Meat, particularly beef prime rib, of an elongated form having ends is, prior to cooking, shaped at its ends by substantially flat retaining elements whereby the ends are maintained substantially perpendicular to the longitudinal length of the meat form wherein, upon cooking, the meat form will retain the cooked form having "squared" ends. A variety of devices may be employed to engage and shape the meat form ends, and in most instances, the meat form will be encased within a heat shrunk bag, and may also be encased within mesh netting.