Brand Update 2018: Year in Review

The Certified Angus Beef ® brand unites a community from gate to plate focused on quality, and is known worldwide as the best Angus beef available. View our 2018 Brand Update for an overview of the people, initiatives and relationships that fueled a 14th 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.

The Certified Angus Beef ® brand unites a community from gate to plate focused on quality, and is known worldwide as the best Angus beef available. View our 2018 Brand Update for an overview of the people, initiatives and relationships that fueled a 14th 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.


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BRAND UPDATE <strong>2018</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: Laura Conaway, Nicole Erceg,<br />

Jennifer Kiko, Courtney Middleton, Bryan Schaaf,<br />

Matt Shoup<br />

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

Senior Vice President: Brent Eichar<br />

Vice Presidents: Tracey Erickson,<br />

David MacVane, Mark McCully, Mark Polzer<br />

<strong>2018</strong>-19 Board of Directors:<br />

Jerry Connealy, Chairman, Whitman, Neb.<br />

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

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

Mike McCravy,* Bowdon, Ga.<br />

Dwight “Kip” Palmer, Rochester, N.Y.<br />

Jonathan Perry, Fayetteville, Tenn.<br />

Mick Varilek, Geddes, S.D.<br />

Allen Moczygemba, Vice Chairman, CEO American<br />

Angus Association ® , St. Joseph, Mo.<br />

John F. Stika, Certified Angus Beef LLC,<br />

Wooster, Ohio<br />

Brent Eichar,* Secretary Treasurer, Certified Angus<br />

Beef LLC, Wooster, Ohio<br />

*New board member<br />

Board Member through<br />

November <strong>2018</strong>:<br />

David Dal Porto, Chairman, Oakley, Calif.<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 />


It’s hard to imag<strong>in</strong>e it today, but 40 years ago, beef was just beef. Then,<br />

someth<strong>in</strong>g happened: the Certified Angus Beef ® brand was created.<br />

Like all pioneers, the cattlemen who started the world’s first premium<br />

brand of beef did so because no one told them it couldn’t be done.<br />

While their <strong>in</strong>itial goal was to create a better way to market beef, what<br />

they actually created was a movement. It’s one that would forever<br />

change beef.<br />

Today, the Certified Angus Beef ® brand is an <strong>in</strong>ternationally recognized<br />

mark of quality and the standard by which all other beef is judged.<br />

But more than product quality – which always has been, and always will<br />

be, central to the brand – it’s a community of people. From farm to plate,<br />

each one of us is necessary to deliver the brand to the d<strong>in</strong>ner tables of<br />

consumers worldwide. Each one contributes passion, pride, creativity and<br />

commitment to ma<strong>in</strong>ta<strong>in</strong> the brand’s relevance, elevate its reputation,<br />

and help it fulfill its mission of creat<strong>in</strong>g demand and add<strong>in</strong>g value for<br />

Angus cattle.<br />

The quality beef movement that the brand has led depends upon efforts<br />

of the entire community. Like rungs on a ladder, each advanc<strong>in</strong>g year<br />

builds on the last, and our collective and <strong>in</strong>dividual success is testament<br />

to the quality of our people.<br />

To be a part of a community <strong>in</strong>herently means we are a part of someth<strong>in</strong>g<br />

bigger than ourselves. The more <strong>in</strong>tentional we are <strong>in</strong> understand<strong>in</strong>g one<br />

another, and learn<strong>in</strong>g from one another, the better we will be able to<br />

support one another. No matter our <strong>in</strong>dividual role, we’re all connected<br />

by a common thread.<br />

Our stories comprise the brand’s story. It’s one that started with an idea,<br />

and one that cont<strong>in</strong>ues to grow and flourish. As remarkable as the past<br />

40 years have been, I believe – thanks to the dynamic, passionate and<br />

pr<strong>in</strong>cipled community beh<strong>in</strong>d the Certified Angus Beef ® brand – we have<br />

an equally remarkable future ahead of us.<br />

Thank you for your unwaver<strong>in</strong>g commitment to the brand we’ve built<br />

together. Our team looks forward to help<strong>in</strong>g you achieve even greater<br />

success as we look forward.<br />

© <strong>2018</strong> Volume 22, Issue 1,<br />

published annually. All rights reserved.<br />

Cover Photo:<br />

The barn at Ulrich Farms, Allenwood, Pa. was one of<br />

40 pa<strong>in</strong>ted with the brand’s famous logo <strong>in</strong> <strong>2018</strong>.<br />

See story, Page 34.<br />

President John F. Stika, Ph.D.


On behalf of the Certified Angus Beef LLC Board of Directors, as we<br />

look back over another record-break<strong>in</strong>g year, it is with great pride we<br />

thank everyone who has a hand <strong>in</strong> it. What makes the Certified Angus<br />

Beef ® brand so uniquely successful are the many layers of the bus<strong>in</strong>ess<br />

that work <strong>in</strong> concert. Each derives great satisfaction <strong>in</strong> what they do,<br />

but also takes a positive <strong>in</strong>terest <strong>in</strong> every other aspect of the supply<br />

cha<strong>in</strong>. That common cause makes each of us an important part of<br />

the brand family.<br />

We have seen the rate of carcasses meet<strong>in</strong>g all of the brand’s standards<br />

soar <strong>in</strong> the last few years from 17% to more than 30%. Angus farmers<br />

and ranchers, both registered and commercial, have embraced the<br />

cont<strong>in</strong>ued production of high-quality Angus beef. We have been<br />

aggressive <strong>in</strong> us<strong>in</strong>g the tools available to us to produce more beef<br />

that meets the brand’s str<strong>in</strong>gent specifications. Those standards,<br />

quality and consistency set it apart from any other branded beef on<br />

the market. Family ranchers have enjoyed the <strong>in</strong>creased demand for<br />

high-quality Angus feeder cattle and registered Angus bulls, and will<br />

cont<strong>in</strong>ue to produce more, and more superior, Angus cattle.<br />

What is so gratify<strong>in</strong>g to ranch<strong>in</strong>g families is that the more we are able<br />

to produce, the more value our partners and staff are able to add to<br />

it. From the feeders, to the packers, to the many different layers that<br />

market the brand to consumers, all with the help of the brand’s expert<br />

staff, we say thank you!<br />

The people I have met and <strong>in</strong>teracted with these last several years have<br />

left a last<strong>in</strong>g impression on me, the brand’s board of directors, and<br />

the entire Angus community. It’s your commitment to the success<br />

of our product, and our drive to live up to those high expectations,<br />

that will keep the Certified Angus Beef ® brand the envy of every other<br />

branded beef program.<br />

As we move <strong>in</strong>to the years ahead, I am confident <strong>in</strong> the cont<strong>in</strong>ued<br />

success and growth of our bus<strong>in</strong>ess, and yours.<br />

David Dal Porto<br />

Oakley, Calif.<br />

Chairman, 2017-18 Certified Angus Beef LLC Board of Directors<br />




6<br />


A worldwide beacon of quality, Certified Angus<br />

Beef ® brand sales of 1.21 billion pounds<br />

were recorded <strong>in</strong> Fiscal <strong>2018</strong>. That’s the 12th<br />

consecutive annual sales record, extend<strong>in</strong>g a<br />

14-year streak of year-over-year growth and<br />

the third year for sales above 1 billion pounds.<br />

The 8.1% <strong>in</strong>crease represents an additional 91<br />

million pounds of high-quality beef raised by<br />

quality-m<strong>in</strong>ded farmers and ranchers to meet<br />

steadily grow<strong>in</strong>g consumer demand.<br />

“For the past 40 years, a community of people<br />

from farm to plate – each necessary to deliver<br />

the Certified Angus Beef ® brand to d<strong>in</strong>ner tables<br />

around the world – have shared much: a<br />

passion for excellence, a dedication to quality,<br />

and ideas and <strong>in</strong>spirations to achieve our<br />

goals,” said John Stika, the brand’s president.<br />

“Along the way, we’ve built relationships on<br />

trust and a shared vision. By do<strong>in</strong>g so, what<br />

started out as a simple idea among a small<br />

group of cattlemen has become the world’s<br />

lead<strong>in</strong>g brand of beef.”<br />

The brand set sales records <strong>in</strong> all 12 months<br />

of its 40th anniversary year, and seven of the<br />

brand’s 10 highest sales months <strong>in</strong> history were<br />

<strong>in</strong> <strong>2018</strong>. More than 100 million pounds were<br />

sold <strong>in</strong> the months of March, May, June, July,<br />

August and September, with August be<strong>in</strong>g the<br />

most successful month ever recorded.<br />

True to its <strong>in</strong>ception <strong>in</strong> 1978, a community<br />

of farmers and ranchers rema<strong>in</strong> the backbone<br />

of the brand, committed to supply<strong>in</strong>g<br />

consumers with consistent and pleasurable<br />

eat<strong>in</strong>g experiences. Their efforts to raise<br />

quality cattle enabled licensed processors,<br />

distributors, restaurateurs and retailers to<br />

meet this grow<strong>in</strong>g demand for premium beef.<br />

Respond<strong>in</strong>g to economic signals from the<br />

consumer marketplace, cattlemen raised a<br />

record 5.18 million cattle that met all of the<br />

brand’s requirements last year – an <strong>in</strong>crease<br />

of 14.3% over 2017. Further, the rate of cattle<br />

eligible to earn the brand name rose to a record<br />

32.5%, up from just 17.8% a decade ago.<br />


A global network of nearly 20,000 licensed<br />

partners found <strong>in</strong>dividual bus<strong>in</strong>ess success<br />

through brand recognition <strong>in</strong> retail meat cases<br />

and on restaurant menus. Manageable prices<br />

<strong>in</strong> concert with strong demand led to sales<br />

records <strong>in</strong> every division of the Certified Angus<br />

Beef ® brand.<br />

The most robust growth took place <strong>in</strong> the<br />

International Division, with 207 million<br />

pounds exported to 50 countries outside the<br />

United States – an 18.6% <strong>in</strong>crease over last<br />

year and the best <strong>in</strong> the brand’s history. What<br />

comprised more than one-third of total brand<br />

growth was due to the strong market <strong>in</strong> South<br />

Korea, followed by Canada, Japan, Hong<br />

Kong and Mexico.<br />

Quality-focused retailers rema<strong>in</strong>ed the<br />

largest contributor to total brand sales, at<br />

approximately 41%. A more favorable price<br />

spread relative to commodity beef options<br />

led to more Certified Angus Beef ® brand items<br />

featured <strong>in</strong> circulars, thus grow<strong>in</strong>g retail sales<br />

