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Fish & Meat

For many years now there has been a tendency of change in Tirol’s produce market. Be it fruit, vegetables, grains or meat – there is a clear shift toward local, seasonal and sustainable agriculture. More and more chefs, consumers and supermarkets focus on local ingredients.

A good example for this “local food movement” is the yearling which was introduced to the market this year. The yearling is a calf from suckler cow husbandry. This means the animal feeds exclusively on mother’s milk for the first few months and later is weaned to a grass and/or hay diet. The yearling is slaughtered after nine to twelve months. In taste and texture the meat of the yearling is somewhere between veal and beef. The dark pink and finely marbled meat has higher flavor intensity than veal and is more tender and juicier than beef.

Although the yearling is nothing “new” it owes its recent popularity to a cooperation of the Tirolean Chamber of Agriculture, the Tirolean Agriculture Marketing Association and MPreis Supermarkets who successfully introduced the meat to new consumers. Special kudos to MPREIS supermarkets which are distinguishing themselves by getting back to their roots as the neighborhood merchant who caters to local tastes by selling locally grown produce.

The Tirolean yearling is available in 15 MPreis stores across Tirol.