Contemporary English butchers?

I was on a double-decker bus today, and was lazily looking outside. Among the many shops that lined the street, there was a butcher which had a sign that proclaimed Contemporary English Butchers. I couldn’t quite figure out what made these particular butchers contemporary. Are they telling us that other butchers are some sort of time travellers? Or is there a new, particularly modern method of butchery and slaughter? The shop looked pretty up-market and modern (hence contemporary as opposed to traditional / old-fashioned?), and the meat looked good, but my mind boggled as to the necessity of these butchers labelling themselves contemporary.