True Coast Meats

True Coast Meats, and Coastal Cowboy was a meat shop and condiment product line that came out of the pandemic. In an area known for it's fresh fish and seafood options, owner and Chef, Dustin Riley wanted to complement all of that amazing seafood with an alternative choice for those seeking something a little hardier. True Coast Meats has since closed, and the Coastal Cowboy product line has been discontinued.

"May we all crack a cold one and raise it up for Dustin Charles Riley, who died in a tragic accident on October 26, 2021."

"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."

Visit 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.