The best beef in the world arguably comes from the Midwest, just like us! We have strict and specific criteria to hand-pick the best beef. That’s how you know our beef has the highest standards of tenderness, quality and flavor.

Choice Reserve sets the standard for Midwest beef. We developed strict and specific criteria to hand-select cuts that meet the highest standards for tenderness and flavor. When you taste the quality, you’ll know you made the right choice: Hy-Vee Choice.

Hy-Vee’s new Prime Reserve is better than the best. Only 2 percent of beef is good enough to earn the Prime Reserve label. The maturity and marbeling of our Prime Reserve beef results in a superior flavor and produces the most tender meat. Find out what the finest steakhouses in the region already know. These cuts are a cut above the rest.