Together with her husband, Nadine runs the successful Burggraeve butcher shop and delicatessen in Ostend. She's a force to be reckoned with not only inside and outside the business, but also outside. As the mater familias of the business and their newly formed family, she oversees all important matters.
Outside of the shop, peace and quiet is crucial for Nadine. She can completely unwind with a walk on the beach, a relaxing yin yoga session, or even getting fully dressed up! "People often don't recognize me when they see me outside the butcher shop. I wear lots of colors, while our uniform is very understated."
Fashion is also an important aspect of life, she says. A self-proclaimed "pants lady," she loves mixing prints and attaches great importance to accessories. She walks to the beat of her own drum and doesn't blindly follow trends. We describe her own style as colorful and bold, with a distinctly feminine touch. An ideal match for Marie Méro ;-)
Nadine, you and your husband run a successful butcher's shop and delicatessen in Ostend.
Can you tell us how it all started?
My in-laws started the business in 1970 and have continued to expand over the years. My husband, Stefaan, took over the business in 2000. I joined him in 2011.
The business consists of the butcher shop and the farm run by our newly formed family. I don't have any children, and Stefaan has two, Thomas and Isabelle. They both work in the business. Thomas works in the butcher shop with his girlfriend Julie, and Isabelle works on the farm. So we raise our own meat.
It's the short chain from farm to ours. We try to emphasize this as much as possible with our customers and involve them in the entire process. Isabelle makes videos from the farm, which we play in the store or post on Instagram. It's great that customers can see the entire process and know where the meat they're eating comes from. All our products are homemade: hams, Breton sausage, white sausage, pâté, and more. We also offer fresh daily specials and have our own chef for this. We sell through two channels: in-store to private individuals and to caterers and hospitality businesses.
Can you tell me more about your role at the company? You're practically the mater familias.
I mainly work in the shop and am the face of the customer. I always compare the four of us—Stefaan, me, and the two children—to a car. We're each a wheel. If one wheel isn't turning, we can't move forward. We need each other and complement each other. Everyone does what they're good at. My daughter-in-law, Julie, also actively helps out in the business. For example, she's very good at arranging the counter and also handles some of the invoicing. These are things I'm not so good at. I'm more focused on the practical side. We can still count on my parents-in-law's help every day. They live nearby and help out where they can, sometimes at the cash register or with fulfilling orders.
From what I hear, you clearly get a lot of satisfaction from your job. What do you enjoy most about it? What gives you energy at work?
Yes, I really enjoy it. Especially the contact with customers. That chat. I missed that during the pandemic. Customers were only allowed in at a time in limited numbers and had to be out again as quickly as possible. You could tell that many people were eager to strike up a conversation, but that wasn't allowed at the time. The social aspect, which is so important, was somewhat lacking at that time.
How did you experience the coronavirus pandemic? Did you notice a difference in people's purchasing behavior?
Food is and remains a basic necessity, so we continued to work, although at times it was a bit tougher. Around the corner from us, there's a school, and suddenly there were no students, no teachers, and no parents to come shopping. Restaurants had to close, and second-home owners also stayed away.
On the other hand, people have rediscovered the joy of cooking at home. This trend has continued, even after the pandemic. People are more willing to prepare food at home. And sometimes it's a good piece of meat that costs a bit more. That makes us happy and proud of our product.
Quality is certainly something you are known for…
We're part of the De Klasseslagers group, a group of about 45 butchers in Belgium. A meeting is convened every two weeks. Various items are on the agenda, ranging from a specific recipe to, currently, the issue of electricity costs. Collegiality is very important. There's a sense of community and support for the craft. Everyone takes care of their shop, but when it comes time to help each other, everyone steps up to help.
Is there still room for expansion? Or is this for the next generation?
We're renovating the store in January 2023. The building next door is vacant, and we're expanding. Currently, we have a shared entrance and exit. We've noticed this is sometimes a bit cramped. We'll also have more space to display our full range. The current selection is much more extensive. Running a business requires constant innovation and rethinking. We're also considering using vending machines or launching an online store. But that's still a long way off.
The investments we're making now are geared towards the next generation. Our succession is assured.
Working in a butcher shop carries a high risk of stains. Not the ideal place to wear your favorite outfits. How do you ensure you still feel comfortable while working?
We just got a new uniform. A leather-look apron and a black vest with the store logo. Everyone wears the same thing. I like that uniformity. It exudes a certain harmony and calm, especially when there are eight of us in the store. Otherwise, it quickly becomes a cacophony of different colors. Employees can choose what bottoms they wear. They can wear what they feel comfortable in, which is important. Good, comfortable work shoes are also a must. We're on our feet all day.
If you can wear whatever you want in your free time, what's important to you?