by 8.3% to a new high of 494 million pounds.<br />

Nearly 11,000 licensed restaurants are<br />

<strong>in</strong>cluded <strong>in</strong> the Foodservice Division, which<br />

netted sales of 405.5 million pounds, a<br />

5.3% <strong>in</strong>crease. The division boasted a n<strong>in</strong>th<br />

consecutive year of record sales, further proof<br />

of the brand’s value to chefs and restaurateurs<br />

who prize its consistent quality, and patrons<br />

who crave its flavor.<br />

Processors responded to grow<strong>in</strong>g consumer<br />

demand for high-quality convenience meals<br />

<strong>in</strong> both retail and foodservice with branded<br />

value-added products. Sales rose by 8.1% to<br />

29.2 million pounds, driven most by smoked<br />

brisket, mar<strong>in</strong>ated fajita meat and burgers <strong>in</strong><br />

the frozen case.<br />


Illustrat<strong>in</strong>g a steady desire from the <strong>in</strong>dustry’s<br />

most discern<strong>in</strong>g customers, and the ris<strong>in</strong>g tide<br />

of quality at the ranch, sales of the brand’s<br />

exclusive Prime product extension achieved its<br />

highest growth ever at 31.2%.<br />

Cont<strong>in</strong>u<strong>in</strong>g a trend from last year, the brand<br />

experienced a balanced rate of growth across<br />

product categories. Backed by traditionally<br />

strong demand, particularly for celebrations<br />

and special occasions, sales of middle meats<br />

(premium steaks) grew by 6.5% over last<br />

year. Reflect<strong>in</strong>g cont<strong>in</strong>ued consumer appeal<br />

for a better burger, ground beef <strong>in</strong>creased<br />

10.3% over 2017. Sales of roasts and other<br />

end meats, which are often the centerpiece of<br />

family meals, rose by 8.2%.<br />

Total sales: 1.12 billion lbs. (up 8.1%)<br />

12th consecutive record year<br />

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

8.3 %<br />

494 MILLION LBS. 5.3 %<br />

405.5 MILLION LBS. 18.6 %<br />


RETAIL<br />



105.5 MILLION LBS.<br />

MISC.<br />

8.2 %<br />

772 MILLION LBS. 6.5 %<br />

265 MILLION LBS. 10.3 %<br />

175 MILLION LBS. 8.1 %<br />




®<br />


2014<br />

2015<br />

2016<br />

2017<br />

<strong>2018</strong><br />

2014<br />

2015<br />

2016<br />

2017<br />

<strong>2018</strong><br />

2014<br />

2015<br />

2016<br />

2017<br />

<strong>2018</strong><br />




13.8 M<br />

12.7 M<br />

29.2 MILLION LBS.<br />

13.6 M<br />

15.2 M<br />

15.9 M<br />

3.5 M<br />

3.5 M<br />

3.9 M<br />

4.5 M<br />

5.2 M<br />

25.6 %<br />

27.5 %<br />

28.9 %<br />

29.7 %<br />

32.5 %

More than<br />

Angus<br />

For those already well acqua<strong>in</strong>ted with the Certified Angus Beef ® brand,<br />

the question posed by Chowhound, a popular website for food<br />

lovers, seems disarm<strong>in</strong>gly simple:<br />

“What’s the difference between Angus beef and ‘regular’ beef?”<br />

The answer, of course, is simple: Angus is a breed of cattle, which<br />

grew popular, <strong>in</strong> part, because of its ability to produce meat with<br />

more flavorful marbl<strong>in</strong>g. And, that’s the answer the reporter shared<br />

<strong>in</strong> a story published over Memorial Day weekend.<br />

“If you’re th<strong>in</strong>k<strong>in</strong>g, ‘Whoa, that’s it? I thought it also meant<br />

someth<strong>in</strong>g about the superiority of the beef,’ trust me,” the piece<br />

cont<strong>in</strong>ued. “You’re not alone.”<br />

Indeed, the confusion is real, even among foodies, meat lovers and<br />

aspir<strong>in</strong>g gourmands, like Chowhound followers. That’s why the better<br />

question is, perhaps, “What’s the difference between the Certified<br />

Angus Beef ® brand and ‘regular’ Angus beef?”<br />



That question is especially relevant after a<br />

decades-long trend of cattlemen <strong>in</strong>creas<strong>in</strong>gly<br />

choos<strong>in</strong>g Angus genetics for their herds.<br />

Two-thirds of fed cattle <strong>in</strong> the U.S. are black<br />

hided today, so there’s more Angus than<br />

ever before.<br />

Of course, these Angus cattle must also<br />

meet the brand’s strict specifications <strong>in</strong><br />

order for the beef to earn the logo and return<br />

$50 or more per head <strong>in</strong> grid premiums to<br />

the rancher. Respond<strong>in</strong>g to these market<br />

signals for higher quality, farmers’ efforts<br />

have resulted <strong>in</strong> greater rates of Angus cattle<br />

qualify<strong>in</strong>g for the brand – reach<strong>in</strong>g an alltime<br />

high of nearly 33% <strong>in</strong> <strong>2018</strong> – but the<br />

fact rema<strong>in</strong>s: two-thirds of Angus beef still<br />

doesn’t measure up.<br />

In short, the Certified Angus Beef ® brand is<br />

the best of the entire Angus category, which<br />

Chowhound expla<strong>in</strong>ed with <strong>in</strong>sight on our<br />

10 specifications, how it is evaluated and<br />

that consumers need only look for the logo<br />

to ensure a great eat<strong>in</strong>g experience.<br />

That promise rema<strong>in</strong>s the brand’s biggest<br />

opportunity to educate.<br />

“We have successfully marketed the Certified<br />

Angus Beef ® brand as an <strong>in</strong>dicator of quality<br />

over the past 40 years, and need to keep<br />

help<strong>in</strong>g consumers understand that ‘Angus’<br />

doesn’t necessarily <strong>in</strong>dicate quality – but<br />

the brand name does,” says Market<strong>in</strong>g Vice<br />

President Tracey Erickson. “The brand not<br />

only delivers value to consumers, but also<br />

to partners who market the brand and<br />

know it is an important po<strong>in</strong>t of difference<br />

that elevates their bus<strong>in</strong>esses <strong>in</strong> their<br />

marketplaces.”<br />

Be<strong>in</strong>g able to position and communicate<br />

those strengths relative to other beef is<br />

important, says Josh Hahn, Meijer’s director<br />

of market<strong>in</strong>g for promotional advertis<strong>in</strong>g<br />

and vendor partnerships.<br />

“I’ve only been on the food side of the<br />

bus<strong>in</strong>ess for a little over a year now, and I<br />

didn’t understand the difference between<br />

the Certified Angus Beef ® brand and another<br />

Angus beef,” he says. “But when I had the<br />

opportunity to learn, and understand, the<br />

brand’s focus on quality, it blew my m<strong>in</strong>d to<br />

realize what the differences were. I def<strong>in</strong>itely<br />

talk about the brand differently than I did<br />

before. It’s amaz<strong>in</strong>g to see firsthand all of<br />

the work and science that goes <strong>in</strong>to it.”<br />

Communicat<strong>in</strong>g that message to consumers<br />

is the next step. Whether it’s through<br />

traditional po<strong>in</strong>t-of-sale materials, circular<br />

ads, social media or other creative ways<br />

to share the brand’s story, partners want<br />

to educate and engage, boost recognition<br />

of the brand, and keep consumers com<strong>in</strong>g<br />

back to its proven quality.<br />

Understand<strong>in</strong>g unique differences from<br />

other Angus beef is at the center of the<br />

brand’s new, harder-hitt<strong>in</strong>g advertis<strong>in</strong>g<br />

campaign. A full range of customizable<br />

resources, from signs to billboards to truck<br />

wraps to circular ads, clearly positions<br />

the brand as the best beef with<strong>in</strong> the<br />

Angus category, and its dist<strong>in</strong>ctive logo –<br />

recognized by 95% of consumers – as an<br />

easy way to determ<strong>in</strong>e the quality choice <strong>in</strong><br />

the meat case.<br />

“When I had the<br />

opportunity to learn,<br />

and understand, the<br />

brand’s focus on<br />

quality, it blew my<br />

m<strong>in</strong>d to realize what<br />

the differences were.”<br />

Josh Hahn, Meijer<br />


10<br />

Harder-hitt<strong>in</strong>g ads help expla<strong>in</strong> the quality difference between Angus beef, and the<br />

Certified Angus Beef ® brand. Above, Hawaii’s Foodland stores welcomed visitors with<br />

airport advertis<strong>in</strong>g. At right, Blue Ribbon Meats’ trucks tout the difference on the road.

