06.01.2020 Views

Brand Update 2019: Year in Review

A global community from gate to plate that is focused on quality propels the Certified Angus Beef ® brand’s success. View our 2019 Brand Update for an overview of the people, initiatives and relationships that fueled a 15th consecutive year of growth and the fulfillment of our mission since 1978: to create demand and add value for Angus cattle, and support the family farmers and ranchers who raise it.

A global community from gate to plate that is focused on quality propels the Certified Angus Beef ® brand’s success. View our 2019 Brand Update for an overview of the people, initiatives and relationships that fueled a 15th consecutive year of growth and the fulfillment of our mission since 1978: to create demand and add value for Angus cattle, and support the family farmers and ranchers who raise it.

SHOW MORE
SHOW LESS

Create successful ePaper yourself

Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.

CertifiedAngusBeef.com<br />

Volume 23 Issue 1<br />

A global community propels the brand’s success


BRAND UPDATE <strong>2019</strong><br />

Manag<strong>in</strong>g Editor: Jennifer Schertz<br />

Senior Editor: Steve Suther<br />

Art Director: David Barry<br />

Designer: T<strong>in</strong>a Melicant<br />

Circulation Manager: Beth Barner<br />

Contribut<strong>in</strong>g Writers: Courtney Middleton,<br />

Miranda Reiman<br />

President: John F. Stika, Ph.D.<br />

Senior Executive Vice President: Brent Eichar<br />

Executive Vice Presidents: Tracey Erickson,<br />

David MacVane, Mark Polzer, Steve R<strong>in</strong>gle<br />

<strong>2019</strong>-20 Board of Directors:<br />

John F. Grimes, Chairman, Hillsboro, Ohio<br />

James W. Henderson, Childress, Texas<br />

Dave H<strong>in</strong>man*, Malta, Montana<br />

Mike McCravy, Bowdon, Georgia<br />

Allan Miller*, Gridley, Ill<strong>in</strong>ois<br />

Dwight “Kip” Palmer, Rochester, New York<br />

Jonathan Perry, Fayetteville, Tennessee<br />

Mark McCully, Vice Chairman,<br />

CEO American Angus Association ® ,<br />

St. Joseph, Missouri<br />

John Stika, President, Certified Angus<br />

Beef LLC, Wooster, Ohio<br />

Brent Eichar, Secretary Treasurer, Certified<br />

Angus Beef LLC, Wooster, Ohio<br />

* New board member<br />

Board Members through<br />

November <strong>2019</strong>:<br />

Jerry Connealy, Chairman,<br />

Whitman, Nebraska<br />

Mick Varilek, Geddes, South Dakota<br />

Published by:<br />

American Angus Association ®<br />

c/o Certified Angus Beef LLC<br />

206 Riffel Road<br />

Wooster, OH 44691-8588 USA<br />

Phone: 330-345-2333<br />

Fax: 330-345-0808<br />

CertifiedAngusBeef.com<br />

The Certified Angus Beef ® brand name<br />

and marks are service/trademarks of<br />

Certified Angus Beef LLC.<br />

© <strong>2019</strong> Volume 23, Issue 1,<br />

published annually. All rights reserved.<br />

Cover Photo:<br />

A global community of partners from gate<br />

to plate propels the Certified Angus Beef ®<br />

brand’s success, help<strong>in</strong>g provide a more susta<strong>in</strong>able<br />

future for all.<br />

Classic London Broil


PRESIDENT’S MESSAGE<br />

A brand—any brand, or<br />

our brand <strong>in</strong> particular—is<br />

a promise. For starters, it<br />

represents a set of specific<br />

product attributes, like<br />

size, texture or flavor. It’s<br />

also a k<strong>in</strong>d of shorthand<br />

represent<strong>in</strong>g a consistent<br />

level of quality. As such, a<br />

brand also becomes tied<br />

to reputation. People seek<br />

out their preferred brands<br />

because they know they<br />

represent a good experience<br />

and count on them to deliver<br />

positively on the price-tovalue<br />

ratio.<br />

The best brands can also<br />

build relationships. Loyal<br />

customers not only recognize<br />

their favorite brands and<br />

regularly purchase them, but<br />

feel a sense of familiarity or even a k<strong>in</strong>d of friendship with them. The brand feels<br />

“right.” It feels, <strong>in</strong> a sense, like home. And while that feel<strong>in</strong>g may take different forms<br />

depend<strong>in</strong>g on the environment, the aff<strong>in</strong>ity is universal at its core.<br />

S<strong>in</strong>ce the Certified Angus Beef ® brand’s start, the global community of those who<br />

br<strong>in</strong>g it to the table have cultivated and cont<strong>in</strong>ue to elevate all these markers of its<br />

equity. They have made the brand the standard-bearer of the better beef movement.<br />

CONSUMER DEMAND,<br />

AMPLE SUPPLY SPUR<br />

GROWTH P. 7<br />

A SEAT AT<br />

THE TABLE P.11<br />

WE ARE CHAMPIONS...<br />

OF THE BRAND P. 17<br />

INNOVATION<br />

ADDS VALUE P. 21<br />

TRADING UP P. 27<br />

IT’S PERSONAL P. 33<br />

SHARING THE<br />

BRAND’S STORIES P. 37<br />

BRAND ON THE<br />

BIG STAGE P. 41<br />

SEEKING<br />

SUSTAINABILITY P. 45<br />

BUILDING<br />

CONNECTIONS WITH<br />

CATTLEMEN P. 49<br />

It starts at the ranch, where farmers and feeders have, for many years, placed a focus<br />

on quality <strong>in</strong> the way they breed, raise and care for their cattle. That focus, and those<br />

values, rema<strong>in</strong> unbroken through the cha<strong>in</strong> br<strong>in</strong>g<strong>in</strong>g the brand to the table, from<br />

processors, to distributors, to restaurants and chefs or retailers and butchers.<br />

It’s an entire community, work<strong>in</strong>g <strong>in</strong>dividually and collectively, to not only deliver<br />

on the brand’s mission to <strong>in</strong>crease demand for registered Angus cattle, but give<br />

consumers <strong>in</strong> 51 countries a brand they trust, value and crave. At the same time, the<br />

brand has become a key component of its partners’ own successes.<br />

S<strong>in</strong>ce 1978, the Certified Angus Beef ® brand, which not only pioneered the concept of<br />

branded beef but empowered an entire <strong>in</strong>dustry along the way, has created countless<br />

relationships from gate to plate. These relationships comprise our brand story. They<br />

are, <strong>in</strong> fact, our brand—one that starts with a quality product and goes much, much<br />

further. They are what’s built the brand we’re all part of today.<br />

Thank you for your cont<strong>in</strong>ued commitment and leadership. We’re grateful for all the<br />

ways you embrace the brand, and for allow<strong>in</strong>g us to be a part of your success. As we<br />

consider the potential to further advance your bus<strong>in</strong>ess and our mission together <strong>in</strong><br />

the com<strong>in</strong>g year, know that our team is excited to cont<strong>in</strong>ue support<strong>in</strong>g your efforts.<br />

MacVane, Mark Polzer,<br />

President John F. Stika, Ph.D.<br />

The Certified Angus Beef ® brand is<br />

the orig<strong>in</strong>al Angus brand, founded<br />

<strong>in</strong> 1978 by Angus cattlemen. Our<br />

mission has rema<strong>in</strong>ed the same s<strong>in</strong>ce<br />

day one: To <strong>in</strong>crease demand for<br />

registered Angus cattle through a<br />

specification-based branded beef<br />

program to identify consistent, high<br />

quality beef with superior taste.<br />

Our strategies:<br />

• Maximize brand <strong>in</strong>tegrity<br />

• Provide unparalleled customer service<br />

• Grow brand awareness<br />

• Innovate with new products<br />

• Increase brand sales with licensed<br />

accounts


CHAIRMAN’S MESSAGE<br />

There’s no other way to put it. Mother Nature<br />

has made it challeng<strong>in</strong>g this year, from a<br />

severe w<strong>in</strong>ter to extremely wet spr<strong>in</strong>g with<br />

both floods and blizzards. Cattlemen have<br />

been sell<strong>in</strong>g fewer calves, at prices that are not<br />

as good as they have been, and yet the mood<br />

<strong>in</strong> cattle country is hopeful.<br />

There’s always light at the end of the tunnel.<br />

We know averages usually play out pretty<br />

true, and historically we’ve seen that when<br />

cattlemen rebuild herds, they reload with<br />

better genetics. I th<strong>in</strong>k we’ll see an even higher<br />

marbl<strong>in</strong>g herd, set up for more profitability<br />

down the road.<br />

I’ve been impressed with what my fellow<br />

cattlemen have done, rais<strong>in</strong>g a record supply<br />

of the Certified Angus Beef ® brand, but I’m<br />

equally impressed by those who market the<br />

product. I want to send out a huge thank you<br />

for all you do.<br />

As cattlemen, we really do take a huge amount of pride <strong>in</strong> what we’re do<strong>in</strong>g, and <strong>in</strong> see<strong>in</strong>g the Certified Angus<br />

Beef ® brand logo anywhere—on a menu, on a truck driv<strong>in</strong>g down the highway, or <strong>in</strong> a grocery store—there is a<br />

surge of pride <strong>in</strong> know<strong>in</strong>g we are produc<strong>in</strong>g the best, and you’re then tak<strong>in</strong>g that to market.<br />

The economic signals you send all the way back down the cha<strong>in</strong> say we need more high-quality, high-marbl<strong>in</strong>g<br />

product that qualifies for the brand. That makes my life and my family’s life a whole lot easier. We’re able to<br />

sell high-quality Angus bulls at a premium, and our customers can do the same with their calves. Keep send<strong>in</strong>g<br />

that signal to us, and we’ll make more of the product you need.<br />

Look<strong>in</strong>g ahead, I’m excited for the growth of the brand, both domestically and <strong>in</strong>ternationally. There are a<br />

lot of possibilities as we expose people <strong>in</strong> different countries to the brand and give them the opportunity to<br />

experience what we’ve experienced here <strong>in</strong> the States.<br />

As I write this, I’m select<strong>in</strong>g bulls with an eye on better position<strong>in</strong>g my herd and the Angus breed. I’m th<strong>in</strong>k<strong>in</strong>g<br />

about the future and, ultimately, I’m excited to produce more cattle that meet the brand’s standards down the<br />

road. I’m thankful to be part of this team effort.<br />

Respectfully,<br />

Jerry Connealy<br />

Whitman, Neb.<br />

Chairman, 2018-19 Certified Angus Beef LLC Board of Directors


<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 5


Total sales: 1.25 billion lbs. (up 3.1%)<br />

13th consecutive record year<br />

<strong>Year</strong>-over-year growth s<strong>in</strong>ce 2004<br />

FISCAL <strong>2019</strong> SALES BY DIVISION<br />

8.8 %<br />

537.5 MILLION LBS. 4.6 %<br />

424 MILLION LBS. .2 %<br />

207.5 MILLION LBS. 23.2 %<br />

RETAIL<br />

FOODSERVICE<br />

INTERNATIONAL<br />

MISC*<br />

81 MILLION LBS.<br />

*cannot be assigned to a specific division<br />

FISCAL <strong>2019</strong> SALES BY PRODUCT CATEGORY<br />

3.4 %<br />

760 MILLION LBS. 4.2 %<br />

275 MILLION LBS. .9 %<br />

215 MILLION LBS. 14.7 %<br />

END MEATS<br />

MIDDLE MEATS<br />

GROUND BEEF<br />

VALUE-ADDED<br />

33.5 MILLION LBS.<br />

ANGUS-INFLUENCED CATTLE ID<br />

2015<br />

2016<br />

2017<br />

2018<br />

<strong>2019</strong><br />

12.7 M<br />

13.6 M<br />

15.2 M<br />

15.9 M<br />

16.2 M<br />

CARCASSES CERTIFIED<br />

2015<br />

2016<br />

2017<br />

2018<br />

<strong>2019</strong><br />

3.5 M<br />

3.9 M<br />

4.5 M<br />

5.2 M<br />

5.7 M<br />

®<br />

CAB ACCEPTANCE RATE<br />

2015<br />

2016<br />

2017<br />

2018<br />

<strong>2019</strong><br />

27.5 %<br />

28.9 %<br />

29.7 %<br />

32.5 %<br />

35.0 %


ONSUMER DEMAND, AMPLE<br />

SUPPLY SPUR GROWTH<br />

CGlobal network of brand partners achieve 13th consecutive year of record sales<br />

For a mature brand, sales growth, particularly over several consecutive years, is far from guaranteed.<br />

Sure, hav<strong>in</strong>g a high quality product helps. But susta<strong>in</strong>ed success takes <strong>in</strong>tention, a focus on shared<br />

goals, and commitment from the entire community beh<strong>in</strong>d the brand, said John Stika, president of<br />

Certified Angus Beef LLC.<br />

It’s a recipe for achievement that succeeded once aga<strong>in</strong> for the Certified Angus Beef ® brand <strong>in</strong> fiscal<br />

<strong>2019</strong>. For the 13th year <strong>in</strong> a row, the brand saw record global sales. It was also the 15th consecutive<br />

year of sales growth.<br />

The brand’s global network of nearly 19,000 licensed processor, foodservice and retail partners<br />

marketed 1.25 billion pounds of product, a 3.1% <strong>in</strong>crease—or an additional 38 million pounds—over<br />

the previous year.<br />

It starts, Stika said, with “an entire community of Angus farmers, ranchers and feeders be<strong>in</strong>g extremely<br />

<strong>in</strong>tentional over several years <strong>in</strong> the way they breed, raise and care for their cattle with a focus on quality.”<br />

But, Stika added, all those from farm to plate who br<strong>in</strong>g product to consumers must be credited as well.<br />

“It takes a great number of people fill<strong>in</strong>g different yet connected roles,” he noted. “Fortunately, there is a<br />

lot of room at the brand’s table, where <strong>in</strong>tegrity, a passion for quality and a desire to lead are shared by<br />

everyone who pulls up a chair.”<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 7


MONTHLY SALES RECORDS AND<br />

CATEGORY GROWTH<br />

Records were set <strong>in</strong> all but 3 months of fiscal <strong>2019</strong>; 6<br />

months ranked among the top 10 sales months <strong>in</strong> the<br />

brand’s 41-year history. Powered by strong consumer<br />

demand and relatively steady market prices, sales records<br />

spanned product categories.<br />

Sales of premium steaks (middle meats), a perennial eng<strong>in</strong>e,<br />

grew by 4.2%. End meats were up 3.4%, and ground beef<br />

sales, boosted by the better burger movement, grew by 2<br />

million pounds.<br />

Historically high availability of the most highly marbled<br />

product propelled sales of the Certified Angus Beef ® brand<br />

Prime product extension by 36.6%. Once marketed almost<br />

exclusively by foodservice partners, retailers from coast to<br />

coast took advantage of the opportunity to enhance their<br />

offer<strong>in</strong>gs and appeal to their most discern<strong>in</strong>g customers. (See<br />

related story, Page 27.) Consumer choice also drove sales<br />

of the brand’s Natural product l<strong>in</strong>e, raised on a completely<br />

vegetarian diet with no added hormones or antibiotics.<br />

DIVISIONAL SUCCESS<br />

Global sales outside U.S. borders reached an all-time high of<br />

207.5 million pounds, demonstrat<strong>in</strong>g the universal appeal<br />

of top-quality beef among diverse cultures and markets.<br />

Lead<strong>in</strong>g the way <strong>in</strong> growth was Japan, followed by Taiwan,<br />

