Omaha Steaks Southwest Short Rib Roast was named the winning entry in the “Consumer/User Friendly” category of the “2007 Best New Beef Products Contest” sponsored by the Nebraska Beef Council, the University of Nebraska and the Nebraska Department of Agriculture. The Southwest Short Rib Roast was introduced in July 2006 and is currently sold exclusively by Omaha Steaks via mail order, online and at more than 80 Omaha Steaks stores nationwide.

The Southwest Short Rib Roast is packaged in four (10 oz.) roasts, fully cooked and seasoned to just heat and eat. The product is marinated and rubbed with a BBQ marinade and Southwest Chipotle seasoning and slow roasted in its own juices to enhance the tenderness. The roast was developed by Omaha Steaks and produced in Nebraska.

“The development of new and interesting beef products has been a major emphasis for our industry over the past several years,” said Nebraska Beef Council Executive Director, Ann Marie Bosshamer. “The annual ‘New Beef Products Contest’ offers an incentive to Nebraska processors to develop beef products that are easy for the consumer to prepare and serve.”

The Southwest Short Rib Roast is being promoted to consumers via the Omaha Steaks catalog, website and through special monthly mailers. In recognition of winning the contest, The Nebraska Beef Council will use beef check-off dollars to assist Omaha Steaks in the promotion of this new product. Visit http://www.omahasteaks.com.