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In February 2024, Perth’s Swansea Street Family Butcher advertised limited stock of bottle-fed baby goats as meat sourced from a petting farm. The promotion drew criticism for its wording and image, while owner Regan Goddard said it was intended to show customers where meat comes from. The reports do not independently establish the goats’ full provenance.
What the butcher advertised
PerthNow reported on 1 February 2024 that Swansea Street Family Butcher promoted limited stock of bottle-fed baby goats at $15 per kilogram, describing them as coming “straight from the petting farm into our back door.” The post asked: “Ever been at a petting farm and wondered what these animals you’re feeding taste like?” PerthNow described the accompanying image as showing a live goat beside skinned goat carcasses. PerthNow’s report reproduced the promotion’s wording and details.
The price and the goats’ reported weight of around 10 kilograms were particulars of that 2024 promotion, not evidence of a current offer.
What the owner said about the goats
Goddard told PerthNow that the goats had been auctioned from a Western Australian petting farm. He said buying live animals was common and described the shop’s aim as giving customers a “paddock to plate” account of its products: “We like to offer a full paddock to plate journey (and) most of our following enjoy seeing the story behind each animal.” He also said he thought he had bought 14 goats, partly because his sister wanted a couple as friendly animals, and that two were still alive. These details are his account as reported by PerthNow.
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In a 2 February follow-up, 7NEWS reported Goddard’s account that the animals were bought legally at a Muchea sales yard after they had sized out and were no longer suitable for a petting zoo. He said: “It’s ruffled a few feathers, but meat doesn’t come out of a box. It’s just (the reality of) what happens. We like to offer a paddock-to-plate journey.” 7NEWS reported his explanation and the response.
Why the advertisement drew criticism
The dispute centred on how the promotion presented the animals, as well as on the underlying idea of selling meat from goats associated with a petting farm. 7NEWS described the reaction as mixed: some commenters called the advertisement disgusting or sick, while others welcomed the openness or argued that animals should have a healthy life before slaughter.
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That split reflects two different questions. One is whether customers value knowing where meat comes from; the other is whether a particular image and sales pitch treat that subject with appropriate sensitivity. The reports document public reactions, not an independent assessment of animal welfare.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What is established—and what is not
The reports establish that the butcher advertised the meat using petting-farm language and that Goddard explained the purchase as part of a “paddock-to-plate” approach. They differ in how they describe the sourcing: PerthNow reported an auction from a petting farm, while 7NEWS reported Goddard’s account of buying the goats at a Muchea sales yard after they were no longer suitable for the petting zoo.
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Neither report independently verifies the full chain of custody, the animals’ welfare conditions, or the details of the purchase. They also do not establish the butcher’s current stock or sourcing practices, or whether the original social-media post remains available. The coverage dates to 1–2 February 2024; it should not be read as a current product listing.
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