Do you like beer? Do you also like meat? Well then, let’s continue: There’s a new line of sustainably raised meat treats that feature one of the most famous craft brands in America — New Belgium Brewing Co.’s Fat Tire Amber Ale.
Niman Ranch debuted a Fat Tire BBQ collection this week at the 2019 Fancy Food Show in New York — Fat Tire Beer Bratwurst, Fat Tire Spicy Cheddar Beer Bratwurst, Pulled Pork with Fat Tire BBQ Sauce, Shredded Beef with Fat Tire BBQ Sauce and St. Louis Ribs with Fat Tire BBQ Sauce. It all probably goes well with a Fat Tire beer (something I would like to personally confirm at some point).
Sure, you already know New Belgium Brewing Co., one of the biggest and most respected craft breweries in America, employee-owned and eco-conscience, that creates industry-defining products and has a big love of bicycles. Niman Ranch is one of the largest farmer and rancher networks in the world. The company notes it is “100 percent third-party-certified under the Certified Humane program. [Our] community of more than 740 small, independent U.S. family farmers and ranchers adhere to some of the strictest animal welfare protocols in the industry.” If you’re going to eat meat, that sales pitch sounds like a good one. To the press release!
“Our shared missions to make the world a better place brought us together and our passion for good food and drink solidified our partnership. We could not be prouder to enter into the food arena alongside Niman Ranch and their network of independent sustainable family farmers,” said Leah Pilcer, Director of Communications and PR for New Belgium, an employee owned company.
The booth at the Fancy Food Show in New York City included a living wall and bicycle tires, along with a bar serving freshly brewed Fat Tire Amber Ale and roving signature bicycles. I wish someone would have invited me.
“The partnership came together over beers and brats and always felt like a great match,” said Chris Oliviero, General Manager of Niman Ranch. “Both brands are mission-driven and committed to using our platforms for good, leading on sustainability and ensuring our precious natural resources are protected for future generations. At the same time, we’re preserving the livelihood of independent U.S. family farmers and ranchers and the rural communities where they live and work.”
Where can I get it already?
The new Niman Ranch New Belgium line can be found in specialty stores across the country beginning in August — places like Natural Grocers by Vitamin Cottage, Amazon Go, Roche Brothers, Buehler’s, DiCicco’s and Heinen’s. These neat meats will also be available for sample at New Belgium’s upcoming Tour De Fat bike races this summer and fall. The complete selection will also be available on the company’s new digital storefront powered by ButcherBox.
Another notable from the press release:
Both companies are particularly committed to preserving our waterways and will support this shared value through a series of initiatives tied to the release including river clean ups and new resources for farmers to adopt practices to support clean water. Multiple items in the new line will feature compostable packaging to reduce plastic pollution in our waterways.