The Certified Hereford Beef program made its debut in the Houston market to select customers on Aug. 21 at the US Foods Houston food show.

Held at the US Foods Houston headquarters, the show featured a small grouping of select high-end customers US Foods is targeting with the Certified Hereford Beef brand.

At the show, attendees attended a workshop where a Certified Hereford Beef ribeye was deconstructed and merchandised, allowing restaurateurs to see multiple ways to utilize the cut on a menu.

“The US Foods Houston team is very excited to launch the Certified Hereford Beef brand to their customers,” says Kaylen Alexander, Certified Hereford Beef director of marketing and communications. “Every sales representative I spoke with was eager to target key accounts with our premium program and grow the CHB program within the market. We are looking forward to seeing all US Foods Houston will accomplish with the brand.”