There was a lot of lip-smacking at the launch of AngusPure Special Reserve on Friday night.
It took place at the well-groomed Rathmoy Lodge, near Hunterville. About 200 farmers, breeders and others in the meat industry attended.
Among them was the AngusPure brand ambassador, Jess Pryles, who gave a barbecue demonstration. She cooked and handed out tasty chunks of beef.
The launch was in the Rangitikei because many of the brand's farmers are there. Those attending were from as far north as Paihia and as far south as Geraldine, AngusPure chairman Tim Brittain said.
In the central North Island AngusPure cattle are killed by Land Meat and the meat is distributed by Chef's Choice in Whanganui.