Originally Posted by corporate-wage-slave

I suspect there may be a tongue as well as a cheek involved here but a farmer writes: beef cheeks are ideal for what BA are doing with them, since it's the most worked flesh area of cattle, so you're not going to get a tough piece of meat no matter what happens to the cooking. But it's also a relatively niche part of cattle, the market is for more traditional cuts - sirloin, T bone, rump. Cheeks don't make good beef mince and it's not an expensive cut. So using them in particular dishes for human food (rather than say pet food) is a sustainable idea in terms of making full use of cattle.