Ultimate Beef Show

The appreciation of a tender piece of beef is as engrained in a true South African's DNA as rugby, Castle Lager and Mrs Balls Chutney.

The beef industry is one of the significant contributors to the South African economy. The last few years have, however, seen this sector taking somewhat of a knock. The downturn can be broadly attributed to an increasing sensitivity to price; a greater awareness in health, diets and food safety; convenience ('ready to eat' and 'heat-and-eat' having become more popular than fresh produce); and the availability of alternative protein sources such as poultry.

Mis-information has unfortunately given beef a bad rap. What many do not realise is that South Africa's beef is actually very healthy. Americans consume beef with an average fat content of 30-35%. In South Africa, this ratio is as low as 13%. The quality of South African beef is closely monitored by SAMIC (South African Meat Industry Company), and its beef classification system is unique, providing the basis for traceability.

Ultimate Beef was conceptualised to educate meat lovers about the merits of beef, and to revive the deep-rooted South African age-old beef tradition. Steve Maresch, founder of the brand and owner of The Local Grill restaurant, is a recognised aficionado of all matters relating to quality South African beef. Sourcing it, storing it, preparing and serving it, Steve has a passion to debunk the myths surrounding this precious protein, and to bring 'sexy' back to beef.

Ultimate Beef's objectives are simple:

• To encourage the enjoyment and taste appeal of beef.
• To educate South Africans about its versatility and value.
• To promote the nutritional value of beef.
• To build confidence and assurance of the safety of southern African beef by communicating the good management practices from field to fork.

There is no better day to launch this beefy initiative than Heritage day, a cherished and revered date on the South African calendar. The Local Grill has partnered with The Birchwood Hotel and Conference Centre (boasting 640 deluxe rooms and state-of-the-art conference facilities) to bring beef in all its appetizing forms to the South African public through the inaugural Ultimate Beef show taking place on 24 September 2012 at the Birchwood Hotel and Conference Centre.

Comprising Ultimate Beef and Beer and Ultimate Beef Challenge, the Ultimate Beef Show has been crafted to appeal to both consumers and recognised beef producers alike.

Celebrating the return of the sun to our skies, the festive Ultimate Beef and Beer affair will include products from South Africa's top beef producers as well as complementary supplements like meaty spices; cold beers and beverages from micro brewers, SAB (South African Breweries), Coca-Cola and Distell; a cheese and wine tasting area; a kids' play area and live entertainment with great South African music.

The Ultimate Beef Show will also see the introduction of The Ultimate Beef Challenge, hosted by acclaimed chef Arnold Tanzer (SA Masterchef). This highly coveted event will see premium South African beef producers, including Angus and Karan, pitting against one another in the ultimate quality and taste test. An international panel of judges, including Mark Shatzker (Steak) and Joel Katz, will sample the different breeds of bovine prepared by Local Grill's adept chefs, and declare just one the Ultimate Beef Champion.

In the Interim, watch out for a number of must-read articles, tips, tools and recommendations which will be shared on the Ultimate Beef website, blog, Facebook page and Twitter profile. Readers will be encouraged to share questions and feedback, with a number of exciting competitions in the pipeline.

Bookings are now open: Tickets are available at Computicket

Date: 24 September 2012
Time: 10:00
Venue: Birchwood Hotel and OR Conference Centre, Johannesburg

More info:

ViewPoint Street, Bartlett
Boksburg
1459