U.S. Steak Lovers Festival Promotes U.S. Beef in Republic of Georgia

Working to create awareness of U.S. beef in the Republic of Georgia, USMEF conducted separate “U.S. Steak Lovers” festivals in restaurants in the cities of Tbilisi and Batumi. Funded by Texas Beef Research and Promotion Council, the festivals were hosted by restaurants eager to offer their customers greater access to U.S. beef.

Chef Pavel Galkovsky prepares steaks during the U.S. Steak Lovers festival in Tbilisi, Georgia

“The Georgian market is developing well and ready for American beef primal cuts in the hotel, restaurant and institutional (HRI) sector,” said Galina Kochubeeva, USMEF representative in Russia and the Surrounding Region. “Consumers here are seeing a lot of new restaurants and hotels, as well as many more tourists. At the same time, more local citizens have discretionary income and are looking to dine on a good steak. The volume of beef sold is not yet high, but there are positive signs for the near future.”

Guests take photos of U.S. steaks grilling at a U.S. Steak Lovers festival in Tbilisi, Georgia

USMEF representative Galina Kochubeeva explains the attributes of U.S. beef at a U.S. Steak Lovers festival in Batumi, Georgia

Kochubeeva said the two restaurants that hosted U.S. Steak Lovers festivals – the John Donne Grill & Pub in Tbilisi and Good Fellaz Grill and Bar in Batumi – purchased U.S. beef for their menus and gave Georgian citizens an excellent opportunity to experience the unique taste and quality of U.S. beef. The restaurant group Table Talk Company, which operates John Donne Grill & Pub, has about 45 restaurants in Russia.

USMEF Consultant Chef Pavel Galkovsky was invited to create the festivals’ menus and train chefs from the restaurant group in handling, aging and cooking U.S. beef cuts. Festival placemats were designed to feature descriptions of classic steaks and other cuts. High-quality U.S. beef cuts — ribeye, New York strip and short loin — were served. The festivals’ menus also offered alternative cuts such as short ribs, flanks and chuck rolls.

The U.S. Steak Lovers festival at John Donne Grill & Pub lasted two weeks and included an introduction to U.S. beef for chefs from neighboring restaurants. Agricultural specialists from the U.S. Embassy in Tbilisi opened the event with welcome remarks.

The festival at Good Fellaz Grill and Bar in Batumi followed the same format. Batumi, which attracts many tourists from around the world, is home to many upscale hotel chains. Good Fellaz Kitchen Lab opened its first restaurant in Batumi and quickly added U.S. beef to its menu.