims) – So we’re doing a large
grind on our lean right now, and then we tumble it
with all of our spices, then we grind through
our desired-sized plate. So salt, fennel, New Mexico chilis, bird’s eye chili, sugar, turbinado. – [Ben] Yeah. – And we’re using
culture that is a mixture of lactobacillus and staphylococcus. So we’re just doin’ a little mix. What we’re lookin’ for is that
clean separation right there. – Yep. – We’re noticing the little
brighter orange areas where it does look like
the fat is smearing. But that’s not as much smearing as it is the little bit of myosin
that’s being extracted kind of coming together. – [Ben] This is exactly,
this is how you get a salami where you see like the fat bits
separated from the meat bits as you get like this clean–
– Exactly. This is our culture. The powder itself isn’t just bacteria. It’s also specific minerals and nutrients that kickstart the
bacteria in the hydration. – [Ben] So we’re waking it up. – They’re waking it up. – [Ben] That’s the alarm,
those minerals are the alarm that’s like waking it up
as soon as the water hits. All right. – And if we were to just add it in here, it would be a crapshoot
as to whether or not it would activate. Slowly add water. I’m gonna slowly add
our culture over here. – Hey, Ben! – Yo, what’s up? – [John] Beef bums. – Shimmy it. Gonna shimmy it? Shimmy, shimmy, shimmy, shimmy. – There you go. Shong shape, dong shape. We’re taking a very loose farce, putting it in a very large
slippery animal intestine. And we want it to hang like this. So what we need to do is not
only make this little package as tight as possible, but
we also need to make sure that it is secure so that
the loop doesn’t come off the rod that it’s hanging from. In order to do that, we
need to have structure from top to bottom,
because if we just tied a loop around here, this
is like 2 1/2 pounds, it’s gonna slip right off. And we’re also– – That sounds gross and hilarious. – No, it’s not. It’s neither of those things. It’s extremely infuriating. Any possible air gaps that were in there, we wanna get rid of them. – If you wanna know what the
inside of a cow smells like, this is a good way to find out. – So once the products are cased, we go into our fermentation chamber. This mounts on there. – So what temperature is it in here? – Right now, it’s at 40. If the temperature goes too high, the fermentation can happen too fast. And then you don’t get as
much developed in its flavor. You just get acid. We’re not going for a sour product. – Right. – We’re going for a high-acid,
developed, flavorful, taste the protein, taste spices. Not acid. It’ll be coming out whenever
72 hours is from now. – And then it goes into– – Into the big bad boy. – This bad boy. – We have a much larger room here. This is what you guys
just made, right here. – [Brent] Oh, wow! – So this is our salami piccante. These are beautiful. At any given time, we
have eight to ten thousand pounds of product rotating through this room. And then, we have a prosciutto
scenario that we’re starting. We’re gonna hang a bunch
of stuff from the ceilings. Three years into the
game, I’m like barely okay with putting a piece of
product in here for two years. That’s such a (bleep) massive investment. – Yeah.
– Yeah. – And I get, like everybody,
everybody, first question is, “Do you have prosciutto?” I’m just like, do have any
(bleep) idea what that means for like a small business that has zero financial investment
from anyone, like? – Right, and do you
wanna pay $300 a pound– – Yeah, ’cause that’s what it’s– – For the shit that I made?
– Yeah. – Probably not.
– No! No, there’s tons of people doing
great prosciutto out there. And I mean, for that matter,
there’s tons of people doing way better product than I am. Like, this is just kind
of this little low-key Brooklyn spot that’s trying
to figure it out, so. – We think it’s amazing. – Thank you. You guys wanna go taste
this shit, or what? – Yeah, I’m pretty hungry now. (whistling) – All right! We have great fat definition in there. – [Brent] Uh-huh. – Really nice separation. There might have been a
little air gaps in there, but I’m really happy with that. You see every separate particle. There’s not a huge ring
around the outside. That demonstrates that the outside is much drier than the inside. It’s pretty even all the way through, which leads me to believe it
was a really clean drying, the fermentation was very active, and it denatured properly
and dropped in pH. So without further ado. – Man, I’ve never had
something like this before, like so newly out of the walk-in where you can taste what
that walk-in smells like. – The chili, so even. – It’s like it hits you up front, and then it kinda chills out. Fennel seed action in there. And the actual heat is coming from flakes of the bird’s eye chili. – Yeah.
– Right. – ‘Cause in New Mexico, red
chili is like powder, it’s dust. So it’s really what’s giving it the color and the fruitiness. You can really see the
importance of the truss here. No separation, no potential for mold to get in there on either side. You see how much weight
gets put on this lower side. It’s necessary to have
that vertical truss. – Can we try that?
– Can’t wait. – Let’s try this big
bad Jackson right here. Yes, sir. – [Brent] Wow. – You can hold that up to the light, and you can see right through it. – Let’s try the coppa. The aroma of this, it’s
like fuckin’ nutty. This is like an aged sheep’s milk cheese. Super in-depth.
– That’s completely, that’s completely different. – Texture-oli! Intermuscular fat, off the chain. – Yeah, I’ll eat more of that. – [Brent] And really
shames most prosciuttos. – I would never say that. – I can. (laughs) – It’s just been getting
the people to pay attention, to notice, to fall in
love with the products. ‘Cause they need this
experience for this product. They’re like, “Wow,
this is more expensive, “and it’s less available. “Why would I not just go to Whole Foods?” – Can’t you go to Whole
Foods, yeah, exactly. – You know? – Like, what’s special about this? – And what’s missing–
– So it’s made in Brooklyn. What’s that mean? – Is that interaction–
– Yeah, who cares. – That discussion, and
that’s what, you know, we’re trying to continue to give to people while operating a business. – No one gets into animal agriculture, definitely whole animal, to make money. You do it because you
care about something. You wanna support a particular kind of agriculture, and you wanna do something that’s truly different and unique. And you trust that people will be along for the ride with you. – It was an honor to have you here. I’ll go ahead and redo all
this stuff you guys did, but don’t worry about it. – You’re the best, you’re the best, yeah. (laughing) – We’ll be fine. – Thank you so much for watching.
– Yep! This episode of Prime Time Click here right here if you want to see more of this. Great job! Thanks! Yep! And mark!

