In the early morning hours, before the day’s rush begins, there’s a quiet intensity inside Lebanon Meat Market. Knives are sharpened. Cases are stocked with marbled cuts. Steam rises from the kitchen where hot meals are prepared daily. It’s a new chapter for Central Kentucky's meat scene—one that started not in a boardroom, but on a small farm in Bardstown during the uncertainty of a global pandemic.

Josh Geron, owner of Loretto Butcher Shop and the newly launched Lebanon Meat Market, didn’t grow up in the processing business. A native of Barren County, he began processing on a small scale during COVID-19, simply trying to keep food on the table. That hands-on start eventually led him to purchase Loretto Butcher Shop in February 2022—a modest processing and retail facility in Loretto, KY.

Expansion Fueled by Encouragement

Loretto’s small size and limited foot traffic made it clear early on that if Geron wanted to grow his retail presence, he’d need to look beyond city limits. The push to expand came from local voices—particularly community member Jay Grundy, a real estate professional and Kentucky Farm Bureau agent, who encouraged Geron to bring a retail model to Lebanon. Lebanon offered fewer regulatory hurdles, a growing population, and a strong sense of community support. Those factors, combined with funding assistance from the Kentucky Agricultural Development Board (KADB) and business development guidance from KCARD, helped bring the new retail space to life. Lebanon Meat Market opened its doors in September 2025.

A Transparent, Kentucky-Centered Retail Experience

The new retail store offers a wide range of products, including fresh meats, a freezer section, and a large variety of Kentucky Proud items. A commercial kitchen on-site allows the team to offer hot food and ready-to-cook meals, reducing waste and enhancing convenience for customers.

A standout feature of the store is a large viewing window—an intentional design choice that reflects Geron’s commitment to transparency. Customers can see what’s happening behind the scenes, offering a rare level of openness in the meat industry.

The space also includes a walk-in “meat cave,” initially planned as a beer cooler, but reimagined to better serve the store’s growing inventory of fresh products. The layout is designed not just for function, but for a quality customer experience rooted in trust, integrity, and cleanliness—core values that Geron says guide every decision, even when those decisions come at a cost.

Balancing Retail with Processing Roots

While the Lebanon store is the new face of the business, the original Loretto Butcher Shop remains active as the main processing hub for his business. Geron credits a strong management team—particularly the son of the shop’s previous owners, a skilled butcher with years of experience—for helping him keep both sides of the business running smoothly. This structure allows Geron to be more present in Lebanon while ensuring the processing side remains consistent and efficient.

Investments in automated equipment like slicers and wrappers have further streamlined operations. The addition of a commercial kitchen has created new revenue streams and reduced food waste through value-added products.

Hiring and Labor Challenges

As with many in the skilled trades, staffing has been a significant challenge. Geron describes hiring as an “uphill climb,” particularly in finding employees with the necessary skills—or willingness to learn—for this type of work. Despite these hurdles, the business continues to grow, adapting operations and staffing to
meet demand.

Strong Response and Regional Reach

Since opening, the response from the Lebanon community has been overwhelmingly positive. The retail model has proven far more efficient, with single-day sales in Lebanon now outpacing what would have taken two weeks in Loretto. The store has even drawn customers from as far away as Indianapolis, Winchester, and Bowling Green—evidence of growing regional interest in locally sourced, small-scale meat retail.

Geron continues to work closely with Kentucky farmers and producers, featuring their goods in the store and strengthening local supply chains. When asked about the broader impact, he shared that “It is huge. It takes away from the big box retailers.”

Looking Ahead

Geron’s vision doesn’t end in Lebanon. With the model proving successful, he’s now thinking about franchising and hopes to open another retail location in the next two years. His advice to others in the industry: “Be brave and take chances… It’s punting the ball and hoping someone catches it.”

He also emphasized the importance of having a strong support system—including other processors—as well as a strong faith base, something he identifies as central to his journey and decision-making.

A Family-Focused Mission

Of all the milestones in this expansion, one of Geron’s proudest achievements is having his family involved in the business. The venture isn’t just about meat—it’s about building something sustainable, meaningful, and grounded in the values he holds dear.

From a small farm in Bardstown to a thriving storefront in Lebanon, Josh Geron's journey is one of resilience, risk, and rootedness. What began as a necessity during a crisis has become a business model that uplifts local producers, strengthens small-town economies, and brings transparency back to the meat counter. At the heart of it all is a commitment to doing things the right way—even when it's harder—and a belief that small, thoughtful steps can lead to lasting impact. Just like the early mornings at the butcher shop, where each day begins with purpose, Geron’s story is a reminder that success is often found not in big leaps, but in steady hands and strong values.