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December 23, 2009 - BIC partners with abc Country Restaurant to launch Canadian beef winter promotion
The Beef Information Centre is partnering with abc Country Restaurant to launch a comfort food promotion featuring several new menu items.
With 30 locations throughout Alberta and British Columbia, abc Country Restaurant’s new promotion features include a steak burger ‘Benny’ and a winter salad topped with sliced steak filet. The promotion runs from December 14 to February 5.
abc Country Restaurant uses Certified Angus Beef (CAB) sourced 100 per cent from Canada, including ground chuck, ground sirloin, bottom round roasts and sirloin filet steaks.
“There are some very creative menu items utilizing beef on this menu,” says Judy Nelson, BIC vice chair and a cow-calf producer near Lundbreck, Alta. “Taking the traditional breakfast favourite – Eggs Benedict – and adding Canadian beef is a great idea, as is using the steak filet on a hearty winter salad.”
The sirloin filet steak is an innovative example of increasing carcass value. Cut from the bottom muscle of the sirloin – sometimes referred to as the ‘chicken muscle’ – it is usually ground for stew. Trimming it to produce the filet steak (usually between 4-5 ounces) creates a much higher valued product.
“This is a terrific partnership between BIC and abc Country Restaurant,” says Nelson. “Not only do we have an opportunity to drive volume and enhance the reach of the Canadian beef brand mark, abc Country Restaurant recognizes that Canadian beef will positively impact their business and are investing a considerable amount to ensure success.”
The promotion features point-of-sale materials, regional marketing, billboards and television advertisements, most featuring the Canadian beef brand mark.
BIC’s efforts to maximize demand for Canadian beef and optimize the value of Canadian beef products is funded in part by cattle producers through the National Beef Check-Off, and through beef industry market development funds provided by the Government of Alberta and the Government of Canada.
What's New
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