Butcher’s Choice Delivers a Terrific Steak Experience

Let’s talk steaks for a moment. If a stroll through the Vince’s meat department was like a trip to the silver screen, the striploin steaks and ribeyes would be our Hollywood A-listers – grabbing most of the limelight. And, of course, a greater share of your grocery budget.

But just off to the side, awaiting their moment to shine, are some lesser known, but worthy contenders. Those we are featuring through our Butcher’s Choice program.

Butcher’s Choice isn’t about being trendy. It’s about introducing beef lovers to cuts that might not make the mainstream, but are derived from some of our more popular cuts. Take, for example, the under-the-radar “Beef Coulotte” that we featured earlier this summer. The Coulotte is cut from a sirloin, but at the same time is a different style, with more fat and marbling. “It gives you a really nice steak at a fraction of the price of a striploin,” notes Vince’s President Giancarlo Trimarchi.

“The Butcher’s Choice program is about leveraging the knowledge of our butchers to offer new cuts at better price points. If it’s part of our Butcher’s Choice program, we know that the taste, texture, and quality are going to be good.”

He adds that Butcher’s Choice is typically Canadian AAA grade beef, which can be Ontario corn-fed or certified Angus.

Diving a bit into the steak science, taste in beef largely emanates from its marbling – that beautiful interlacing of fat within the muscle. Those mainstream cuts, like ribeyes, rely on this marbling, necessitating higher grade beef like AAA or USDA Prime to bring out that savory, rich taste. But here’s the kicker. Cuts like beef tenderloin lean less on marbling, and more on aging.

Just as some of us improve with age, so does beef. Giancarlo explains that the “sweet spot” is between 21 and 28 days. “That’s precisely the age range our Butcher’s Choice beef hits its stride, ensuring you get that perfect texture and steak experience.”

This program relies on the skill of our trained butchers, Danny Silva and Chris Colucci, who each have at least a decade of experience. Their goal is to deliver a terrific steak experience, while allowing you to venture off the beaten path and discover your new favourite cut – while giving your wallet a breather.

— Neil