Winning the World Steak Challenge

By Aidan Fortune contact

- Last updated on GMT

Founder of JN Meat International John Sashi-Nielsen celebrates winning the World Steak Challenge 2018
Founder of JN Meat International John Sashi-Nielsen celebrates winning the World Steak Challenge 2018

Related tags: Beef, World steak challenge

With the World Steak Challenge less than three months away and promising to be the biggest yet, GlobalMeatNews caught up with the 2018 winner to see how it has changed their business.

JN Meat International picked up the top prize in 2018 for its Finnish grass-fed Ayreshire sirloin.

Steffen Nagel, JN Meat International’s export and purchasing manager explains how being named the World’s Best Steak has helped them grow.

“Winning initially made our name known to more people due to the news in different media around the world,”​ he said. “We have had many new contacts as a consequence and we are now selling to new customers not only in Europe but also to US, Australia, Iraq, Dubai and Hong Kong to name but a few. All these contacts have occurred only due to the knowledge about our victory at the WSC. Our export sales in general have increased 55% and much of this increase is a direct result of winning the World Steak Challenge.”

JN Meat International beat off competition from 21 other countries to win the top prize. Nagel believes this is down to the “beef being tender, succulent and quality flavour as well as its marbling grade”​.

Nagel urges all beef producing businesses to get involved with the World Steak Challenge because of the “PR value of winning a medal, especially a gold one”.

Not wishing to rest on their laurels, JN Meat International has plans to build on the victory. “As a consequence of the huge demand for Finnish beef, in 2019 we are introducing beef from male cattle from Finland. Previously we have only been working with heifer and cows. We have also just recently closed a contract with a Spanish retailer about pistol cuts of male cattle max. 24 months, and have high and justified hopes of closing even more deals, particularly in overseas markets.”

This year’s World Steak Challenge takes place in Dublin on 9 & 10 July​. The chair of judges for this year’s event is executive chef at Fire Restaurant in Dublin Richie Wilson.

The World Steak Challenge 2019 is supported by official host partner Bord Bia and held at judging host Fire Restaurant with the results to be announced at the Round Room in the Mansion House. The event is kindly supplied by Synergy Grill Technology.

For more details on entering World Steak Challenge 2019, click here​.

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