I pay a lot of attention to quality and durability. I like to invest in clothes I can wear for years to come. I find it hard to part with clothes. Furthermore, it's important to me that the colors suit me. I won't blindly follow trends. If a certain color is in fashion but it doesn't suit me, I won't wear it.
On the other hand, I also sometimes think outside the box. I might try something I don't initially agree with, but I'm pleasantly surprised by the result.
What does your ideal outfit look like?
You could safely call me a "pants lady." I'm a huge fan of the pantsuit. Ten years ago, a pantsuit was still quite classic, but today they're much more feminine. I recently bought a new pantsuit for a wedding. I was already looking forward to wearing it until I got the official invitation and saw that the dress code was a long dress. I then had to find a dress last minute (laughs).
Your choice is quite colorful now. This is in contrast to your everyday outfit at the butcher shop.
Yes, this makes me feel good. When you wear a uniform every day, it's so nice to dress differently. To really dress up!
It's sometimes funny that when I meet people on the street in my free time, they sometimes don't recognize me at first. People always see you in the same context, in the same clothes.
On the other hand, I also understand that people who have to be dressed up day in, day out like to dress casually and walk around in a tracksuit for a day.
Do you pay a lot of attention to accessories?
I'm a big fan of accessorizing . That little something really adds a special touch to your outfit. For example, there's a lovely little shop in Ostend that sells brooches from a Belgian brand, among other things. A small detail can quickly make a difference in your outfit. My glasses are also very important; I'm more likely to choose an atypical style that stands out a bit more.
How would you describe Marie Méro?
The collection encompasses many things. I buy Marie Méro primarily for its excellent quality and fit. The brand is feminine and has evolved enormously in recent years, clearly keeping up with the times. There are countless combination possibilities. You can mix and match different fabrics and colors to create your favorite silhouette. I enjoy mixing and matching the various styles woven into the collection.
You are not originally from Ostend?
That's right. I'm from Oostnieuwkerke, but I've lived in Ostend for 11 years now. I'm from the countryside, always lived on a farm, and then suddenly made the move to the city. My friends initially said: Nadine, the sea and the city aren't going to be for you. I feel very comfortable in Ostend. Ostend is an open city. You're among people, which I like, and yet you still have that space.
We live in an apartment, but we don't really experience that city feeling of being crammed together, like in Brussels, for example. If we want to go outside, we're right by the sea, and we don't have much time to dedicate to a garden at the moment.
What are your favorite places in Ostend? Where do you most enjoy going?
Ostend is home to many great spots. Some examples include Brasserie David, opposite the Marie Méro concept store. On the Oosteroever, the newer part of Ostend, you'll find De Marina and Storm. Mathilde is also excellent. You can enjoy a delicious breakfast at Toope and De Smoefeloare. Villa Ostinato is a new culinary treat in a cozy setting. And for delicious ice cream, you have to go to Gelato Maxzim.
Where can we find you in your free time?
The shop is closed on Thursdays. Because we're a family business, the four of us are all off then. I'm a family person and find it important to spend time together. We sometimes go out for dinner together on Thursdays.
When the weather is nice, I often go to the beach or for a bike ride. On Friday evenings, I sometimes go swimming. I recently started yin yoga. It's a very gentle form of yoga that I find very relaxing. Just doing nothing in my pajamas for a day is also something I enjoy.
How can you, as a local trader, make a difference alongside the chains?
By approaching people personally and addressing them by their first names. Recently, I had someone in the store who was amazed at how I could call everyone by their first name. This isn't always easy, and sometimes I really have to think twice. (laughs) I think it's important to give people a warm welcome and let them know you appreciate them coming to your store.
Do you often participate in local initiatives of the City of Ostend?
If we're asked to do something, we try to participate where possible. The city of Ostend is vibrant and organizes many activities for all ages. These attract a large audience.
What do you think of the "I buy local" narrative? Is it important to you?
It's nice for retailers to support each other. That's why I go to the fruit and vegetable shop or the bakery as much as possible. Those people, in turn, come to our shop. One pleasure is worth another.
Do you often have private limited companies visit you?
That happens. Marcel van Tilt, Koen Van Impe, Jacky Lafon, Kamagurka, Herr Seele, Joke Emmers, and others have already been in the store. All very normal and friendly people. This usually happens during the holiday season, for example, during Theater aan Zee. When a celebrity comes into the store, my staff can't ask for selfies or autographs. They have to behave professionally and leave those people alone. After all, they're just there to do their shopping.
I remember last year when Bazart suddenly appeared in the store. The young girls who were helping out at the time had a hard time hiding their excitement, but I managed to keep them calm. (laughs)
Nadine's outfits are available for purchase online , in Marie Méro concept stores , and at the better multi-brand stores near you.
