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Rancher and Feedyard Owner Develops Branded Product by Jill J. Dunkel "Let's just do it." That's what Mike Callicrate said when he launched Naturally Tender Beef by Callicrate. "We had been talking about marketing a high quality branded beef product for years," he says. "And after hearing so many complaints about today's commodity beef, I decided we needed to get into the market with a high quality, high-value product." To do that, Callicrate says he knew he had to start from the beginning, the very beginning. "It all starts when the bull is turned out," he says. When selecting cattle for his program, Callicrate chooses and manages cattle that genetically reach maximum quality with 180 days on feed. Initially, he owned most of the cattle he sent through the program. However, now cattle enter the program from all across the country. "The producer agrees to follow our production protocol, which in itself significantly reduces their costs. Genetics, vaccinations, creep feeding and early weaning are part of the required protocol as well as source verification enabling the use of the newly developed "Born and Raised in the USA" label. "One specification we suggest, that is new to most cattlemen, is leaving bulls intact until they reach 750 to 800 pounds." Delayed castration with the Callicrate banding system makes it beneficial to leave bulls intact to heavier weights without the complications and stress of surgical castration or loss of meat quality with bulls left intact to finish, according to Callicrate. The use of natural testosterone gives the producer the much-desired increased growth rate and muscle development without the use of synthetic hormones, which along with subtherapeutic antibiotics are not allowed in the protocol. "It benefits the producer and us production-wise," he says. "We use the animals' natural hormone, testosterone, to produce a higher yielding carcass. Bulls are banded approximately 100 days prior to slaughter at the same time they are ultra sounded to determine optimum finish time." With an extensive background in cow-calf production, Callicrate also knew of other inefficiencies and opportunities in the system to reduce costs and make improvements. "Early weaning, at four to five months, puts the cow into winter in better shape, reducing cow maintenance costs. The management of the calves through a planned transition program into the feedyard results in better performance, fewer days to finish, and a younger more desirable animal at finish. With younger animals, approximately one year of age at finish, the meat is naturally more tender, there is less connective tissue, improving eating quality." Callicrate also ages the steak cuts. "The middle meats, especially the steaks, have at least 21 days of age before they are consumed." "We've done all that we know to do to make our meat more consistent, flavorful, and tender," he says. Callicrate also utilizes a new-patented 'Rinsing and Chilling Technique' that flushes the blood from the carcass, improving food safety, increasing tenderness 12 to 17 percent, eliminating 100 percent of dark cutters and reducing cholesterol 23 percent. Shelf life is also extended." One main goal of Callicrate's system is to get more money for the producer by selling direct to the customer, cutting out many of the "middle men" and their unnecessary margins and costs. "Ultimately, we are trying to get more dollars to the rancher. By producing and delivering a consistent, tender, high quality product, we can develop a trusting, mutually beneficial relationship with the consumer, achieving the goals of increasing the income at the farm and ranch gate and providing the consumer with the best possible beef." Callicrate says. He started marketing Naturally Tender Beef by Callicrate to individual consumers about a year ago, and is currently moving into several of the high-end white tablecloth restaurants in the Dallas and Kansas City markets. Individuals can purchase Naturally Tender Beef by Callicrate through its processor and distributor, Ranch Foods Direct. Currently beef bundles are available, as well as individually packaged steaks and patties, retail ready packages for restaurants and boxed beef. The product is shipped fresh and frozen. "We sell everything, including steaks, ground beef in bulk and in patties." Currently Callicrate is working on new uses for the chuck and round. In addition to Naturally Tender Beef by Callicrate, Mike Callicrate is also marketing a new infrared cooking system, the "Flavor wave." The counter top unit can cook a frozen steak to perfection in 20 minutes. "It uses a healthy infra-red ray to cook, it's convenient and makes food taste better than other cooking systems," says Callicrate. "It's very simple. You just set the timer and walk away. The unit automatically shuts itself off. Just think of the impact on food safety and convenience with a direct from the freezer to the plate cooking system. Now you can make your meal decision after you get home from work and eat a healthy beef meal." One Dallas fireman said, "We can cook almost anything with this cooker and we eliminate ruining a lot of food when the fire alarm sounds." Both the cooking system and Naturally Tender Beef by Callicrate are available on the Internet at www.ranchfoodsdirect.net. |
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