Industry Insights

From cattle producers to processors to restaurant chefs, there are many people who contribute to the success of the beef industry. Following is a series of articles and interviews to give you some insight into their role.

In Canada, the vast majority of cattle are grain finished at feeding operations. Grain finishing is a key element in the development of marbling which contributes to flavour and taste. Feeders group cattle together so they can effectively manage the feeding process and maintain quality control.

To shed some light on the feedlot and its relationship to beef production, we interviewed Bart Holowath, cattle inventory manager of Western Feedlots, an Alberta-based custom cattle feeder.

How does the feedlot contribute to beef quality?

Basically by allowing us to carefully manage the cattle. For example, we closely control the rations and use strict protocols with regard to our antibiotic, implant and vaccination use to ensure the highest quality. Our production system is also very sophisticated with scientifically based protocols in place to track everything that we do.

How has the feeding industry adapted to the changing consumer?

Western Feedlots markets its cattle on a grid - which means we are paid on a quality parameter primarily on an individual carcass basis, i.e., we get paid more for a "AAA" graded product than an "A" grade. The prices on the grid are representative of the packer's view of the consumers' demand for each quality parameter.

How does the feedlot manage itself to maintain sustainability?

Demand varies for different types of beef, so we stay in close touch with the ranchers who are able to supply us with exactly what we need. We have business practices in place to meet the needs of each market and we are committed to sustainable and responsible agricultural and environmental policies.

Barry Haner has been the chairman of the Beef Information Centre Committee for just over 6 months now. It’s a responsibility he takes on with pride, just as he takes great pride in his operation. “As a rancher, I take pride in my animals,” says Haner. “And I’m always pleased when people recognize the quality in my brand.”

For Haner, a third generation rancher, quality has been a vitally important component of his operation ever since he and his wife Terry took over the family ranch just 12 miles north east of Stettler, Alberta. “We have a 200-cow operation with 100 head of yearling Heifers on 16 quarters of land. For me, quality is something that customers have come to expect. So as ranchers, we have a responsibility to ensure that quality reaches the consumer."

Haner admits that quality isn’t something that’s easy to achieve. “From the producer, to the feedlot to the packing house ... there are many steps along the way. For me, careful attention to the details is absolutely crucial, and ensures a great final product.”

And what makes Canadian beef better than the rest? Well, for Haner, it’s a simple formula. “We have vast resources here in Canada – the green grass, clean water and the expertise to ensure a safe and healthy animal.” And of course, a healthy animal means a quality product.

Whether on his ranch or chairing the Beef Information Centre Committee, Barry Haner is a good example of the kind of expertise we possess here in Canada when it comes to beef. And that expertise, along with Canada’s vast natural resources, ensures a quality product ends up on your customers’ plates.

Better Beef Ltd. is 100% Canadian owned and operated - and one of the largest meat processing plants in Canada. Strategically located in Guelph, Ontario, the company is a local success story 30-years in the making. Their success is a result of careful attention to the quality and consistency of their products. "Over the years, we've worked very hard to develop mutually beneficial relationships with local producers," says Jim Reynolds, development manager at Better Beef Ltd. "This has meant a reliable source of high-quality product."

But in today's competitive marketplace, it's no longer enough to provide a range of basic beef products. Innovation and a real understanding of the needs of foodservice customers are vitally important too. And nobody knows this better than Better Beef Ltd.

According to Reynolds, today's foodservice operator is "information starved." So, the company has worked with these operators to develop relationships and establish open lines of communication, to let them know that they're ready, willing and able to answer any beef-related questions.

And no one understands the complexities of a good beef program better than restaurant operators. It's tough to get good people to work in your kitchen, training can be expensive and time consuming, and profitability goes out the door with too much waste. For this reason, Better Beef Ltd. is totally committed to providing a wide range of ready-to-cook and pre-cooked beef dishes marketed under the brand name Beef Made Easy.

"These products are goof proof, easy to prepare, delicious entrées that are great every time," says Reynolds. "Branding your product properly gives the customer much more confidence in your product, making these products winners."

On top of their line of regular beef products, Better Beef Ltd. now offers their wide range of Beef Made Easy branded products to foodservice operators including; Beef Stroganoff with Traditional Vegetables, Beef Stew with Garden Vegetables, Thai Beef with Oriental Vegetables and Beef Pot Roast. All of these products are easy for kitchen staff to prepare and serve and as the slogan says, "Perfect Every Time."