“We have successfully marketed the Certified Angus Beef ® brand<br />

as an <strong>in</strong>dicator of quality over the past 40 years, and need<br />

to keep help<strong>in</strong>g consumers understand that ‘Angus’ doesn’t<br />

necessarily <strong>in</strong>dicate quality – but the brand name does.”<br />

Tracey Erickson, Vice President, Market<strong>in</strong>g<br />

Certified Angus Beef LLC<br />



B<br />

eef Comes to<br />

the Rotisserie<br />

Move over, chicken: there’s someth<strong>in</strong>g new <strong>in</strong> prepared foods.<br />

Solv<strong>in</strong>g the “what’s for d<strong>in</strong>ner” dilemma <strong>in</strong> an <strong>in</strong>novative way,<br />

retailers and Golden West Food Group, Vernon, Calif., have given<br />

consumers more reasons to shop deli rotisseries: Certified Angus<br />

Beef ® brand beef roasts. The first-of-its-k<strong>in</strong>d Beeftisserie ® roasts<br />

offer customers a flavorful, versatile and satisfy<strong>in</strong>g alternative<br />

to chicken. Plus, with no bones about it, it’s easy to serve with<br />

no waste.<br />

Mark Gw<strong>in</strong>, from the brand’s value-added products team, helped<br />

develop the item, satisfy<strong>in</strong>g his years-long curiosity about br<strong>in</strong>g<strong>in</strong>g<br />

beef to the rotisserie.<br />

“We found the right fit,” Gw<strong>in</strong> says. “Beef is the No. 1 driver to the<br />

meat case – and it should be <strong>in</strong> the rotisserie, as well.”<br />



Consumer Success<br />

<strong>in</strong> the Kitchen<br />

Spicedblog.com food writer David Dial of Saratoga Spr<strong>in</strong>gs, N.Y.,<br />

is immersed <strong>in</strong> a world of <strong>in</strong>gredients, techniques and flavors –<br />

but he knows his readers often look to him and others for help<br />

<strong>in</strong> becom<strong>in</strong>g better cooks. One area where that seems to be<br />

especially true is with beef.<br />

“When you go <strong>in</strong>to a meat case, it’s confus<strong>in</strong>g,” he says. “You’re<br />

faced not only with multiple types of prote<strong>in</strong>s, but also different<br />

cuts, different labels. It can be very difficult to go <strong>in</strong>to a store and<br />

pick out what you want, or even know what you’re look<strong>in</strong>g for.”<br />

He appreciates that the Certified Angus Beef ® brand is a great<br />

start<strong>in</strong>g po<strong>in</strong>t for build<strong>in</strong>g confidence <strong>in</strong> the kitchen.<br />

“When I’m at a store, try<strong>in</strong>g to select a cut of meat, and I see a<br />

case that’s dozens of feet long and I can’t figure out what to do, I<br />

know that if I see that logo, it’s go<strong>in</strong>g to be a quality piece of meat.<br />

That’s step No. 1,” Dial says.<br />

After that? “I have to take it home and know what to do with it,<br />

even though start<strong>in</strong>g with a good product is go<strong>in</strong>g to help me get<br />

good results <strong>in</strong> the end.”<br />


Chef Gav<strong>in</strong> P<strong>in</strong>to, the brand’s Test Kitchen<br />

manager, and food blogger Jessica Formicola<br />

of SavoryExperiments.com, are filmed as they<br />

walk viewers through a recipe.<br />


Answer<strong>in</strong>g that question is essential to help<strong>in</strong>g<br />

consumers fully appreciate the brand’s quality<br />

and the superior eat<strong>in</strong>g experience it can<br />

provide. That’s why it’s essential to meet<br />

consumers — from novices to experts — where<br />

they are, by shar<strong>in</strong>g the tools they need to be<br />

successful <strong>in</strong> the kitchen.<br />

Social media <strong>in</strong>fluencers and bloggers like<br />

Dial are an important part of that approach,<br />

because their endorsement offers a level of<br />

credibility that can’t be achieved otherwise.<br />

In the past year, the brand’s Test Kitchen,<br />

where recipes and cook<strong>in</strong>g techniques are<br />

developed, tested and perfected by the<br />

<strong>in</strong>-house chef team, welcomed several social<br />

<strong>in</strong>fluencers for crossover opportunities.<br />

The most popular were Facebook Live videos,<br />

where consumers could take a virtual seat <strong>in</strong><br />

the Test Kitchen while one of the brand’s<br />

chefs and a guest <strong>in</strong>fluencer presented a<br />

recipe or highlighted a technique. Viewers,<br />

often people who are passionate about<br />

cook<strong>in</strong>g, barbecue and other cul<strong>in</strong>ary<br />

topics, asked questions, engaged with the<br />

experts <strong>in</strong> real time and played an active<br />

part <strong>in</strong> the conversation.<br />

Video is <strong>in</strong>creas<strong>in</strong>gly how stories are told<br />

onl<strong>in</strong>e, and cook<strong>in</strong>g is a topic ideal for<br />

the medium. Whether recorded <strong>in</strong> the<br />

Test Kitchen, on the road at barbecue or<br />

grill<strong>in</strong>g events, or <strong>in</strong> a studio, food videos<br />

connect with different types of audiences<br />

and promote the brand <strong>in</strong> the digital space.<br />

Whether it’s a 30-second video highlight<strong>in</strong>g<br />

a family-friendly weeknight meal idea or a<br />

long-form, step-by-step exploration of an<br />

advanced technique, the goal is the same:<br />

give the viewer the tools they need to choose<br />

and prepare the Certified Angus Beef ® brand<br />

with confidence.<br />

“When I’m at a store, I<br />

know that if I see that<br />

logo, it’s go<strong>in</strong>g to be a<br />

quality piece of meat.”<br />

David Dial, SpicedBlog.com<br />



<strong>Brand</strong> partners also use video more and<br />

more to boost engagement and build<br />

customer loyalty. Giant Eagle created a<br />

six-part, web-based cook<strong>in</strong>g video series,<br />

“Raise Your BARB-IQ,” featur<strong>in</strong>g brand Test<br />

Kitchen Chef Gav<strong>in</strong> P<strong>in</strong>to, <strong>in</strong>troduced to<br />

consumers via circulars and social media.<br />

Customers who watched all six videos were<br />

rewarded with a “Certified Grill Master<br />


18<br />

The grand prize <strong>in</strong> Giant Eagle’s Raise Your Barb-IQ promotion<br />

was a weekend cook<strong>in</strong>g class at the brand’s Cul<strong>in</strong>ary Center.<br />

Certificate,” as well as a chance to w<strong>in</strong><br />

the grand prize. That featured a visit to<br />

brand headquarters <strong>in</strong> Wooster, Ohio, for a<br />

weekend of cook<strong>in</strong>g classes at The Cul<strong>in</strong>ary<br />

Center, and a visit to a local Angus farm.<br />

Attendees even put their skills to the test<br />

dur<strong>in</strong>g a cook-off.<br />



The brand’s goal of educat<strong>in</strong>g consumers was<br />

realized before a national audience, when<br />

Executive Chef Ashley Breneman, herself a<br />

mother-to-be, was <strong>in</strong>vited to share an easy yet<br />

elegant Mother’s Day steak recipe on Fox &<br />

Friends Sunday edition. Besides serv<strong>in</strong>g 75 special<br />

guests at the show’s New York City studio plaza,<br />

Breneman offered on-air advice to millions of<br />

viewers, position<strong>in</strong>g the Certified Angus Beef ®<br />

brand as the very best Angus beef and offer<strong>in</strong>g<br />

practical tips for home cooks everywhere.

Creativity<br />

on the Plate<br />

Eye of round pâté. Bourbon-cured top round. Shanghai beef<br />

belly. Beef hough (aka shank). They’re all cutt<strong>in</strong>g-edge cul<strong>in</strong>ary<br />

creations not found on many, if any, restaurant menus today –<br />

but that could change, thanks to the <strong>in</strong>fluence and impact of the<br />

lead<strong>in</strong>g cul<strong>in</strong>ary masters apply<strong>in</strong>g their creativity to their preferred<br />

canvas: Certified Angus Beef ® brand cuts.<br />

No matter how you slice it, this top-quality product is hitt<strong>in</strong>g the<br />

plate <strong>in</strong> ways never seen before, just about everywhere you look.<br />

Whether it’s new – or underutilized – cuts, traditional cuts simply<br />

butchered differently, or unique cook<strong>in</strong>g techniques applied<br />

to tried-and-true favorites, cul<strong>in</strong>ary professionals all over are<br />

discover<strong>in</strong>g new horizons with the prote<strong>in</strong> of celebration. Chefs<br />

who are partial to the brand are at the forefront of this movement<br />

– both at the brand’s Cul<strong>in</strong>ary Center and <strong>in</strong> their own kitchens.<br />


Certified Angus Beef ® brand<br />

Cul<strong>in</strong>ary Innovator of the <strong>Year</strong>:<br />

Chef Simon Brown, Seafood<br />

R’Evolution, Jackson, Miss.<br />


Chef Simon Brown from Seafood R’evolution<br />

<strong>in</strong> Jackson, Miss., holds the brand’s <strong>2018</strong> title<br />

of Cul<strong>in</strong>ary Innovator, honor<strong>in</strong>g restaurant<br />

chefs who push the creative bounds of beef<br />

on the plate. One achievement captur<strong>in</strong>g<br />

attention was Brown’s Certified Angus Beef ®<br />

short rib tomahawk, which looks like a longbone<br />

steak but eats like a buttery piece of<br />

braised beef.<br />

A native of Scotland, Brown expla<strong>in</strong>ed he<br />

was tra<strong>in</strong>ed to use every possible cut – a<br />

m<strong>in</strong>dset that helps jumpstart his creativity as<br />

he th<strong>in</strong>ks about the best ways to showcase<br />

each one. He also seeks <strong>in</strong>spiration from<br />

other cul<strong>in</strong>ary traditions – <strong>in</strong> this case,<br />

