Pubs, hotels and butchers across regional Queensland will have access to the steak from Australia's most prestigious beef competition, thanks to JBS and the Ekka.
The winning beef of the annual Paddock to Palate competition will be throned with the Royal 100 beef brand and distributed across Queensland for a limited time only.
The Paddock to Palate competition pits the best of the best beef producers against each other through three phases of competition; best aggregate weight gain; carcass; and MSA eating quality.
Paul Lavelle, owner of Queensland Country Meats, Roma, said it was great to see Royal 100 return to retailers after the success of last year's promotion - which was taken home by Palgrove for the third year on the trot.
"Having a limited edition meat was great, we provided to pretty much every retailer in Roma, and had plenty of customers asking for it through our door asking about it." Mr Lavelle said.
"Last year, we sold every bit of beef under the Royal 100 brand, there was an excitement."
"The meat was a notch above, beautifully marbled, tender and loaded with flavour."
We want this steak to be enjoyed and shared by the people who know it best, the people who produce Queensland's high quality beef in the regions.
- Denis Conroy, JBS.
Noel Jesberg, owner of The Rix Hotel, Charters Towers, said the Royal 100 promotion created a buzz around town.
"The Paddock to Palate competition and Royal 100 created a great talking point for our menu last year and we're excited to bring it back," Mr Jesberg said.
"It was great for the community, we worked closely with our local butcher and the locals were all keen to try it, because they appreciate a good steak.
"Being an exclusive product that is certified to be some of the very best beef available is always a win,"
JBS business development manager Denis Conroy said that supplying the winning steaks through regional Queensland is a tip of the hat to Queensland's primary producers.
"We want this steak to be enjoyed and shared by the people who know it best, the people who produce Queensland's high quality beef in the regions," Mr Conroy said.
"It's a great opportunity for those who might not be able to make it down to the Ekka, they experience award winning meat at their local and support local industry at the same time.
Denis Conroy from JBS said the winning steaks would also be on sale at the Ekka's Royal Queensland Steakhouse alongside winning beef and lamb from the Royal Queensland Food and Wine Show.
The winner of the Royal 100 Paddock to Palate beef competition will be revealed at the presentation dinner on Wednesday 4 August.
