MRB hopes to expand availability of its Piedmontese beef beyond the East Coast and West Coast markets, but supply is the biggest challenge. Only 10,000-12,000 head of Piedmontese are harvested annually, and MRB is responsible for 75-80% of them.

“As people develop more awareness of the product, we think Piedmontese will begin sweeping the beef industry because the quality and consistency are so much better,” he says.

In addition, he says research indicates Piedmontese beef cooks more quickly and is significantly higher in Omega 3 and 6 fatty acids and conjugated linoleic acid (a powerful anticarcinogenic) than other breeds. It's also lower in calories and cholesterol and higher in protein than traditional beef, he adds.

“Ranchers who want to start producing Piedmontese beef can do that just by putting Piedmontese bulls on their existing herd. They finish out in 14-18 months, marble nicely and do well on grass or in the feedlot. There's a ready market for them because we need to dramatically expand our supply of Piedmontese beef all year round; our consumers demand it,” Peterson says.

Loretta Sorensen is a freelance writer based in Yankton, SD.