Double R Ranch Northwest Beef debuts Vegas Strip Steak™ cut

Media Contact:
 Alison Seibert, LANE PR, 212.302.5924,

Restaurant Offers Customers First Taste of New Steak

Boise, ID. (May 24, 2012)— Double R Ranch Northwest Beef, a premium brand from Agri Beef Co., and Boise’s 13th Street Pub & Grill will make history on Thursday, May 24 with the restaurant debut of the new Vegas Strip Steak. The Vegas Strip Steak was developed by Tony Mata and Chef Rick Gresh in conjunction with Oklahoma State University’s Food & Agricultural Products Center and was unveiled to a select group of industry professionals earlier this year. Double R Ranch is one of only two producers in the nation authorized to cut and sell the new Vegas Strip Steak.

“We’re thrilled to partner with the 13th Street Pub & Grill to bring diners the country’s first Vegas Strip Steak,” said Terry Reynolds, Agri Beef Co. executive director of sales.  “This steak offers our customers an innovative beef cut that is both tender and juicy, all at an affordable price point for consumers.”

The new cut is comparable to New York strip steak and boasts a tender, juicy flavor that doesn’t require aging or marinating.  The extra lean and flavorful steak can be cut in a variety of sizes ranging from 4 ounces to 12 ounces, perfect for use in a wide range of food service and restaurant sectors.

“There is no doubt that this new cut delivers on all key attributes that consumers expect from a steak: tenderness, flavor, juiciness, and appearance,” says the steak’s creator and meat processing specialist, Tony Mata.  “For a steak to become a reality, it must also provide value potential to all sectors of the industry from the farm to the table. The Vegas Strip Steak delivers on that as well.”

That value potential is exactly what drew 13th Street Pub & Grill in to the opportunity.  Not only from the restaurant’s perspective, but in looking out for their customers, Scott Graves was intrigued from the start.  “We have a discerning clientele that are looking for great food at a good price,” related Scott Graves, co-owner at 13th Street Pub & Grill.  “This Vegas Strip has the potential appeal of a unique offering with great flavor and a fantastic eating experience.  Just what we provide our customers.”

For more information, including product specifications, photos and pricing, call: Dave Murphy at 208-338-2500.

About Double R Ranch
Double R Ranch is a family-owned premium beef brand from the heart of the Pacific Northwest. The name Double R Ranch is a tribute to Agri Beef Co.’s founder, Robert Rebholtz Sr., whose integrity and passion for the cattle industry serves as a guiding principle of the company.  The Double R Ranch is recognized for producing high-quality cattle, commitment to animal well-being and environmental stewardship, preservation of the landscape and native wildlife, and the recycling of resources to create a model for sustainable beef production.  While the Double R Ranch cannot raise the numbers of cattle to support the beef brand alone, the 70,000-plus-acre ranch in the Okanogan region of Washington State is the heart and soul of the brand.  Only premium beef that meets exacting criteria carries the Double R Ranch brand name.

About Agri Beef Co.
Robert Rebholtz Sr. founded Agri Beef Co. in 1968 in Boise, Idaho as a family owned ranching and cattle feeding operation. The company has since grown to incorporate every step of beef production, from ranching, cattle feeding and animal nutrition to beef processing, marketing and sales. Agri Beef Co.’s sustainable beef production model coordinates the efforts of all its business operations to responsibly produce the highest-quality meat products. The company’s operations are guided by the fundamental principles of sustainability, total quality, animal well-being and responsible business (known as the company’s STAR Commitment).

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