2003 News Archive
State, National Programs Team Up on Restaurant Promotion
Georgia’s beef producers, through their $1-per-head checkoff, will be teaming up with an Atlanta-area restaurant chain to offer consumers a new steak that is not only great tasting, but economical as well.
The Buckhead Brewery and Grill, with locations in Alpharetta, Cumming, Stockbridge and Peachtree City, will menu the new Top Blade steak during the month of June in celebration of Georgia’s Beef Month. The steak, listed as “The Mountaineer,” is one of the newest cuts stemming from checkoff-funded muscle profiling research.
The research was conducted on behalf of the Cattlemen’s Beef Board by the National Cattlemen’s Beef Association (NCBA). It characterizes 39 muscles based on attributes such as tenderness, fat content, pH, color and water-holding capacity. With the information, companies in the beef marketing chain can enhance the value of the muscles by looking at how those muscles might be efficiently removed from the carcass and used to produce consumer-friendly beef dishes and products.
The Mountaineer is cut from the Beef Shoulder Top Blade, which was discovered to be the second most tender beef muscle. Despite it’s incredible taste and tenderness, the steak is offered at a remarkable price to consumers, thus making it a great value, according to Krysta Nibe, coordinator of public relations for the Georgia Beef Board.
“The Buckhead Brewery and Grill has a menu that already features award winning appetizers, entrees, desserts and hand-crafted beers,” says Nibe. “By adding The Mountaineer, the restaurant chain is giving their customers one more thing to love.”
The Georgia Beef Board is working with NCBA and the Buckhead Brewery and Grill to plan advertising and public relations efforts to introduce the steak. These efforts will include direct mail, in-store materials and public relations efforts.
“We are very fortunate to have found a great restaurant interested in trying something new,” says Nibe. “We are certain The Mountaineer will be a great addition to their menu for the month of June.”
For more information about this promotion, call the Georgia Beef Board at 877-444-BEEF.
In Georgia, many beef industry promotion, research and education programs are funded by the Beef Checkoff, which is administered by the Georgia Beef Board. The Georgia Beef Board 11 member board is comprised of representatives from Georgia Cattlemen’s Association, Georgia Livestock Markets Association, Georgia Milk Producers and Georgia Farm Bureau. Board members oversee its promotional, educational and research activities in the state of Georgia.