Colombia and the Dom<strong>in</strong>ican Republic.<br />

FAMILY FARMERS’ FOCUS ON QUALITY<br />

BOOSTS DEMAND, BEEF COMMUNITY<br />

The family farmers and ranchers at the heart of the Certified<br />

Angus Beef ® brand cont<strong>in</strong>ued to build on a years-long focus<br />

on quality, rais<strong>in</strong>g more cattle that met the brand’s 10<br />

exact<strong>in</strong>g standards. The rate of Angus cattle eligible to earn<br />

the brand rose to a record 35%, a collective improvement<br />

that translated <strong>in</strong>to <strong>in</strong>creased supply of 470,000 head.<br />

“That <strong>in</strong>crease is significant because it doesn’t happen by<br />

random chance,” said Stika. “It represents an entire community<br />

focused on quality, which came about directly through the<br />

economic signals generated by the additional demand for the<br />

Certified Angus Beef ® brand among consumers.”<br />

To put that trend <strong>in</strong> context, Stika noted that s<strong>in</strong>ce 1998,<br />

when beef demand was at an all-time low, the entire beef<br />

<strong>in</strong>dustry has experienced a $60 billion <strong>in</strong>crease <strong>in</strong> annual<br />

consumer expenditures.<br />

“Quality improved, and demand followed suit,” he<br />

expla<strong>in</strong>ed. “Certified Angus Beef ® brand, through the efforts<br />

of its partners, has been a mean<strong>in</strong>gful part of that success.<br />

Through their commitment, they’ve helped direct the entire<br />

<strong>in</strong>dustry, draw<strong>in</strong>g it closer to the consumer. As they do so,<br />

they’re provid<strong>in</strong>g a more susta<strong>in</strong>able future for all.”<br />

Represent<strong>in</strong>g 43% of total brand sales, the retail division<br />

grew for the fourth consecutive year: up 8.8% to achieve an<br />

all-time record of 537.5 million pounds. In addition to Prime<br />

product driv<strong>in</strong>g sales, retailers <strong>in</strong>creas<strong>in</strong>gly chose to feature<br />

the brand rather than a lower-priced prote<strong>in</strong> option on the<br />

front page of their circulars. Creative seasonal promotions<br />

focus<strong>in</strong>g on summer grill<strong>in</strong>g, tailgat<strong>in</strong>g and holiday roast<strong>in</strong>g<br />

also captured consumers’ attention.<br />

Mark<strong>in</strong>g a decade of cont<strong>in</strong>uous, consistent growth was<br />

the foodservice division, which achieved a 4.6% <strong>in</strong>crease.<br />

Upscale f<strong>in</strong>e d<strong>in</strong><strong>in</strong>g and steakhouse bus<strong>in</strong>ess, along with the<br />

gourmet burger and barbecue categories, drove this growth.<br />

Led largely by the efforts of licensed distributors, restaurants<br />

that actively promoted the brand on their menus <strong>in</strong>creased<br />

sales by an average 10% over the previous year.<br />

Also for the 10th consecutive year, sales of branded valueadded<br />

products set a new record, exceed<strong>in</strong>g 33 million<br />

pounds. The jump was driven by processors respond<strong>in</strong>g to<br />

<strong>in</strong>creas<strong>in</strong>g consumer demand for high-quality convenience<br />

items. Eighteen of 21 product categories experienced<br />

growth, led by foodservice accounts purchas<strong>in</strong>g mar<strong>in</strong>ated<br />

th<strong>in</strong> meats and smoked brisket, while retailers drove sales of<br />

mar<strong>in</strong>ated end meats.


Walter Angus, Hudson, Colo.<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 9


The Hadrick family, Faulkton, S.D.<br />

Jonathan Perry is at home <strong>in</strong> two parts of<br />

the beef community: at Deer Valley Farms<br />

<strong>in</strong> Fayetteville, Tenn., and at Hickory House<br />

Restaurant, Pulaski, Tenn.<br />

SHELTERING GENERATIONS<br />

The American Barn<br />

A new book, “Shelter<strong>in</strong>g Generations – the American Barn,” celebrates the <strong>in</strong>tegral role barns play <strong>in</strong> rural America, and the families whose lives are<br />

centered there. One hundred percent of book sales benefit the brand’s new Rural Relief Fund, provid<strong>in</strong>g aid to rural communities <strong>in</strong> times of natural disaster.


SEAT AT THE TABLE<br />

AFrom the ranch to the table, the brand br<strong>in</strong>gs together many communities<br />

It was an April blizzard, not long after clean<strong>in</strong>g up from the last one, which struck South Dakota with<br />

the force of a Category 2 hurricane. When rancher Troy Hadrick described the challenge of car<strong>in</strong>g for his<br />

cows and their calves born dur<strong>in</strong>g that storm, his voice wavered and eyes welled up with tears. Between<br />

the stress on his cattle and the stress on his wife and three teenagers, it was an emotionally and physically<br />

exhaust<strong>in</strong>g experience.<br />

Even six months later, the feel<strong>in</strong>gs were raw.<br />

“It was a tough w<strong>in</strong>ter, but I tell you what, those kids never quit and my wife never quit. We didn’t save<br />

them all, but we did pretty good,” he recalled. “You’ve got this unwritten, unspoken contract with your<br />

cows, that you’ll take care of them. In turn, they’ll take care of you. And we did the best we could.”<br />

Hadrick shared those struggles and emotions with a cross section of brand partners, and there wasn’t a dry<br />

eye <strong>in</strong> sight. Salespersons, restaurateurs, retailers: they bowed their heads or grabbed a handkerchief with<br />

deep respect for the grit and love it takes to raise Angus cattle, no matter what hand Mother Nature deals.<br />

Meanwhile, Hadrick’s fellow ranchers nodded <strong>in</strong> empathy, as they remembered their own hardships over the<br />

years: the fires, floods, tornadoes and droughts. The list cont<strong>in</strong>ues. But it’s not just these difficulties that br<strong>in</strong>g<br />

ranch<strong>in</strong>g families together. It’s their traditions, values and passion that hold them close despite the miles of<br />

roll<strong>in</strong>g hills, green pastures, mounta<strong>in</strong> ranges, prairies or deserts that separate their homesteads.<br />

While help<strong>in</strong>g write a new coffee table book, “Shelter<strong>in</strong>g Generations—The American Barn,” Miranda<br />

Reiman, the brand’s director of producer communications, witnessed the ranch<strong>in</strong>g community’s<br />

neighborly love and similarities firsthand.<br />

“Br<strong>in</strong>g<strong>in</strong>g all their stories together <strong>in</strong> one book highlights the diversity of families who raise cattle <strong>in</strong> varied<br />

environments and bus<strong>in</strong>ess climates,” she says. “Yet, it showed the way they’re all the same: they believe<br />

<strong>in</strong> this brand.”<br />

The book specifically features the 40 families who were a part of the brand’s 40th anniversary <strong>Brand</strong> the<br />

Barn logo-pa<strong>in</strong>t<strong>in</strong>g journey. Like Hadrick, most of this group also attended Annual Conference, where they<br />

<strong>in</strong>term<strong>in</strong>gled with attendees. That let those new to the beef community learn about the people responsible<br />

for the product they sell or cook.<br />

The ranchers’ appearance, along with Hadrick’s presentation, <strong>in</strong>spired members across the brand<br />

community to purchase the book; 100% of sales benefit the brand’s new Rural Relief Fund, established to<br />

aid farm and ranch communities when disaster strikes.<br />

“Though we all try to help each other when we can, you can’t always make it to a neighbor’s place dur<strong>in</strong>g<br />

a blizzard. But, we can help them <strong>in</strong> the aftermath, and I th<strong>in</strong>k that’s what the Rural Relief Fund can do.<br />

It’s another way for us to come together to help our neighbors and friends,” Hadrick shared.<br />

Whether it’s at brand events, <strong>in</strong>dustry events like the Angus or National Cattlemen’s Beef Association<br />

conventions, bull sales or cattle shows, they are sure to run <strong>in</strong>to a friendly face, a familiar handshake and<br />

a question about how the family, and cattle, are do<strong>in</strong>g back home.<br />

This dedicated group of people backs the Certified Angus Beef ® brand and supplies the very best Angus beef<br />

<strong>in</strong> the world while also work<strong>in</strong>g together to ensure the land and resources are <strong>in</strong> good shape for future<br />

generations. Without them, there’d be no guarantee of beef to sell or eat, no beautiful barns to admire <strong>in</strong><br />

the glow of a sunset, and no guarantee this special way of life could be possible for their children.<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 11


AT THE TABLE<br />

While the bond among Angus farmers and ranchers is special,<br />

it’s not the only one facilitated by be<strong>in</strong>g a part of the larger<br />

brand community. At each l<strong>in</strong>k <strong>in</strong> the cha<strong>in</strong>, relationships<br />

have taken root and camaraderie, collaboration, support and<br />

mutual success have blossomed as a result.<br />

It’s easy to list each subdivision of the brand, start<strong>in</strong>g from<br />

the beg<strong>in</strong>n<strong>in</strong>g with the ranchers who established it more than<br />

40 years ago. But these groups of people are connected <strong>in</strong><br />

more ways than one.<br />

With a welcom<strong>in</strong>g gesture, they grab a chair and take a seat at<br />

the brand table—sandwiched between a meat scientist and a<br />

grocer, cl<strong>in</strong>k<strong>in</strong>g glasses with the chef across the way. The table<br />

has def<strong>in</strong>itely grown to fit all those who jo<strong>in</strong>, but it hasn’t<br />

really changed.<br />

The people surround<strong>in</strong>g it still bow their heads before they<br />

eat, pray<strong>in</strong>g for their family and community. They hope<br />

for ra<strong>in</strong> or <strong>in</strong>creased market prices or sales, however they<br />

measure success. They do their life’s work with honor and<br />

focus. They still thrive <strong>in</strong> the others’ presence, shar<strong>in</strong>g ideas<br />

and support. When they hear the call, they’re quick to extend<br />

a help<strong>in</strong>g hand. And, they’re always ready to pull up a chair<br />

for someone new.<br />

They do this because the Certified Angus Beef ® brand is more<br />

than a name or a logo. It’s a family with a mission to engage<br />

and serve with passion and <strong>in</strong>tegrity. These stories are just a<br />

few examples.<br />

PAST THE BARN DOORS<br />

At The Cul<strong>in</strong>ary Center, <strong>in</strong> meat labs across the country,<br />

and <strong>in</strong> conference rooms <strong>in</strong> build<strong>in</strong>gs of all shapes and sizes<br />

one group you’ll f<strong>in</strong>d is <strong>in</strong>dependent meat company leaders<br />

and salespersons enjoy<strong>in</strong>g the company of their peers and<br />

discuss<strong>in</strong>g how they can help <strong>in</strong>crease sales, which <strong>in</strong> turn<br />

drives demand for the beef ranchers produce.<br />

They are just as passionate about help<strong>in</strong>g one another as they<br />

are about fill<strong>in</strong>g plates with top-quality steaks, roasts and<br />

burgers. That’s why they take every opportunity available to<br />

work together for a cause much greater than themselves.<br />

The camaraderie among this group was evident <strong>in</strong> 2017, when<br />

a group of 16 companies pooled funds to donate $65,000 to<br />

a relief fund for ranchers <strong>in</strong> Kansas, Texas, Oklahoma and<br />

Colorado who lost farms and livestock <strong>in</strong> devastat<strong>in</strong>g prairie<br />

fires. It’s just one example of how the group is <strong>in</strong>vested <strong>in</strong><br />

others’ success, from the farm to the streets.<br />

Duncan Macgregor Jr., president of Macgregor’s Meat<br />

and Seafood <strong>in</strong> Toronto, credits the group for its help as<br />

the 70-year-old company worked to re-establish a dryag<strong>in</strong>g<br />

program.<br />

“We hadn’t dry-aged s<strong>in</strong>ce the late ’50s, and I th<strong>in</strong>k my<br />

father probably thought we were a little bit nuts go<strong>in</strong>g back<br />

to it,” Macgregor said, add<strong>in</strong>g he believed the time was<br />

right. It would both elevate and differentiate the bus<strong>in</strong>ess<br />

<strong>in</strong> today’s market.<br />

“We reached out to other <strong>in</strong>dependents <strong>in</strong> the Certified Angus Beef ®<br />

brand community, and I’m very thankful we had some tremendous<br />

help from some of those partners with<strong>in</strong> the brand. We couldn’t<br />

have gotten to where we are today, even though it’s on a small<br />

scale, without their help,” Macgregor noted.<br />

Each <strong>in</strong>dependent’s bus<strong>in</strong>ess, opportunities and challenges<br />

may be unique, but the goodwill makes their similarities<br />

much more relevant. Whether it’s programs at The Cul<strong>in</strong>ary<br />

Center or the annual <strong>in</strong>dependents’ gather<strong>in</strong>g hosted by<br />

one of the group’s members, it’s an opportunity to learn<br />

and share ideas.<br />

You may also f<strong>in</strong>d them on a ranch, slid<strong>in</strong>g feed through<br />

their hands for the first time, tak<strong>in</strong>g selfies with a<br />

nearby heifer or shak<strong>in</strong>g hands with the young cowboy<br />

who hopes to be just like his dad when he grows up.<br />

Their <strong>in</strong>terest <strong>in</strong> the <strong>in</strong>dustry goes far beyond their office<br />

walls, and that, <strong>in</strong> turn, helps l<strong>in</strong>k the pieces and parts<br />

of beef’s journey together.<br />

ON THE PLATE<br />

With<strong>in</strong> the cul<strong>in</strong>ary world, there’s a particular group that’s<br />

truly a society unto itself. Members of the fun-lov<strong>in</strong>g barbecue<br />

community spend a lot of time fill<strong>in</strong>g smokers and slic<strong>in</strong>g big<br />

hunks of beef. While it draws from all walks of cul<strong>in</strong>ary life—<br />

from classically tra<strong>in</strong>ed chefs to award-w<strong>in</strong>n<strong>in</strong>g competitors<br />

to self-taught fans who’ve pulled up their own seat at the<br />

table—its shared passion for low-and-slow-cooked ’cue holds<br />

the collection together.<br />

“The barbecue community has a ‘no secrets, we’re all <strong>in</strong> this<br />

together’ m<strong>in</strong>dset,” says Michael Ollier, senior corporate chef<br />

for the Certified Angus Beef ® brand and certified barbecue<br />

judge. “These folks make you feel welcome no matter where<br />

you come from <strong>in</strong> the barbecue circuit. The genu<strong>in</strong>e nature of<br />

these folks is right <strong>in</strong> l<strong>in</strong>e with our brand.”<br />

The community’s welcom<strong>in</strong>g nature shone bright dur<strong>in</strong>g the brand’s<br />

BBQ Summit, which gathers many of the nation’s best pitmasters<br />

<strong>in</strong> Wooster, Ohio, for a few days of collaboration, fabrication and<br />

education—plus plenty of fun and great eats, of course.<br />

The barbecue community also comes together for <strong>in</strong>itiatives<br />

like Operation BBQ Relief. The relief fund started after the<br />

2011 Jopl<strong>in</strong>, Mo., tornado and rema<strong>in</strong>s dedicated to provid<strong>in</strong>g<br />

meals to emergency personnel and those displaced dur<strong>in</strong>g<br />

times of natural disasters. It’s backed by a large number of


There’s plenty of room at the brand’s table, which welcomes and connects all from gate to plate who pull up a seat.<br />

