The launch of a new certified Prince Edward Island beef brand will increase sales of Island beef and return premium prices to cattle producers, says the chair of the PEI Culinary Alliance, Chef Austin Clement.
“We are very excited to promote this new premium certified beef brand and continue to build our reputation as a producer of high-quality product,” said Chef Clement. “This brand of certified premium Prince Edward Island beef is as natural a product as you will find.”
The new certified brand is a joint initiative of the PEI Culinary Alliance, the PEI Cattle Producers, the Atlantic Beef Products Plant, and the departments of Agriculture and Forestry and Innovation and Advanced Learning.
“Our investment in the development of a premium certified beef brand reflects a strong commitment to create a more profitable beef industry and return higher prices to producers, while supporting rural communities across the province,” Agriculture and Forestry Minister George Webster said.
Prince Edward Island Certified Beef will provide a premium to farmers, reflecting the extra care and attention that goes into raising each animal. Achieving the right to sell the exclusive brand requires cattle producers to meet strict standards that must be certified by the Department of Agriculture and Forestry.
“We strive to ensure top quality with each animal we produce. A combination of top-quality feed and small family farms contributes to a wonderful product. I challenge you to find more flavourful beef than Prince Edward Island Certified Beef anywhere,” said cattle producer Darlene Sanford.
The Culinary Alliance is working with Pearse Dolan of Dolan Foods to distribute the brand to high-end restaurants and specialty meat shops in central and western Canada.
“Prince Edward Island beef is an outstanding product that my customers rave about. There is great demand in the marketplace for a purely Prince Edward Island product,” Mr. Dolan said. “I am proud to bring this product to top restaurants and specialty shops in Canada.”
Toronto Chef Mark McEwan has long been a proponent of Island beef and offers it in his restaurants.
“I love the story of the Island, you can’t find a more pristine environment to grow a potato or raise a steer. The Island is an isolated wonder of nature. Prince Edward Island Certified Beef is a great representation of what a Canadian product should be and it has been so well received,” Chef McEwen said.
The Culinary Alliance is a partnership between the Prince Edward Island departments of Agriculture and Forestry, Tourism and Culture, Innovation and Advanced Learning, and Fisheries, Aquaculture and Rural Development, the Atlantic Canada Opportunities Agency as well as industry representatives. The Alliance was created to develop innovative food industry partnerships, culinary experiences and promotional programs.
For more information please visit: www.islandbeef.ca