2007 Cook-Off Sizzles in Chicago
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By Larisa Willrett, Contributing Editor

No matter how you like your beef, the 2007 National Beef Cook-Off had something to please everyone’s palate. Held in Chicago for the first time in Cook-Off history, contestants prepared their dishes just steps from the world-renown Magnificent Mile.

On Sept. 13, 26 amateur chefs from across the country – including five parent/child teams – competed for their share of $110,000 in cash and prizes. And Chicago was the place to crown the Best of Beef recipe. As the hub of the livestock industry since 1865, Chicago provides the quintessential background for one of the beef industry’s largest events, and one of the top cooking contests in the country, according to event organizers. Chicago’s Mayor Richard Daley even proclaimed the week of Sept.10 as National Beef Cook-Off Week in Chicago.

This year’s “Seize Life” theme was intended to emphasize the role beef plays in an active lifestyle. And word is getting around, according to Sherry Hill, Cook-Off project manager.

“We chose outstanding recipes from thousands sent by beef-loving cooks around the country. From January through March 2007, family chefs across the country were challenged to discover new ways to enjoy the fabulous taste, versatility and ease of preparation that make beef the No.1 protein choice.”

The Cook-Off has come a long way since its modest beginning in 1974. Back then, the American National CattleWomen (ANCW) had only two months to prepare and a $2,000 budget to pull it off. Total prize money was $800. Today, funded in part by the beef checkoff and managed by the ANCW on behalf of the Cattlemen’s Beef Board, the bi-annual contest awards $110,000 in cash and prizes, $50,000 of which goes to the “Best of Beef” grand prize winner.

In a new twist, this year’s contest went network. The Food Network chose to cover the Cook-Off over a host of other cooking contests for its Food Network Challenge program. The Cook-Off team was more than happy to accommodate them.

“Because we recognize its importance in the success of our event, we were happy to make several adaptations to the contest’s layout and schedule,” Hill said.

Bringing their crew of 22 and all the accompanying cameras, lights and microphones, the black-garbed Food Network staff seemed to be there for every turn of the spatula.

Contestants didn’t let the microphones and lights deter them from their quest, though. Even a dangling microphone catching each sizzle couldn’t rile Margaret Murphy from Naperville, Ill., as she cooked up her Mexican Beef Stew over Chipotle Sweet Potato Mashers. Murphy seemed unfazed by all the hubbub, chatting to media and observers about her love for Mexican food. But she may have a different perspective on the competition. Diagnosed with breast cancer earlier this year, she came to have fun. “All they want to do is make you have a good time,” she said of the contest organizers.

So she brought her game face and her love of beef. “Beef is so important to my health,” Murphy said. “I now exercise every day, and beef – especially lean cuts – gives me so much energy. I have so much pep in my step.”

And the winner is …
The Cook-Off’s “Best of Beef” grand prize winner was crowned at a media-packed gala banquet. Christine Riccitelli’s Nuevo Chipotle Beef in Butternut Squash Boats topped recipes from 25 other finalists, awarding her $50,000 in prize money. An amateur cook from Incline Village, Nev., Riccitelli entered her recipe in the Nuevo Latino Beef category.

Riccitelli took a run at the “Best of Beef” four years ago with her barbecue beef pizza recipe, but scored as a runner-up. She came back this year to win.

“I’m absolutely thrilled to be named the winner of this year’s Cook-Off,” Riccitelli said. “I grew up eating stew beef and was inspired to use it in my recipe, along with unique ingredients like butternut squash, cumin and brown sugar.”

Chicago-area food industry professionals evaluated each recipe on the same criteria – taste, appearance, convenient preparation and nutritional balance. This year’s judges included Mary Adolf, National Restaurant Association Educational Foundation president and COO; Carol Haddix, Chicago Tribune associate subject editor of the “Good Eating” section; Chris Koetke, Kendall College’s dean of the Department of Culinary Arts; Ina Pinkney, owner of Ina’s Restaurant in Downtown Chicago; and Nancy Rodriguez, Food Marketing Support Services, Inc., president. Judges selected Riccitelli’s dish because it pairs an underutilized cut of beef – stew meat – with sweet, tangy and spicy flavors.

