Atlantic Canada’s Chef of Year 2012 to Promote PEI Beef


Atlantic Canada’s Chef of Year 2012 to Promote PEI Beef


Chef Ross Munro has been hired to promote PEI beef to premium markets. PEI beef has been receiving accolades in some of Canada’s finest restaurants and butcher shop! With this increase in demand, an experienced product ambassador/ marketer was required.

Chef Ross is best known on PEI for his stint as the Executive Chef at Sims Corner Steakhouse and Oyster Bar in Charlottetown. Since joining the Murphy Group and taking the helm at “Atlantic Canada’s Premier Steakhouse Experience”, Ross has been a strong advocate and promoter of this great product and the farmers who raise the cattle. Growing up in rural Ontario has always had Ross front and center with the farming community at every interval of his career. Ross knows what it takes to produce a top quality product from farm to plate. “Our product is second to none,” said Ross “we have been producing top quality beef on the island for generations and are finally getting recognition for it. The top quality beef and steaks I served at Sims always received rave reviews and I am excited to be sharing and promoting this product with other chefs and butchers.”/p>

Chef Ross will be working on developing local, national and international markets for PEI beef through a partnership involving PEI Cattle Producers and Atlantic Beef Products. “We’re thrilled to have Ross on board,” said Rinnie Bradley, Executive Director of the PEI Cattle Producers. “His experience in the kitchen and with the product will prove invaluable. Its one thing for us to say we produce terrific beef, but having someone like Chef Ross promote it, will be extremely valuable. With Ross’s industry experience and marketplace connections we are going to expand in our present marketplace and develop new markets where we see a great fit for Island beef.

Mike Nabuurs, President of Atlantic Beef Products agrees, “We have been getting great feedback from the buyers of the product. Ross will help us expand on that and also assist buyers in utilizing a wider variety of cuts that will add value for the retailer and foodservice entrepreneur as well.”

Funding for this project was received through Canadian Agricultural Adaptation Program, administered by the PEI ADAPT Council.

All marketing and media enquiries to be forwarded to Ross Munro via email