Tendercuts rebranded as Wheat City Meats

A Brandon butcher shop is entering a new chapter with the rebranding of the former Tendercuts Meat & Deli to Wheat City Meats.

New owner Nicole Bender, alongside her fiancé, Joseph (JD) Braid, said the business at 730 18th St. will blend familiar favourites with a fresh vision rooted in their “decades of culinary experience.”

Bender, who has spent about 20 years in the food industry and currently works as a cook at Brandon University, said the opportunity came through industry connections.

“We heard through a supplier that the business was for sale, and it was kind of a steal of a deal,” she told the Sun.

The purchase was made through Bender’s company, Westman Catering, which Braid said will help create a “healthy family business” by linking catering and retail operations.

Braid has more than 30 years of experience in retail, culinary arts and meat cutting. His career has taken him to international stages, including managing culinary teams at global competitions, including the Olympics.

That background, he said, is central to the shop’s transformation.

“The Brandon community supported me for years,” Braid said. “We want to give back by providing a specialized butchery service that’s not widely available anymore.”

While the name and ownership have changed, Wheat City Meats plans to retain some of Tendercuts’ most popular items.

Bender said customers’ favourites like pepper bacon, garlic sausage and the shop’s well-loved pork marinade will remain, though “about 80 per cent of the product line will feature our new recipes.”

Among the new offerings are house-made sausages inspired by Braid’s experience as an executive sous chef, turduckens made from turkey, duck and chicken, and a range of ready-to-cook meals such as lasagnas, stuffed shrimp and bacon-wrapped vegetables.

“The shop will also offer gourmet sides and introduce a premium line of certified Angus beef sourced from Canadian suppliers in Manitoba and Alberta,” he said.

Although the shop will continue producing fresh cuts and sausages in-house, some processes, such as smoking meats, will be handled by partner businesses due to equipment limitations, he said.

The business plans to maintain a working relationship with Prairie Rose Meats while exploring additional suppliers.

Bender emphasized that the core identity of the shop remains unchanged.

“Our main focus is fresh meat,” she said. “It will still be a meat and deli shop.”

Wheat City Meats expects to employ about 10 staff members.

Former Tendercuts employees have been invited to apply, and Bender said they would be welcomed back, though Braid said the business is focused on establishing a new direction.

“This is a new business,” he said. “We want to focus on new ideas and moving forward.”

The shop is targeting an opening date of April 15, pending final permits and approvals.

Bender said expansion is possible if community support is strong.

“Plans could include supplying local restaurants and operating a mobile meat truck to serve surrounding communities,” she said.

Community engagement is also a priority, with plans to support local events, sports teams and fundraisers.

For now, the focus is on launching the business and responding to customer feedback.

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