Al­berta beef goes mo­bile

Fa­mous Taste Ex­press tour brings the range to your home

Calgary Herald New Condos - - Weekend Life - LISA MON­FOR­TON

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 lb

2 tbsp

1

1/2 cup

1/4 cup

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 tbsp

1 tsp

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.

Ted Rhodes, Cal­gary Her­ald

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

Cour­tesy, Al­berta Beef

1/2 cup 1/4 tsp 1 can 1/2 cup 2 cups 1 lb 1 tbsp 1 cup

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