HORECA Trade has announced the addition of premium Australian beef brand Emerald Valley to its portfolio.
Announced at the company's dinner launch event last night at the Emirates Golf Club in Dubai, HORECA Trade's managing partner Hisham Al Jamil said the response so far has been "overwhelming."
"Launching the Emerald Valley brand in the UAE is a marked achievement and a source of pride for us at HORECA. Not only are we bringing in a premium Australian brand; we are going to contribute significantly in upgrading the quality of beef served by the UAE hotel and restaurant industry to the ultimate satisfaction of guests and consumers."
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A high-profile brand owned by HORECA’s mother company Bidvest, Emerald Valley offers 100% pure grass-fed products from cattle raised in the Northern Rivers region of New South Wales, Australia.
Global demand for grass-fed beef has been growing in the past few years. Studies have shown that beef from grass-fed cattle offers more vitamins A and E, as well as twice the level of conjugated linoleic acid or CLA, which are believed to fight cancer cells and lower risks of diabetes.
Industry guests that attended the dinner launch had the opportunity to sample some of Emerald Valley beef's offerings, prepared by Horeca corporate chef, Marco Kouch.
“As a chef myself, I can imagine the anticipation of fellow chefs in the UAE for a chance to prepare dishes using 100% grass-fed beef. It’s got a natural aroma, richer taste and organic excellence. You feel good when you can serve a real special treat like that” said Kouch.
Also present at the launch event was Duncan South, general manager-Bidvest Meat who was instrumental in Bidvest’s venture into grass-fed beef products. Asked about the significance of the Emerald Valley launch in the UAE, South tersely replied, “People here will now be served the kind of beef they should have been enjoying a long time ago."
Al Jamil added that he was confident the beef would receive a warm reception from the UAE customers.
“It’s a small world. Most of the top chefs in the city have already heard about Emerald Valley’s outstanding quality. In fact, many had asked what took us long to bring it over. I’m confident that once they’ve tasted Emerald Valley, there’s no turning back to their old beef brand. It’s just more superior and economical”.
Emerald Valley is licensed by Meat and Livestock Australia (MLA) and certified by Meat Standards Australia (MSA).
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