Pampered cows beefing up Marston's pub profits

A Worcestershire pub has started serving burgers made from beef that has

been reared on a special diet of beer, music and massage.

'Kobe' beef, thought to be the one of the most expensive and succulent meats

in the world, is now on the menu at the Crown at Martley.

The concept originates from Kobe in Japan, where it is not the breed but the

unconventional methods farmers allegedly use to raise their cattle that

gives the meat its uniqueness.

Head chef, Scott Fuszard, said: "It basically involves the cows eating grain

instead of grass, drinking about two litres of beer a day as well as

listening to music and receiving massages, therefore creating a very

relaxing environment for the entirety of the their life.

"This results is a very finely marbled meat, which when cooked has a lovely

flavour and melt in the mouth quality. If you're a foodie or a chef, it's a

fantastic product to work with."

In the UK, only a few farms supply the beef. One of which is in Malvern,

just two miles from the Marston's Pub Company venue. "I know that the

farmer there uses beer from the local brewery, but I couldn't say what

type," said the chef.

The Crown's Kobe-burgers come with focaccia bread, a range of sauces, salad

and hand cut chips. Even at £11 a pop, they are proving to be a big hit with

customers.

"People are coming into the pub specifically to try them," confirmed Scott.

"They are good value for money considering you could pay about £120 for a

Kobe steak. The meat is very sought after and I haven't heard of anyone

outside London offering it.

"We use local produce throughout our menu, so it fits in well. If the

Kobe-burgers continue to do well, we'll keep them on the menu."