Top trends
Alternative Cuts
Consumers are starting to become more adventurous with their choice of cuts. Frevo, Fairmont The Palm head butcher Wael Yassen says: “We have noticed that our guests are enjoying more of well-braised undercut meats than the prime cuts, which is interesting to see. Many guests’ preferences are leaning towards naturally fatty meats such as ribeye and striploin, rather then the traditional ones, and this could be due to the enhanced flavour of fattier meats.”
Canada Beef director, innovation Robert Serapiglia agrees, adding: “Cuts like the petite tender medallions and roasts, flat-iron steaks, hanging tender steaks, skirt and flank steaks, Del Monaco steaks, and bone-in beef shanks, along with several other secondary cuts, offer unique menu items and product selection to those consumers craving a culinary adventure.”
Transparency
Grass-fed Irish beef is seeing a surge in popularity in the UAE as top chefs are becoming increasingly aware of its quality in comparison to its counterparts. “We’re seeing an increasing consumer desire for traceability and sustainability in what they eat, which again explains the recent increased interest and demand for Irish meat products that are produced under the Bord Bia Origin Green programme,” explains Bord Bia Middle East regional market director Michael Hussey.
Consumer movements such as ‘clean lifers’ and ‘sleuthy shoppers’ are raising awareness about food production and applying pressure to producers. Simply speaking about sustainability and social responsibility does not satisfy their thirst for full transparency from brands. Serapiglia says: “Consumers are seeking the truth by feeding into the design of products and by understanding the production process. The Canadian beef and veal brand messaging speaks volumes to these uprising trends. It’s based on doing what’s right, on pride and tradition, and using only high-quality ingredients, resulting in a product that represents excellence without compromise.”
Food Source International general manager Angus Winterflood adds: “It is up to all of us in the industry to ensure proper systems are in place surrounding growing, sourcing, producing, storing the product and be transparent with our customer base.”
Síle Sweeney, sales & marketing manager of New Zealand’s Silver Fern Farms agrees that there is a demand for natural products, saying: “Consumers want clean, healthy products that are free of hormones, additives and preservatives. Silver Fern Farms produce 100% hormone-free, grass-fed product that is just as nature intended.”
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