No sacred cows in paddock-to-plate promo

MEATING OF MINDS: The Longyard Hotel will this month serve up two prize cattle bought at last week’s Landmark Beef Championship in a unique – and controversial – promotion. Backing the campaign are staff members (back, from left) Ravikant Manadeo, Murray Jamieson, Daniel Roworth, Jason Capararo, Colin Knights, Peta Taylor and (front) The Pub Group executive chef Nick Lockyer. Photo: Gareth Gardner 030914GGG04

MEATING OF MINDS: The Longyard Hotel will this month serve up two prize cattle bought at last week’s Landmark Beef Championship in a unique – and controversial – promotion. Backing the campaign are staff members (back, from left) Ravikant Manadeo, Murray Jamieson, Daniel Roworth, Jason Capararo, Colin Knights, Peta Taylor and (front) The Pub Group executive chef Nick Lockyer. Photo: Gareth Gardner 030914GGG04

IT’S enough to make a vegetarian choke on their chickpeas.

In the ultimate paddock-to-plate promotion, a Tamworth pub has snapped up two of the top lots at last weekend’s Landmark Beef Championships, planning to serve almost every bit of the beasts at its bistro – and documenting the  whole process in photos.

For one weekend only later this month, the Longyard Hotel will churn out everything from beef cheeks to oxtail from the prize cattle – a 377kg grand champion limousin-charolais cross steer and a limousin-murray grey cross heifer.

Ribbons the cattle earned at the auction will even be hung as memorabilia at the popular eatery.

While the concept might make some squirm, The Pub Group executive chef Nick Lockyer said it was a marketing opportunity too good to resist.

“We were approached by Landmark and asked if we’d like to buy the grand champion steer and market it through the hotel,” Mr Lockyer said.

“This is about showing local people that we’re not an average pub, selling average pub food.

“This will give people a chance to see what the absolute best beef around tastes like.

“And it gives us a chance to take our kitchen to the next level.”

The campaign will be supported by an advertising and social media blitz, and include progressive photos of the cattle from saleyard to steak.

“We’ll offer up dishes from head to tail,” Mr Lockyer said.

“It might be beef cheeks with a red wine jus and mash, a braised oxtail ravioli or an amazing corned beef.

“The prime cuts like scotch fillet and eye fillet will just be done with a really good butter and sauce. Of course, we’ll get plenty of sausages and mince out of it as well.”

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