The World Butchers' Challenge is the world's premier international butchery competition, bringing together elite teams from across the globe to celebrate craftsmanship, innovation and excellence in the trade.

What began as a niche Trans-Tasman industry initiative in 2011 has grown into a globally recognised industry platform, connecting butchers, businesses, brands and industry leaders from across the world.

Ashley is currently CEO of the WBC and has been onboard since it’s inception to build the foundations, relationships and commercial opportunities needed to take WBC from a
much-loved competition to a more visible, strategic and sustainable global event.

WBC has been hosted in Wanaka, Melbourne, the Gold Coast, Belfast, Sacramento and Paris, with Brisbane confirmed as the host city for 2028. Its growth reflects the strength of the global butchery community and the value of creating a platform where trade, industry and international connection come together.