A SEAT AT THE TABLE<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 13


volunteers, most of whom are military veterans or retired first<br />

responders who share a love of barbecue.<br />

The organization’s efforts have found a soft spot <strong>in</strong> Ollier’s<br />

heart, as he cont<strong>in</strong>ues to engage the brand <strong>in</strong> the effort at a<br />

higher level.<br />

“The volunteers respond to such disasters because they can<br />

roll <strong>in</strong> onsite with a pit and cook for people without electricity,”<br />

he says. “It’s become more formalized over the years, and<br />

served more than 3 million meals across the country.”<br />

Most recently, volunteers have traveled outside of the U.S.<br />

borders to feed those <strong>in</strong> the Bahamas who were harmed or<br />

displaced by Hurricane Dorian.<br />

In addition to these meals at disaster sites (aka deployments),<br />

Operation BBQ Relief began The Always Serv<strong>in</strong>g Project, an<br />

extension of the orig<strong>in</strong>al fund that serves military members<br />

and first responders and fights hunger; the Break<strong>in</strong>g Bread<br />

Tour, to br<strong>in</strong>g awareness to hunger across the country; and<br />

BBQ Basics, where attendees learn how to barbecue.<br />

The barbecue crew’s efforts are proof of what good can come<br />

from jo<strong>in</strong><strong>in</strong>g forces with others, even if they prefer to smoke<br />

meat with a different type of wood or use sauces <strong>in</strong>stead<br />

of rubs. It’s someth<strong>in</strong>g many notice while attend<strong>in</strong>g some<br />

of the best barbecue festivals, like the Jack Daniel’s World<br />

Championship Barbecue Invitational or Memphis <strong>in</strong> May,<br />

where they seek connection and camaraderie.<br />

It’s the spirit that’s evident from one end of the table to the other.<br />

Craig “The BBQ<br />

N<strong>in</strong>ja” Verhage, at the<br />

Jack Daniel’s World<br />

Championship Invitational<br />

Barbecue, is one of many<br />

passionate meatheads <strong>in</strong><br />

the community.<br />

The team from Macgregors Meat and Seafood of Toronto has built relationships with, and<br />

engaged, their fellow licensed <strong>in</strong>dependent meat companies to share ideas that build their bus<strong>in</strong>ess.


Certified Angus Beef ® brand Senior Corporate Chef Michael Ollier, second from left,<br />

hosts Operation BBQ Relief leaders at The Cul<strong>in</strong>ary Center: from left, Nick Woolfolk,<br />

Will Cleaver, and Sonny’s BBQ pitmaster Bryan Mroczka.<br />

A SEAT AT THE TABLE<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 15


Above and below left, Sysco staffers visit the farm to learn more about the<br />

beef cattle story, an opportunity facilitated by brand specialists.<br />

<strong>Brand</strong> specialists frequently br<strong>in</strong>g their team and chef customers to the Meat Lab at The<br />

Cul<strong>in</strong>ary Center for hands-on meat science education and fabrication sessions.<br />

A highlight of the annual Foodservice Leaders Summit is the announcement of the Specialist of the <strong>Year</strong>, as well as a gather<strong>in</strong>g of those <strong>in</strong> attendance who<br />

have earned the title <strong>in</strong> the past. The honor recognizes a specialist who goes above and beyond <strong>in</strong> engag<strong>in</strong>g and educat<strong>in</strong>g their team about the brand.


WE ARE THE CHAMPIONS …<br />

OF THE BRAND<br />

Specialists share their knowledge and passion for premium beef<br />

S<strong>in</strong>ce those days as a l<strong>in</strong>e cook mak<strong>in</strong>g his way up the restaurant ranks, Josh Ennis has loved the Certified<br />

Angus Beef ® brand. Part of it was the quality reputation, of course. But s<strong>in</strong>ce becom<strong>in</strong>g a brand specialist<br />

at Buckhead Meat Atlanta, he’s come to love it for the people beh<strong>in</strong>d it, especially the collection of other<br />

specialists he gets to work with regularly.<br />

“We function as a s<strong>in</strong>gle unit, as a team, and that’s my favorite th<strong>in</strong>g about work<strong>in</strong>g with the brand,”<br />

Ennis shares. “It’s not just one man on the island—we’re all here to help one another.”<br />

Ennis is one of 166 specialists <strong>in</strong> foodservice who take the time to learn about the brand and truly<br />

understand every aspect. They play an <strong>in</strong>tegral role <strong>in</strong> the entire brand community’s success and are a<br />

critical l<strong>in</strong>k <strong>in</strong> the cha<strong>in</strong>.<br />

“Specialists are our eyes and ears <strong>in</strong> the market, whether near or far. They are the reason we are able to ga<strong>in</strong> so<br />

much knowledge,” expla<strong>in</strong>s Gebran Charb<strong>in</strong>e, the brand’s director of <strong>in</strong>ternational and ethnic market<strong>in</strong>g. “Our<br />

job isn’t just to raise demand for high-quality cattle. Our job is to empower these specialists.”<br />

Through extensive tra<strong>in</strong><strong>in</strong>g, regular communication with the brand’s team and thorough, ongo<strong>in</strong>g<br />

engagement, each specialist acts as a champion of the brand <strong>in</strong> their bus<strong>in</strong>ess. In turn, they help educate<br />

and motivate their companies’ sales teams when engag<strong>in</strong>g with restaurateur and chef customers and<br />

expla<strong>in</strong><strong>in</strong>g the brand’s benefits.<br />

To do that, specialists create their own programs. Ennis, for example, <strong>in</strong>vites customers to Buckhead’s cut<br />

shop and hosts capsulized Master of <strong>Brand</strong> Advantages (MBA) tra<strong>in</strong><strong>in</strong>g for new hires—all to teach both<br />

groups about the very best Angus beef.<br />

Beyond the focus on product quality and sales, specialists’ efforts promote the brand’s values, community<br />

and relationship build<strong>in</strong>g, too. This year, <strong>in</strong> the same spirit of the community celebrations that took place<br />

at the 40 barn pa<strong>in</strong>t<strong>in</strong>gs last year, Buckhead Atlanta hosted a celebration like a county fair when the<br />

Certified Angus Beef ® brand logo was pa<strong>in</strong>ted on its warehouse. Other events planned by specialists that<br />

both engage the team and help educate them about the brand <strong>in</strong>clude food shows, themed customer<br />

d<strong>in</strong>ners, meat labs and ranch days.<br />

So important is the specialist role, two of them are recognized annually for their dedication and focus<br />

at the brand’s Foodservice Leaders Summit. The awards, New Performer of the <strong>Year</strong> and Specialist of<br />

the <strong>Year</strong>, are symbols of the goals accomplished and sales <strong>in</strong>creased—thanks to the group’s passion for<br />

mov<strong>in</strong>g beef along its gate-to-plate journey.<br />

“The specialist role is a big deal,” says Tom Propps, president of Sysco Columbia <strong>in</strong> South Carol<strong>in</strong>a, proud<br />

coworker of Adam Ballard, the <strong>2019</strong> New Performer of the <strong>Year</strong>.<br />

Ballard, like all who are eligible for the award, has been a brand specialist less than two years, but managed<br />

to make quite an impact <strong>in</strong> that short amount of time.<br />

“Adam loves the Certified Angus Beef ® brand. He loves work<strong>in</strong>g with premium prote<strong>in</strong>s and, most of all, he<br />

loves work<strong>in</strong>g with our customers,” affirms Kris Davis, Sysco Columbia’s director of bus<strong>in</strong>ess resources.<br />

“He’s dedicated to ask<strong>in</strong>g, ‘if you aren’t buy<strong>in</strong>g a Certified Angus Beef ® brand product, why aren’t you?’”<br />

Neil Johnson of Sysco Montana, the <strong>2019</strong> Specialist of the <strong>Year</strong>, was recognized <strong>in</strong> part for his thoughtful<br />

<strong>in</strong>itiatives to keep his team and customers engaged.<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 17


“His passion exudes out, and it doesn’t just affect himself. His<br />

customers and sales team see his passion, and it makes him<br />

very enjoyable to work with,” says Gale Rhoads, the brand’s<br />

executive account manager <strong>in</strong> the region.<br />

In addition to tra<strong>in</strong><strong>in</strong>g their sales teams to sell more<br />

Certified Angus Beef ® brand product, specialists ensure their<br />

customers—from restaurants to universities and nurs<strong>in</strong>g<br />

homes—properly represent the brand. Protect<strong>in</strong>g the<br />

brand and its well-known trademarks is important for not<br />

only the brand’s reputation, but also sales opportunities.<br />

Specialists and their teams play a vital role, as a task force<br />

focused on secur<strong>in</strong>g the brand’s reputation.<br />

Each distributor is charged with goals that <strong>in</strong>clude collect<strong>in</strong>g<br />

menus, to ensure the brand trademarks are used correctly<br />

and appropriately, and for work<strong>in</strong>g to resolve discrepancies.<br />

The teams keep track of their issues and progress on the Sales<br />

Tool app, and work closely with the brand’s staff.<br />

Internationally, brand assurance tasks can be a bigger<br />

challenge for specialists, as it is taboo <strong>in</strong> some cultures to<br />

question a bus<strong>in</strong>ess about its practices, <strong>in</strong>clud<strong>in</strong>g ask<strong>in</strong>g a<br />

chef about his menu. They also may need to deal with unique<br />

consumer objections, extra costs from tariffs, shipp<strong>in</strong>g and<br />

travel prices, cultural differences, a multitude of beef options<br />

and time differences.<br />

“We’re always work<strong>in</strong>g to improve our contacts with<br />

<strong>in</strong>ternational specialists to understand what we can do to<br />

benefit their bus<strong>in</strong>ess and what drives their success,” says<br />

Geof Bednar, the brand’s vice president, <strong>in</strong>ternational.<br />

Charb<strong>in</strong>e agrees. While it may not always be easy, he says, it’s<br />

necessary to reach out to beef leaders, to tra<strong>in</strong> them and their<br />

teams, and to support them <strong>in</strong> every way feasible.<br />

Top <strong>in</strong>ternational specialists Samuel Huan with Shuh Sen Co.,<br />

Taiwan, and Efra<strong>in</strong> Ramirez with Atlantic FS SAS, Colombia,<br />

stand out as key global ambassadors. Others from Triple J<br />

Five Star Wholesale Foods, Guam, and INPELSA, Peru, make<br />

the list of focused, motivated champions, too.<br />

Specialists like Huan and Ramirez take pa<strong>in</strong>s to ensure the<br />

brand’s name is the first to come out of their mouths when<br />

speak<strong>in</strong>g with customers, and that the brand’s logo is the<br />

first one seen <strong>in</strong> their warehouses. They also host weekly sales<br />

meet<strong>in</strong>gs that <strong>in</strong>clude brand tra<strong>in</strong><strong>in</strong>g, complete with how to<br />

properly use the name and trademarks, as well as extravagant<br />

customer events.<br />

For Huan, who’s been with Shuh Sen for 23 years, the Certified<br />

Angus Beef ® brand offers the opportunity to take a “no pa<strong>in</strong>,<br />

no ga<strong>in</strong>” approach to sell<strong>in</strong>g beef.<br />

“It has spirit, action, <strong>in</strong>tegrity and attitude,” he says. “I’ve<br />

visited the brand’s headquarters several times, and I’m always<br />

ready to work harder when I get back home.”<br />

Huan isn’t alone <strong>in</strong> his <strong>in</strong>creased excitement for the brand.<br />

This elite collection of passionate, goal-driven, beeflov<strong>in</strong>g<br />

sales leaders cont<strong>in</strong>ues to grow and demonstrate<br />

long-term, big-picture commitment <strong>in</strong> every sector of the<br />

foodservice bus<strong>in</strong>ess.<br />

Hands-on butchery and education are part of the experience chef guests receive at The Cul<strong>in</strong>ary Center.


Jorge Med<strong>in</strong>a of Sysco South Florida prepares beef<br />

for a dish at The Cul<strong>in</strong>ary Center dur<strong>in</strong>g a Lat<strong>in</strong><br />

America Associate’s <strong>in</strong> Meat program. <strong>Brand</strong><br />

specialists regularly assess opportunities for their<br />

teammates and their customers to participate <strong>in</strong><br />

learn<strong>in</strong>g opportunities tailored to their needs.<br />

WE ARE THE CHAMPIONS...OF THE BRAND<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 19


Brett Sawyer, chef and owner at The Plum<br />

and Good Company <strong>in</strong> Cleveland, didn’t<br />

th<strong>in</strong>k he could put beef on his menu, until<br />

a visit to The Cul<strong>in</strong>ary Center helped him<br />

discover creative and profitable options.<br />

A short rib “tomahawk,” prepared osso buco style<br />

Draw<strong>in</strong>g <strong>in</strong>spiration from the more common pork<br />

porchetta, chefs created a beef version – beefchetta<br />

– at a Cul<strong>in</strong>ary Center ideation session.<br />

Chef Tony Biggs, the brand’s director of cul<strong>in</strong>ary arts, shows off a<br />

rib bone etched by Greg Gaardbo of Chicago Cul<strong>in</strong>ary Kitchen.


