Undervalued Cuts Get Boost
Thanks To Computer Software

AUSTIN — The beef checkoff program is taking a high-tech approach to marketing undervalued beef cuts in certain international markets, thanks to a new computer software program created for foreign foodservice operators and distributors.

The U.S. Meat Export Federation and the Texas Beef Council used checkoff dollars to develop the software. It shows foreign buyers, restaurant operators and chefs the potential profit in buying U.S. brisket, chuck eye roll, back ribs and short ribs.

All four cuts are undervalued in today's market, yet all four also hold huge potential for foodservice growth in the Caribbean Islands and Mexico.

The software's purpose, according to beef producer Jon Means of Van Horn, chairman of TBC's export market development committee, is to move more tonnage of these underutilized cuts, three of which come from the undervalued chuck portion of the beef carcass.

"Education and training on how to use underutilized cuts in new markets are the keys to generating increased sales," Means says. "USMEF will build a training program around these end meats through frequent seminars directed to foreign distributors and foodservice operators in the targeted markets. Each participant will receive disks containing the software."

The software includes information on buying the cuts, serving suggestions and recipes. This information is a resource that assists the foodservice operator in purchasing and preparing the four cuts.

The software's sales tool is a calculator that determines the cost per cooked serving weight, so the operator can immediately figure his plate cost. For foreign buyers unfamiliar with these cuts, this figure alone may help build sales by illustrating the potentially high menu value provided by these cuts at a low purchase cost.

Texas A&M University determined the cooked yield data on the four cuts included in the calculation. These data make the accuracy of the calculation dependent on using U.S. grain-fed beef cuts only.

The recipe and preparation ideas were provided by Houston chef Peter Rosenberg of DELICATEXAS. Rosenburg has worked with USMEF and TBC for much of the 1990s to train foreign trade groups about the four cuts highlighted in the software.

USMEF will target distributors first with a software demonstration. This will ensure that the suppliers are aware of the utility of brisket, chuck eye roll, back ribs and short ribs so they know what to buy when orders come in. USMEF then will educate foodservice operators and chefs about the four cuts and teach them how to use the software to build demand.

This year, USMEF will distribute approximately 650 copies of the software in the Caribbean region and another 500 copies in Mexico. USMEF and TBC will update the software with other marketing tools and data on additional underutilized cuts this year.

"If the U.S. beef industry is to increase the value of its end meats, it has to create demand for them," Means said. "This checkoff-funded software made available to foreign buyers helps us achieve that."