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Rob Toy

“Life is good when your customers are enjoying great meat,” says Butcher Block Meat Department manager and store partner Rob Toy.

When the USDA first introduced “premium choice” to its levels of graded beef some 15 years ago, it wasn’t surprising to discover Leon’s Gourmet Grocer on the cutting edge.

Ever since store founder Leon Adelson opened the original Leon’s Stop and Shop in 1933, Leon’s has enjoyed a reputation of selling top-of-the-line meats a cut above the rest.

“Life is good when your customers are enjoying great meat,” says Butcher Block Meat Department manager and store partner Rob Toy, a 30-year veteran of the meat-cutting industry who joined the Leon’s partnership team in 2012.

It pays to be picky

With the holidays rapidly approaching, you’ll want to send your dinner guests a clear message that you wish to serve only the best – and nothing says top-of-the-line quite like a prime rib roast from Leon’s.

The story behind Leon’s pursuit of perfection starts in some of the finest feedlots in the Midwest. Of all the choice beef produced in the U.S., only the top 7 percent is certified premium choice, meeting standards set by the USDA. One taste of a prime rib roast from Leon’s, and you’ll agree that it pays to be picky.

The succulent sensation – combining rich marbling, a fully developed flavor and buttery finish – is unparalleled. It’s unmistakably Leon’s.

It’s worth the wait

Producing the perfect prime isn’t a process that just happens overnight – or, even the same month, for that matter.

Nearly six weeks ago, when you were preparing for trick-or-treaters, Rob Toy and his Butcher Block crew were preparing for your Christmas dinner.

When it comes to prime rib roasts, Leon’s foodies believe there’s no sense in rushing a good thing. Leon’s believes in the “aged-to-perfection” approach, giving each cut of beef at least 21 days of aging before it’s showcased for sale. Rib roasts get extra-special treatment.

“We age rib roasts from forty to fifty days. It further enhances the flavor and increases the tenderness,” added Toy, who assumed the meat manager’s role when Roy Toy retired several years ago and passed the meat cleaver to his younger brother.

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The upcoming holiday celebrations are typically prime time for prime rib from Leon’s. “We’ll go through more than a hundred boxes of prime rib roasts, at seventy to eighty pounds per box, in preparation for the holidays,” said Toy.

‘You deserve it’

“We’re the only supermarket in Lincoln to carry premium choice beef because we happen to feel that our customers deserve the best,” added store manager/partner Topher Vorhies. Cooking instructions accompany every rib roast package, he added.

If your vision of the holidays involves spending more time with family and less time in the kitchen, remember that Leon’s deli prepares special, made-from-scratch holiday dinners featuring a choice of turkey or ham and all the trimmings.

Call (402) 489-2307 to order your holiday dinners, place an order with the meat department, or to submit a grocery order. Delivery within the city limits costs just $5, and orders placed by 11 a.m. are guaranteed same-day delivery.

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L Magazine editor

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