In addition to the “Best of Beef” Grand Prize, eight cash prizes totaling $60,000 were awarded in four categories: “New Dynamic” to fuel the body; “Nuevo Latino Beef” for active lifestyles; “Kids in the Kitchen” featuring fun recipes with nutritional balance; and “Small Plates, Big Taste” with grilled beef as appetizers or entertainment portions.

Kids in the kitchen
The 27 th Beef Cook-Off introduced a new recipe category this year and attracted some fresh-faced cooks. The “Kids in the Kitchen” category was designed to encourage children to come up with fun, nutritionally balanced beef recipes.

Shannon Mitchell and her twin daughters, Danielle and Riley, from Naperville, Il., won the Kids in the Kitchen grand prize with their Crispy Beef Lettuce Wraps with Wowee Sauce. The eight-year-old twins were not only the winners of the inaugural category, but were the youngest competitors as well.

Always ones to help out in the kitchen, the girls confess the recipe was a variation of a family favorite. “Mom and Dad used to make something like this with chicken,” Danielle said. “We came up with the sauce and decided beef would taste better with it.”

One of the Mitchell’s neighbors read about the upcoming cook-off in a magazine and mentioned it to the family. Shannon checked out the rules at the Cook-Off Web site and decided the family should take the plunge. “We tried the dish four or five times, trying to get the ingredients just right before we sent the recipe in,” Shannon said.

The twins’ little brother, Sean, added the finishing touch to the recipe’s name, exclaiming, “Wowee!” after tasting the sauce. Ù

Shannon was surprised to find out in June that they were Cook-Off finalists. “Honestly, with all of our activities, I had kind of forgotten that we had entered,” she admitted.

Despite their excitement about competing and the festivities the night before the Cook-Off, the twins were cool players. Shannon confessed she was more nervous. “It was a little unnerving having a [Food Network] microphone over your head while you’re cooking,” she said.

As part of their preparation, they practiced preparing their dish several times, each one having a specific job along the way. Shannon cooked the beef and the girls took it from there. “I dried the lettuce and chopped the water chestnuts,” Danielle said.

“I drained the pineapple and put the hamburger on the leaves,” Riley said.

Finishing with time to spare, they handed their dish over to the judges – a jury of their peers.

The excitement returned that evening at the gala banquet where the Cook-Off winners were announced. According to Riley, the kid judges thought their recipe should have taken the “Best of Beef” prize.

The twins are having fun with their success. “Our school principal copied the recipe and sent it home with everyone in the school,” Danielle said.

A $10,000 award doesn’t hurt either. “Their prize went right into a 529 Plan for college,” their dad, Dave, said.

Behind the scenes
It goes without saying that it takes many hands and hours to pull off this tremendous feat in such a professional manner. With the help of Ketchum, a public relations firm, the National CattleWomen, Inc., began preparing for this Cook-Off two years ago. According to Hill, the ANCW has State Team Member volunteers from 25 states who work as event chair volunteers on various committees including cooking, registration, housing, grocery/pantry, and the gala and awards banquet. In addition, there were 20 CattleWomen volunteers who served as contestant hostesses accompanying each contestant during their cooking time, and as timers and monitors.

Unlike previous contests where a CattleWomen state affiliate would host the Cook-Off event in their state, this year’s event was held in a destination city to encourage a higher level of local and national media attendance.

“It was great having the contest in Chicago,” said Kristy Lage, ANCW vice president. “We had access to many ingredients that can be hard to find elsewhere.”

“The National Cattlemen’s Beef Association Beef and Veal Culinary Center staff provided many valuable services in planning and executing this event, one of which included shopping for the contestants’ ingredients,” Hill said. Jewel-Osco, the official Cook-Off grocery sponsor, donated the groceries, including the most important ingredient – beef. All beef used in the contest was Select grade.

Contestants were required to bring their own preparation and cooking utensils, but Cook-Off event volunteers and staff began soliciting donations of dozens of ovens, microwaves and grills over a year ago.

Like the winning recipe, organizing a cooking contest recognized nationally as one of the best to enter takes the right combination of ingredients – time, hard work and dedication.

