Tenderloin by the gramme: The most expensive beef cuts become big business

The price and rarity is built on scarcity, but also the tenderness, flavour, marbling and consistency.

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“Can you give me 500 grammes of tenderloin, 400 grammes of ribeye and T-bone? You might also get someone saying, ‘I just want a nice, decent one-inch steak of this cut and this cut,’ just to have that experience and choose which one I prefer,” says Omar Tamimy, the director of Merino Meats.

This is increasingly becoming the new way of ordering as meat lovers move beyond buying ordinary cuts sold by the kilo to premium steaks that can be ordered in portions as small as 250 grammes — enough to offer a taste of richer flavour, greater tenderness and a more refined dining experience.

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