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Business Week reports that branded, boutique beef is becoming all the rage in restaurants, which are plugging not just the way they're cooking the cuts but also the names of the ranches from which the beef originated.

The reasons are several. For one thing, consumers have health concerns related to such things as mad cow disease, E. coli, and listeria, and consumers believe that boutique beef is healthier and safer.

In addition, consumers say that this beef tastes better.
KC's View:
Of course, it probably could be argued that they just think it tastes better. Who knows?

In this case, perception is reality. And it costs more, which is good for the restaurants that are making this strategic move.