The assignment is about creating a selling plan for Willis Bistro, a restaurant that values quality and traditional farm-to-fork customs. The solution involves partnering with the Certified Angus Beef Program to provide premium grade meat, emphasizing its features and benefits, including uniform steak size, high degree of marbling, 'A' maturity beef, complimentary training, and wine and steak pairing. The proposal highlights Sysco's competitive advantage by offering a higher quality product than competitors who only meet USDA Choice grading standards.