A Cut Above - Wholesaler Brad Morgan Offers Sneak Peek into the Retail World of High-End BeefMon, 30 Jul 2018 11:39:28 CDT
Dr. Brad Morgan works with Performance Food Group, a beef supplier that works with independently owned restaurants to provide the highest quality steak and beef products to ensure a superior dining experience for customers of the most discriminating taste. He spoke recently with Radio Oklahoma Ag Network Farm Director Ron Hays about this side of the business you don’t typically hear about as often and what today’s retailers and their customers are looking for when it comes to high end beef.
“We don’t just sell beef, we sell a story,” Morgan said. “We know where the cattle are from. We know that they’re Angus. We know how they’ve been fed, how they’ve been treated, how they’ve been maintained. We take a DNA sample off of everyone one of them - that way we can trace it up and down the system if there’s ever a problem or a question.”
Morgan says their system, known as the Braveheart Black Angus Beef program, has done very well since being created and has seen it continue to steadily grow over the years. During this time, with the help of a Kansas-based feedyard as well as assistance from Tyson and Cargill, PFG has perfected its selection process. They have found the perfect ribeye falls within a range of 11-14.9 square inches, roughly the size of the palm of your hand. Cut about an inch and a quarter thick, it weighs right at 12 oz. and lends the right amount of what Morgan calls “plate presence.” This has become the focus of their selection process, rather than concentrating on carcass weight like they used to. Morgan explains all cattle are different and weight is not as accurate a way to measure for ribeye area. Today, PFG uses an instant visual grading camera that helps streamline the process.
“That allows somebody to cut it at a certain thickness, cook it appropriately, have some plate presence and it’s worked out real well,” Morgan said.
Listen to Morgan talk about the wholesale side of the beef industry and the niche market he caters to, with Ron Hays, on today’s Beef Buzz.
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR below for today's show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
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