And where does beef the come from in order to achieve that kind of perfect-every-time consistency? Canada, of course. "When it comes to beef, Canada is second to none," says Reynolds. "We're proud to be a Canadian operation, and proud to deliver Canadian beef. We wouldn't want it any other way."

Shawn Whalen is the Executive Chef at the Toronto Marriott Bloor Yorkville. Shawn started cooking part time in various restaurants while in high school and did his apprenticeship in various establishments in Toronto. He got his first Executive Chef's position at the Chimo Hotel in Mississauga in 1990. He later moved on to the Oshawa Golf and Country Club and The Bank of Montreal's Institute for Learning. He's been the Executive Chef at the Toronto Marriott for the last 6 years.

B.I.C. caught up with him recently.

What do you feel are important criteria when purchasing beef products?

I look for fresh meat with good marbling. I also look for colour that is not deep red, proper aging and size of the cut and most importantly that it is Canadian.

How do you balance the relationship between price and quality?

In my operation, quality is more important than price. Price is always a factor, but these days hotels and hotel restaurants are competing with freestanding steak houses using top quality, and to maintain our clientele, we purchase the best quality Canadian product. Basically, our customers are willing to pay more for a great steak.

Any beef preparation secrets you'd like to share?

1. Allow the meat to rest after cooking. The larger the cut the longer it should rest, this ultimately retains the juices and ensures tenderness.

2. Marinate for tougher cuts.

3. Gentle cooking procedures and temperature should be used when possible rather than shocking meats at very high heat.

Lesia Burlak is Chef at the Hilton Hotel in Toronto. As a support member of Culinary Team Canada at the 2001 Culinary Grand Prix, she was part of the team that won four gold medals and declared World Champions. Within Ontario, Lesia has won a wide range of culinary honours including two Best Apprentice of Show titles. BUYB recently asked her to share a few of her beef secrets:

What is your favourite way to prepare beef?

On the grill. Well seared on the outside, rare and juicy on the inside.

What beef cooking tip would you like to share?

I know that eating healthy is more important than ever. However, when cooking your beef, leave some of the fat on to maintain moisture during the cooking process. For those health-conscience people, beef is an excellent option - simply remove the fat before eating.

What do you look for in quality beef?

I look for the three important factors: proper aging, well marbled and that it's Canadian.

What has being part of Team Canada meant to you?

Being on Team Canada has been by far the best thing to happen in my career. It is an incredible experience in which I have gained a great amount of knowledge and experience. Being under the guidance of award-winning Chefs like Jud Simpson and Shawn Whalen has provided me with outstanding leadership and several gold medals. I consider myself to be very lucky.

Judson Simpson is the Executive Chef of Food Services at the House of Commons in Ottawa. Born and raised in Toronto, Jud got his start in a local fishmarket before enrolling at Toronto's George Brown College to study cooking. Later appointments included Executive Sous Chef at the Sheraton Toronto East Hotel and Executive Chef at the Chimo Hotel in Markham. A winner of numerous awards, Jud has also had several medal-winning performances at the World Culinary Olympics in Germany. Recently, Beef up Your Business managed to ask him a few questions about the business.

Why is the movement by restaurants towards Canadian cuisine so strong?

The question “what is Canadian cuisine” is a very interesting one. You can define American cuisine, French cuisine, Greek or Italian. But it’s not so easy for Canada. The nice thing about Canadian cuisine is that it comes from a melting pot - the ethnic diversity that makes up Canada. All this using food products that are indigenous to Canada.

What’s the big challenge you face daily at The House of Commons?

Here at the House, I have to be all things to all people. I don’t necessarily have one boss, I have 305 MPs and over a hundred senators who all have different tastes. While some people may crave more familiar food, others may be entertaining and require higher end food. To do that is not a problem if you have the resources, so staffing and training is always an issue.

What is the most challenging task as Manager of Culinary Team Canada?

(Laughing) getting through the next ten days! I guess it’s ensuring representation from all regions of Canada. There are good chefs in the west and the rest of Canada, but typically we haven’t had representation from eastern Canada on the National Team.

What’s your favourite way to prepare beef?

Marinade it, sear it hot then lower the temperature and let it cook slow - then let it rest and slice it up. Melts like butter. One of my favourites is flank and skirt meat. I also love the barbeque - with charcoal not gas.

What are the biggest advantages to you in using Canadian beef?

Consistency. I use AAA. It’s always consistent, well marbled and full-flavoured.

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