Alberta beef goes mobile
Famous Taste Express tour brings the range to your home
The food truck trend has rolled into Calgary, and that has some of us planning our meals around where our favourites are parked.
So the timing was right for the folks at Alberta Beef to roll out a pop-up kitchen on wheels — its own version of a food truck, outfitted with a couple of oversized stainless steel barbecues — on what’s being billed the Famous Taste Express.
It’s a great way to grill up a variety of meat cuts and hand out samples of its AAA protein on the hoof to passersby.
“We want to get people talking about beef again — especially the taste. The taste is what we are known for,” says Rich Smith, Alberta Beef Producers’ ex- ecutive director.
It’s part of a $1.3-million multimedia campaign aimed at consumers to revitalize the Alberta beef brand. The province, with 20,000 beef cattle producers, supplies 60 per cent of Canada’s beef industry. Beef never went away, says Smith, but it faced competition on the health front from chicken and fish.
That’s not to say that beef isn’t healthy, says Smith; it just wasn’t the first choice with some consumers. Combined with the BSE scare a few years ago, producers had work to do to rebuild the brand.
The three- to five-year campaign, symbolized by the shiny silver, black and red six-metre-long truck, hit the road in Calgary during the recently concluded Stampede.
Now, it’s heading out to rural communities across the province and then later across Canada.
Chefs will be grilling up everything from rib eyes to roasts and handing out free samples.
It’s a chance for consumers to learn about the various beef cuts and add some recipes to their repertoire, says Smith.
Famous Taste Express will roll into Edmonton on Aug. 11 at Save On Foods on 78th Avenue, and into Calgary on Sept. 2 for BBQ on the Bow.
Find out other locations for the Famous Taste Express and get grilling tips and more recipes at famoustaste.albertabeef. org/famoustasteexpress
As we transition to our new Weekend Life section on Saturdays, some of our content is moving. Beginning Aug. 8, you’ll find our full page of Taste Alberta content on Wednesdays. Coming up this week? Discover our Taste Alberta meat smartphone app, complete with tips, cooking instructions and recipes.
And for more Taste Alberta content, visit calgaryherald.com/taste
3 tbsp (25 mL) sesame oil whole head of garlic, separated into cloves and peeled (125 mL) Korean or Japanese soy sauce (50 mL) packed brown sugar (50 mL) chopped ginger root (125 mL) coarsely chopped green onions (25 mL) rice vinegar or cider vinegar (500 mL) water Trim fat from short ribs. Season with salt and freshly ground pepper. Heat sesame oil over mediumhigh heat in a Dutch oven or large heavy pot; add short ribs and brown all over. Add garlic, soy sauce, brown sugar, ginger root, onion, vinegar and water. Bring to a boil; reduce heat to simmer. Cook uncovered for 1.5 to 2 hours, until short ribs are quite tender. Serve beef with jasmine or Thai rice. Serves 4.
1/2 tsp (15 mL) garam masala (5 mL) ground ginger (2 mL) ground cinnamon
(1 mL) cayenne (796 mL/28 oz) diced tomatoes (125 mL) whipping cream (500 mL) chopped cooked chicken (500 g) pizza dough
(15 mL) olive oil (250 mL) shredded mozzarella cheese (125 mL) sliced green onions (50 mL) cilantro leaves
In a large non-stick skillet, melt butter over mediumhigh heat. Add onion and cook, stirring often, for about 10 minutes or until golden. Add garlic, tomato paste, garam masala, ginger, cinnamon and cayenne and cook, stirring constantly, for 1 minute.
Stir in diced tomatoes, scraping any brown bits from the bottom of the pan; cook, stirring often, for 5 to 10 minutes or until most of the liquid has been absorbed and sauce is thick.
Whisk in cream until smooth and well combined; simmer for about 3 minutes or until slightly thickened. Stir in chicken. Remove from heat and set aside.
Heat barbecue grill to medium.
On a lightly floured surface, stretch or roll dough to a rectangle roughly 16 by 12 inches (40 by 30 cm). Place on a baking sheet or cutting board. Brush top with olive oil.
Flip dough, oiled side down, onto preheated grill. Grill, with lid down, for 3 to 6 minutes or until bubbles form on top and it’s grill marked underneath without charring. Flip over; grill, covered, for about 1 minute, just until surface is cooked but not browned. Remove from grill, sliding onto baking sheet with the oiled side down; reduce heat to medium-low.
Spread butter chicken evenly over pizza. Sprinkle with cheese and green onions. Slide back onto grill, lower lid and grill for 3 to 8 minutes or until cheese is melted and bubbly and underside is browned.
Sprinkle with cilantro before serving. Makes 8 to 10 servings. Nutrition information per serving when recipe makes 10: 333 calories; 15 g protein; 28 g carbohydrate; 18 g fat; 2.3 g fibre; 411 mg sodium.
Source: Dairy Farmers of Canada, anydaymagic.ca.
Rich Smith, executive director of the Alberta Beef Producers, stands inside the Famous Taste Express truck during a promotional stop in Calgary. 1/4 cup 1 4 1 tbsp
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