Crossword Genius

First to sell meat paste? (4)

Ross

I believe the answer is:

sham

'paste?' is the definition.
(thesaurus)

'first to sell meat' is the wordplay.
'first to' suggests taking the first letters.
'meat' becomes 'ham' (ham is a kind of meat**).
The initial letter of 'sell' is 's'.
's'+'ham'='SHAM'

(Other definitions for sham that I've seen before include "Not what it seems to be" , "Pretense; bogus" , "charade" , "'Fake, pseudo (4)'" , "Feign" .)

I've seen this clue in The Telegraph.
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