THE ROAST BEEF Launches UP!FEAST to Upcycle Food Waste Deliciously

In a commendable move towards sustainability, THE ROAST BEEF, a popular D2C brand, has unveiled its latest initiative, UP!FEAST, which aims to creatively manage food waste produced during beef processing. This launch coincides with the brand's fifth anniversary and highlights its commitment to addressing food waste effectively.

A Mission Born from Necessity

Founded during the challenging times of the COVID-19 pandemic, THE ROAST BEEF has rapidly gained traction, known for providing high-quality roasted beef for personal enjoyment at home. While the brand has successfully sold over 15,000 units of roast beef since its inception, they face a critical challenge: approximately five tons of beef by-products are discarded each year due to being deemed irregular in shape or out of specification.

Although part of this waste has been utilized in their popular Black Truffle Rich Meat Pie, the overarching issue of food waste remained unresolved. Customer feedback indicated a desire for more convenient, easily shareable products. In response to these demands, the UP!FEAST initiative was established to creatively tackle food waste while also introducing innovative snack options to the market.

Introducing UP!FEAST

UP!FEAST—the new upcycling brand from THE ROAST BEEF—embraces the ethos of turning food waste into enjoyable culinary experiences. By collaborating with development teams and partner companies, the brand strives to create products that not only utilize leftover ingredients but also boast a delightful taste that consumers would love to gift or savor.

The First Product: Umami Beef

The inaugural product from the UP!FEAST project is generously named Umami Beef. This novel snack, made from premium beef sourced from Hokkaido, features a uniquely tender texture that defies the traditional hard bite typical of cured meats. Rather than being tough, the Umami Beef offers a moist and flavorful experience that enhances with each chew.

Production occurs in collaboration with the time-honored Tomakomai Ham company in Hokkaido, which diligently tested various smoke times, temperatures, and grinding methods. After countless iterations, two delectable flavors emerged:
1. UMAMI BEEF Takumi (匠)
2. UMAMI BEEF Hokun (豊薫)

Both flavors are designed to be rich without feeling heavy, creating a perfect pairing with beverages and making them excellent gifts or personal treats.

Crowdfunding for a Sustainable Future

To kickstart the production of Umami Beef and support the ongoing development of additional upcycled products, THE ROAST BEEF is raising initial funds through a crowdfunding campaign. This platform offers backers the chance to purchase product sets and join tasting events, along with other appealing rewards. More details can be found at the following link: Project URL.

Campaign Duration: May 1, 2025 - May 30, 2025

Looking Ahead

With the launch of UP!FEAST, THE ROAST BEEF aims to expand the possibilities of delicious yet sustainable food options. The brand's ambition is to create a cycle where someone’s flavorful snack can lead to someone else’s happiness. Taking this first step together with the community would be a meaningful milestone for all involved.