Kroger/Texas To Host 'Steak-Off' For Flat Iron Beef Promo

HOUSTON -- Four premier local chefs will challenge each other next week to whip up the most delicious, quick and easy beef dish in Kroger's signature store here.

The first-ever competition’s prime ingredient is the Flat Iron steak, according to the National Cattlemen's Beef Association, which is jointly sponsoring the event with Kroger and Tyson. Four grills will be fired up as Chef John Sheely of Mockingbird Bistro, Chef John Schenk of the Strip House, Chef Ric Rosser of Saltgrass Steak House and Chef Doug Atkinson of Carol's at Cat Spring don their aprons and take the stage to do what they do best -- create a winning dish that keeps their customers coming back.

The event is part of month-long promotion Kroger has launched for flat iron steaks in 200 Texas stores. The steaks, provided by Tyson Fresh Meats in vacuum-packed case-ready format, retail for $4.99 everyday and $3.99 on promotion.

Through the Beef Checkoff Program, American beef producers developed the flat iron steak from tender sections of larger shoulder roasts using new cutting methods. The versatile cut allows for a tender and flavorful steak, NCBA said, second only to the beef tenderloin in tenderness; and it exhibits a robust flavor.

Featuring a humorous play-by-play announcer and sideline correspondent, the Iron Chef-type "steak off" contest will challenge the chefs to prepare the best main dish in 30 minutes or less. The meals, which will be served to a panel of local celebrity judges, must include eight ingredients or less, including Flat Iron steak and garnish (salt, regular ground black pepper, cooking spray, and water not included).

The judges will rate and discuss each participant's offering, and then pick a winner. The chefs are battling not only for the Flat Iron Competition title, but also a $500 donation to a charity of choice.

The Flat Iron cuts range in size from six-14 ounces, and resemble a flank steak in shape. Kroger in Houston has an exclusive on the cut. Growing in popularity, the Flat iron steak can now also be found in 20,000 casual and white tablecloth restaurants nationwide.
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