American barbecue, cooked low and slow<br />

to create a melt<strong>in</strong>gly tender texture.<br />

Though on its face a restaurant specializ<strong>in</strong>g<br />

<strong>in</strong> seafood, Brown says he and partners<br />

Chef John Folse and Chef Rick Tramonto<br />

want Seafood R’evolution to be known for<br />

its beef, as well. Exceed<strong>in</strong>g expectations <strong>in</strong><br />

quality, creativity and execution is essential,<br />

as is blend<strong>in</strong>g the <strong>in</strong>fluences and expertise<br />

for which they’re known: seafood, Louisiana<br />

Cajun Creole and Northern Italian via<br />

Chicago, respectively.<br />

Brown represents just one of the many chefs<br />

<strong>in</strong>tent on upend<strong>in</strong>g the status quo and<br />

showcas<strong>in</strong>g beef <strong>in</strong> <strong>in</strong>terest<strong>in</strong>g, delicious<br />

and orig<strong>in</strong>al ways.<br />

Venture to the outskirts of Chicago and<br />

experience Greg and Krist<strong>in</strong>a Gaardbo’s<br />

Chicago Cul<strong>in</strong>ary Kitchen, where seem<strong>in</strong>gly<br />

each week the pair serves up someth<strong>in</strong>g<br />

new and <strong>in</strong>terest<strong>in</strong>g at their weekends-only<br />

restaurant. Some recent iterations <strong>in</strong>clude<br />

Maryland-style smoked pit beef sandwiches<br />

us<strong>in</strong>g Certified Angus Beef ® bottom round<br />

flat; 40-oz. tomahawk steaks dry-aged on<br />

premise and lov<strong>in</strong>gly referred to as the<br />

“Big Hoss;” and a smoked full short plate<br />

dubbed “Beef W<strong>in</strong>gs.” The pair also serve a<br />

butterflied tomahawk, which they named a<br />

“Scorpion Steak” <strong>in</strong> honor of the formidable<br />

arachnid it resembles. The knife work not<br />

only allows for a faster cook time, but an<br />

even more impressive plate presentation.<br />

Of course, when it comes to beef <strong>in</strong>novation,<br />

no one spends more time turn<strong>in</strong>g ideas <strong>in</strong>to<br />

reality than Tony Biggs, the brand’s director<br />

of cul<strong>in</strong>ary arts, alongside the entire cul<strong>in</strong>ary<br />

team of chefs and meat scientists.<br />

While many of his creations are <strong>in</strong>fluenced<br />

by his years cook<strong>in</strong>g overseas <strong>in</strong> the<br />

Middle East and Asia, Biggs pulled a real<br />

showstopper from his bag of tricks at<br />

the brand’s Annual Conference, roast<strong>in</strong>g<br />

an entire side of beef on a custom-built<br />

spit on the beach <strong>in</strong> Maui. While many<br />

hypothesized about how such an endeavor<br />

would turn out, Biggs’ confidence was well<br />

placed, as the 12-hour cook was not only<br />

visually impressive, but also produced<br />

hundreds of pounds of flavorful, slowroasted<br />

beef perfect for any application.<br />

Biggs was also the driv<strong>in</strong>g force beh<strong>in</strong>d the<br />

brand’s <strong>in</strong>augural Cul<strong>in</strong>ary Ideation Day,<br />

where all six Certified Angus Beef ® brand<br />

chefs were given three days to br<strong>in</strong>g their<br />

wildest beef ideas to fruition. The results<br />

from this “cul<strong>in</strong>ary th<strong>in</strong>k tank” <strong>in</strong>cluded a<br />

wide-rang<strong>in</strong>g menu of cuts, applications<br />

and flavors – <strong>in</strong>clud<strong>in</strong>g creative dishes from<br />

the round and a cured top sirlo<strong>in</strong> “coulox”<br />

– that illustrate their quest.<br />

That quest is not only to further elevate<br />

the brand experience, but also to <strong>in</strong>spire<br />

fellow chefs, beef-lovers, <strong>in</strong>fluencers and<br />

consumers as well, offer<strong>in</strong>g out-of-thebox<br />

ideas and conversation starters that<br />

deliver value and <strong>in</strong>novation.<br />



Taste is k<strong>in</strong>g, but cul<strong>in</strong>ary stories evoke all the senses. That’s<br />

why Instagram, with its focus on visual impact, is the go-to<br />

digital platform for shar<strong>in</strong>g dishes and kitchen <strong>in</strong>spiration with<br />

<strong>in</strong>novative chefs, beef lovers and flavor seekers who jo<strong>in</strong> the<br />

conversation and help build buzz onl<strong>in</strong>e.<br />

Visual storytellers play an important part <strong>in</strong> shar<strong>in</strong>g the<br />

brand’s stories written over 40 years of flavor. Among those<br />

who have been a part of the community s<strong>in</strong>ce the early days<br />

are Debragga, New York’s Butcher ® , and Chef John Doherty,<br />

whose illustrious career ranges from leadership of the iconic<br />

Bull and Bear Steakhouse at the Waldorf=Astoria to his<br />

current restaurant, Blackbarn.<br />

The <strong>in</strong>fluential ambassadors welcomed a group of food, lifestyle<br />

and Hispanic media guests and social <strong>in</strong>fluencers <strong>in</strong>to their<br />

bus<strong>in</strong>esses last summer. They showcased their roles <strong>in</strong> the<br />

brand community, rang<strong>in</strong>g from a tour of the cut shop’s storied<br />

dry-ag<strong>in</strong>g room, to an exclusive eight-course, beef-centric meal<br />

at Blackbarn. Besides social media posts that reached the<br />

<strong>in</strong>fluencers’ million followers, media coverage highlighted the<br />

brand’s quality and positioned its community as resources for<br />

future stories about beef.<br />

Relationships between the brand and <strong>in</strong>fluencers rema<strong>in</strong>ed<br />

strong all year, with participants, like Ben Hon @stuffbeneats,<br />

David “Rev” Cianciao @revciancio, Jason Baker @jasoneats and<br />

V<strong>in</strong>nie Todarello @johnnyprimecc, jo<strong>in</strong><strong>in</strong>g up with the brand at<br />

other chef-focused events to keep the storytell<strong>in</strong>g go<strong>in</strong>g among<br />

an ever-widen<strong>in</strong>g audience hungry for more.<br />


A rotisserie big enough for an entire side of beef<br />

isn’t someth<strong>in</strong>g you see every day, but the brand’s<br />

Director of Cul<strong>in</strong>ary Arts Tony Biggs brought his<br />

vision to life on the beach <strong>in</strong> Maui.<br />

“What an <strong>in</strong>credible day! We got to see<br />

how DeBragga dry ages their meats<br />

and also how they ma<strong>in</strong>ta<strong>in</strong> such great<br />

quality products. Then, we capped off<br />

the night at one of my new favorite<br />

spots, Blackbarn. So good!”<br />

Ben Hon<br />

@StuffBenEats<br />


APassion<br />

for Flavor<br />

Cul<strong>in</strong>ary artistry, creative presentations and a spirit of <strong>in</strong>novation<br />

def<strong>in</strong>e the dishes of those who use the Certified Angus Beef ® brand as<br />

their canvas. Build<strong>in</strong>g on the brand’s quality, these vanguards pair<br />

science with art and flavor with feel<strong>in</strong>g to create beef experiences<br />

like no other. The hub of this creativity is the brand’s Wooster,<br />

Ohio, Cul<strong>in</strong>ary Center, with chefs f<strong>in</strong>d<strong>in</strong>g <strong>in</strong>spiration that takes<br />

root on their own menus around the world.<br />



In Another’s<br />

Shoes (or Boots)<br />


26<br />

Chef Jeremiah Bacon, Oak Steakhouse, Charleston, S.C., and Angus Farmer Kev<strong>in</strong> Yon, Ridge Spr<strong>in</strong>g, S.C.<br />

Its reputation is built on product quality, but people – those<br />

responsible for that quality – rema<strong>in</strong> the core of the Certified Angus<br />

Beef ® brand. From beg<strong>in</strong>n<strong>in</strong>g to end, they keep it alive through<br />

an unrivaled commitment. Often, that’s despite little or no<br />

<strong>in</strong>teraction with those further down the l<strong>in</strong>e. Packer speaks to<br />

distributor, farmer to feeder, but what about some of the less<br />

likely duos?

At left, Bacon advises Yon <strong>in</strong> the kitchen at Oak Steakhouse; above, Bacon and Yon on horseback at the farm.<br />

For three years, the Certified Angus Beef ®<br />

Regardless of any association with the<br />

“We’re on the two-yard l<strong>in</strong>e here,”<br />

brand has brought beef’s bookends<br />

brand, there’s no doubt there’s plenty<br />

Bacon added with new enlightenment.<br />

together through a series called “Trad<strong>in</strong>g<br />

to learn by time spent <strong>in</strong> someone else’s<br />

A day earlier, he was on horseback<br />

Places.” The goal: to provide experience<br />

shoes – or boots for that matter. By<br />

driv<strong>in</strong>g cattle, driv<strong>in</strong>g the feed truck<br />

by do<strong>in</strong>g and perspective by see<strong>in</strong>g,<br />

understand<strong>in</strong>g the expertise along the<br />

and tagg<strong>in</strong>g a newborn calf. Education<br />

ultimately strengthen<strong>in</strong>g the quality beef<br />

cha<strong>in</strong>, each part can identify the value<br />

and real experience provided an<br />

cha<strong>in</strong> through relationships and a better<br />

they br<strong>in</strong>g to the sum.<br />

unparalleled perspective.<br />

understand<strong>in</strong>g of the other side.<br />

“I don’t know if you consider yourselves<br />

“I didn’t realize what a precise process<br />

Ranchers and chefs, no matter how different<br />

part of agriculture, but we do consider<br />

it was,” Yon said after grabb<strong>in</strong>g a knife<br />

their worlds appear at first, are on the same<br />

you very much a part of agriculture,” Yon<br />

to cut 16-oz. steaks with Bacon. “The<br />

team. One group’s days are usually end<strong>in</strong>g<br />

said to Bacon and his staff. “Together, we<br />

butcher and chef, they look at every steak<br />

when the other’s are just gett<strong>in</strong>g started, but<br />

are a part of food production, provid<strong>in</strong>g<br />

as an <strong>in</strong>dividual much like we do cattle.”<br />

they share more than they might first notice.<br />

meals for people. What could be more<br />

Back home, he’ll carry with him a better<br />

Long hours, the unknown, generations of<br />

noble than that?”<br />

understand<strong>in</strong>g and share it with those who<br />

tradition and an appreciation for quality.<br />

will listen.<br />

Passion is just the start<strong>in</strong>g po<strong>in</strong>t.<br />

A silence said they got it. Heads nodded<br />

and chests rose. The 20-oz. Certified Angus<br />

The similarities <strong>in</strong> their stories don’t end,<br />


28<br />

“People want to know where their food’s<br />

com<strong>in</strong>g from, ‘what’s the process,’ ‘what’s this<br />

th<strong>in</strong>g with [the Certified Angus Beef ® brand]?’”<br />

Chef Jeremiah Bacon, Oak Steakhouse,<br />

Charleston, S.C., expla<strong>in</strong>ed after a full day<br />

spent with Angus farmer Kev<strong>in</strong> Yon.<br />

Beef ® brand dry-aged ribeye they were set<br />

to push carried new mean<strong>in</strong>g.<br />

“We’ve put three years <strong>in</strong>to the steer go<strong>in</strong>g<br />

on the plate tonight,” Yon said. “Three<br />

years ago, we made that decision.”<br />

although it’s often not until they’re face to<br />

face, <strong>in</strong>teract<strong>in</strong>g and ask<strong>in</strong>g questions of<br />

one another, that th<strong>in</strong>gs come <strong>in</strong>to focus.<br />

It’s <strong>in</strong> the details and the precision, the<br />

passion and the pride, that make up the<br />

big picture.


