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GREAT FOOD, AMAZING ATMOSPHERE AND STUNNING VIEWS

West 14th on the PALM JUMEIRAH

Chef Rob had this to say about his new role as Chef De Cuisine for West 14th

New restaurants are so much fun, if you’re a chef that is! The concept is started in someone’s head, ran through the mill a few times to get a consensus, plans, drawings on bar napkins and an endless amount of chatter gets you to a point where you are finalizing menu’s, looking at staff levels and getting ready for the launch parties and soft openings. Now as much as I love designing, picking out lamps and looking at paint swatches as I did @ the Glass Door in San Diego, I have missed that boat here in Dubai. My sole focus is getting the culinary side of things in line and ready for opening.

With a huge amount of help and support from Peter Drescher, Jan Kaiser, David Bedinghaus, Salvatore Silvestrino, Tim Tate, Dara Pinke and all the folks at Movenpick, West 14^th New York Prime is poised to open on time and with a phenom staff from hotels with names like Fairmont, the Atlantis and Ritz-Carlton.

Our focus @ West 14^th is steak and for us, only the best meat will do. Most steakhouses and restaurants use commodity beef, or beef with branding names like Angus, Certified Angus, grass fed, corn fed, grain fed, etc. At West 14^th, we have taken a different approach and one that brings our customers closer to the product that we choose to use.

Most beef used in restaurants and steakhouses is sources by, and purchased by name, aka Certified Angus ribeye. But do you know where it really comes from? Are the cows free to wander pristine pastureland or are they on a factory farm? Are they weak and pumped full of antibiotics and hormones or are they strong, healthy animals? 99.9% of all restaurants you dine at will have no idea where their beef comes from, was it raised on pastureland, on a cramped farm or…They can tell you that it is prime Angus beef, but that doesn’t really offer you any information other than it is a well marbled piece of meat, and we think you deserve more.

We @ West 14^th have decided to source our beef from one company, who own the cattle farms that our beef is raised on. Much like buying the best carrots from Rainbow farm or the best live basil from Arches Acres because they are the best at these products, we have chosen Rastelli meats/Pureland as our beef supplier because they own the ranches, raise the cows, nurture the cows and then bring them to market and ship the final products to us here in Dubai. They are not just a packing house or brand, but an actual producer. What that allows us to do is to offer you a superior product out the door, a product that we can honestly tell you where it’s from (Texas, btw) its true flavor profile and how ethically it was raised.

Farm to table is what we are about, finding the best ethically and organically raised products at the source and getting them to you in pristine condition. If you are looking for something different, for a dining experience that is a cut above every other restaurant here in Dubai, then come join us here on the trunk of Palm Jumeirah @ West 14^th New York Prime.

Here is a little information on what Pureland represents.

Pureland Black Angus Beef was created by Rastelli Food Groups breeders for the discriminating customer who wants the highest standards in beef products.

Unlike other Angus programmes, Pureland Black Angus beef ’s depth of cattle selection goes well beyond the appearance alone. Pureland Black Angus beef believes that high quality, consistent beef begins with superior Black Angus genetics. This is why Pureland Black Angus beef has gone to great lengths to ensure that all the cattle chosen for the programme are genuine Black Angus, not just black cattle.

Rastelli’s Pureland Black Angus cattle are:

USDA Verified
Angus Heritage verified by independent scientific testing
AnguSure Verified
Highest Quality USDA Prime, USDA Upper 2/3 Choice,USDA Choice & Select
Custom processed
Food professional preferred
Ideal marbling in every cut
Naturally aged to perfection
Owned by Rastelli’s and fed only at our feed yards,which are certified for humane treatment
Fed 100% vegetarian diet (with no animal by-products)

Pureland Black Angus Beef provides a strict certification programme from producer to you.

All cattle are individually identified prior to slaughter. A USDA representative then inspects each animal to ensure product quality control is true to the Angus Heritage.

The Pureland Black Angus Beef difference goes well beyond hide, colour and appearance:

A full line of premium grades
A total focus on Black Angus genetics
A trade marketing support programme utilising quality POSM tailored to the Food Service and Retail markets