NNOVATION<br />

IADDS VALUE<br />

Embrac<strong>in</strong>g opportunities leads to creativity and greater returns<br />

Step <strong>in</strong>to The Plum, a hip restaurant serv<strong>in</strong>g creative fare on Cleveland’s west side, and you’re likely to see<br />

at least a couple of beef items on the menu, among the seasonal options that change weekly (or more<br />

often). But that wasn’t part of the orig<strong>in</strong>al vision.<br />

“My partners and I wanted to open a restaurant our chef friends could come to more regularly,” owner<br />

and chef Brett Sawyer expla<strong>in</strong>s. “So we wanted to make sure th<strong>in</strong>gs were affordable, but prepared at the<br />

level of the higher-end places that maybe you couldn’t afford to go to all the time.”<br />

Big-ticket, popular steaks like porterhouses or filet mignons are pricey—and they don’t always offer the<br />

opportunity for creativity Sawyer craves. At the same time, product quality, whether you’re talk<strong>in</strong>g beef or<br />

beets, is non-negotiable.<br />

The equation just didn’t seem to balance <strong>in</strong> favor of beef. However, that all changed when the Plum team<br />

was <strong>in</strong>troduced to some alternatives at the Certified Angus Beef ® Cul<strong>in</strong>ary Center. There, Sawyer took to<br />

the Meat Lab and proceeded to break down subprimals <strong>in</strong> new ways, explor<strong>in</strong>g and sampl<strong>in</strong>g different<br />

options that would work for their ever-chang<strong>in</strong>g menu.<br />

“There are all these other beef cuts out there that are be<strong>in</strong>g underutilized, that you can get good value for<br />

your restaurant, and therefore good value for your customers, and everybody w<strong>in</strong>s,” he expla<strong>in</strong>s.<br />

The result: dishes like The Plum’s beef belly, which comes as close to anyth<strong>in</strong>g the restaurant will ever have<br />

to a menu ma<strong>in</strong>stay. It has appeared on the menu <strong>in</strong> multiple hyper-seasonal iterations, served with a fresh<br />

berry and Worcestershire sauce <strong>in</strong> the summer, or with potato puree and red eye gravy <strong>in</strong> the w<strong>in</strong>ter, or<br />

cured like pastrami with a horseradish cream sauce.<br />

As the name implies, beef belly is ak<strong>in</strong> to the more common pork belly. Both feature rich ribbons of<br />

unctuous fat <strong>in</strong> between the umami-rich meat. But the beef belly, or navel, is someth<strong>in</strong>g “people don’t<br />

really understand, or know,” says Sawyer. “You don’t just go to the grocery store and buy beef navel.<br />

That’s why we want to be the ones to <strong>in</strong>troduce them to it.”<br />

“We wouldn’t ever have used navel if it weren’t for them show<strong>in</strong>g it to us at The Cul<strong>in</strong>ary Center,” Sawyer<br />

recalls. “What we learn <strong>in</strong> the Meat Lab, we apply it regularly here. I don’t th<strong>in</strong>k we’re ever without a<br />

Certified Angus Beef ® brand item on the menu now.”<br />

Today, Sawyer and his team are also us<strong>in</strong>g a unique and proprietary blend of beef cuts developed and tested<br />

at The Cul<strong>in</strong>ary Center for the signature dish, the Good Boi burger, at his second restaurant, Good Company.<br />

“The relationship we’ve developed with the Certified Angus Beef ® brand is really what makes dishes like<br />

these possible,” Sawyer says. “They work directly with us to f<strong>in</strong>d unique ideas that work for us. We’re<br />

always look<strong>in</strong>g for someth<strong>in</strong>g new, and the relationship we’ve built has been essential to that creativity.”<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 21


DISCOVERING APPLICATIONS<br />

AND DRIVING SALES<br />

While restaurateurs like Sawyer benefit from the affordability<br />

and are <strong>in</strong>spired by the potential for lesser-known cuts, they<br />

just as importantly br<strong>in</strong>g real value back to farmers and<br />

ranchers. Higher utilization of the entire carcass—not just the<br />

relatively few pounds of middle meats that have traditionally<br />

been prized—<strong>in</strong>creases profitability and susta<strong>in</strong>ability for<br />

cattle operations, too.<br />

It’s a movement that is tak<strong>in</strong>g root not just among chefs, but<br />

<strong>in</strong>creas<strong>in</strong>gly across the entire brand community. S<strong>in</strong>ce day<br />

one, retailers have been the primary driver of end meats, like<br />

chuck pot roasts, London broil or top rounds. But now, the<br />

brand’s team is help<strong>in</strong>g expose Cul<strong>in</strong>ary Center guests, often<br />

from the foodservice world, to the potential of these flavorful<br />

options that may just need a little extra love.<br />

It starts with ideation among the center’s cul<strong>in</strong>ary team.<br />

Each year, they take a few days away from their normal daily<br />

responsibilities to literally play around <strong>in</strong> the kitchen. Each<br />

chef cooks simply for the sake of be<strong>in</strong>g creative, try<strong>in</strong>g new<br />

th<strong>in</strong>gs and shar<strong>in</strong>g ideas, says Deanna Walenciak, the brand’s<br />

director of education.<br />

In December 2017, Walenciak challenged the team with a<br />

straightforward request: “Make us love the round.”<br />

“We wanted to get out of that mentality that most people<br />

just gr<strong>in</strong>d it anyway,” she expla<strong>in</strong>s. “The general feel<strong>in</strong>g <strong>in</strong> the<br />

cul<strong>in</strong>ary world is that it’s a tougher and less flavorful cut.”<br />

The chefs rose to the challenge, try<strong>in</strong>g new cook<strong>in</strong>g techniques<br />

and flavor comb<strong>in</strong>ations. They came up with a series of dishes<br />

that moved the general feel<strong>in</strong>g from “meh, the round…” to<br />

“wow, that’s the round?”<br />

Armed with those positive <strong>in</strong>sights, the team started to talk<br />

about the round more with Cul<strong>in</strong>ary Center visitors. They<br />

also featured the round at the Foodservice Leaders Summit<br />

a few months later, talk<strong>in</strong>g about product availability,<br />

opportunities, sales tips and of course, those menu ideas.<br />

“The chefs threw some fuel on what we were start<strong>in</strong>g to<br />

k<strong>in</strong>dle,” says Walenciak. “That’s how we can help move the<br />

needle: we heighten awareness.”<br />

And move the needle it did. From Fiscal 2017 to 2018, sales<br />

of the round jumped nearly 12%, second only to the brisket.<br />

Each time a less popular item moves up <strong>in</strong> popularity, that’s a<br />

positive signal that gets carried all the way back to the ranch.<br />

Last year’s cul<strong>in</strong>ary <strong>in</strong>novation days put the top sirlo<strong>in</strong> and<br />

the short rib <strong>in</strong> the spotlight. In fact, the short rib was the<br />

brand’s No. 1 growth item for <strong>2019</strong>, <strong>in</strong>creas<strong>in</strong>g by 12% or 5<br />

million pounds. Sales of the top sirlo<strong>in</strong> cap, or coulotte, grew<br />

by 36% (1.3 million pounds), primarily among foodservice<br />

customers. Many factors <strong>in</strong>fluence sales, but it’s clear the<br />

<strong>in</strong>tentional focus makes an impact.<br />

DELIVERING FLAVOR AND QUALITY WHILE<br />

SOLVING KITCHEN CHALLENGES<br />

Of course, not every kitchen is equipped to give these lesserknown<br />

cuts the time and attention they need to perform<br />

on the plate. Labor is, for many restaurateurs, their biggest<br />

challenge <strong>in</strong> today’s market: f<strong>in</strong>d<strong>in</strong>g it, tra<strong>in</strong><strong>in</strong>g it, reta<strong>in</strong><strong>in</strong>g<br />

it—and afford<strong>in</strong>g it. Time is quite literally money, and strik<strong>in</strong>g<br />

the right balance without sacrific<strong>in</strong>g quality, guest satisfaction<br />

and reputation can be a delicate balance.<br />

One solution: Value-added Certified Angus Beef ® brand<br />

products. S<strong>in</strong>ce 1985, an ever-<strong>in</strong>creas<strong>in</strong>g number of items<br />

crafted by skilled processors offer pre-cooked, pre-mar<strong>in</strong>ated,<br />

portioned or frozen options that deliver the brand’s proven<br />

consistent quality while solv<strong>in</strong>g back-of-the-house challenges.<br />

And while these products meet the needs of those who<br />

purchase them, they offer processors the opportunity to<br />

<strong>in</strong>novate and f<strong>in</strong>d creative <strong>in</strong>spiration, too.<br />

“Flavor is what I do best,” says Daniel Vargas, executive<br />

corporate chef for Golden West Food Group. “That’s my<br />

favorite part, creat<strong>in</strong>g recipes, know<strong>in</strong>g that someone is go<strong>in</strong>g<br />

to be eat<strong>in</strong>g them.”<br />

Work<strong>in</strong>g with the brand offers him the consistency that’s<br />

necessary for recipe development on a large scale, he notes.<br />

“I go through hundreds, if not thousands, of pounds on a<br />

weekly basis. It’s always very uniform; it follows a tight spec,”<br />

Vargas says. “The products always taste the same and you<br />

have to have that.”<br />

Visit<strong>in</strong>g The Cul<strong>in</strong>ary Center offered the Golden West team<br />

opportunities to learn more about the brand, experiment<br />

with different cuts and flavor profiles and ultimately settle on<br />

products that perform, cost effectively. Today, the processor<br />

offers 30 options, primarily to retail customers, rang<strong>in</strong>g from<br />

mar<strong>in</strong>ated tri-tips to uncured beef brisket and fresh patties<br />

co-branded with Wahlburgers. The team is also beh<strong>in</strong>d the<br />

Beeftisserie ® , which offers retailers a beef option <strong>in</strong> preparedfoods<br />

sections to compete with the omnipresent grab-and-go<br />

rotisserie chickens.<br />

“We have many products that go well beyond basic cuts of<br />

meat, and we’ve really prided ourselves on <strong>in</strong>novation,” says<br />

Tony Cimol<strong>in</strong>o, Golden West Food Group’s chief market<strong>in</strong>g<br />

officer. “We don’t make value products, we make premium<br />

products, and we’re constantly try<strong>in</strong>g to look for new ways<br />

to take the brand to the consumers <strong>in</strong> ways you may not have<br />

thought of before.”


GLOBAL FOOD CULTURE FUELS<br />

EXPERIMENTATION<br />

Sometimes f<strong>in</strong>d<strong>in</strong>g the right audience is the last piece of the<br />

utilization puzzle to click <strong>in</strong>to place. Different cultures have<br />

traditionally enjoyed different types of cuts, a fact that’s<br />

driven the beef export bus<strong>in</strong>ess for decades.<br />

Recently, that momentum has been build<strong>in</strong>g, as more types<br />

of consumers both domestically and globally are exposed to<br />

different types of beef cuts and dishes—and a realization that<br />

there are a lot of delicious cuts and applications they may not<br />

have known or appreciated before. Plus, consumers and chefs<br />

alike are <strong>in</strong>creas<strong>in</strong>gly drawn to a “nose to tail” approach to<br />

cuis<strong>in</strong>e: respect<strong>in</strong>g the animal, and the effort and resources<br />

that go <strong>in</strong>to rais<strong>in</strong>g it, by consum<strong>in</strong>g more of it.<br />

Food culture has been a large driver of these changes. For<br />

example, it has helped open domestic beef lovers’ eyes<br />

to new ideas, often started <strong>in</strong> other cultures. While short<br />

ribs <strong>in</strong> U.S. kitchens are often braised, a new generation of<br />

American cooks are grill<strong>in</strong>g th<strong>in</strong>-sliced, flanken-cut short<br />

ribs—a style popularized by Koreans. Similarly, dishes that<br />

were once considered less common <strong>in</strong> the U.S. have become<br />

ma<strong>in</strong>stream. While some American households will always<br />

make tacos with ground beef, an <strong>in</strong>creas<strong>in</strong>g number look<br />

for skirt steak or flap meat—common <strong>in</strong> Mexico and Lat<strong>in</strong><br />

America—to grill and chop <strong>in</strong>stead.<br />

The <strong>in</strong>fluence of global food culture is a reality <strong>in</strong> other<br />

markets, too. One example is Japan, where demand for highquality<br />

beef has grown from the upscale, white-tablecloth<br />

market to now <strong>in</strong>clude the middle class, with options like<br />

rice bowls and bento boxes: a reality that’s reflected <strong>in</strong> the<br />

more diverse base of licensed Certified Angus Beef ® brand<br />

restaurant partners <strong>in</strong> the market.<br />

As demographic and cultural shifts across the globe have<br />

brought these <strong>in</strong>fluences <strong>in</strong>to the ma<strong>in</strong>stream, it’s provid<strong>in</strong>g<br />

opportunities for more cuts across the carcass to become<br />

more appreciated, more <strong>in</strong> demand—and more profitable for<br />

those sell<strong>in</strong>g, produc<strong>in</strong>g and rais<strong>in</strong>g them.<br />

Tostones with shredded beef<br />

INNOVATION ADDS VALUE<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 23


Dur<strong>in</strong>g their annual Ideation<br />

Days, the brand’s team of chefs<br />

experiment, collaborate and<br />

create with no agenda other<br />

than to explore new ideas and<br />

ways to prepare beef.<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 25


Availability, and sales, of the brand’s Prime product reached<br />

historic heights <strong>in</strong> <strong>2019</strong>, thanks to the efforts of qualitym<strong>in</strong>ded<br />

ranchers rais<strong>in</strong>g cattle that meet the target.<br />

Dry-ag<strong>in</strong>g is another artisanal technique brand<br />

partners employ to further elevate the highest<br />

quality product and dist<strong>in</strong>guish their offer<strong>in</strong>gs.<br />

Most of the growth<br />

<strong>in</strong> Certified Angus<br />

Beef ® brand Prime<br />

sales came from retail<br />

partners, though the<br />

exclusive product<br />

rema<strong>in</strong>ed a ma<strong>in</strong>stay<br />

<strong>in</strong> steakhouses and<br />

white tablecloth<br />

restaurants.


TRADING UP<br />

Increas<strong>in</strong>g beef quality and historic availability of Prime propel partners’ success<br />

ShopRite, the large Northeastern grocery co-op, has “always been a Choice house,” accord<strong>in</strong>g to Roger<br />

Savoia, vice president of meat for its parent company, Wakefern.<br />

For many years, stores also offered the Certified Angus Beef ® brand as their top-tier beef option.<br />

“Our philosophy here is when we put a Choice item on sale, we always put the Certified Angus Beef ® brand<br />

on sale, too,” Savoia expla<strong>in</strong>s. This “shadow market<strong>in</strong>g” has served the retailer well, even through the<br />

2008 Recession and recovery.<br />

“We thought then that sales of the brand might dw<strong>in</strong>dle, or go away; however, it became stronger. The<br />

folks who bought it cont<strong>in</strong>ued to buy it,” he says.<br />

Through the decade to follow, the beef marketplace kept evolv<strong>in</strong>g. More familiar with the better eat<strong>in</strong>g<br />

experience premium beef delivered, consumers cont<strong>in</strong>ued to demand it, send<strong>in</strong>g clear economic signals<br />

back to the ranch. Farmers were <strong>in</strong>centivized to choose the best genetics and commit to the best<br />

management practices that result <strong>in</strong> better beef.<br />

It was a movement that not only ensured a grow<strong>in</strong>g supply of highly marbled product for the Certified<br />

Angus Beef ® brand’s traditional l<strong>in</strong>e, but—like the ris<strong>in</strong>g tide that lifts all boats—elevated the quality of<br />

beef across the <strong>in</strong>dustry. The supply of Select beef dropped 40% from 2010 also to 2018; <strong>in</strong> 2018, sales<br />

of Certified Angus Beef ® brand product eclipsed the supply of Select beef. Meanwhile, the amount of Prime<br />

grew significantly from 2010-18.<br />

Indeed, the supply of Prime product, both commodity and Certified Angus Beef ® brand Prime, has never<br />

been higher than it was <strong>in</strong> the past year. Yet before 2015, it seemed most <strong>in</strong> the beef bus<strong>in</strong>ess assumed<br />

Prime beef was largely the provenance of steakhouses and other high-end restaurants. A little Prime<br />

product trickled <strong>in</strong>to retail channels—one example is Oklahoma-based Reasor’s, which started offer<strong>in</strong>g it<br />

years ago—but not much.<br />

That was expected, even appropriate, perhaps, when Prime hovered at around 2 to 3% of the market, as<br />

it had for years. But as the rate of cattle grad<strong>in</strong>g Prime drew higher than 8%, brand partners, particularly<br />

retailers like ShopRite, started tak<strong>in</strong>g note.<br />

“We said, ‘let’s give our customers an even better eat<strong>in</strong>g experience. Let’s take them up a step to Certified<br />

Angus Beef ® brand Prime,’” recalls John Balog, ShopRite’s beef category manager. “They’ve seen it <strong>in</strong><br />

restaurants; they know what it is. Now it’s their chance to buy it at a supermarket.”<br />

But the question rema<strong>in</strong>ed: if you build it, will they come?<br />

ShopRite started with a test <strong>in</strong> a few stores to see if they could get consumers to upgrade. It was soon<br />

apparent that high-end shoppers and younger generations like the Millennials appreciated be<strong>in</strong>g able to<br />

f<strong>in</strong>d a steakhouse-quality steak <strong>in</strong> the meat department.<br />

