PRIME BEEF
Producing beef this remarkable doesn’t come easy. Consistent genetics from purebred cattle serve as the root of our program.
This beef isn’t for everyone. Our exquisite beef suits those who settle for nothing less than Elite.
Those with delicate taste buds naturally gravitate towards USDA Prime Beef. Our beef is hand-selected for it’s abundance of intricate marbling. Elevate your plate with Elite Prime.
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CONSUMER DEMAND FOR PRIME BEEF Inspiration Seekers: The consumer target demanding fresh, quality protein represents 17% of total consumers. Female Focused
Skews married/partner
66%
54%
Mean HH Income
HH Size
$80,731
4%
29%
Age
47%
27% 20%
Millennials Gen X (18-35) (36-48)
1JBS
Boomers (49-64)
Matures (65-75)
USA Consumer Segmentation, 2016.
Large 5+
Medium 3-4
I am proactive about my health, and I am careful about nutrition in the foods I choose, including meat. I am an adventurous eater, & look for inspiration to add variety to everyday meals, which I freshly
the best quality meat, but don’t want to have to search for it.
prepare. I buy
67%
7%
Lifestyle Attitudes
Small 1-2
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PRIME BEEF FEATURED ON MENUS • Prime Beef penetrates menus at Fine Dining restaurants most frequently.
HISTORIC MENU PENETRATION
• Menu Growth Rate has increased by 11% within the last year, 15% within the last 4 years – driven by increased availability of USDA Prime beef.
1.5%
BY RESTAURANT TYPE 7.5%
1.0% 0.2% QSR
menu penetration
menu growth rate 1 YEAR
+11%
4 YEAR
+15%
• Fine Dining represents 6.9% of MenuTrends Database
1.8%
1.7% 0.8%
1.0%
0.0% Fast Midscale Casual Casual
1Datassentials
MenuTrends, 2018.
Fine Dining
National Regional Indep. Chains Chains
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Quality & Consistency Companies are willing to pay for a premium for guaranteed quality attributes.1
Elite Prime is specifically chosen from a single breed population proven to deliver on quality attributes.
Consistency in size is more important than size itself.1
Hand-selected from a purebred Holstein beef program, our product delivers on the consumer demand of thicker steaks with smaller surface area.
Tenderness & flavor continue to be two specific beef quality factors driving consumer satisfaction.1
Elite Prime delivers superior eating experiences with greater tenderness, juiciness & flavor. Holstein Beef outperforms conventional beef for all sensory attributes at 14 days of age.2
1National
Beef Quality Audit, 2016. 2Colorado State University, Comparison of Retail Yields & Sensory Attributes of Cuts from Fed Holsteins and Conventional Beef-Type Cattle, 2013.
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Program Specifications Carcasses qualifying for this USDA Prime program must receive a Slightly Abundant50 marbling score, eliminating the bottom sort of USDA Prime. QUALITY FACTORS Quality Grade
USDA Prime
Marbling Score Minimum
Slightly Abundant50
CARCASS SELECTION Carcass Class (type)
Steers
Maturity
A Maturity
Meat Color Requirement
No Dark Cutters
Avg Hot Carcass Weight
850 lbs
Minimum Carcass Weight
600 lbs
Production Diet
Grain, Average 300 Days
Production
Tolleson, AZ
Branded box-end label
Packed in Elite Prime Box
Branded graded bag
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Program Specifications Very few Prime cattle receive a Slightly Abundant50 marbling score or higher, making Elite Prime Beef a rare, unique program.
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Life Cycles Comparison
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Purebred Holstein Beef
• Delivers superior yield performance exceeding all others breeds & programs1 • Consistent sizing allows the opportunity to cut thicker steaks while maintaining desirable portion size • Reliable uniformity provides predictable presentation & preparation 1Colorado State University, Comparison
of Retail Yields & Sensory Attributes of Cuts from Fed Holsteins and Conventional Beef-Type Cattle, 2013.
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Limited, Superior Beef USDA Steer & Heifer Prime + Choice Grade (%)
85% 80% 75% Percent
70% 65% 60% 55% 01/04/18
Prime + Choice, All Regions, 52 Week Average
01/04/17
01/04/16
01/04/15
01/04/14
01/04/13
01/04/12
01/04/11
01/04/10
01/04/09
01/04/08
Prime + Choice, All Regions
01/04/07
01/04/06
01/04/05
01/04/04
01/04/03
01/04/02
01/04/01
01/04/00
01/04/99
01/04/98
01/04/97
50%
• Rare program designed from less than 1% of total US beef production primed for the most delectable eating experiences • Hand-selected for a specific, unique audience – designed to serve niche markets
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Elite Prime Compared Elite Prime
Commodity Prime
Marbling Score Minimum
Slightly Abundant50
Slightly Abundant
Cattle Type
Steer
Steer & Heifer
Cattle Breed
Purebred Holstein
Mixed Breeds
Average Harvest Age
14 – 16 Months
18 – 24 Months
Maturity Requirement
A Maturity only
A & B Maturity
Average Ribeye Area
10 – 14 in2
14 – 18 in2
Average Carcass Weight
840 lbs
910 lbs
Diet & Finishing Period
Grain Finished for > 300 days
Grain Finished for 90 – 160 days
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Elite Prime POS
Not pictured: Retail case headers, hanging signs, rail strips and static clings. Note: Blue outline will not print. Indicates shape. Items not to scale.
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PRIME BEEF