The growing trend in favor of organic and “natural” food products continues, with T.G.I. Friday's recently announcing that their restaurants would feature all-natural hamburgers from Meyer Natural Angus Beef (see The Meatingplace.com July 19).

Missoula, Mont.-based Meyer Natural Angus is providing the casual dining chain with 100-percent natural Angus burgers derived from Angus cattle fed only vegetarian rations and tested for E. coli O157:H7 prior to processing.

“This is an exciting time for us,” Ray Killian, Meyer Natural Angus president, told The Meatingplace.com. “[T.G.I. Friday's] is the first major chain offering a natural product to its consumers, and it's always exciting to be a partner in an industry first.”

How did a 'small-scale company such as Meyer Natural Angus land such a big-time account? Killian was asked.

In addition to the value of the Angus genetics found in his livestock, Killian credits the company's positioning, offering antibiotic-free, hormone-free animals; not using animal feed by-products; and the company's American human association Free Farmed certification.

“We produce a product Friday's wants to offer their consumer,” Meyer President Ray Killian said. “It's a niche and we're the best available product in that niche.”

Since September 2000, the company has processed its meats through the Free Farmed Certificate Program, which certifies that members raise and treat livestock according to strict animal welfare standards developed by the AHA. Inspectors make a thorough initial inspection of the facilities and periodic checks afterwards.

With the Free Farmed certification in place, Meyer approached TGI Friday's and offered their product.

“Conceptually, it met with what Friday's wanted, so it spurred on more conversation,” Killian said. “In the end, it was simply a combination of Meyer Natural Angus providing a product desired by consumers and Friday's offering something that was new and improved.”

Amidst the rapid growth resulting from landing that account, Killian said Meyer's has seen production double in the last 12 months, with expectations of doubling again in 2002.

“We've been in a rapid growth process since we started four years ago,” Killian said. “Now, the demand has tremendously increased.”