“What we’re track<strong>in</strong>g is that customers are buy<strong>in</strong>g Certified Angus Beef ® Prime, and those customers are the<br />

shoppers of the future,” says Savoia.<br />

Better yet, Prime didn’t cut <strong>in</strong>to sales of ShopRite’s other beef options, <strong>in</strong>clud<strong>in</strong>g traditional Certified<br />

Angus Beef ® brand product, as some had feared it might. In fact, the cha<strong>in</strong> grew category sales by a few<br />

percentage po<strong>in</strong>ts, accord<strong>in</strong>g to Mark Salerno, the stores’ meat merchandis<strong>in</strong>g and operations supervisor.<br />

“It exceeded my expectations,” he says, not<strong>in</strong>g a lot of excitement both at store level and among the<br />

retailer’s leadership. They’ve supported promotions, contests and advertis<strong>in</strong>g.<br />

“We want to show that we sell the best beef, not just any beef, and we’re really proud of that,” he says.<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 27


INTRODUCING SHOPPERS TO THE VERY<br />

BEST BEEF<br />

That pride, and the ability to reach consumers will<strong>in</strong>g to<br />

trade up, are shared by others who have <strong>in</strong>troduced—and<br />

embraced—the highest quality product.<br />

“The evolution of the Certified Angus Beef ® brand <strong>in</strong> our stores<br />

has really brought us to the next level,” says Steve Holloway,<br />

director of meat and seafood operations for Food City stores.<br />

Not only did the longtime brand partner <strong>in</strong>troduce a full l<strong>in</strong>e<br />

of Certified Angus Beef ® brand Prime this year, but it also scaled<br />

back on the Select beef it offered price-conscious shoppers.<br />

“We really put the emphasis on upgrad<strong>in</strong>g our customers,<br />

expand<strong>in</strong>g the brand presence <strong>in</strong> our stores. Giv<strong>in</strong>g customers<br />

another option to upgrade their purchase and have a great<br />

eat<strong>in</strong>g experience has been a really big differential for us,”<br />

Holloway expla<strong>in</strong>s. “Consumer response has been fantastic.<br />

The <strong>in</strong>teraction with our customers has been super, and<br />

I th<strong>in</strong>k they understand what they’re purchas<strong>in</strong>g and the<br />

difference <strong>in</strong> the product.”<br />

Troy Schuelke, the meat and seafood director of operations<br />

for Trig’s, a small Wiscons<strong>in</strong>-based retailer that <strong>in</strong>troduced<br />

the brand’s Prime selections <strong>in</strong> its stores, concurs.<br />

“We’ve gotten some great feedback on that. Our customers<br />

have noticed, and they’re com<strong>in</strong>g back,” he says. “The brand<br />

is the cornerstone of our meat department. It’s the highest<br />

quality we can put <strong>in</strong> our case, and every other [prote<strong>in</strong>]<br />

program we put <strong>in</strong> our case needs to be that quality.”<br />

In fact, the trend toward Prime has been pronounced.<br />

Many retail partners—some new, some not—have added<br />

the highest quality label to their repertoire <strong>in</strong> the past year,<br />

<strong>in</strong>clud<strong>in</strong>g Schnucks, Nam Dae Mun and Amigos Foods. It’s<br />

a big step for an area of the bus<strong>in</strong>ess that’s normally <strong>in</strong><br />

the shadows of the top dogs <strong>in</strong> the foodservice bus<strong>in</strong>ess,<br />

but like the beef itself, times are chang<strong>in</strong>g. In fact, <strong>in</strong> <strong>2019</strong><br />

retailers sold more Certified Angus Beef ® brand Prime than<br />

their foodservice counterparts.<br />

Gelson’s prides itself on be<strong>in</strong>g the only multi-store grocery<br />

cha<strong>in</strong> <strong>in</strong> Southern California that’s licensed to carry and<br />

promote Certified Angus Beef ® brand Prime product.<br />

“I’ve been <strong>in</strong> this meat bus<strong>in</strong>ess for over 35 years, and I know<br />

good beef when I see it and when I cut it and when I eat it,”<br />

says Sean Saenz, Gelson’s senior director of meat and seafood<br />

operations. “Anyone can sell a customer a good steak once,<br />

but part of our job is to sell that customer a great eat<strong>in</strong>g<br />

experience every time.”<br />

PRIME MENU OPTIONS APPEAL TO<br />

STEAKHOUSE PATRONS<br />

A great eat<strong>in</strong>g experience is exactly what Prime steaks, roasts,<br />

gr<strong>in</strong>ds and more provide. It’s what those 10 science-based<br />

standards ensure. And it’s what every customer, whether<br />

they’re slic<strong>in</strong>g <strong>in</strong>to a roast at home or watch<strong>in</strong>g waiters deliver<br />

a sizzl<strong>in</strong>g steak on a white ch<strong>in</strong>a plate, craves.<br />

Indeed, while much of the growth <strong>in</strong> Prime sales was claimed<br />

by the retail sector, foodservice bus<strong>in</strong>esses, particularly when it<br />

comes to steakhouses, rema<strong>in</strong>ed as enthusiastic as ever about<br />

the premium product.<br />

Cody Jones, the brand’s director of foodservice meat specialty,<br />

calls this time of high demand for Prime product “The Golden<br />

Age of Beef Quality.”<br />

“In this new era of high-quality beef, it is clear that those who focus<br />

on quality will cont<strong>in</strong>ue to be successful while those who focus on<br />

price and cut corners will cont<strong>in</strong>ue to be left beh<strong>in</strong>d,” he asserts.<br />

Foodservice distributors, such as PFG, Del Monte Meat and<br />

Sysco L<strong>in</strong>coln, have taken their passion for provid<strong>in</strong>g the besttast<strong>in</strong>g<br />

beef available <strong>in</strong> any market to new levels. That passion<br />

sh<strong>in</strong>es through <strong>in</strong> their <strong>in</strong>itiatives, as they hosted Prime-focused<br />

fabrication demonstrations, customer d<strong>in</strong>ners, chef playdates<br />

and more. Del Monte Meat even created a coffee mug with the<br />

brand’s Prime logo etched on it—a gift sure to be the envy of<br />

all customers.<br />

And for chefs and restaurateurs, Prime cont<strong>in</strong>ues to make<br />

good bus<strong>in</strong>ess sense, enhanc<strong>in</strong>g their reputation for consistent<br />

quality and an excellent eat<strong>in</strong>g experience, ensur<strong>in</strong>g return<br />

bus<strong>in</strong>ess <strong>in</strong> an <strong>in</strong>creas<strong>in</strong>gly fickle climate.<br />

One example is Stark’s Steak and Seafood <strong>in</strong> Santa Rosa,<br />

Calif., which offers both traditional and Prime brand cuts.<br />

Some of that Prime product is taken to the next level through<br />

a signature ag<strong>in</strong>g protocol: wet aged, then dry aged <strong>in</strong>-house.<br />

“It spends about 59 days to get to the plate,” says executive<br />

chef de cuis<strong>in</strong>e David Zimmerman. “It’s important that<br />

customers know we don’t take shortcuts.<br />

“We want someone walk<strong>in</strong>g <strong>in</strong>to the restaurant for the first<br />

time to feel welcome, and to feel that classic steakhouse feel,<br />

with the dark wood and leather chairs,” he expla<strong>in</strong>s. “They<br />

need to know that the quality of the restaurant is go<strong>in</strong>g to<br />

represent the quality of the meat they’re go<strong>in</strong>g to order. We<br />

need to have control of the product, and to start with the very<br />

best, very consistent, very executable product to do that.”<br />

John Pickerel, owner of the Buckhorn Steakhouse <strong>in</strong><br />

W<strong>in</strong>ters, Calif., agrees that consistent quality is key. He’s<br />

had Certified Angus Beef ® brand Prime sirlo<strong>in</strong>s <strong>in</strong> his product<br />

mix for the past 20 years.<br />

“Our philosophy is: noth<strong>in</strong>g matters except the guest returns.<br />

We’re always work<strong>in</strong>g on the return visit,” Pickerel expla<strong>in</strong>s.<br />

“The speed of change <strong>in</strong> the restaurant bus<strong>in</strong>ess has never<br />

been so quick. We have to rema<strong>in</strong> relevant to our customers<br />

and to rema<strong>in</strong> of value.”


It’s probably not a surprise that a restaurant<br />

named Prime C<strong>in</strong>c<strong>in</strong>nati has built its bus<strong>in</strong>ess<br />

on the very best steaks available. Indeed, the<br />

restaurant recognized as the brand’s <strong>2019</strong><br />

Steakhouse of the <strong>Year</strong> knows it must make<br />

the best impression on customers.<br />

“When you have somebody come <strong>in</strong>to a<br />

restaurant like ours, they’re often com<strong>in</strong>g to<br />

celebrate special occasions, and we need to<br />

understand that we’re go<strong>in</strong>g to be part of that<br />

memory,” expla<strong>in</strong>s manag<strong>in</strong>g partner Nelson<br />

Castillo. “We’re go<strong>in</strong>g to be part of that<br />

birthday, or that 25th or 50th anniversary,<br />

so we have to be perfect. They come together<br />

as a family with friends to share that special<br />

night, and they share it with us. So we have to<br />

deliver the Prime experience.”<br />

Executive Chef Shawn He<strong>in</strong>e agrees they have a<br />

responsibility “to br<strong>in</strong>g everyth<strong>in</strong>g we can to the<br />

table.” That <strong>in</strong>cludes not just the f<strong>in</strong>est steaks,<br />

and seafood of equal quality, but rais<strong>in</strong>g the<br />

bar with an <strong>in</strong>-house dry-age program. Even the<br />

restaurant’s burger, <strong>in</strong>troduced as an option at<br />

lunch, ups the ante. Because the restaurant cuts<br />

its own steaks, there’s plenty of Prime trim to<br />

use. And based on the success of that orig<strong>in</strong>al<br />

burger, He<strong>in</strong>e <strong>in</strong>troduced a new burger, crafted<br />

from whole chuck clod that’s dry-aged before<br />

be<strong>in</strong>g trimmed and ground.<br />

“We want to make everyone’s meal the best<br />

possible meal they could ever have,” expla<strong>in</strong>s<br />

He<strong>in</strong>e. Exceed<strong>in</strong>g guests’ expectations is the<br />

goal, achieved by elevat<strong>in</strong>g their standards.<br />

Certified Angus Beef ® brand Prime burger<br />

TRADING UP<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 29


Certified Angus Beef ® brand Prime ribeye steaks<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 31


Kent Black, third-generation pitmaster of Black’s<br />

BBQ, Lockhart, Texas, snaps a shot of the<br />

Atterholt family’s barn <strong>in</strong> Jeromesville, Ohio.<br />

A group of<br />

renowned pitmasters<br />

eagerly awaits their<br />

advanced butchery<br />

program at The<br />

Cul<strong>in</strong>ary Center.<br />

Meat Speak is a new podcast geared to meat lovers. Hosts Tony Biggs, left, and<br />

Bryan Schaaf, right, <strong>in</strong>terview Kylee Phillips, University of Florida, and Chandler<br />

Steele, Texas A&M University, two recipients of the Colv<strong>in</strong> Scholarship.<br />

A chef at Le Blanc Spa Resorts ®<br />

Los Cabos prepares skirt steak<br />

for a cul<strong>in</strong>ary Beach BBQ event.<br />

The brand’s new Steakholder Rewards program offers consumers the chance to earn po<strong>in</strong>ts for<br />

purchas<strong>in</strong>g and engag<strong>in</strong>g with the brand, then redeem them for personalized experiences.


I<br />

T’S PERSONAL<br />

Engag<strong>in</strong>g loyalists requires more than mere market<strong>in</strong>g<br />

A superior product, based on a set of rigorous standards, has always been the Certified Angus Beef ® brand’s<br />

call<strong>in</strong>g card. Indeed, the brand name is synonymous with quality among consumers and brand partners alike.<br />

That’s no accident, of course. But especially <strong>in</strong> an era where beef quality has trended ever higher<br />

across the entire <strong>in</strong>dustry, it’s not the only th<strong>in</strong>g that sets the brand apart <strong>in</strong> <strong>2019</strong>.<br />

Most people who are familiar with and loyal to the brand <strong>in</strong> some way would agree they have a<br />

relationship with it that goes beyond the product itself. Perhaps they feel a connection to the brand’s<br />

grassroots heritage and the perseverance and care demonstrated by the ranch<strong>in</strong>g community beh<strong>in</strong>d<br />

it. Maybe they know that their family always enjoys burger night a little bit more when they start with<br />

the ground beef with that black, burgundy and gold sticker. Or it could be a salesperson who walks<br />

<strong>in</strong>to a product cutt<strong>in</strong>g with a restaurateur, feel<strong>in</strong>g a little more confident when he’s wear<strong>in</strong>g a shirt<br />

bear<strong>in</strong>g that same dist<strong>in</strong>ctive logo.<br />

It’s a chef who’s <strong>in</strong>spired to try someth<strong>in</strong>g new on her menu after kick<strong>in</strong>g around some ideas at The<br />

Cul<strong>in</strong>ary Center. It’s a farmer who heard an <strong>in</strong>terview with an expert offer<strong>in</strong>g another way to th<strong>in</strong>k<br />

about cattle management. It’s a mom brows<strong>in</strong>g Facebook while she waits at soccer practice and<br />

watches a video show<strong>in</strong>g how to pick the perfect roast.<br />

It’s all about be<strong>in</strong>g relevant to the many different types of people who feel an aff<strong>in</strong>ity with the brand,<br />

and foster<strong>in</strong>g that engagement <strong>in</strong> new ways. It’s about strengthen<strong>in</strong>g those relationships <strong>in</strong> ways that<br />

elevate the brand’s equity and return on its mission, driv<strong>in</strong>g bus<strong>in</strong>ess back to brand partners.<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 33


REWARDING AND ENGAGING<br />

STEAKHOLDERS<br />

One such <strong>in</strong>itiative is a new consumer loyalty program,<br />

Steakholder Rewards. It’s designed to offer consumers<br />

the opportunity to be rewarded for engag<strong>in</strong>g with<br />

the brand and purchas<strong>in</strong>g product. After register<strong>in</strong>g,<br />

consumers will receive timely tips, recipes and updates <strong>in</strong><br />

regular newsletters. Members can earn po<strong>in</strong>ts by buy<strong>in</strong>g<br />

the brand or <strong>in</strong>teract<strong>in</strong>g with it <strong>in</strong> some way: watch<strong>in</strong>g a<br />

video, shar<strong>in</strong>g a social post or download<strong>in</strong>g a recipe, for<br />

example. Custom promotions and <strong>in</strong>dividualized reward<br />

packages will offer a thank-you to the most loyal fans:<br />

everyth<strong>in</strong>g from branded merchandise to the opportunity<br />

to participate <strong>in</strong> a one-of-a-k<strong>in</strong>d cul<strong>in</strong>ary experience.<br />