In fact, that’s the goal of so much that happens<br />

between, and for, brand partners represent<strong>in</strong>g<br />

every l<strong>in</strong>k <strong>in</strong> the cha<strong>in</strong>. Understand<strong>in</strong>g product<br />

quality is, of course, an important part of<br />

the lessons. More important is foster<strong>in</strong>g<br />

relationships and understand<strong>in</strong>g between the<br />

people who, each <strong>in</strong> his or her own way, br<strong>in</strong>g<br />

it to the table.<br />

Take, for example, the brand’s signature<br />

educational course: the Master of <strong>Brand</strong><br />

Advantages (MBA) program, conceived as<br />

the supply of high-quality Angus beef started<br />

trend<strong>in</strong>g steadily upward to give next-level<br />

tra<strong>in</strong><strong>in</strong>g to the leaders who would hit the<br />

streets to sell it. A three-week <strong>in</strong>tensive course<br />

for distribution-house sales staff, it’s serious<br />

work and covers not only sales, meat cutt<strong>in</strong>g<br />

and meat science, but also visits farmers,<br />

feeders and packers to understand the entire<br />

quality beef journey.<br />

A course as <strong>in</strong>tensive as this, requir<strong>in</strong>g those<br />

weeks away from one’s normal duties,<br />

over a span of several months, isn’t always<br />

feasible. Nor is it always appropriate for less<br />

experienced, albeit potential-rich, members<br />

of a sales team. That’s why a new one-week<br />

Associate’s <strong>in</strong> Meat course at the brand’s<br />

Cul<strong>in</strong>ary Center was <strong>in</strong>troduced. Similar to<br />

the MBA program, it gives guests a firsthand<br />

look, <strong>in</strong> somewhat less detail, at the entire<br />

scope of the brand’s journey to the table.<br />

Eric Moody of Wolver<strong>in</strong>e Pack<strong>in</strong>g Co., a<br />

member of the first class, said the week<br />

exceeded his expectations.<br />

“We were learn<strong>in</strong>g from the moment we set<br />

foot <strong>in</strong> the door until the moment we left. I<br />

ga<strong>in</strong>ed more <strong>in</strong> one week than one year of<br />

on-the-job experience. I now know that I can<br />

stand beh<strong>in</strong>d the Certified Angus Beef ® brand<br />

with the utmost confidence,” he said.<br />

Indeed, many on the sales side know their<br />

customers have questions – about cattle care,<br />

feed<strong>in</strong>g, handl<strong>in</strong>g, nutrition and so much<br />

more. Gett<strong>in</strong>g the answers firsthand equips<br />

them to answer with conviction and pride,<br />

as well as perspective on the community that<br />

dist<strong>in</strong>guishes the brand.<br />

Every encounter is a chance to build<br />

connections, learn from one another and<br />

strengthen the network. Like the salespeople<br />

who visit The Cul<strong>in</strong>ary Center, lead<strong>in</strong>g chefs<br />

and cul<strong>in</strong>ary <strong>in</strong>fluencers come there to spend<br />

time with fellow cul<strong>in</strong>arians, as well as meat<br />

scientists, farmers and packers. That k<strong>in</strong>d of<br />

fully immersive and collaborative experience<br />

is not only unique to the brand, but also at<br />

its essence.<br />

One need not set foot <strong>in</strong> The Cul<strong>in</strong>ary<br />

Center, however, to enjoy someth<strong>in</strong>g<br />

similar. Prospective guests can get a<br />

sneak peek at its Meat Lab, kitchens and<br />

cuis<strong>in</strong>e – and, perhaps more importantly,<br />

the camaraderie and collaboration that<br />

happens there – via a new <strong>in</strong>teractive 360°<br />

video. And, for those new to the brand,<br />

the Certified Angus Beef ® brand University<br />

e-learn<strong>in</strong>g platform offers a virtual<br />

<strong>in</strong>troduction to the community beh<strong>in</strong>d the<br />

brand. In its first year, more than 4,000<br />

have completed the participatory program.<br />

BRAND<br />

BRAND<br />

UPDATE<br />

UPDATE<br />

11<br />

30<br />

Master of <strong>Brand</strong> Advantages students take a break dur<strong>in</strong>g a session on cattle feed<strong>in</strong>g.<br />

Chef Josh Moore of Volare <strong>in</strong> Louisville, Ky., <strong>in</strong> the kitchen at The Cul<strong>in</strong>ary Center.


32<br />

Meat Scientist Diana Clark leads a fabrication session for chefs assembled at The Cul<strong>in</strong>ary Center’s Meat Lab.

E<br />

very Barn<br />

Tells a Story<br />

“Turn right at the big red barn and then follow the dirt road north<br />

for 2 miles.”<br />

In many parts of rural America, the k<strong>in</strong>ds of places where<br />

most families rais<strong>in</strong>g Angus cattle live, directions like these are<br />

common. Barns represent vitality <strong>in</strong> agricultural communities.<br />

They’re landmarks. And as they anchor farms to the land, they<br />

represent tradition: not just to farm<strong>in</strong>g and ranch<strong>in</strong>g families, but<br />

to those who live and do bus<strong>in</strong>ess <strong>in</strong> more urban areas. Barns are<br />

a symbol of this legacy, of Americana, of timeless values like hard<br />

work and <strong>in</strong>tegrity. They represent the heritage and foundation of<br />

the Certified Angus Beef ® brand.<br />


34<br />

Barn No. 23, Interstate Angus Ranch, Mandan, N.D.

3 12 24 40 18 23 10 20 18<br />

28<br />

22<br />

1<br />

36<br />

27<br />

15<br />

32<br />

8<br />

19<br />

33<br />

20<br />

5<br />

37<br />

7<br />

20<br />

34 24 17 3 12 36 35 15<br />

29<br />

33<br />

6<br />

10<br />

16<br />

11<br />

2<br />

3<br />

9<br />

13 14 25 28 10 19<br />


36<br />

21<br />

22<br />

24<br />

18<br />

27<br />

16<br />

21<br />

8<br />


25 8 28<br />

37<br />

36<br />

2<br />

27<br />

29<br />

4 6<br />

21<br />

1<br />

Natalie Atterholt, Barn No. 40, Loudonville, Ohio<br />

#1 Baldw<strong>in</strong> family<br />

Baldw<strong>in</strong> Angus Ranch, Ocala, Fla. (1/17)<br />

#15 Carrico family<br />

Carrico Angus, Redfield, Iowa (6/7)<br />

#27 Olson Family<br />

The Barnyard at the Farm, W<strong>in</strong>nebago, Ill. (8/10)<br />

#2 Nelson family<br />

Five Star Land & Livestock, Wilton, Calif. (2/8)<br />

#16 Blythe family<br />

Blythe Family Farms, White City, Kan. (6/11)<br />

#28 Boehmer and Bell<strong>in</strong>gar families<br />

S<strong>in</strong>gle Tree Farms, Charlotte, Mich. (8/15)<br />

13 40 7<br />

#3 Dal Porto family<br />

Dal Porto Livestock, Oakley, Calif. (2/13)<br />

#4 Yon family<br />

Yon Family Farms, Ridge Spr<strong>in</strong>g, S.C. (3/14)<br />

#17 Sankey family<br />

Sankey’s 6N Ranch, Council Grove, Kan. (6/14)<br />

#18 Haverkamp family<br />

Nemaha Valley Cattle Co., Bern, Kan. (6/20)<br />

#29 Sterzick family<br />

Sterzick Farms, Lowell, Mich. (8/17)<br />

#30 Sankey family<br />

Sankey Angus, Economy, Ind. (8/20)<br />

#5 McPeake family<br />

CAM Ranches, Arnoldsville, Ga. (3/20)<br />

#19 McCurry family<br />

McCurry Brothers, Mt. Hope, Kan. (6/27)<br />

#31 Hoffman family<br />

Hoffman Angus Farm, Otwell, Ind. (8/23)<br />

#6 McMahon family<br />

Belle Po<strong>in</strong>t Ranch, Lavaca, Ark. (3/23)<br />

#20 Jones family<br />

Crooked Creek Angus, St. Francis, Kan. (6/29)<br />

#32 Lienemann family<br />

Lienemann Cattle Co./Lienetics, Pr<strong>in</strong>ceton, Neb. (8/27)<br />

26<br />

30 30<br />

#7 Pullen family<br />

Pullen Angus, Bellevue, Texas (4/10)<br />

#8 Olson family<br />

Olson Land & Cattle, Hereford, Texas (4/14)<br />

#21 Peterson family<br />

W<strong>in</strong>dmill Angus Ranch, Haigler, Neb. (7/2)<br />

#22 Swanson family<br />

Shipwheel Cattle Co., Ch<strong>in</strong>ook, Mont. (7/13)<br />

#33 Widener family<br />

W<strong>in</strong>crest Angus, Johnson City, Tenn. (9/12)<br />

#34 Maples family<br />

Maples Stock Farm, Elkmont, Ala. (9/14)<br />

#9 Knoll family<br />

2 Bar Angus, Hereford, Texas (4/17)<br />

#23 Boehm family<br />

Interstate Angus Ranch, Mandan, N.D. (7/23)<br />

#35 Cannon family<br />

Stone Gate Farms, Flem<strong>in</strong>gsburg, Ky. (9/19)<br />

#10 Bradley family<br />

Bradley 3 Ranch, Memphis, Texas (4/20)<br />

#24 Hurlbut family<br />

Hurlbut Cattle, Raymond, S.D. (7/26)<br />

#36 Thomas family<br />

Thomas Angus Ranch, Baker City, Ore. (9/22)<br />

39 38 11 22<br />

#11 Pfeiffer family<br />

Pfeiffer Angus, Mulhall, Okla. (4/27)<br />

#12 Ulrich family<br />

Ulrich Farms, Allenwood, Pa. (5/4)<br />

#25 Hadrick family<br />

Hadrick Family Ranch, Faulkton, S.D. (7/28)<br />

#26 Schiefelbe<strong>in</strong> family<br />

Schiefelbe<strong>in</strong> Farms, Kimball, M<strong>in</strong>n. (8/8)<br />

#37 McKean family<br />

McKean Bros. Angus, Mercer, Pa. (10/3)<br />

#38 Perry and Clark families<br />

Deer Valley Farm, Fayetteville, Tenn. (10/6)<br />

#13 Trowbridge family<br />

Trowbridge Angus, Ghent, N.Y. (5/16)<br />

#39 Ferguson family<br />

Chippewa Valley Angus, Smithville, Ohio (10/12)<br />

#14 Schroeder family<br />

Schroeder Angus, Clarence, Iowa (6/5)<br />

#40 Atterholt family<br />

Atterholt Farms, Loudonville, Ohio (10/18)<br />

26<br />

12<br />

38<br />

13<br />




Packed between these bookends are an <strong>in</strong>f<strong>in</strong>ite number of<br />

