Craft Beef: A Revolution of Small Farms and Big Flavors

by Joe Heitzeberg, Ethan Lowry, Caroline Saunders

Why is it that we know more about the origin and flavor of the coffee beans in our cup of morning brew than about the steak on our dinner table? Why do we delight in the differences between a Zinfandel and a Cabernet, but not even know that breeds like Belted Galloway or Murray Grey exist? For too long, beef in America has been relegated to commodity status, an homogenous product of an industrial supply chain whose every trait—color, texture, and even the cow’s diet—is dictated by a tiny number of gigantic corporations.

But a craft beef revolution is underway on farms, in butcher shops, and at restaurants across the country, and it’s delivering better steak.

Craft beef

— Independently produced in small herd sizes;

— Humanely raised by ranchers who deal in “zero-stress”; and

— Focused on unique flavors we forgot could even exist in steak.

Follow Crowd Cow’s Lowry, Heitzeberg, and Saunders as they meet the farmers, butchers, and chefs making the craft beef revolution possible, and along the way, learn how to become a craft beef connoisseur yourself.

172 pages, Kindle Edition

Published June 2, 2018

Reviews

[Jon Angell · Rating 3 out of 5]

This book was very thought provoking ... and often times extremely irritating. I agree so much with the idea that beef is taking on the feel and arch of the craft beer, craft cheese, and even to a certain degree the sophistication that would make the most abrasive wine snob sit up and take notice. The book tell the story of how a few friends on the verge of being full blown vegetarians become interested in their coworkers excitement of receiving their shipment of freezer beef, that evolves into a journey of discovery in how beef is raised and often sold privately and off the farms the cattle are raised.

In the end this group of friends found their own craft beef marketing business. The book not only tells their story of transformation but goes into detail on their thoughts of beef not as a simple food commodity but as a romantic hugely varied eating experience not unlike a beer enthusiast would sample and appreciate a wide variety of craft beers.

Overall I did liked this book. From my own beef producing experience I felt a sense of vindication when yet another group of hip vegetarian types folded under the compelling and seductive power of a well prepared beef steak leaving behind many of their misguided no meat ideas. Why would I not like this book?

I did find their use of the word cow at every turn even when it was obvious they were referring to a steer or heifer caused me to cringe. Their thoughts on commercially produced cattle and beef I found to be emotionally exploitive and factually laughable... did I mention this book was obviously a part of their business marketing effort? I have absolutely no problem with that, it could have been handled better.

I'm glad I did read it, but thankful I have the benefit of a broad knowledge already of the subject... I'm afraid that much of this book could be labeled as propaganda. I could see it could lead many far removed from the farm a stray, and primed to be taken advantage of by unscrupulous modern local marketers or even worse fleeced by modern snake oil hawkers.... I'm all in favor of the knowing "where food comes from" movement but it always frustrates me when a movement has to trash talk instead of being about what they do well and letting their product win on its own merits... I know, I'm crazy to think that... but I do.

[R. · Rating 4 out of 5]

The introduction to beef book I never knew that I wanted.

[BJ Ganem · Rating 4 out of 5]

Great balance of story telling and outlining how to increase access to and for Craft Beef production.

Great read and a good book to have in your library.

[Fongstein · Rating 5 out of 5]

perfectly informative while still short and sweet. this book really gets me pumped up to learn more about the beef I'm buying