From Instagram to L<strong>in</strong>kedIn to Facebook and more,<br />

social networks offer brand fans the opportunity to not<br />

only engage with the brand and its partners, but also<br />

connect with one another to share ideas. One of those is<br />

the Certified Angus Beef ® Kitchen: a Facebook group and<br />

virtual hangout for beef lovers of all stripes who ask for<br />

d<strong>in</strong>ner ideas, share pictures of their latest beefy creations<br />

or simply post their sight<strong>in</strong>gs of the brand’s logo. Similarly,<br />

private groups for chefs connect professionals.<br />

THE MEAT OF THE MATTER<br />

Whether one is a chef, pitmaster or self-proclaimed<br />

“meathead,” a new podcast from the brand—“Meat Speak”—<br />

speaks their love language. Episodes are hosted by the brand’s<br />

Director of Cul<strong>in</strong>ary Arts Chef Tony Biggs and his <strong>in</strong>trepid<br />

sidekick, chef liaison Bryan Schaaf. Together, they take a deep<br />

dive <strong>in</strong>to topics that reflect the expertise and <strong>in</strong>terests of their<br />

star-studded l<strong>in</strong>eup of guests from across the cul<strong>in</strong>ary world.<br />

And while one might expect the primary topic to be beef,<br />

Schaaf and Biggs want listeners to appreciate that many<br />

meaty subjects—<strong>in</strong>clud<strong>in</strong>g meat science and cul<strong>in</strong>ary trends—<br />

are fair game. Rather than serve as an extended commercial<br />

for the brand, the goal is to foster genu<strong>in</strong>e engagement<br />

among listeners.<br />

The landscape and tim<strong>in</strong>g was right for a podcast, said<br />

Tracey Erickson, the brand’s executive vice president of<br />

market<strong>in</strong>g. While podcast<strong>in</strong>g is <strong>in</strong>creas<strong>in</strong>gly popular—<br />

accord<strong>in</strong>g to a recent New York Times article, it now<br />

reaches 50% of all Americans—there was a vacuum for this<br />

particular type of content.<br />

“People are listen<strong>in</strong>g to podcasts wherever they used to listen<br />

to the radio,” she says. “It’s an ideal opportunity to reach<br />

people with our unique brand message and br<strong>in</strong>g those<br />

conversations to a wider community.”<br />

CULTURAL RELEVANCE<br />

As a global brand, “community” can look very different from<br />

one situation to the next. While brand loyalists around the<br />

world share appreciation for the brand and feel a connection<br />

to it, it sometimes requires a more <strong>in</strong>tentional approach to<br />

understand each <strong>in</strong>dividual culture and ma<strong>in</strong>ta<strong>in</strong> relevance.<br />

“How do you visit a market with a different language and<br />

culture, just a couple times a year and help it succeed?” That’s<br />

the question Gebran Charb<strong>in</strong>e, the brand’s vice president of<br />

<strong>in</strong>ternational and ethnic market<strong>in</strong>g, asks himself upon each<br />

return from an overseas trip. <strong>Year</strong>s ago, the answer was<br />

simple: translate English, pieces <strong>in</strong>to different languages.<br />

Problem solved, right? Not quite. A quick translation may<br />

get the general message across, but it doesn’t help form a<br />

bond between the brand and those who sell and purchase<br />

it. In addition, nuances can be missed, from Japan or South<br />

Korea, to the Middle East, French Canada, the Caribbean,<br />

South America and beyond.<br />

The true key is to provide global partners with resources not<br />

only <strong>in</strong> their native language, but also relevant to the culture.<br />

For Ana Luisa Verba, director of <strong>in</strong>ternational market<strong>in</strong>g for<br />

Lat<strong>in</strong> America, it’s a passion. Anyone who has seen her lively,<br />

heartfelt presentations understands why: it’s the culture she<br />

grew up <strong>in</strong> and now shares with beef <strong>in</strong>dustry leaders. Each<br />

Lat<strong>in</strong>-focused piece, from social media posts to sell sheets, sports<br />

vibrant colors and entic<strong>in</strong>g Spanish language to grab consumers<br />

and put the brand <strong>in</strong> a culturally relevant context.<br />

“To be effective, it’s important to ‘trans-create’ rather than<br />

simply translate,” Verba expla<strong>in</strong>ed.<br />

While the Lat<strong>in</strong> American population is the largest ethnic<br />

segment <strong>in</strong> the U.S., the Asian American population is the fastest<br />

grow<strong>in</strong>g, accord<strong>in</strong>g to the latest census data, and Executive<br />

Account Manager Heidi Schroeder expla<strong>in</strong>s that provides a<br />

big opportunity for distributors, retailers and restaurateurs to<br />

br<strong>in</strong>g ethnic cuis<strong>in</strong>e trends to their markets: not just from a<br />

cul<strong>in</strong>ary perspective, but from the sales side, too.<br />

“Global is local” is the tagl<strong>in</strong>e she shares dur<strong>in</strong>g meet<strong>in</strong>gs with<br />

foodservice and retail salespersons. It conveys the idea that<br />

U.S. consumers don’t have to travel to Asia, or even major<br />

cities, to enjoy traditional and authentic foods from other<br />

cultures. A few examples: high-end restaurants, like Bistro<br />

Na’s <strong>in</strong> Los Angeles, and grocery stores like Nam Dae Mun<br />

Farmers Market, a Korean retailer <strong>in</strong> Atlanta.<br />

One potential challenge: those work<strong>in</strong>g at an ethnic<br />

restaurant or store may not be a part of that culture. For<br />

example, Nam Dae Mun’s meat department is run mostly<br />

by native Spanish speakers who require Spanish tra<strong>in</strong><strong>in</strong>g<br />

materials and resources.<br />

While bridg<strong>in</strong>g cultures may take some effort, a little <strong>in</strong>tention<br />

goes a long way.<br />

“It’s simple: we genu<strong>in</strong>ely listen,” said Verba. “We care for<br />

their success, their market. We are committed to provid<strong>in</strong>g<br />

support, guidance, <strong>in</strong>novation, leadership. And we love<br />

what we do.”


Resources such as photos and recipes are created <strong>in</strong> and for markets like Japan, to ensure<br />

market<strong>in</strong>g materials are culturally relevant to global markets and consumers.<br />

IT’S PERSONAL<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 35


Guests at a “Steakhouse Feels” event m<strong>in</strong>gle and enjoy chef-created<br />

bites at the renowned Pebble Beach Food & W<strong>in</strong>e festival.<br />

Chef and author Elizabeth Karmel celebrated the launch of her<br />

best-sell<strong>in</strong>g book, “Steak and Cake,” which features her two<br />

favorite dishes and highlights the brand.<br />

A group of <strong>in</strong>fluencers and food bloggers visits the lauded Larder Deli <strong>in</strong> Cleveland,<br />

where Chef Jeremy Umansky takes an <strong>in</strong>ventive new approach to pastrami.<br />

Tony Biggs, the brand’s director of cul<strong>in</strong>ary arts, is <strong>in</strong>terviewed by the Today Show’s Al Roker at<br />

the Cayman Cookout, which attracts the world’s best chefs and most passionate foodies.


S<br />

HARING THE<br />

BRAND’S STORIES<br />

It’s all about build<strong>in</strong>g relationships with media and <strong>in</strong>fluencers<br />

“Illum<strong>in</strong>at<strong>in</strong>g and <strong>in</strong>spir<strong>in</strong>g.”<br />

That’s how Kat Mart<strong>in</strong>, a writer for W<strong>in</strong>sight Grocery Bus<strong>in</strong>ess, characterized her <strong>in</strong>-person <strong>in</strong>troduction to<br />

the Certified Angus Beef ® community.<br />

Mart<strong>in</strong> attended the brand’s <strong>2019</strong> Annual Conference, where she had the opportunity to meet and<br />

<strong>in</strong>teract with people from gate to plate, <strong>in</strong>clud<strong>in</strong>g farmers and ranchers, processors, sales leaders, chefs<br />

and—of course—retail partners. Her biggest takeaway: a wish that more consumers could experience it.<br />

“By that, I’m referr<strong>in</strong>g to the abundance of love and care demonstrated by the full circle of partners who<br />

play a part,” she wrote. “It’s a story that can be easily overlooked.”<br />

“I’ve had limited experience on the front l<strong>in</strong>es of immers<strong>in</strong>g myself <strong>in</strong> the journey of what it takes to<br />

br<strong>in</strong>g a product to stores <strong>in</strong> the first place … Learn<strong>in</strong>g more about the first steps <strong>in</strong> the process are vitally<br />

important, and it’s a story that retailers should be proud to share.”<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 37


BUILDING CREDIBILITY<br />

The feel<strong>in</strong>g is familiar to those already active <strong>in</strong> the brand<br />

community, but Mart<strong>in</strong>’s message is especially impactful and<br />

<strong>in</strong>fluential, because she’s knowledgeable yet unbiased.<br />

Third-party credibility—whether from journalists like Mart<strong>in</strong>,<br />

renowned chefs, popular social media <strong>in</strong>fluencers or down-toearth<br />

agriculturalists—means the brand engages <strong>in</strong> conversations<br />

about every segment of the beef bus<strong>in</strong>ess. These partners <strong>in</strong><br />

communication <strong>in</strong>fluence what people choose to purchase and<br />

eat. Their words pop up onl<strong>in</strong>e, <strong>in</strong> pr<strong>in</strong>ted publications and on<br />

social platforms; basically anywhere and everywhere.<br />

Their reach means there’s great value <strong>in</strong> connect<strong>in</strong>g with<br />

media and <strong>in</strong>fluencers, particularly because the brand and its<br />

diverse network of partners have such a powerful, authentic<br />

story to share.<br />

“It’s a story that’s worthy of be<strong>in</strong>g told, and one that might<br />

help potentially boost overall beef sales, because consumers<br />

want to feel good about the food they are buy<strong>in</strong>g to feed their<br />

families,” Mart<strong>in</strong>’s story concluded. “I wish more consumers<br />

could see and understand that Certified Angus Beef ® comes<br />

from cows that were loved and cared for throughout the<br />

entire process.”<br />

BUILDING RELATIONSHIPS<br />

When these storytellers become believers <strong>in</strong> the brand’s<br />

mission and community, their genu<strong>in</strong>e connection amplifies<br />

the impact of their words. Many are <strong>in</strong>troduced to the<br />

brand and its partners after spend<strong>in</strong>g time with experts at<br />

the brand’s headquarters or at popular events. Food-lov<strong>in</strong>g<br />

writers also attend popular cul<strong>in</strong>ary gather<strong>in</strong>gs like Pebble<br />

Beach Food & W<strong>in</strong>e and Cayman Cookout. There, they meet<br />

brand representatives and chef partners who later become<br />

their go-to resources for stories focus<strong>in</strong>g on beef. It’s all about<br />

build<strong>in</strong>g relationships.<br />

Aly Walansky, a freelance writer who contributes to several<br />

national outlets, was <strong>in</strong>troduced to the brand at Le Blanc<br />

Spa Resorts ® Los Cabos. The all-<strong>in</strong>clusive luxury resort shared<br />

its premium beef offer<strong>in</strong>g as part of the resort’s story, and<br />

Walansky featured the brand <strong>in</strong> a Forbes piece—reach<strong>in</strong>g<br />

30 million—highlight<strong>in</strong>g its top-notch cul<strong>in</strong>ary selections.<br />

Then, a few months later, Walansky remembered the brand<br />

as a resource when research<strong>in</strong>g top chefs’ tips for grill<strong>in</strong>g the<br />

perfect steak. The result: an Insider feature shar<strong>in</strong>g <strong>in</strong>sight<br />

from corporate chef Michael Ollier.<br />

Similarly, Robert Moss, a writer for Southern Liv<strong>in</strong>g, got to know<br />

the brand after visit<strong>in</strong>g The Cul<strong>in</strong>ary Center and attend<strong>in</strong>g<br />

BBQ Summit, which he calls “Beef Camp.”<br />

“We toured a cattle farm, stuffed our own custom-blend<br />

sausages, and paired up <strong>in</strong> teams to cook an elaborate beefcentric<br />

feast. But the best part was when Diana Clark, a meat<br />

scientist for the Certified Angus Beef ® brand, took us <strong>in</strong>to the<br />

Meat Lab,” Moss wrote, <strong>in</strong>troduc<strong>in</strong>g “the lesser known cuts of<br />

beef you should be grill<strong>in</strong>g” to readers.<br />

Elizabeth Karmel has been a longtime friend of the brand.<br />

As her career evolved from restaurant chef to food writer<br />

for the Associated Press to cookbook author, her paths have<br />

crossed the brand’s many times. The years-long friendship<br />

reached new heights with the release of her best-sell<strong>in</strong>g<br />

cookbook, “Steak and Cake,” highlight<strong>in</strong>g her favorite foods<br />

for celebratory gather<strong>in</strong>gs.<br />

In it, she expla<strong>in</strong>s how her understand<strong>in</strong>g of the brand evolved:<br />

“Angus beef is everywhere these days, but buy<strong>in</strong>g Angus beef<br />

doesn’t mean you’re buy<strong>in</strong>g quality. I didn’t know that until<br />

I met the folks at Certified Angus Beef … I had thought it<br />

was solely a market<strong>in</strong>g program; I didn’t realize that it was<br />

really a quality program. But after spend<strong>in</strong>g several days at its<br />

headquarters <strong>in</strong> Ohio and break<strong>in</strong>g down a cow <strong>in</strong>to steaks<br />

with its top meat scientist, I’m a believer.”<br />

She shared her enthusiasm for quality beef as she launched<br />

her book on a publicity tour, do<strong>in</strong>g several <strong>in</strong>terviews<br />

with national media outlets as well as a special d<strong>in</strong>ner at<br />

BlackBarn restaurant <strong>in</strong> New York City attended by a long<br />

list of who’s who <strong>in</strong> the cul<strong>in</strong>ary world. At the center of that<br />

event: a jaw-dropp<strong>in</strong>g display of hang<strong>in</strong>g Certified Angus Beef ®<br />

brand tomahawk steaks that captured guests’ attention and<br />

Instagram accounts.<br />

GETTING SOCIAL<br />

Beyond traditional media like TV or pr<strong>in</strong>t publications, media<br />

and <strong>in</strong>fluencers make even bigger waves by us<strong>in</strong>g their own<br />

social media platforms take their experiences and stories to<br />

another level. Their use of Instagram, Facebook and Twitter<br />

not only enable the brand’s team to cont<strong>in</strong>ue engag<strong>in</strong>g with<br />

these key conversation starters, but also allow brand partners<br />

and consumers to connect with them as well.<br />

There’s also a grow<strong>in</strong>g network of people who aren’t<br />

traditional media members, but they’ve formed a relationship<br />

with the brand and actively share its stories. They capture<br />

cul<strong>in</strong>ary creativity on social media channels and talk about it<br />

with their onl<strong>in</strong>e friends.<br />

The Sunday Supper community—full of popular and talented<br />

social media <strong>in</strong>fluencers—is, naturally, social. But through all<br />

of its socializ<strong>in</strong>g, it’s creat<strong>in</strong>g content and more: it’s form<strong>in</strong>g<br />

longstand<strong>in</strong>g relationships with<strong>in</strong> the blogger community,<br />

and with chefs and consumers, with every mouthwater<strong>in</strong>g<br />

food shot and home-chef-<strong>in</strong>spired recipe.<br />

Through <strong>in</strong>teraction at brand events, both at The Cul<strong>in</strong>ary<br />

Center or at the farm, these social <strong>in</strong>fluencers have become<br />

such a close-knit, beef-lov<strong>in</strong>g group that their <strong>in</strong>teraction<br />

takes place both on and offl<strong>in</strong>e. It’s characterized by deep<br />

belly laughs, amaz<strong>in</strong>g food photography, knife work <strong>in</strong> the<br />

Meat Lab and Instagram stories that capture every moment.<br />

Their <strong>in</strong>volvement with the brand and social media allows<br />

them to meet people who shop meat cases hundreds of miles<br />

away from them and to make an impact that is hard for just<br />

one person to do alone. Every picture and every word <strong>in</strong>spired<br />

by these <strong>in</strong>teractions br<strong>in</strong>gs more visibility and exposure to<br />

the brand’s unique story and community.