stories: of families, communities, partnerships, relationships<br />

and pride. Each logo’s land<strong>in</strong>g spot <strong>in</strong>cludes its own unique<br />

connection to the best Angus beef and has become a new<br />

source of family lore and memories.<br />

That’s precisely why the brand, for its milestone 40th<br />

anniversary, embarked on a cross-country journey to pa<strong>in</strong>t<br />

40 barns with its iconic logo. Pa<strong>in</strong>ted barns, function<strong>in</strong>g as<br />

billboards, were once a ma<strong>in</strong>stay on America’s rural highways<br />

and byways, but have become relics. What better blend of<br />

nostalgia and <strong>in</strong>novation could there be for a brand deeply<br />

rooted <strong>in</strong> tradition, agriculture and market<strong>in</strong>g, celebrat<strong>in</strong>g<br />

both its history and impact on today’s <strong>in</strong>dustry?<br />

For the brand that changed beef, unconventional isn’t<br />

unusual. Launched <strong>in</strong> 1978 and a niche program for many of<br />

its early years, the brand has grown to represent one-fifth of<br />

the nation’s fed cattle supply and markets more than a billion<br />

pounds of beef annually. It’s evolved <strong>in</strong>to an Angus family<br />

legacy and thriv<strong>in</strong>g entity that susta<strong>in</strong>s and grows bus<strong>in</strong>esses<br />

at every step from farm gate to d<strong>in</strong>ner plate.<br />

The search for barn locations began <strong>in</strong> late 2017. Farm<strong>in</strong>g<br />

families could nom<strong>in</strong>ate themselves, or others, for selection.<br />

Pa<strong>in</strong>t<strong>in</strong>g began <strong>in</strong> January <strong>2018</strong> <strong>in</strong> Ocala, Fla., where Baldw<strong>in</strong><br />

Angus Farm – home to a red barn located off Interstate 75<br />

– became the first of the 40. The late family patriarch Leroy<br />

Baldw<strong>in</strong> had served on the brand’s board, and as chairman<br />

of the American Angus Association ® board. His legacy and<br />

<strong>in</strong>tertw<strong>in</strong>ed history with the brand was the ideal foundation<br />

for a campaign honor<strong>in</strong>g the past.<br />

From there, the journey zig-zagged coast to coast, host<strong>in</strong>g<br />

celebration events at barn pa<strong>in</strong>t<strong>in</strong>gs <strong>in</strong> 25 states before<br />

wrapp<strong>in</strong>g up on October 18 – 40 years to the day after the first<br />

pound of product was sold <strong>in</strong> Columbus, Ohio – at Atterholt<br />

Farms, near the brand’s Wooster, Ohio, offices.<br />


40<br />

The barn pa<strong>in</strong>t<strong>in</strong>gs brought ranchers and<br />

butchers, neighbors and media, and processors<br />

and students together. Here, the brand’s Chef<br />

Michael Ollier left his mark alongside Barn<br />

Pa<strong>in</strong>ter Troy Freeman.

In Mulhall, Okla., the logo found a home<br />

at Pfeiffer Angus, where John Pfeiffer’s herd<br />

reflects the <strong>in</strong>fluence of the brand’s required<br />

10 science-based specifications.<br />

“The brand has had a major impact on how<br />

this cow herd looks today,” Pfeiffer says.<br />

“To be a part of it, to cont<strong>in</strong>ue to work with<br />

the brand, restaurateurs and retailers – it’s<br />

a dream come true.”<br />

Near Council Grove, Kan., Chris and Sharee<br />

Sankey shared a passion for the Angus<br />

breed and brand that is second to none.<br />

Their Angus roots run deep, and their family<br />

history aligns with quality beef.<br />

“We are honored to have been selected<br />

for a barn pa<strong>in</strong>t<strong>in</strong>g, as 1978 was a special<br />

year for us,” says Chris Sankey. The couple<br />

graduated from Kansas State University,<br />

married and started their Angus herd the<br />

same year the brand began.<br />

In fact, the barn pa<strong>in</strong>t<strong>in</strong>gs became an even<br />

greater family affair for the Sankeys: <strong>in</strong><br />

addition to the Council Grove barn, their<br />

adult children’s barns <strong>in</strong> Raymond, S.D.,<br />

and Economy, Ind., were among the 40<br />

barns pa<strong>in</strong>ted, as well.<br />

The distance between farm and table<br />

dissolved at barn No. 23, near Mandan,<br />

N.D. The Boehm family at Interstate Angus<br />

Ranch cares for a herd of 100 registered<br />

Angus cows while operat<strong>in</strong>g Roby’s Supper<br />

Club, a local restaurant that proudly serves<br />

Certified Angus Beef ® brand steaks.<br />

Second-generation rancher and restaurant<br />

owner Robert Boehm is brand loyal on both<br />

fronts. In the early days at Roby’s, when<br />

there were no local distributors from which<br />

he could source product, he would drive<br />

600 miles roundtrip to purchase the beef<br />

brand to which he’s committed.<br />

“If I couldn’t serve my customers Certified<br />

Angus Beef ® brand steaks, I wouldn’t serve<br />

them steaks at all,” he says.<br />

Nearly a thousand miles away, <strong>in</strong> Lowell,<br />

Mich., is Sterzick Farm, the home of Barn<br />

No. 29, a 200-year-old beauty which evokes<br />

the adage “if these walls could talk…”<br />

Protected and cherished for generations, a<br />

drop of pa<strong>in</strong>t had never touched its wood –<br />

until the brand’s logo, that is.<br />

That trust <strong>in</strong> the brand, and the power of<br />

the barn pa<strong>in</strong>t<strong>in</strong>gs, has been truly humbl<strong>in</strong>g,<br />

said President John Stika.<br />

“This effort has meant so much to so many<br />

people, and really strengthened how Certified<br />

Angus Beef ® is perceived as a consumer<br />

brand,” he said. “In an <strong>in</strong>creas<strong>in</strong>gly digital<br />

marketplace, there’s someth<strong>in</strong>g valuable, real<br />

and special about br<strong>in</strong>g<strong>in</strong>g members of our<br />

community together <strong>in</strong> one physical space.”<br />



At each event, l<strong>in</strong>es blurred between urban and rural. The gather<strong>in</strong>gs<br />

opened doors for a food blogger and rancher, a state Secretary of<br />

Agriculture and a chef, to connect at the gate and around the<br />

plate. At any barn, a packer, farmer, foodservice distributor and<br />

retail brand partner might be seen sitt<strong>in</strong>g together, enjoy<strong>in</strong>g beef<br />

at the place the brand gets its start. Beyond those directly <strong>in</strong>volved<br />

with the brand, school teachers and students, extension agents,<br />

politicians and media assembled as well, enjoy<strong>in</strong>g the meal and<br />

the spectacle that was so much more than “watch<strong>in</strong>g pa<strong>in</strong>t dry.”<br />

At these tables, conversations began, friendships were k<strong>in</strong>dled<br />

and people learned more about where their food comes from.<br />

The gather<strong>in</strong>gs gave consumers the chance to ask questions, and<br />

farmers the opportunity to share what they do, why they do it, and<br />

what the brand is all about.<br />

The diversity of guests and roles mirrored the dynamic community<br />

that helped the brand grow and thrive for the past four decades.<br />

They cont<strong>in</strong>ue to drive that success and realize the mission of the<br />

brand: creat<strong>in</strong>g demand for, and add<strong>in</strong>g value to, Angus cattle.<br />

The un<strong>in</strong>itiated may view the brand’s logo as another label.<br />

Another piece of artwork that gets lost <strong>in</strong> the sea of market<strong>in</strong>g<br />

messages consumers are bombarded with daily. But those who<br />

understand it realize it’s a symbol that sparked thousands of<br />

storyl<strong>in</strong>es on ranches across North America, <strong>in</strong> kitchens and on<br />

d<strong>in</strong>ner tables around the world.<br />

While it’s the most visible rem<strong>in</strong>der of the anniversary journey,<br />

the pa<strong>in</strong>ted logo is actually secondary. Its biggest value is <strong>in</strong> the<br />

people, experiences and memories generated through the events,<br />

which created new brand loyalists and made their passions for<br />

better beef burn brighter.<br />

“This campaign was and cont<strong>in</strong>ues to be an opportunity to<br />

capitalize on the rich history of the brand’s roots and an <strong>in</strong>itiative<br />

that will take us <strong>in</strong>to the future,” says vice president of market<strong>in</strong>g<br />

Tracey Erickson. “These barns will be around for years to come,<br />

<strong>in</strong>spir<strong>in</strong>g a new generation. We’re excited to see them enjoyed and<br />

leveraged to help tell our brand story.”<br />

Artist Troy Freeman from Spr<strong>in</strong>gfield, Ill., used pa<strong>in</strong>t he says will<br />

last 30 years, so few touchups will be necessary and the barns will<br />

be seen for decades to come. Pull out a map … the barns that now<br />

dot the landscape represent 40 parts of a greater whole.<br />


“I don’t look at the Certified Angus Beef ® brand as an <strong>in</strong>dividual<br />

unit, but rather ranchers, consumers, distributors – people – all<br />

<strong>in</strong>tertw<strong>in</strong>ed and work<strong>in</strong>g as one,” says Sharon Baldw<strong>in</strong> <strong>in</strong> Florida.<br />

