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US Steak Lovers Festival Promotes US Beef in Republic of Georgia

17 October 2018

GEORGIA - Working to create awareness of US beef in the Republic of Georgia, USMEF conducted separate "US Steak Lovers" festivals in restaurants in the cities of Tbilisi and Batumi. Funded by Texas Beef Research and Promotion Council, the festivals were hosted by restaurants eager to offer their customers greater access to US beef.

"The Georgian market is developing well and ready for American beef primal cuts in the hotel, restaurant and institutional (HRI) sector," said Galina Kochubeeva, USMEF representative in Russia and the Surrounding Region.

Chef Pavel Galkovsky prepares steaks during the US Steak Lovers festival in Tbilisi, Georgia [Photo: USMEF]

"Consumers here are seeing a lot of new restaurants and hotels, as well as many more tourists. At the same time, more local citizens have discretionary income and are looking to dine on a good steak. The volume of beef sold is not yet high, but there are positive signs for the near future."

Ms Kochubeeva said the two restaurants that hosted US Steak Lovers festivals – the John Donne Grill & Pub in Tbilisi and Good Fellaz Grill and Bar in Batumi – purchased US beef for their menus and gave Georgian citizens an excellent opportunity to experience the unique taste and quality of US beef. The restaurant group Table Talk Company, which operates John Donne Grill & Pub, has about 45 restaurants in Russia.

USMEF Consultant Chef Pavel Galkovsky was invited to create the festivals' menus and train chefs from the restaurant group in handling, aging and cooking US beef cuts. Festival placemats were designed to feature descriptions of classic steaks and other cuts. High-quality US beef cuts — ribeye, New York strip and short loin — were served. The festivals' menus also offered alternative cuts such as short ribs, flanks and chuck rolls.

The US Steak Lovers festival at John Donne Grill & Pub lasted two weeks and included an introduction to US beef for chefs from neighboring restaurants. Agricultural specialists from the US Embassy in Tbilisi opened the event with welcome remarks.

USMEF representative Galina Kochubeeva explains the attributes of US beef at a US Steak Lovers festival in Batumi, Georgia [Photo: USMEF]

The festival at Good Fellaz Grill and Bar in Batumi followed the same format. Batumi, which attracts many tourists from around the world, is home to many upscale hotel chains. Good Fellaz Kitchen Lab opened its first restaurant in Batumi and quickly added US beef to its menu.

TheCattleSite News Desk

Top image via Shutterstock


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