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beefshi-north-american-meat-institute-promo.png North American Meat Institute

Meet 'beefshi,' a non-seafood twist on sushi

The beef industry is trying to cash in on the popularity of sushi by creating sushi recipes made with beef instead of raw seafood. Food stylist Lisa Cherkasky, based out of Arlington, Va., created the recipes for the North American Meat Institute, a contractor to the Beef Checkoff, an arm of the Cattlemen’s Beef Board.

“Sushi is very popular but many people simply do not like the idea of raw fish or the taste of seafood in general,” Eric Mittenthal, vice president of public affairs at the North American Meat Institute, said. “We know most Americans love beef, so beefshi offers a much larger consumer base for sushi.”

Recipes include:

  • Muffarolletta: A sushi version of the classic Muffuletta sandwich  
  • Beefy Cali Roll: A California-like roll made with corned beef instead of imitation crab meat
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