Mad Butcher outlets were open on Thursday despite the Government saying that butchers were not essential businesses.

The company sent out an email to customers on Thursday morning saying that it was open for business.

"Mad Butcher considers that it clearly meets the essential businesses list set out on the MBIE website," the company said.

JACKSON THOMAS/STUFF Mad Butcher outlets were open despite the Government saying that butchers were not essential businesses.

However, a spokesperson for the Ministry of Business, Innovation and Employment said butcher shops were not classified as essential.

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"What they supply can largely also be purchased at supermarkets. This approach has been taken to prevent community transmission and to ensure people limit movement to their suburbs.

"We need as many businesses as possible to close to slow the spread of the virus."

The company told customers that all stores will be limiting the number of shoppers in store at any one time, on a one-in, one-out basis, and customers were asked to shop alone.

In a statement issued on Thursday evening, Mad Butcher chief executive Michael Morton said that Mad Butcher stores were actually supermarkets.

"While Mad Butcher's branding reflects the strength of the brand's meat heritage, the stores are now supermarkets rather than just butcher shops – as they have been for many years. Mad Butcher stores stock a range of grocery items beyond meat and chicken, including fresh bread, milk, eggs, a range of dried goods, pet food, and a range of frozen products. Mad Butcher is a safe and compliant supermarket option for our local communities.

"Mad Butcher and its lawyers have made extensive steps yesterday and again today to clarify its position as an essential business. We have informed MBIE on several occasions why we meet the essential business definition. In discussions with MBIE today, MBIE's call centre representative agreed with us that as a supermarket, Mad Butcher could continue operating."

He said trading by the Mad Butcher would spread the concentration risk of having only two large supermarket chains operating.

Asked on Thursday afternoon if the Mad Butcher should close, Prime Minister Jacinda Ardern agreed it should.

"Yes, food is essential, but if we simply allowed every food outlet in New Zealand to open we wouldn't achieve what we need to achieve, which is as little contact as possible between one another.

"We also need to reduce down the risk to as many workforces as we can."

Special consideration was being given to small towns with limited shopping, but otherwise only essential services could be open, she said.

There has been widespread confusion about what qualified for an essential business, for example with The Warehouse believing it could remain open for the four-week lockdown before the Government said it would have to shut.