Stew Leonard's Plans Labor Day Exposure for 'Naked Beef'

NORWALK, Conn. -- Shoppers at Stew Leonard's will be able to meet ranchers who raise the cattle for the retailer’s new "Naked Beef" program, and try samples right from the grill at all four Stew Leonard’s locations on Labor Day weekend, the independent grocer said on Friday.

The ranchers will answer customer questions, and offer grilling and cooking tips, said Stew Leonard’s. The line, which launches that weekend, is called Naked Beef because it is sourced from 100 percent Black Angus cattle that have received no hormones, antibiotics, or steroids, and are fed only on grass and grain, said the grocer.

Available in strip steaks, rib eyes, porterhouse, tenderloin and sirloin cuts, in addition to freshly ground, Naked Beef is guaranteed tender. Stew Leonard’s butchers and chefs conducted blind taste-tests in which the line scored the highest among national natural beef brands for tenderness, juiciness, flavor, and overall quality, Stew Leonard’s said.

"The advantage for our customers in bringing in our own line of natural beef is that we can ensure that the ranchers follow rigorous quality and safety standards to deliver the best, all-natural Angus beef from start to finish," said Andrew Colton, Stew Leonard’s senior beef buyer and president of the Norwalk store.

The retailer also offers a Naked Chicken line, introduced last year, "which continues to do very well," Stew Leonard’s spokeswoman Meghan Flynn told Progressive Grocer.

Family-owned Stew Leonard’s operates four stores in Norwalk, Danbury, and Newington, Conn.; and Yonkers, N.Y.
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