100 thoughts on “How Master Butcher John Ratliff Is Making New York’s Best Salami — Prime Time

  1. Follow 'Prime Time' on Facebook Watch for behind-the-scenes extras, discussions, and more

  2. “We don’t make salami” but yet the title is the best salami in New York City LMFAO😂😭

  3. Travis brown making salami , 😀

  4. I'd trust this guy with doing surgery on me. I think he has a better grasp of anatomy than most doctors

  5. New jojo Opening? 10:18

  6. "do you have any idea what that means?" (In regards to prosciutto)
    No, of course they don't. The majority of people aren't in your business.
    If you don't want people to ask if you have a product, make a sign. People are still going to ask, but at least you can point at the sign instead of having to re-explain every time.

  7. Mc Gregor without fighting

  8. The UFC's Travis Brown of the meat deli world 😄

  9. Drooooooooooooooool

  10. Hay guys this is Austin

  11. Can't get over Brent😢😍😍

  12. My local italian butcher adds a tiny sprinkle of ground strong dark coffee and roasted 100% cocoa powder to his batches. It may sounds insane but his Copa is actually really good.

  13. stop this immediately ……..jjjeeesssusuuuusss that looks goood!

  14. the swearing 😂😂

  15. so much hipster in one video =)

  16. Wow…the process is really pornographic….

  17. Sorry but interaction and discussion isn't worth $15 a pound for cold cuts

  18. in the thumbnail it looks like keemstar

  19. oh man this guys the real deal, if there ever looking to expand let me suggest coming to Ontario, if I had a shop like this local to me id be there every single day dropping cash

  20. Ben looks like borat

  21. travis brown

  22. "The Prosciutto Scenario" is my favorite Robert Ludlum novel

  23. Are the hosts boyfriend and boyfriend

  24. Definitely can tell he's from New Mexico just by the way he talks lol. "You guys wanna go taste this shit or what?"

  25. This guy is travis browne lost brother

  26. Who ate all the gabagool?

  27. So ur meat has a staff infection???

  28. Disgusted at the smell of animal intestine.
    *Eats ASS*

  29. Dude looks like he does mad blow

  30. One glaring thing wrong with the video. Anyone else notice what that is? (probably more evident to folks who have worked in food service.)

  31. i really want to taste that

  32. SIs what Mario and Luigi do on their free time?

  33. I want to put a beard-net on this guy, but then I see his hairy arms and realize that I just need to get over myself.

  34. stapilococus?

  35. Whoever that guy with the mustache is … it does not fit ya.

  36. Brent and Ben, America's favorite hipsters 🤙

  37. New Mexico woo woo!!

  38. they're in it for money. money part at end was just lies.

    nice looking product though.

  39. The dude with a purple shirt should go full shaved hair….

  40. And a little beard hair in the mix!!!

  41. Did he say staphylococcus?

  42. Oh yeah………. Nothing better than hog confinement pork…..NOT, obviously you don't know how swine is raised in modern time. Between chicken and pork these are the two most disgusting filthy gross meats produced, why do you think the farmers/ confinement hog producers do not want anyone in their facilities? Agricultural cartel tried to pass a law …….no video in my hog confinement. Absolutely stomach churning how confinement animals are treated and raised…….. New York city slickers….. No nothing.