To learn more about the campaign and read the stories of each<br />

barn and family, visit CertifiedAngusBeef.com/brandthebarn.<br />

42 Artist Troy Freeman of Spr<strong>in</strong>gfield, Ill.

Honor<strong>in</strong>g Our<br />

Ohio Heritage<br />

On Oct. 18, 1978, the Certified Angus Beef ® brand, led by Angus farmers from<br />

Ohio, as well as Ill<strong>in</strong>ois and Kentucky, became a reality with its first sale<br />

of beef. Several of those leaders were present when Ella Whitt<br />

purchased that first pound from a small grocery store <strong>in</strong><br />

Columbus, Ohio. Today, millions of consumers enjoy<br />

and trust the world-famous brand for consistently<br />

superior quality when d<strong>in</strong><strong>in</strong>g out and at home.<br />

To honor the men who created the brand and all<br />

the partners from farm to table who guide its success<br />

today, friends of the brand and staff marked the 40th<br />

anniversary of the first sale with a proclamation from<br />

Ohio Gov. John Kasich. The announcement co<strong>in</strong>cided<br />

with the pa<strong>in</strong>t<strong>in</strong>g of the 40th barn at Atterholt<br />

Farms, often visited by partners as part of The<br />

Cul<strong>in</strong>ary Center experience, near the brand’s<br />

headquarters <strong>in</strong> Wooster, Ohio.<br />



C<br />

onnect<strong>in</strong>g with<br />

Global Consumers<br />

Ik<strong>in</strong>ari Steak, known for its “stand and eat” culture, is a sensation<br />

<strong>in</strong> Japan, open<strong>in</strong>g 300 locations <strong>in</strong> just five years. Its concept:<br />

cut steaks to the exact size the customer desires, and charge a<br />

fair price by weight. Its foundation: top-quality, highly marbled<br />

American beef – specifically, the Certified Angus Beef ® brand.<br />

“A lot of people told me that what we wanted to do was crazy,”<br />

says Kunio Ich<strong>in</strong>ose, president of Pepper Food Service, which<br />

owns the cha<strong>in</strong>. “But even though no one had ever done it before,<br />

customers really took to the idea, and we had l<strong>in</strong>es out the door<br />

thanks to word of mouth – even before the unique concept was<br />

covered by the media.”<br />

Customers can choose either Certified Angus Beef ® brand strip, which<br />

they market as “sirlo<strong>in</strong>,” or chuck eye steak, known at Ik<strong>in</strong>ari Steak<br />

as a “wild steak.” For the companies br<strong>in</strong>g<strong>in</strong>g the brand to the<br />

table <strong>in</strong> Japan, the decision to feature it was simple.<br />


46<br />

Ik<strong>in</strong>ari Steak, featur<strong>in</strong>g premium Certified<br />

Angus Beef ® brand steaks, has achieved<br />

great success <strong>in</strong> Japan and has started an<br />

expansion to the United States.

Korean guests traveled to the U.S. for first-hand exposure to the American beef community.<br />


Taste of the Caribbean<br />

Taste of the Caribbean, held each June <strong>in</strong> Miami, welcomes<br />

the region’s lead<strong>in</strong>g chefs and restaurateurs for network<strong>in</strong>g,<br />

education and competition – <strong>in</strong>clud<strong>in</strong>g a beef battle sponsored<br />

by the brand. Not only did it give participants the chance to<br />

cook with the brand and experience its quality, but the w<strong>in</strong>ner,<br />

Chef Tricia Gregoire from Tr<strong>in</strong>idad and Tobago, also received<br />

an all-expense-paid trip to an immersive chef’s experience at<br />

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


48<br />

“I realized that there was a dist<strong>in</strong>ction<br />

between commodity U.S. beef and the<br />

Certified Angus Beef ® brand, and we wanted<br />

to <strong>in</strong>troduce our customers to the higher<br />

quality it represents,” expla<strong>in</strong>s Masaya<br />

Shiraishi, assistant general manager of<br />

Marubeni Corp., the importer.<br />

Beyond the consistently high quality of the<br />

product, however, the Ik<strong>in</strong>ari Steak decisionmakers<br />

took several other factors <strong>in</strong>to<br />

account as they committed to the brand.<br />

“After we saw the <strong>in</strong>vestment the brand<br />

made <strong>in</strong> the Japanese market by reopen<strong>in</strong>g<br />

its Tokyo office <strong>in</strong> 2015, we visited its<br />

headquarters and Cul<strong>in</strong>ary Center, where<br />

we learned a lot more about the brand,<br />

its science-based specifications, and the<br />

community beh<strong>in</strong>d it,” says Takahiro<br />

Makimoto, corporate officer of distributor<br />

S Foods Inc.<br />

Ik<strong>in</strong>ari Steak’s formula is a successful one,<br />

both across Japan and <strong>in</strong> its New York City<br />

locations (with more slated <strong>in</strong> the United<br />

States). Ich<strong>in</strong>ose notes that many customers<br />

visit the cha<strong>in</strong> multiple times per week.<br />

Fueled by this and other successes <strong>in</strong><br />

the market, the brand recently unveiled<br />

its new Japanese website, created <strong>in</strong><br />

conjunction with the global advertis<strong>in</strong>g and<br />

market<strong>in</strong>g agency Dentsu. Rather than a<br />

simple translation of the brand’s flagship<br />

U.S. site, it was built from the ground<br />

up with messag<strong>in</strong>g, images and resources<br />

created explicitly to address the specific<br />

needs of Japanese foodservice distributors,<br />

restaurateurs and consumers.<br />

The brand’s commitment to quality –<br />

demonstrated s<strong>in</strong>ce its start 40 years ago<br />

<strong>in</strong> its product, people and <strong>in</strong>tegrity – has<br />

elevated it to the top of a competitive and<br />

ever-chang<strong>in</strong>g global marketplace. It’s a<br />

recipe for success that translates <strong>in</strong> any<br />

language and among diverse communities of<br />

consumers, both abroad and domestically.<br />



Success <strong>in</strong> Asia was also characterized by<br />

explosive sales growth – nearly 70 percent<br />

this year – <strong>in</strong> South Korea, where U.S. beef<br />

is prized, and <strong>in</strong>terest <strong>in</strong> the Certified Angus<br />

Beef ® brand is grow<strong>in</strong>g rapidly after key<br />

decision-makers <strong>in</strong> the market have learned<br />

more about its standards and heritage.<br />

N<strong>in</strong>eteen Korean guests, <strong>in</strong>clud<strong>in</strong>g<br />

foodservice distributors and their<br />

restaurant customers, spent time last July<br />

at the brand’s renowned Cul<strong>in</strong>ary Center<br />

<strong>in</strong> Wooster, Ohio, as well as Five Rivers<br />

Kuner Feedlot and JBS pack<strong>in</strong>g plant,<br />

both <strong>in</strong> Colorado, as part of the brand’s<br />

<strong>in</strong>augural event geared to the market.<br />

They learned everyth<strong>in</strong>g from alternative<br />

beef cuts and fabrication to the brand’s<br />

specifications and history. <strong>Brand</strong> chefs<br />

Tony Biggs and Peter Rosenberg presented<br />

meals focused on Korean-style flavors and<br />

cook<strong>in</strong>g techniques, and attendees even<br />

had the opportunity to eat breakfast with<br />

an Angus rancher.<br />

The experience made an impact, contribut<strong>in</strong>g<br />

to that phenomenal growth. South Korea<br />

ranks third among all <strong>in</strong>ternational markets<br />

for the brand, which also represents 13% of<br />

all U.S. beef imports there.<br />




While educat<strong>in</strong>g customers and consumers<br />

about the brand is important, its story must<br />

be presented <strong>in</strong> relevant ways that resonate.<br />

Rather than a one-size-fits-all approach,<br />

market<strong>in</strong>g efforts must be customized to meet<br />

their needs – and that requires deep <strong>in</strong>sight<br />

and understand<strong>in</strong>g of diverse populations.<br />

Rang<strong>in</strong>g from H Mart, the largest Korean<br />

retailer featur<strong>in</strong>g the brand across the United<br />

States; T&T Supermarket, an Asian-style retailer<br />

under the Loblaw group <strong>in</strong> Canada; Cermak<br />

markets cater<strong>in</strong>g to Lat<strong>in</strong>o customers <strong>in</strong> the<br />

Chicago area, or any number of <strong>in</strong>dependent<br />

carnecerías <strong>in</strong> Hispanic communities across<br />

the South and Southwestern states, each<br />

customer base has different needs.<br />

A traditional American-style strip steak cut 1<br />

½ <strong>in</strong>ches thick might be an impressive novelty,<br />

not a ma<strong>in</strong>stay, for cultures and cuis<strong>in</strong>es<br />

that feature beef <strong>in</strong> different ways: th<strong>in</strong>-sliced<br />

or shaved, enjoyed <strong>in</strong> a communal sett<strong>in</strong>g<br />

like shabu-shabu or tepp<strong>in</strong>yaki, or cooked<br />

tableside vs. <strong>in</strong> a restaurant kitchen. Beyond<br />

beef lovers who br<strong>in</strong>g an ever-grow<strong>in</strong>g range<br />

of cultural preferences and traditions to the<br />

table, the rise of foodie culture has prompted<br />

an even wider community of d<strong>in</strong>ers to explore<br />

flavorful, authentic, global cuis<strong>in</strong>es.<br />

Taiwan Sem<strong>in</strong>ar<br />

Certified Angus Beef ® brand chef ambassadors, restaurateurs,<br />

U.S. Meat Export Federation members and Tyson-Taiwan<br />

representatives gathered for the Shuh Sen Sem<strong>in</strong>ar <strong>in</strong> Taipei<br />

City, Taiwan. Guests there learned more about the brand’s<br />

specifications and beef fabrication sessions, then participated <strong>in</strong><br />

cul<strong>in</strong>ary ideation sessions with novel and classic cuts like a flank<br />

burger, porterhouse, tomahawk and chuck eye log.<br />

Global Market<strong>in</strong>g<br />

Increas<strong>in</strong>gly, bus<strong>in</strong>esses with<strong>in</strong> the United States’ borders cater<br />

to customers from diverse backgrounds, and offer products<br />

reflect<strong>in</strong>g global preferences and traditions. One example is<br />

Chicago-based Cermak Fresh Markets, which feature the th<strong>in</strong><br />

cuts its Hispanic customers prefer.<br />

Auction W<strong>in</strong>ner<br />

S Foods of Japan offered the w<strong>in</strong>n<strong>in</strong>g bid for a one-of-a-k<strong>in</strong>d<br />

piece auctioned <strong>in</strong> support of the Colv<strong>in</strong> Scholarship Fund,<br />

support<strong>in</strong>g young beef community leaders and named <strong>in</strong> honor<br />

of the brand’s co-founder and first president Mick Colv<strong>in</strong>. (See<br />

more, Page 59.)

