Hikers Roll
Beefshi launched to replace raw seafood with cooked beef.
 
WASHINGTON – The North American Meat Institute’s Janet Riley has never been a fan of traditional sushi. She realized, however, the potential for capitalizing on sushi’s popularity with a beef-based twist. This idea of developing and marketing sushi-style, cooked meat dishes and led an R&D movement to create a “Beefshi,” replacing cooked and raw seafood used in traditional sushi with beef, including roast beef, corned beef, pastrami, bologna beef jerky and summer sausage. 

Earlier this year, an online survey confirmed the notion that acceptance of a sushi alternative would be accepted by US consumers. The next step was to partner with a chef with Culinary Institute of America credentials who created six Beefshi recipes that were launched in cooperation with the Beef Checkoff Feb. 12. The campaign features a website, www.Beefshi.com, where instructional videos, photos and recipes are posted. Officials with NAMI and the Beef Checkoff are hopeful the concept will be widely accepted by foodservice and retail operators.

“Beef has always been popular among Americans and millennials and those aged 35-44, in particular, they seem to see the appeal of beef prepared in new and interesting ways,” Riley said, referring to the survey, that indicated 66 percent of consumers aged 18-34 showed a strong interest in trying Beefshi..  “When a new and not-yet-tasted recipe scores this well against a familiar food like sushi, it’s clear that Beefshi is positioned to be a hot culinary trend in 2018 and beyond.”

The initial recipes included in the launch include: 

•             Texas Asade Sushi – Roast beef rubbed with lime zest, ground cumin and garlic and rolls with Cilantro, slivered jalapenos and onions, crumbled cotija cheese. Served with salsa.

•             Inside Out Wisconsin Maki – Sushi rice on the outside wrapped around a stick of summer sausage, a sliver of Colby cheese and shaved dill pickles. Served with brown, spicy mustard.

•             New York Deli Roll – Corned beef takes the place of nori on the outside of the roll. Slivers of fresh horseradish and Swiss cheese are rolled into the middle. Roll the exterior in a few caraway seeds.

•             The Reuben Roll – Warm pastrami, sauerkraut and thinly sliced Swiss cheese rolled into sushi rice and served with Russian dressing.

•             The Hiker’s Roll – A traditionally styled roll with nori wrapping around sushi rice, filled with slivers of beef jerky, slices of egg omelet and pea shoots or watercress with the leaves poking out the top of the roll. Dip into sriracha.

•             Carolina Sushi – Shredded fried beef bologna and carrot slivers rolled in rice with a vinegared cabbage leaf in place of Nori.  

“Beefshi can serve as an excellent and innovative addition to sushi restaurant menus or any restaurant looking to innovate with a creative new food concept,” Riley said.  “Beefshi recipes also use fully cooked and prepared beef products, making them safe and delicious options for beef fans of all ages.”