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Improve Meat Palatability, Tenderness and Color - Consistency
 Inconsistent tenderness and palatability has been identified as one of beef's key problems with consumers. Rinse & Chill™ improves tenderness, palatability, and data shows it reduces variability in tenderness. Rinse & Chill offers a significant point of difference at retail for visual appeal through bright red muscle and clean, white fat offering real opportunities for branded case-ready beef.
Rinse & Chill is expected to have a major impact through upgrading the select market, offering products that exhibit superior eating qualities.
In taste tests with discriminating chefs at fine restaurants, Rinse & Chill consistently elevates the palatability of the meat. Colorado Chef Victor Matthews even ran a "beef challenge" over a two-year period at his Black Bear Restaurant to challenge this assertion. The results – Rinse & Chill voted the "World's Best Beef."
For food service, Rinse & Chill affords new, low cost products including whole muscle chuck steaks that eat substantially better and deliver higher added value. A Rinse & Chill choice pot-roast or shoulder clod steak eats like a steak should: tender and juicy. Rinse & Chill chuck eye and underblade steaks are viable substitutes for more expensive middle meats.
Beef delivered through Rinse & Chill has been shown to attract and hold sales. One Australian food store noticed a significant, temporary store-wide drop off in sales when a new competitor opened up down the block. But within weeks, Rinse & Chill beef sales were back to previous levels. Prestigious U.S. grocers Lund's and Byerly's, based in Minnesota, offer one of the the fanciest meat programs anywhere, including meat products delivered through Rinse & Chill. Lund's and Byerly's also carry the world's first fresh, case ready ground bison courtesy of Rocky Mountain Natural Meats, of Denver, Colorado.
| Color Improvement Data |
| The means of Hunter colorimeter (A) values for the treatments across display periods of the over-wrapped steaks. |
| Display Periods |
Control |
Rinse & Chill |
| Day 2 |
13.9 |
16.4* |
| Day 3 |
16.1 |
18.8* |
| Day 5 |
12.3 |
15.2* |
| Day 7 |
11.7 |
13.9 |
| Day 8 |
12.2 |
14.1 |
| * Means bearing superscript are significantly different (P<0.05) from the control within the same display period. |
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