In keeping with foodservice values of consistent, healthy, flavorful, and locally raised beef, Agri Beef Co. announces the launch of Double R Ranch Signature, a new brand of premium grain-fed beef from the heart of the Northwest. Double R Ranch Signature Northwest Beef is the only family-owned brand from the Northwest that controls all aspects of production so customers will be assured of experiencing the very finest selection of premium beef.

Double R Ranch is named after Robert Rebholtz, Sr. and his family who have owned Agri Beef Co. for over 35 years. The brand was developed with extensive consumer input into what they want from a great beef brand. Double R Ranch Signature is a USDA certified program delivering fine beef that is hand selected and sorted for consistency with marbling scores of moderate 00 or better.

No surprise was the fact that taste and tenderness were considered to be the most important attributes. In addition, consumers had a tremendous positive association with the Northwest. The perception of a safe, clean and pristine environment bolstered the prospects for the new brand. The research also revealed that consumers want to support local ranchers and that source verification is an important issue.

"Consumers are mostly familiar with one marketing message - Midwest Corn-fed beef; when if fact Northwest grain-fed beef is as good or better," said Jay Theiler, VP Brand Development at Agri Beef Co. "Through our research, it became evident that customers wanted a locally produced product that tasted great and could be sourced from one company," he continued.

Double R Ranch Signature Northwest grain-fed beef meets all the standards for great taste and tenderness that consumers want. In fact, there is no difference in taste between Midwest corn-fed beef - (the "Gold Standard" of beef) and Northwest beef in blind taste tests. Northwest beef has a slightly whiter marbling color because of the dietary differences versus cattle in the Mid-West, a consumer preferred trait.

Enjoy!