  43. If it's not a Jewish deli, it's not a deli!!

  44. The owner is really personable he seems like a pretty nice guy.

  45. this guy is WAY to serious

  46. I just wanna meet one butcher who doesn't ruin products by adding way too much fat JUST so they can gouge people for a few more bucks.

  47. Skide fedt program. godt at længden er tilpas så man ikke mangler at se hvordan de laver de fantastiske retter.

  48. Cute. You're like rookies compared to masters of salami making. Yeah, cute. I guess it's cool seeing people think this is amazing but this is like basic. I wanna share my knowledge with them.


  50. Vegans must hate this

  51. This place is honestly horrible. Every time myself or a colleague has eaten anything from there we have almost always gotten sick.

  52. He may be just starting out, but his end product looked great to me. I wish him success in this venture.

  53. Small business that takes pride in their craft awesome to see

  54. This dude is awesome

  55. Sugar on meat…. that's just …. bad

  56. kill hipsters

  57. Nonnos who have been doing this for 50 years must look at this guy and be like 'Maa shatta dah fak ap'.

  58. Former New Yorker here, trying to bring this type of food to Greece… if you want to help my project out, feel free to show some love by heading over here: @t

  59. It looks like a very high quality product from a high quality individual, Who is humble, Bravo !

  60. Eyy thats travis browne

  61. This guys passion is fantastic.

  62. If Justin Timberlake and Conor McGregor had a baby , he will look like this dude …lol

  63. bro where your hair line go?

  64. Did he just staphylococcus? Like staph.. the infection? Ehhh someone tell me it's not

  65. The quality looks amazing! Probably one of the best in USA. Worth a 300 miles trip

  66. $300 a lb. 😂

  67. As an italian, it's awesome to see a foreigner have so much passion about the craft. When he talks about the prosciutto scenario he is starting, you can see the frustration of wanting to do well and also let everyone understand the massive investment of time and money there's behind. I love the dude and i just want to tell him: I feel ya bro, keep doing good.

  68. sssoooooooooyyyyyyyyyyyy

  69. No one saw where he admitted to putting "stafalahcockous" in the meat as an ingredient mix right before 3:45. ??????

  70. I cant stand this host. It’s a shame, good content, just need to find a new host

  71. What a humble guy and full of knowledge on what he do..

  72. So is the salami pork or beef?

  73. Oh nice. you don't see a lot of people from new Mexico on these shows

  74. He said “and a culture”of something “and staphylococcus which is the same stuff that gives you staph infection

  75. Hatch green chile. When you want the good stuff, go to the source.

  76. Great salami needs Portuguese roots. jmo

  77. I feel like these kinds of shops should do what candy shops do when making their product. At least the ones I know have a showing of the product being made and while it's being made the person is responding to questions and explaining reasons for everything. I feel like people would be more involved and interested in it

  78. 🤙

  79. flowers work weak knockoffs amerxekans lolos

  80. no blood, no deal.

  81. your greens red. ~boss

  82. The "salame piccante" doesn't looks that good tbh, but at 1:17 the "guanciale" looks amazing actually (said by an italian)

  83. Chissà perché sento un sacco di nomi italiani🤔.
    Comunque si dice Salame al singolare e Salami al plurale, parlando invece del gruppo 'allargato' si dice Salumi.
    Ps. Use Google translate to understand

  84. Wish I had a shop like that in my neighborhood

  85. So awesome how you rep NM Chef John!

  86. Never seen putting yeast into salami, but we have Natural places where put the salami, there its att ked by the local bioma.


  88. А с бороды в мясо волосы не сыпятся?

  89. Its the gayness that kills it for me other than that these salami are the best

  90. I'm like Vegan Gains it's so yuck, NOT. My mouth is watering .

  91. In argentina you can buy "coppa" (we called "bondiola") in every store lol

  92. what’s the make of that big mixer/grinder combo? anyone knows? thanks

  93. The butcher boi sounds like swaggersouls to me for some reason

  94. What a bunch of poofs

  95. did he say he inoculated the sausage with Staphylococcus? did me misspeak?

  96. Dude does enough coke to kill a small donkey good for him killing the game I miss working in a kitchen ha

  97. I like how they were trying to be funny and he was like no… lol

  98. But the thing is none of these guys know about induveca tho

  99. “So what’s missing, what makes it different than Whole Foods?”
    “That interaction and discussion”

    Got it, you’re better at sales

    Nothing wrong with that 👍

  100. Way better than platonic funkiness of 1000 year dry aged sirloin steak

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