The brand’s senior corporate chef Michael Ollier, center, was <strong>in</strong>vited to the<br />

national Fox & Friends morn<strong>in</strong>g show to present a cook<strong>in</strong>g segment for National<br />

Prime Rib Day <strong>in</strong> May. In addition to shar<strong>in</strong>g useful h<strong>in</strong>ts for choos<strong>in</strong>g and<br />

purchas<strong>in</strong>g a prime rib roast, he shared some no-fail cook<strong>in</strong>g tips for viewers.<br />

SHARING THE BRAND’S STORIES<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 39


Four-time heavyweight box<strong>in</strong>g<br />

champion Evander Holyfield, center,<br />

speaks about the Certified Angus Beef ®<br />

brand dur<strong>in</strong>g an <strong>in</strong>terview with Sirius<br />

XM <strong>in</strong> the lead-up to Super Bowl LIII.<br />

Pro Football Hall of Famer Morten Andersen and Holyfield learn more<br />

about the brand’s quality from president John Stika <strong>in</strong> the Meat Lab.<br />

Senior Corporate Chef Michael<br />

Ollier and Holyfield collaborate on<br />

a signature steak dish that would be<br />

featured dur<strong>in</strong>g the publicity blitz.<br />

Andersen takes a break from his recipe<br />

development session at The Cul<strong>in</strong>ary Center.


THE BRAND ON<br />

THE BIG STAGE<br />

“The truth is this: Certified Angus Beef ® is the best beef <strong>in</strong> the world.”<br />

High praise, <strong>in</strong>deed—but those who know the brand and believe <strong>in</strong> it wouldn’t quibble with that statement.<br />

When the praise comes from a beloved Pro Football Hall of Famer and is shared with national media<br />

outlets on the lead-up to Super Bowl LIII, though, it arguably takes on some greater significance.<br />

“It’s the highest level. It’s the Pro Football Hall of Fame, as far as steaks. Yeah, that’s what you’ve got,”<br />

legendary kicker Morten Andersen told the media. “The Certified Angus Beef ® brand is obviously the<br />

standard-bearer for beef <strong>in</strong> America.”<br />

Andersen, along with four-time heavyweight box<strong>in</strong>g champion Evander Holyfield, were <strong>in</strong> Atlanta <strong>in</strong><br />

partnership with the brand for the big game. Beforehand, the dynamic duo visited The Cul<strong>in</strong>ary Center to<br />

learn about the brand beyond its reputation before head<strong>in</strong>g to Super Bowl LIII’s Media Row, where media<br />

gather dur<strong>in</strong>g the days lead<strong>in</strong>g up to, dur<strong>in</strong>g and after the big game. Andersen and Holyfield were jo<strong>in</strong>ed<br />

by team members <strong>in</strong>clud<strong>in</strong>g chefs Michael Ollier and Tony Biggs.<br />

The chefs had worked with the special ambassadors dur<strong>in</strong>g their time at brand headquarters to develop<br />

their own signature recipes. Ollier and Holyfield developed “Evander’s Grilled Strip Steaks with Real Deal<br />

Steak Sauce” while Biggs and Andersen whipped up “Morten’s Tenderlo<strong>in</strong> Châteaubriand with Béarnaise<br />

Sauce”—big, bold dishes that matched the big game vibes.<br />

Those recipes were then prepared for Media Row participants like the CBS Sports network, Fox Sports<br />

Radio, Sirius XM radio, and the United K<strong>in</strong>gdom’s No. 1 sports radio show, TalkSPORT, to keep them<br />

fed and happy dur<strong>in</strong>g <strong>in</strong>terviews with the greats. The same recipes were also shared on the Big Game, Big<br />

Steaks webpage, so people watch<strong>in</strong>g the game at home could enjoy the beef, too.<br />

As part of the overall publicity blitz, which garnered an estimated 175 million impressions, the brand’s<br />

“Rare Moments, Done Well” commercial aired <strong>in</strong> key markets with strong partner presence before and<br />

dur<strong>in</strong>g the big game, plac<strong>in</strong>g the brand on a level play<strong>in</strong>g field with other prom<strong>in</strong>ent national brands.<br />

The goal of it all: to position the very best Angus beef as a household name and re<strong>in</strong>force its reputation<br />

around the world.<br />

“Activities like these connect the ultimate customer at a higher level with the brand,” says Tracey Erickson,<br />

the Certified Angus Beef ® brand’s executive vice president of market<strong>in</strong>g. “Every voice counts <strong>in</strong> help<strong>in</strong>g share<br />

our brand and its story, and <strong>in</strong> the end drive consumers to brand partners.”<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong><br />

41


FOR THE LOVE OF CHUCK<br />

Another high-profile brand-build<strong>in</strong>g opportunity came via<br />

Food Network Canada. Chef Dylan Benoit, a loyal brand<br />

ambassador for years, was go<strong>in</strong>g to be host<strong>in</strong>g a new show<br />

called “Fire Masters,” featur<strong>in</strong>g some of North America’s best<br />

chefs <strong>in</strong> a series of head-to-head grill<strong>in</strong>g competitions.<br />

It was the chance to work with a popular television network<br />

that the brand had been wait<strong>in</strong>g for. One that would allow<br />

the brand logo to be present, the full name to be said and the<br />

product to be used by the contestants.<br />

“In such a format, we don’t want to be just a logo. We want<br />

our product to be talked about, and Food Network Canada<br />

did that for us,” Erickson says.<br />

The brand was <strong>in</strong>cluded <strong>in</strong> every segment of the first season of<br />

“Fire Masters,” which had nearly 130,000 viewers. In addition,<br />

two other friends of the brand, Ray “Dr. BBQ” Lampe and<br />

Amy Mills, appeared as judges on the show, testament to the<br />

ever-grow<strong>in</strong>g network of chefs, pitmasters and meatheads<br />

who are part of the brand community.<br />

All of that would have been enough. But then, someth<strong>in</strong>g even<br />

better happened: U.S. Cook<strong>in</strong>g Channel, a sister network to<br />

Food Network Canada, picked up the show and aired it <strong>in</strong><br />

its entirety. That meant more brand and logo presence <strong>in</strong><br />

the homes of thousands, and the hundreds of local brand<br />

partners where those viewers shop.<br />

Production is under way for new seasons of the show that<br />

also feature the brand.<br />

A FOUR-COUNTRY TOUR,<br />

AND BEYOND<br />

As the say<strong>in</strong>g goes, “go big or go home,” and that’s especially<br />

true <strong>in</strong> certa<strong>in</strong> markets—<strong>in</strong> particular, when it comes to<br />

customer events. These gather<strong>in</strong>gs aren’t just a typical d<strong>in</strong>ner<br />

or short meet<strong>in</strong>g. They are big, bold and extravagant, with<br />

many attract<strong>in</strong>g the attention of royalty and dignitaries.<br />

That was the opportunity, and the challenge, when plann<strong>in</strong>g<br />

the Middle East #BestAngusBeef Ever Tour, which <strong>in</strong>cluded<br />

stops <strong>in</strong> Kuwait, Qatar, the United Arab Emirates and Jordan.<br />

Not only did the beef-filled events <strong>in</strong> each country foster<br />

relationships with partners <strong>in</strong> the Middle East, but also<br />

garnered media coverage and customer connections.<br />

Biggs, who spent time cook<strong>in</strong>g for the k<strong>in</strong>g and queen of<br />

Jordan before jo<strong>in</strong><strong>in</strong>g the brand, was featured as the host<br />

and lead chef. The U.S. Meat Export Federation, the U.S.<br />

Beef Checkoff ® and brand partners Schmacon and Megas<br />

Yeeros ® , helped fund the tour or provided product. Also<br />

assist<strong>in</strong>g were 10 well-known chefs <strong>in</strong> the region. One, Chef<br />

Nojoud Saadedd<strong>in</strong>, <strong>in</strong>vited Biggs to appear as a special guest<br />

on her cook<strong>in</strong>g show on Amman TV <strong>in</strong> Jordan.<br />

So popular was the tour, a second version was held <strong>in</strong><br />

conjunction with Taste of the Caribbean, a noted cul<strong>in</strong>ary<br />

event <strong>in</strong> the region. Future tours are planned for new corners<br />

of the globe, all with an eye on guests and events relevant<br />

to the specific markets that celebrate the brand’s worldwide<br />

network of partners and hungry consumers.<br />

Food Network Canada featured the brand <strong>in</strong> its grill<strong>in</strong>g competition series<br />

“Fire Masters.” The show was subsequently aired on the U.S. Cook<strong>in</strong>g Channel,<br />

garner<strong>in</strong>g even wider exposure.


The brand’s Corporate Chef Peter Rosenberg, left, and Director of<br />

Cul<strong>in</strong>ary Arts Tony Biggs, center, get ready to host guests at a stop on the<br />

Middle East #BestAngusBeef Ever Tour with Chef Georgious Kastanias of<br />

Megas Yeeros ® . At this event, the chefs offered guests an elevated take on<br />

traditional street food with their premium all-beef gyros.<br />

THE BRAND ON THE BIG STAGE<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 43


S<strong>in</strong>gle Tree Farms, Charlotte, Mich.<br />

Chris Ulrich mends fences at his Allenwood, Pa.,<br />

farm. He <strong>in</strong>stalled the fences to keep cattle out of<br />

the stream and improve water quality.<br />

Conditions are arid and water is precious at Bradley 3 Ranch <strong>in</strong><br />

Memphis, Texas, but the Henderson family has taken many steps<br />

over the past 20 years to improve the land for their cattle.


SEEKING SUSTAINABILITY<br />

Today’s farmers and feeders focus on efficiency ,<br />

quality , stewardship and education<br />

“Cow farts are not a th<strong>in</strong>g.”<br />

That’s probably news to most consumers, who have been hear<strong>in</strong>g for years that animal agriculture cattle,<br />

<strong>in</strong> particular is largely to blame for climate change. Take, for example, a February <strong>2019</strong> CNBC story, which<br />

stated: “Methane gas produced by bov<strong>in</strong>e flatulence contributes a significant portion of the greenhouse<br />

gases contribut<strong>in</strong>g to global warm<strong>in</strong>g, accord<strong>in</strong>g to the United Nations.”<br />

But accord<strong>in</strong>g to Dr. Sara Place, formerly the Senior Director of Susta<strong>in</strong>able Beef Production with the<br />

National Cattlemen’s Beef Association, that’s just not true—and the real story isn’t that simple.<br />

Place acknowledges that cattle do produce methane, but wants to clarify “it all comes out the front end.”<br />

Correct<strong>in</strong>g widespread misconceptions is a big part of her work to educate cattlemen and consumers alike<br />

about the realities of beef production today.<br />

The methane that cattle across the entire U.S. beef <strong>in</strong>dustry produce, she expla<strong>in</strong>s, represents only 2% of<br />

greenhouse gas emissions. Furthermore, it lasts just 10 to 12 years <strong>in</strong> the atmosphere—which is important<br />

to consider when the U.S. has had a relatively steady cattle herd size <strong>in</strong> recent years, and therefore, a<br />

relatively steady amount of methane be<strong>in</strong>g produced.<br />

“We’re not add<strong>in</strong>g any new methane <strong>in</strong>to the atmosphere. It’s k<strong>in</strong>d of like a bathtub, where if you have<br />

water com<strong>in</strong>g <strong>in</strong> and go<strong>in</strong>g out at the same rate, the level is go<strong>in</strong>g to stay constant,” she expla<strong>in</strong>s. And,<br />

<strong>in</strong> fact, she adds, the number of cattle has actually been decreas<strong>in</strong>g over the past several decades, so it<br />

stands to reason that cattle emissions are dropp<strong>in</strong>g over time, too.<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 45


DEFINING, AND DEMONSTRATING,<br />

SUSTAINABILITY<br />

While the size of the U.S. herd may be contract<strong>in</strong>g, beef<br />

rema<strong>in</strong>s highly <strong>in</strong> demand by consumers. The balance works<br />

thanks to the efforts of farmers, ranchers, feeders and others<br />

who are rais<strong>in</strong>g more beef with fewer resources than ever<br />

before. It’s all part of a focus on susta<strong>in</strong>ability.<br />

More than the buzzword it’s become, susta<strong>in</strong>ability means<br />

many th<strong>in</strong>gs, Place expla<strong>in</strong>s. “It’s economic viability, it’s<br />

social responsibility and do<strong>in</strong>g right by the community,<br />

and it’s environmental stewardship. It’s all three of those<br />

areas together.”<br />

Organizations like the U.S. Roundtable for Susta<strong>in</strong>able<br />

Beef, of which the Certified Angus Beef ® brand is a part,<br />

help ensure that stakeholders across the beef community<br />

are actively engaged.<br />

Susta<strong>in</strong>ability is part and parcel of life on the farm—a reality<br />

that farmers and ranchers are f<strong>in</strong>d<strong>in</strong>g value <strong>in</strong> communicat<strong>in</strong>g.<br />

Far from a one-size-fits-all checklist of “susta<strong>in</strong>able measures”<br />

to mark off one by one, they make decisions specifically for<br />

their unique environment and operation.<br />

For example, Chris Ulrich raises Angus cattle with his family<br />

near Allenwood. Theirs is one of an estimated 87,000 work<strong>in</strong>g<br />

farms <strong>in</strong> the Chesapeake Bay watershed, so runoff is a big<br />

consideration.<br />

“Our farm has a lot of ra<strong>in</strong>fall, and as a child, I realized the water<br />

that passed by the streams that are <strong>in</strong> our pastures ends up <strong>in</strong> the<br />

