Innovative veal processor named Limousin Promoter of the Year
The North American Limousin Foundation presented its Limousin Promoter of the Year award to Wisconsin-based Strauss Brands during the association's annual meeting Jan. 12 in Denver, Colo.
The promoter award goes to someone in allied industry who has advanced the Limousin breed through marketing, education or research.
In January 2008, NALF and Strauss Brands forged an exclusive endorsement agreement. In the first year, Strauss Brands processed more than 3,000 head of certified, free-raised, natural, source-verified, Limousin-influenced calves.
The Limousin-based Strauss Free Raised and Meadow Reserve veal product lines have garnered accolades from the culinary community, including food critics and leading chefs, and celebrities ranging from Rush Limbaugh to Oprah Winfrey.
"NALF applauds Strauss Brands for its innovation and ambition in creating a new category of uniquely delicious and nutritious veal products that appeal to consumers' appetite and social conscience," said Kent Andersen, Ph.D., NALF executive vice president.
Andersen added that Strauss Brands helped accomplish more in 2008 than in any one year of U.S. Limousin history to make the breed known to consumers for its unequaled "nutritious palatability."
Strauss Free Raised and Meadow Reserve veal now is available to consumers in Whole Foods Market stores in the Southeast, Southwest and Rocky Mountain regions and soon is coming to stores in other parts of the nation. It also is on the menu at select locations within the Capital Grille restaurant chain.
Frank Padilla, NALF director of member and commercial relations, said the program continues to grow so the company aggressively is seeking qualified Limousin-influenced calves to fill its orders.
"Through the untiring efforts of the Strauss Brands team, a new program is available that brings the breed to the forefront and adds value to the calves of registered and properly transferred Limousin and Lim-Flex seedstock," he said.
The North American Limousin Foundation (www.nalf.org), headquartered in Centennial, Colo., provides programs and services--including genetic evaluation of 5,000 active sires--to more than 4,000 members and their commercial customers. The Limousin breed and its Lim-Flex hybrid lead the beef industry in muscle-growth efficiency and ideally complement British breeds.