American Beef Feast: A premier campaign bringing joy to the festive season

"...In a bid to enhance the festive moments with a touch of exclusivity, Gourmet One Group, Thailand’s leading importer of premium products, has chosen to be part of a culinary journey that reflects the unique allure of American agriculture. Launching the "American Beef Feast: A Celebration of American Excellence" campaign in collaboration with the United States Department of Agriculture (USDA), they are opening the doors for diners across Thailand to indulge in the exceptional quality and distinct flavour profile of American beef..."

The campaign kicked off with a grand launch event at the JW Marriott Bangkok, graced by the presence of H.E. Mr. Robert F. Godec, U.S. Ambassador to Thailand. The event’s aim was to showcase the superior quality and rich flavour of American beef through a diverse culinary experience, both for diners at fine establishments and for those who prefer creating gourmet dishes in the comfort of their own homes.

Moreover, the American Beef Feast campaign extends to an exquisite selection of 17 top hotels and restaurants across Bangkok, Chiang Mai, Pattaya, and Khon Kaen, each offering specially crafted dishes that highlight the unique quality of USDA-certified American beef. Additionally, those wishing to recreate these flavours at home can purchase premium cuts from 17 branches of Tops Food Hall under Central Food Retail, allowing Thai consumers the opportunity to savour globally recognised beef known for its tenderness, juiciness, and intense flavour.

USDA beef comes in three primary grades, each defined by its own unique characteristics and flavour profiles, providing a range of options to suit different culinary techniques and tastes:

• USDA Prime: The highest grade, celebrated for its abundant marbling that enhances tenderness, juiciness, and a rich, deep flavour. Prime cuts are typically reserved for high-end dining experiences and are ideal for grilling, roasting, and other dry-heat cooking methods that highlight their succulent quality.
• USDA Choice: A grade slightly lower in marbling than Prime, but still offering a high level of quality in both taste and tenderness. Choice beef is popular in upscale restaurants and is versatile for a variety of cooking techniques, including grilling, roasting, and braising.
• USDA Select: The most commonly available grade found in supermarkets, Select beef remains a quality choice with a leaner profile, making it best suited for moist-heat cooking methods like braising or marinating, which enhance its tenderness and flavour.

The "American Beef Feast" campaign does more than simply promote the premium nature of USDA-certified beef; it also serves as a cultural bridge, connecting Thai consumers to the meticulous culinary traditions of the United States. Known for its stringent quality standards and sustainable farming practices, American beef offers an unmatched taste experience that pleases the palate while embodying the values of responsible agriculture. Whether you choose to dine out at one of the participating establishments or craft a gourmet dish at home, the "American Beef Feast" delivers a distinctive culinary experience, celebrating the excellence of American beef in a festive and sophisticated manner that is certain to elevate this season’s celebrations.

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