A new “R & D Ranch” has introduced 1,100 new value-added beef products to the US market from 1999 to 2001, according to America’s National Cattlemen’s Beef Association, which set it up.

Experts working for this body (formal name: New Product Development Team) help create new products that will drive demand for beef. They have, for instance developed solutions to try and exploit the underutilised chuck and round cuts.

It recently introduced a home-style beef roast cooked by retailers, expected to compete with rotisserie chicken. At a recent American Farm Bureau convention, Ranch specialists unveiled a boneless beef fillet, to be commercialised this spring and modelled on the boneless chicken breast.

US sales of convenience beef products currently total more than US$1.5bn a year.

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