True Coast Meats

Dustin Riley was a husband, father, brother, friend, and chef who died in a tragic accident on October 26, 2021. Before that, we had the honour of working with him to bring his vision of a line of condiments to life through Coastal Cowboy. This was complimented by the opening of his True Coast Meats shop. In an area known for it's fresh fish and seafood options, Dustin wanted to complement all of that amazing seafood with an alternative choice for those seeking something a little hardier.

Coastal Cowboy has since been discontinued and True Coast Meats has closed.

"Our Coastal Cowboy. Mr. Ukee Days. The self-proclaimed World’s Okayest Chef of Ucluelet’s ‘The Blue Room’ and the original ‘Tattooed Beaver’. Father. Husband. Brother. Beeline to Mussel Beach, candied bacon in a Caesar, a man who lived his life with unrestrained laughter and no regrets."

Read "Family and Friends honour Ucluelet's Coastal Cowboy"

In honour of Dustin, Ucluelet hosts the Annual Dustin Riley Memorial Soapbox Derby.

To this day, Dustin remains one of Farm Food Drink's most favourite people to work with. He is a bright light and an everlasting memory of a warm, fun, and amazing human being. We enjoyed every moment working with him, from conducting an environmental scan to figure out the target market, to the collaborative branding process. We helped to refine his ideas, and allowed word play and naming to influence the overall brand (with Dustin's spirited input!). The meat shop was named True Coast Meats, while the product line (starting with rubs, hot sauces, and jerky) took on the moniker of Coastal Cowboy.