National Beef Packing Co. LLC, Kansas City, Mo., is launching its Black Canyon Grillmasters Program, a retail initiative that is intended to drive interest in spring and summer grilling.

The program leverages a variety of strategies that are designed to position stores as grilling destinations. They include new item and recipe support; Grillmaster-branded package labels and in-store signage; and merchandising and retailer training support.

Among the new items are cuts from the Chuck Roll and Inside Round, including the Denver Steak, Tuscan Steak, Santa Fe Steak and Country Style Ribs.

National Beef also will provide press kits that explain the program and the cuts; conduct training at the retail level; and furnish cutting guides and cut descriptions that are intended to help retailers better explain points of difference.