Though we handle both USDA PRIME and USDA CHOICE grades of beef in our Corte Madera, CA, location, we are presenting our newest version of the site with only the Prime level. While the Choice is good, the real edge of the envelope is the Prime, and so that is 90% of our focus. This however makes for an interesting life, since presently only around 2 or 3 head of cattle out of every 100 will achieve the Prime grade; and I’ve seen some that had the grade but clearly were not up to par, so remember, not all Prime is equal.
We presently source our product from two areas, the Midwest US and the Southeast part of California. Both are Prime, but both are very different. Our Midwest beef comes from two specific facilities in the Midwest, both of which I have found to consistently produce the highest quality beef, as compared to other plants in the area. Our Private Reserve is sourced from smaller producers, who invest significantly more money (in the feed and care process) on their prime beef.
After we get our hands on the best available; we work our magic through the aging process. I do not believe in the concept of “wet aging”, but rather feel that dry aging is the only true process to get to where I want to go. This is a tremendously expensive choice, though, because on some cuts we lose 50% of the purchase weight through evaporation and trim; but it’s a no brainer if you want to take the beef even further in terms of flavor and tenderness.
Once the aging is completed, the product is ready for prime time. When an order comes in, we individually select the piece, cut the steaks according the customer’s specifications, pack it in our comfy Styrofoam containers, and have it delivered overnight to your doorstep.
Midwestern
I’d love to tell you that we have a person in the Midwest hand picking our beef like we do in California, but I am near certain that we don’t. I say this because the only person who would be there is me and I am not there, I am here.
The point is, we’ve narrowed it down to accepting beef from only a few facilities, which have consistently done a better job of making my good eye happy by putting in front of it, exactly what it is looking for. But if one of the pieces comes out of those uniform brown boxes and looks anything less than spectacular, it is immediately demoted to choice grade (regardless of the label it was given).
On the other hand, if my good eye is happy as a clam and the beef has passed the big test, it gets the green light, passes “Go” and makes a beeline into our aging process. Magic happens and 30 days later everyone is dancing. It’s great.
Private Reserve
Coming from a variety of sources, our Private Reserve beef is what I like to refer to as the cat’s meow. I’m not sure why I like to call it that, but I do. Probably because, like me, I’m sure you will also find it to be several notches due north of your garden variety beef on the food chain.
Each piece is personally selected based on my extensive knowledge and experience, stringent specifications and my good eye. What this simply means is that despite the premium we pay to buy the cat’s meow, if a piece does not make my good eye 100% happy, the Private Reserve designation gets the hook because its obviously a dog.
Aged for a minimum of 30 days, this stuff is chock full with exotic marbling that happily imparts a ‘melt in your mouth’ quality to each bite of every cut. Though not as readily available as our Midwestern beef, my Private Reserve is sure to exceed all expectations of prime beef.