In response to intensifying demand for premium natural beef, Lincoln, Neb.-based B&R Stores Inc. — parent of Russ’s Market and Super Saver — has launched a new branded Platte River Ranch Natural Angus Beef program from Greater Omaha Packing Co., Inc., a local supplier of steaks to a number of top area restaurants.

The local partnership between the employee-owned B&R Stores — which has stores in seven cities across Nebraska and Iowa — and Greater Omaha Packing Co. got under way in Russ’s in early September, and was rolled out in the Super Saver stores roughly 30 days later.

“Regardless of the cut, Omaha Natural Angus Beef is truly restaurant-quality beef,” relays B&R Stores’ president Pat Raybould, noting that the Angus genetics and optimal aging naturally combine to produce meat with outstanding flavor, tenderness and presentation on the plate. “It’s a difference [shoppers] will be able to taste.”

Delivered in sides and cut into steaks in Russ’s and Super Saver meat departments, the new Platte River brand beef is produced from 100 percent grain-fed, laboratory-verified, locally produced Angus beef. Raybould says the new beef program dovetails perfectly with his team of experienced, on-site meat cutters, who bring out the best in the grill-friendly, Nebraska-born-and-bred beef.

The beef’s high-quality pedigree “continues with a perfect cut by an experienced meat cutter, and finishes with perfect preparation on the grill at home,” says Raybould, noting that the price of the all-natural Angus beef is “comparable to other products,” providing better quality at no extra cost. Evoking “an emotional connection to a time when cattle roamed the plains,” both formats back up their “excellence in beef” approach via a Web site featuring recipes and tips for preparing beef, or virtually any other meat, in a variety of tasty ways.