Grand Prize Winner Recipe
NUEVO CHIPOTLE BEEF IN BUTTERNUT SQUASH BOATS
Makes 4 servings

Total preparation and cooking time:
2 - 2 3/4 hours

1½ pounds lean beef for stew
1 cup water
1¼ cup tomato paste
2 tablespoons brown sugar
2 tablespoons balsamic vinegar
2 teaspoons ground chipotle chili pepper
1 teaspoon ground cumin
½ teaspoon salt
½ teaspoon ground black pepper
1 medium butternut squash (about 3 pounds)
1½ cups water
1 medium tomato, chopped
1 small ripe avocado, cut into cubes optional
¼ cup chopped fresh cilantro

1. Preheat oven to 325°F. Place beef, water, tomato paste, sugar, vinegar, chipotle pepper, cumin, salt and black pepper in stockpot. Cover and bake in 325°F oven 1¾ to 2¼ hours or until beef is fork-tender.

2. Meanwhile cut squash lengthwise into quarters; remove seeds. Place squash, cut side Down, in 13 x 9-inch glass baking dish, overlapping if necessary. Add water. Bake in 325°F oven 1 to 1¼ hours or until fork-tender.

3. Place each baked squash quarter onto serving plate. Fill with equal amounts of beef mixture. Top with tomato and avocado, if desired. Sprinkle with cilantro.

 



Food Media Educated About Beef
The National Cattlemen’s Beef Association took advantage of the 2007 Beef Cook-Off’s urban locale to educate food media about beef. Just prior to the contest, the BEEF Food Media Seminar hosted nearly 40 food media in Chicago to educate them about beef production, new trends and what this media’s audience – beef consumers – needs to know about beef.

Among the media attending were magazine and newspaper editors, syndicated food writers and online and broadcast producers such as Better Homes & Gardens, Parents, AllRecipes.com, Universal Press Syndicate and the Chicago Sun-Times and Tribune newspapers.

The checkoff-funded seminar focused on real people sharing their stories, passion and place they hold in the pasture-to-plate process. Four beef producers participated in a Beef Producer Panel – Julie Ellingson, Ellingson Angus from North Dakota; Rob Brown, R.A. Brown Ranch, Texas; Scott Stone, Yolo Land & Cattle Co., California; and Gary Teague, Teague Diversified, Inc., Colorado. Video clips depicting their unique operations introduced each producer. According to JoDee Jorge, NCBA director of Safety Public Relations, the videos served two roles.

“First, they brought the ranch to the food editors and introduced how each producer was a part of the beef production chain,” Jorge explained. “Second, they introduced the topics the producers spoke about, including their role in producing safe, wholesome and nutritious beef; meeting consumer demand with many choices of beef; how the industry has adopted over the decades; and raising cattle is a business and a legacy passed from generation to generation.”

After each video, the producers talked to the group and then answered questions, almost all of which, according to Jorge, revolved around the topics the producers had introduced.

This isn’t the first media seminar Rob Brown has participated in and, considering his enthusiasm, it probably won’t be his last. “I did my first media seminar in 1983 when Dub Waldrip was National Cattlemen’s Association president,” Brown said. “I consider these seminars to be one of the smartest ideas we’ve come up with and one of the best ways to spend checkoff dollars.”

Visiting with these media, Brown said, helps them understand that there is much more to producing beef than displaying it in the meat case. The most common questions he had focused on traceback.

“They wanted to know where the beef animal came from and how it was raised,” Brown said.

Brown said he tried to emphasize to these media that heritage plays a large role in his family operation and that each generation at R.A. Brown Ranch has tried to improve beef quality.

Brown may be right about the program’s success. To date, stories about the Cook-Off have appeared in the Chicago’s Sun-Times, the Tribune and the Daily Herald newspapers, the BestOfTheBite.com Web site and a podcast on the highly ranked “Trends, Taste & Travel.”

Brown asserts that if the media have a good understanding of the whole production process and have a face to put with it, that’ll translate to the messages they pass on to their readers.

“And that,” Brown said, “is more believable than ads.”

 
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December 2007 / January 2008