Chesapeake Bay about two days later,” he says. “It’s pretty easy<br />

to see that we have a profound impact on the area.”<br />

Ulrich says the first th<strong>in</strong>g they decided to do to m<strong>in</strong>imize or<br />

elim<strong>in</strong>ate runoff was get the cattle out of the streams.<br />

“Cattle and streams, they don’t belong together,” he says.<br />

“We fence them out. We put fences up and down both<br />

sides of the stream, and plant trees there, too. What we’ve<br />

found is a lot of the runoff that comes off our pastures gets<br />

trapped, and those nutrients get used up by the trees, and<br />

keeps it from go<strong>in</strong>g <strong>in</strong>to the stream.”<br />

ENCOURAGING NATIVE SPECIES<br />

Halfway across the country, <strong>in</strong> the central Panhandle of Texas,<br />

the concerns and considerations are very different for rancher<br />

James Henderson.<br />

“When we talk about stream beds <strong>in</strong> our area, we say they<br />

blow more than they flow,” he says of the arid, drought-prone<br />

climate. “In 2009, ’10 and ’11 comb<strong>in</strong>ed, we had a total of<br />

n<strong>in</strong>e <strong>in</strong>ches of ra<strong>in</strong>.”<br />

He recalls a pivotal moment back <strong>in</strong> 1995, when a range<br />

specialist visited the ranch and concluded it was “the most<br />

understocked, over-grazed ranch I’ve ever been on.”<br />

“That’s not what you want to hear as a rancher,” Henderson<br />

remarks. “So we sat down, looked at that, and asked ourselves<br />

why.” The result: a 20-year plan for resources. Their goal was<br />

to have nowhere on the ranch where cattle had to travel more<br />

than half a mile for water, while <strong>in</strong> that region, two miles to<br />

water isn’t uncommon.<br />

For Henderson, that meant controll<strong>in</strong>g <strong>in</strong>vasive brush like<br />

mesquite and juniper, which not only encroach on graz<strong>in</strong>g<br />

land but also use up more than their share of valuable water.<br />

Instead, Henderson planted more native grasses, which use<br />

less water but had been displaced by brush. It’s work<strong>in</strong>g, he<br />

reports, with more grasses and cattle thriv<strong>in</strong>g on the land<br />

than ever before.<br />

FEEDING MORE, WITH FEWER RESOURCES<br />

Because cattle are so versatile, they thrive <strong>in</strong> environments as<br />

different as Ulrich’s and Henderson’s. Consumers may not<br />

realize it, but due to their unique physiology, cattle are also<br />

<strong>in</strong>credible upcyclers.<br />

“They’re this vessel for transform<strong>in</strong>g all of these plants we<br />

can’t eat, from landscapes where we can’t grow plants we<br />

would want to eat, <strong>in</strong>to a really high eat<strong>in</strong>g experience and<br />

nutrition,” Place expla<strong>in</strong>s. “The major <strong>in</strong>puts that go <strong>in</strong>to<br />

produc<strong>in</strong>g beef are carbon dioxide out of the air, sunlight and<br />

ra<strong>in</strong>water, mostly. It’s k<strong>in</strong>d of cool to th<strong>in</strong>k that beef is solar<br />

energy, <strong>in</strong> a much more delicious form.”<br />

Furthermore, cattle eat th<strong>in</strong>gs that aren’t <strong>in</strong> competition with<br />

the human food supply, she notes.<br />

Cattle feeders like Hy-Pla<strong>in</strong>s Feed Yard <strong>in</strong> southwest Kansas<br />

take it one step further. Rather than just feed cattle, they’re<br />

research<strong>in</strong>g what and how they feed, with a goal of rais<strong>in</strong>g<br />

more beef with fewer resources.<br />

“We’re study<strong>in</strong>g it, and we’re try<strong>in</strong>g to see how we can<br />

make those cattle more efficient,” says Tom Jones, Hy-<br />

Pla<strong>in</strong>s co-owner and manager. His team’s goal is to raise<br />

cattle that grade Prime on 60 or 80 days of feed <strong>in</strong>stead of<br />

the usual 140, and to cut down on their water use. “That’s<br />

part of our susta<strong>in</strong>ability story.”<br />

Another part is work<strong>in</strong>g with the next generation. Jones<br />

proudly describes an <strong>in</strong>ternship program that attracts<br />

students from schools <strong>in</strong>clud<strong>in</strong>g Iowa State and Kansas<br />

State University.<br />

“They’re learn<strong>in</strong>g by work<strong>in</strong>g with a lot of different types of<br />

producers,” he says. “This is the future com<strong>in</strong>g up, and <strong>in</strong> our<br />

<strong>in</strong>dustry, we need more young people.”<br />

A research center that opened <strong>in</strong> 2017 has proven to be a<br />

valuable resource <strong>in</strong> educat<strong>in</strong>g students from elementary<br />

school, 4-H groups and at the university level, <strong>in</strong> addition to<br />

the communal office space of the veter<strong>in</strong>arian, reproductive<br />

specialist, research director and other experts on staff.<br />

“We’re try<strong>in</strong>g to promote our <strong>in</strong>dustry,” Jones says. “A lot of<br />

the kids who visit us aren’t ag kids but city kids. We’ll spend<br />

hours with them, all day long, just go<strong>in</strong>g through different<br />

phases of it and expla<strong>in</strong><strong>in</strong>g what the cattle bus<strong>in</strong>ess is like.<br />

“We do have a great story to tell. And if we can study our<br />

lessons we can make a huge difference.”


BUILDING BRIDGES<br />

It’s one th<strong>in</strong>g for these everyday environmentalists to make<br />

susta<strong>in</strong>ability a priority <strong>in</strong> their daily work. But like the ripple<br />

effect of a s<strong>in</strong>gle drop of water, there’s a lot of collective<br />

power <strong>in</strong> folks like Ulrich, Henderson, Jones, Place and so<br />

many others shar<strong>in</strong>g their experiences, their research and<br />

most of all their stories with a wider audience.<br />

“These misconceptions around beef and beef production are<br />

only go<strong>in</strong>g to persist as the marketplace cont<strong>in</strong>ues to evolve,”<br />

says Melissa Brewer, vice president of communications for the<br />

Certified Angus Beef ® brand. “It’s vitally important that we as<br />

a brand help facilitate these conversations and connect our<br />

partners, their customers and consumers with those who<br />

understand the reality of the beef community firsthand.”<br />

Often, it’s about creat<strong>in</strong>g connections and build<strong>in</strong>g relationships.<br />

“When people get the chance to meet a farmer and ask them<br />

questions, they usually realize they care about the same<br />

th<strong>in</strong>gs,” says Brewer. “Everyone cares about what they’re<br />

feed<strong>in</strong>g their family. People often just want to know that<br />

farmers really are do<strong>in</strong>g the right th<strong>in</strong>gs, and care about their<br />

cattle and their land.”<br />

That’s why brand partners and <strong>in</strong>fluencers are <strong>in</strong>vited to<br />

spend time on real work<strong>in</strong>g farms as they learn more about the<br />

brand and the beef community, so they have the opportunity<br />

to ask questions and ga<strong>in</strong> a greater perspective that they can<br />

take back to their teams, their customers or their followers.<br />

Support<strong>in</strong>g these <strong>in</strong>-person opportunities are a variety of<br />

resources available to brand partners like fact sheets, videos<br />

and other takeaways that help share the ranch<strong>in</strong>g story and<br />

dispel myths.<br />

“Farmers have a great story to share, and consumers are<br />

hungry to know more,” Brewer says. “With that comes the<br />

obligation and opportunity to learn more from each other<br />

and open up more dialogue, uphold<strong>in</strong>g our promise of<br />

deliver<strong>in</strong>g the very best beef.”<br />

Place concurs.<br />

“We can move quality and efficiency together. It’s not that<br />

as we become more efficient, we’re sacrific<strong>in</strong>g these other<br />

areas. That’s really what susta<strong>in</strong>ability is. It’s about be<strong>in</strong>g<br />

good bus<strong>in</strong>esspeople and do<strong>in</strong>g right by the environment,<br />

and do<strong>in</strong>g right by the community.”<br />

SEEKING SUSTAINABILITY<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 47


Greg McCurry, Mt. Hope, Kan.<br />

Steve and G<strong>in</strong>ger Olson, Hereford, Texas<br />

The youngest generation of the<br />

Schroeder family, Clarence, Iowa<br />

The Haverkamp Family, Bern, Kan.


BUILDING CONNECTIONS<br />

WITH CATTLEMEN<br />

Empower<strong>in</strong>g ranchers helps them understand and meet consumer demand<br />

Nobody can do this alone; the beef community is no one-man show. That’s why the Certified Angus Beef ®<br />

brand <strong>in</strong>vests <strong>in</strong> relationships at every step, start<strong>in</strong>g where it all beg<strong>in</strong>s.<br />

“Without our brand, cattlemen would still raise cattle. They would still make improvements and<br />

advancements each year, but arguably they would not be as <strong>in</strong> tune with the wants and needs of the<br />

consumer,” says brand President John Stika.<br />

The supply team helps communicate consumer preference and demand signals to farmers and ranchers,<br />

and then arms them with <strong>in</strong>formation and tools to create more of the best beef.<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 49


AIMING HIGHER<br />

It’s just a small logo. It doesn’t look like much, unless you’re<br />

try<strong>in</strong>g to sort through l<strong>in</strong>es of data on thousands of cattle.<br />

Then the Target<strong>in</strong>g the <strong>Brand</strong> SM logo is a welcome signal. The<br />

mark identifies animals more likely to help ranchers breed<br />

the next generation of cattle that qualify for the brand, by<br />

<strong>in</strong>dicat<strong>in</strong>g which have genetics likely meet requirements for<br />

marbl<strong>in</strong>g, ribeye size, carcass weight and more.<br />

“It’s a little like a Good Housekeep<strong>in</strong>g seal of approval for<br />

livestock,” says Kara Lee, production brand manager. “The<br />

goal is to make it easier for ranchers to sort through all the<br />

<strong>in</strong>formation available today, and help cattlemen who are<br />

really focused on quality get there more easily.”<br />

Registered breeders at 75 sales this year used the Target<strong>in</strong>g<br />

the <strong>Brand</strong> logo to market bulls that met the program’s<br />

requirement—nearly triple the previous sale season.<br />

“We try to arm people with enough <strong>in</strong>formation that they can<br />

make a decision on what they need for their cattle and their<br />

herd,” says Debbie Davis, who ranches with her husband, Jim,<br />

and their family <strong>in</strong> Oklahoma. “We can say, ‘Hey, we’ve got those<br />

cattle that can produce the brand, that can get you a premium.’<br />

We’re aim<strong>in</strong>g for the white-tablecloth crowd,” she says.<br />

“When cattlemen buy bulls, that sets the direction of their<br />

herd for years to come,” Lee says. “It’s a big decision, and<br />

we’re happy their suppliers are mak<strong>in</strong>g sure beef quality is<br />

part of the picture.”<br />

FEEDING QUALITY FORUM INFORMS<br />

From breed<strong>in</strong>g to calv<strong>in</strong>g to feed<strong>in</strong>g—it takes months and<br />

years of work to get cattle from that bull purchase to when<br />

the calves are weaned and ready to move on to f<strong>in</strong>ish<strong>in</strong>g.<br />

For just a few short months, all of that potential rests <strong>in</strong> the<br />

hands of cattle feeders.<br />

The annual Feed<strong>in</strong>g Quality Forum is one way the brand keeps<br />

relevant topics <strong>in</strong> front of those who are the last <strong>in</strong> the cha<strong>in</strong><br />

to care for the cattle. This year’s two-day event <strong>in</strong> Amarillo,<br />

Texas, covered everyth<strong>in</strong>g from consumer preferences<br />

and packer commentary to traceability and generational<br />

differences <strong>in</strong> the workforce. All topics focused on challeng<strong>in</strong>g<br />

the beef community to th<strong>in</strong>k about the changes it can make<br />

to ensure its viability.<br />

Speakers addressed topics rang<strong>in</strong>g from animal care to<br />

alternative meats.<br />

“Sometimes we have to have an open m<strong>in</strong>d to be on the menu,”<br />

suggested retail food expert Anne-Marie Roer<strong>in</strong>k, pr<strong>in</strong>cipal<br />

at 210 Analytics, who studies consumer trends <strong>in</strong> the Food<br />

Market<strong>in</strong>g Institute’s annual Power of Meat survey. She noted<br />

that while consumers may want to <strong>in</strong>clude more plants <strong>in</strong> their<br />

diets, it doesn’t have to be at the expense of meat.<br />

Even <strong>in</strong> a climate where everyth<strong>in</strong>g from peanut butter to granola<br />

bars is be<strong>in</strong>g positioned as a great source of prote<strong>in</strong>, “meat is still<br />

the superior deliverer,” she said, challeng<strong>in</strong>g the beef community<br />

to keep work<strong>in</strong>g to w<strong>in</strong> and ma<strong>in</strong>ta<strong>in</strong> consumers.<br />

“The speakers represent a cross section of thought leaders on<br />

a variety of topics; the dialogue is very fresh, <strong>in</strong>formative and<br />

forward th<strong>in</strong>k<strong>in</strong>g,” says Paul Dykstra, beef cattle specialist.<br />

“We hope attendees garner some ideas or different ways of<br />

th<strong>in</strong>k<strong>in</strong>g about familiar challenges that will either stimulate<br />

immediate results or longer-term directional change.”<br />

THE CATTLEMAN CONNECTION<br />

Throughout the year, the brand <strong>in</strong>teracts with farmers and<br />

ranchers at regional and national events, but <strong>in</strong> between,<br />

there’s always a steady conversation about economic<br />

<strong>in</strong>centives and management for quality.<br />

“We like to hear from cattlemen, keep<strong>in</strong>g a pulse on what’s<br />

most important to their livelihoods, and then <strong>in</strong> turn, we can<br />

share ways the brand fits <strong>in</strong>to that,” says Miranda Reiman,<br />

director of producer communications. Videos and audio<br />

clips air on national farm networks, articles run <strong>in</strong> trade<br />

publications across North America and social and digital<br />

media amplify the reach. “Our goal is to get producers more<br />

news and ideas to help them <strong>in</strong> their pursuit of quality. If<br />

they’re successful, we’re all successful.”<br />

Last fall, the producer communications team streaml<strong>in</strong>ed<br />

a mix of digital venues <strong>in</strong>to one easily recognized style with<br />

their rebrand<strong>in</strong>g as the Certified Angus Beef ® brand Cattleman<br />

Connection. A new website led the changes, but users on<br />

Facebook, Twitter and Instagram also noticed a cont<strong>in</strong>uity<br />

among platforms.<br />

“When cattlemen are look<strong>in</strong>g for production <strong>in</strong>formation<br />

now, they can certa<strong>in</strong>ly tell they’re <strong>in</strong> the right spot,” she<br />

says. “This change br<strong>in</strong>gs a new, premium experience to our<br />

cattleman resources by mak<strong>in</strong>g them easier to f<strong>in</strong>d, read and<br />

use on any device.”<br />

WITH THE CONSUMER IN MIND<br />

Keep<strong>in</strong>g a consumer focus has been at the heart of this brand<br />

s<strong>in</strong>ce the beg<strong>in</strong>n<strong>in</strong>g. That philosophy will cont<strong>in</strong>ue to shape<br />

the entire Angus organization <strong>in</strong>to the future. Earlier this year,<br />

Mark McCully, longtime vice president of production for the<br />

brand, was named chief executive officer of the American<br />

Angus Association ® .<br />

“The <strong>in</strong>terests of the consumer have never been better<br />

represented at our parent company than they are today,”<br />

Stika says. “Mark’s 19 years of experience <strong>in</strong> all segments of<br />

the bus<strong>in</strong>ess gives him a unique perspective as he leads the<br />

Angus breed, and we will all benefit from that.”<br />

The year-end numbers show cattlemen have responded to the<br />

signals that say, “Produce more quality.”<br />

“We had the equivalent of 13 months of supply this past fiscal<br />

year,” Stika notes. “That didn’t just happen. It was several<br />

years of <strong>in</strong>tentional focus.”<br />

It happens when all pull toward a common goal. Those<br />

relationships rem<strong>in</strong>d us we’re all <strong>in</strong> this together.


S<strong>in</strong>gle Tree Farms, Charlotte, Mich.<br />

BUILDING CONNECTIONS WITH CATTLEMEN<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 51


Hadrick Family Ranch, Faulkton, S.D.<br />

<strong>2019</strong> <strong>Brand</strong> <strong>Update</strong> 53


The Certified Angus Beef ® brand name and marks are<br />

service/trademarks of Certified Angus Beef LLC.<br />

© <strong>2019</strong>, Volume 23 Issue 1, published annually.<br />

All rights reserved. 12/19-19057-2700

Hooray! Your file is uploaded and ready to be published.

Saved successfully!

Ooh no, something went wrong!