Canadian Society of Club Managers January 25, 2010
AGENDA Beef Information centre, Who are we? The Canadian Beef Advantage The Carcass Hidden Gems BIC Resources
The Beef Information Centre National in Scope - Trade Focused Representation: Representing over 80,000 Canadian Cattle Producers Business: Marketing division of the Canadian Cattlemen's Association Areas of Focus: Retail Foodservice - New Product Development Nutrition Service: Research - Consumer Promotion Communication Partner Programs Education Marketing - Product Development Personnel Locations: Mississauga, ON Montreal, QC Vancouver, BC Calgary, AB Halifax, NS
The Canadian Beef Advantage
Canadian Beef Advantage Attributes Attributes of Canadian Beef and the Supply Chain (Gate- to-plate) that will support the value proposition The CBA can consider similarities as well as areas were we are superior to competing products: -Use of USDA Marbling Standards -OIE BSE Risk Categorization Communicating equivalent attributes better creates a source of competitive advantage
Canadian Beef Advantage Attribute Categories (15) Canadian Beef Profitability and Value Canadian Animal Health and On-Farm Food Safety System Canadian Food Safety System at Slaughter and Fabrication Canadian Cattle Production System Canadian Beef Breeds and Genetic Improvement System Canadian Beef Grading System Canadian Beef Product Specifications Canadian Beef Processing Characteristics Canadian Beef Supplier Sales and Service Standards Canadian Beef Eating Quality, Shelf-Life and Appearance Canadian Beef Nutrition and Health Animal Welfare and Cattle Production in Canada The Environment and Cattle Production in Canada Canadian Beef and Cattle Marketing Association Services (BIC, CBEF etc..) Canadian Brand (brand recognition, brand image etc..)
CBA Technical Marketing Materials Resources for the Canadian Market The new Canadian Beef Advantage folders and 4 brochures are now complete and ready for distribution Fifth Brochure will be following shortly upon receiving the additional research on Canadian s preference for Canadian Beef.
Beef Carcass Break Down % Sirloin 7% Loin 9% Rib 12% Chuck 28% Hip 25% Flank 5% Plate 6% Brisket 5% Shank 3%
Beef Carcass Break Down % The Rest Middles=~28% =~72% Hip & Chuck =~58% Flank/Brisket/Shank =~19%
Hidden Gems???????? Under utilized Beef cuts Proper cooking methods Convenient back house, serving Creativity flavor profile, plate presentation On site or Purveyor created
Chuck Flat Picture 1 Untrimmed Chuck Flat -Raw material is consistent size. Picture 2 Trimmed Chuck flat very little trim and easy to prep
Chuck Flat Processed Chuck Flat Jacarded and rolled Butterflied
Chuck Flat Processed Chuck Flat Chuck Flat Chunks Created pulled beef steak Balsamic braised Portioned Butterflied
Chuck Flat Product Development Balsamic Braised Chuck Flat with Olive and Roasted Garlic Mayo, Peppers and Parmesan Cheese
Tri Tip Picture 1 Tri Tip Extension of sirloin Picture 2 Trimmed Tri Tip grain indicated in picture, cut against the grain. (Because cut is triangle this is a training point.)
Tri Tip Tri Tip Breakdown
Tri Tip Product Development Roasted Tri Tip
Tri Tip Product Development Braised Tri Tip Sandwich with coleslaw and Garlic Mayo
Hanging Tender Picture 1 -Hanging Tender internal muscle strong flavour (livery) Picture 2 Hanging Tender Strips (needs to be very clean) Not suitable for Earls.
Terus Major (Clod Tender) Picture 1 - Untrimmed Terus Major Picture 2 -Trimmed Terus Major
Terus Major Product Development Beef and Frites Asian Insperation
A Opportunity With Heavy Ribeye
Lip on Ribeye Picture 1 1 x 1 Ribeye finger meat on (Prime Rib) Picture 2 Ribeye finger meat removed
Lip on Ribeye Rib broken down Fat Trim Spine lus Eye Tail
Ribeye Steaks Ribeye Steaks Chateau Steak Heavy end Cali cut
Chateau Ribeye
Spinelus Spinelus broken down skewers, steak sandwich etc
Spinelus Product Development Beef and Frites
Spinelus Product Development Spinelus Satays in a Maple Soy Ginger Glaze with a julienne Vegetable Salad dressed in a Soy Citrus Vinaigrette
BIC Resources
Summarize Opportunities with Secondary cuts Creativity the options are limitless BIC Resources are dedicated for your operation www.canadianbeef.info