C<br />

elebrat<strong>in</strong>g Life’s<br />

Rare Moments<br />

An <strong>in</strong>timate d<strong>in</strong>ner date, rich with romance. A laughter-filled,<br />

sunny Sunday family d<strong>in</strong>ner. Burgers and beer at a rooftop<br />

cookout with friends. Enjoy<strong>in</strong>g perfectly aged steaks with the “old<br />

boys’ club.” An anniversary celebration that br<strong>in</strong>gs loved ones<br />

together around one table.<br />

These are the occasions celebrated with family and friends that<br />

will become treasured memories. They’re the moments, large and<br />

small, that make life special. The Certified Angus Beef ® brand plays<br />

a part <strong>in</strong> them all.<br />


50 On the set of the “Rare Moments, Done Well” commercial shoot <strong>in</strong> Pennsylvania

Such are the stories captured <strong>in</strong> the brand’s<br />

new television commercial, “Rare Moments,<br />

Done Well,” which made its debut <strong>in</strong> select<br />

markets <strong>in</strong> September. Produced by the<br />

brand’s agency partner Hart Inc. of Toledo,<br />

Ohio, it connects emotionally with viewers<br />

as it illustrates the brand’s place <strong>in</strong> those<br />

treasured occasions.<br />

The comb<strong>in</strong>ation is a powerful one, and<br />

captures the essence of the brand’s place <strong>in</strong><br />

many loyal customers’ lives.<br />

“Beef has a long reputation as the prote<strong>in</strong><br />

people choose when they have someth<strong>in</strong>g<br />

to celebrate, and the brand’s premium<br />

quality makes that especially true,” said<br />

Tracey Erickson, the brand’s vice president<br />

of market<strong>in</strong>g. “The brand’s loyal customers<br />

and fans understand they can count on it<br />

to deliver an exceptional meal, every time,<br />

and they will seek it out – every day, and<br />

particularly on special occasions.”<br />

The spot reflects the diversity – among<br />

moments, venues, cuts and preparation<br />

methods – that has propelled the steady<br />

growth <strong>in</strong> demand among consumers<br />

for the brand. It also reflects the diverse<br />

community of loyalists who appreciate the<br />

brand’s heritage, demand its consistent<br />

quality, and eagerly share their passion for<br />

their prote<strong>in</strong> of choice.<br />

“Beef has a long reputation<br />

as the prote<strong>in</strong> people choose<br />

when they have someth<strong>in</strong>g to<br />

celebrate, and the brand’s<br />

premium quality makes that<br />

especially true.”<br />

Tracey Erickson, Vice President, Market<strong>in</strong>g<br />

Certified Angus Beef LLC<br />



Meet a few members of the tribe who proudly share their stories,<br />

and Certified Angus Beef ® brand moments, with the world:<br />

M<strong>in</strong>nie Lou Ott<strong>in</strong>ger Bradley<br />

Bradley 3 Ranch, Memphis, Texas<br />

Featured <strong>in</strong> Garden and Gun magaz<strong>in</strong>e, this trailblaz<strong>in</strong>g cattlewoman <strong>in</strong>sists<br />

she’s just follow<strong>in</strong>g her dream. Nevertheless, the matriarch of Bradley 3<br />

Ranch, Memphis, Texas, is carry<strong>in</strong>g on a legacy that started <strong>in</strong> the late<br />

1800s, and cont<strong>in</strong>ues with her daughter and son-<strong>in</strong>-law.<br />

Steve Suther<br />

Senior Editor, Certified Angus Beef LLC, Onaga, Kan.<br />

A talented wordsmith recently <strong>in</strong>ducted <strong>in</strong>to the Livestock Publication<br />

Council’s Hall of Fame, Suther not only served as the brand’s Director of<br />

Industry Information for nearly two decades, where he shared stories and<br />

<strong>in</strong>formation with cattlemen and agricultural media, but he also raises<br />

cattle target<strong>in</strong>g the brand on his own Angus farm.<br />

Greg and Christ<strong>in</strong>a Gaardbo<br />

Chicago Cul<strong>in</strong>ary Kitchen, Palat<strong>in</strong>e, Ill.<br />

Whether it’s brand<strong>in</strong>g tomahawk steak bones with the brand name,<br />

or <strong>in</strong>vent<strong>in</strong>g someth<strong>in</strong>g called a “Scorpion Steak,” this meat-lov<strong>in</strong>g,<br />

boundary-push<strong>in</strong>g duo with a rock-and-roll mentality br<strong>in</strong>g unbridled<br />

enthusiasm to the table for their choice <strong>in</strong> Angus beef.<br />


9<br />

Dave Neitzel<br />

Meat Buyer, Meijer Inc., Grand Rapids, Mich.<br />

A brand champion on a team of brand champions, Neitzel wears<br />

his support for the brand on his sleeve. His personal commitment<br />

is not out of place among his teammates at Meijer, longtime<br />

partners who work hard to build relationships with local farmers<br />

and others <strong>in</strong> the brand family.<br />


N<br />

ext Generation<br />

Looks Forward<br />

When Sydni Lienemann was a little girl, she and her older sibl<strong>in</strong>gs<br />

used to host their own bull sales. The events didn’t take place <strong>in</strong><br />

the family’s Pr<strong>in</strong>ceton, Neb., barn, but <strong>in</strong> their liv<strong>in</strong>g room. The<br />

“bull” was actually their dog – appropriately named Angus. While<br />

no real money changed hands, Lienemann recalls the “sales”<br />

generated a lot of excitement.<br />

“My oldest sister would always be the auctioneer, and my older<br />

brother would be the r<strong>in</strong>g man, and then I was the showman,”<br />

she remembers. “We sold that Angus dog quite a few times. We<br />

always had a lot of <strong>in</strong>terest <strong>in</strong> him,” she says with a smile.<br />


54<br />

Dane Haverkamp, Nemaha Valley Cattle Co., Bern, Kan.

Memories like these – centered around<br />

family, farm<strong>in</strong>g and livestock – are part and<br />

parcel of grow<strong>in</strong>g up on a ranch. They’re<br />

threads <strong>in</strong> the fabric of this way of life, and<br />

reflect the values and sense of community<br />

that spans generations and miles that unite<br />

the Angus community.<br />

“You can’t beat the bonds you make on the<br />

farm,” says Elizabeth Forker. “I was raised<br />

on a sixth-generation family farm <strong>in</strong> eastern<br />

Nebraska, and that legacy is someth<strong>in</strong>g<br />

that’s really important to me.”<br />

Even while work<strong>in</strong>g toward her veter<strong>in</strong>ary<br />

degree, Forker, the daughter of two cattlefeed<strong>in</strong>g<br />

vets, plans to have a dual career<br />

as a rancher. “Ideally, I’ll be rais<strong>in</strong>g cattle<br />

75% of the time, and practic<strong>in</strong>g 25%. I just<br />

hope that the kids my husband and I raise<br />

someday will be as <strong>in</strong>terested and <strong>in</strong>vested<br />

<strong>in</strong> rais<strong>in</strong>g cattle as we are.<br />

“Be<strong>in</strong>g raised <strong>in</strong> agriculture, I really wouldn’t<br />

want to have it any other way,” Forker<br />

cont<strong>in</strong>ues. “From an early age, those values of<br />

hard work and determ<strong>in</strong>ation were <strong>in</strong>stilled <strong>in</strong><br />

me, and I carry those with me today. I value<br />

the closeness I have with my family because<br />

we work with each other day <strong>in</strong> and day out<br />

to raise the best cattle we can.”<br />

Farm<strong>in</strong>g today, they note, is not without<br />

its challenges.<br />

“I th<strong>in</strong>k a lot of people don’t understand<br />

how much we care about our livestock,”<br />

Forker says. “I really want to be a liaison<br />

between consumers and the producers who<br />

are back at the ranch. I want them to<br />

remember that we do everyth<strong>in</strong>g <strong>in</strong> our<br />

power to make sure our animals are cared<br />

for as best they can be.”<br />

Open, proactive communication, and<br />

f<strong>in</strong>d<strong>in</strong>g opportunities for consumers<br />

– most of whom are far removed from<br />

agriculture – to talk to ranchers, are keys to<br />

dispell<strong>in</strong>g myths and ensur<strong>in</strong>g the economic<br />

susta<strong>in</strong>ability of farms.<br />

“It has always been a bless<strong>in</strong>g to be affiliated<br />

with the Certified Angus Beef ® brand, and to<br />

represent the farm<strong>in</strong>g community to people<br />

who don’t necessarily see the production<br />

side of th<strong>in</strong>gs on a day-to-day basis,” says<br />

Lienemann. “It’s <strong>in</strong>credible to be a part of<br />

that k<strong>in</strong>d of advocacy.”<br />

With marg<strong>in</strong>s that are often th<strong>in</strong>, cattlemen<br />

and women rely on measures that help set<br />

them up for success. The higher premiums<br />

generated by cattle that qualify for the<br />

brand – true to the mission established<br />

when the brand was first conceived – help<br />

families and, <strong>in</strong> turn, rural communities.<br />

Work<strong>in</strong>g farms not only generate <strong>in</strong>come,<br />

but also have a positive ripple effect on<br />

local economies.<br />

“Ris<strong>in</strong>g land and equipment prices make<br />

it very difficult for young people like me to<br />

get <strong>in</strong>to the bus<strong>in</strong>ess,” notes Forker. “It’s<br />

hard for these farms to be passed along<br />

to the next generation, and there’s a lot of<br />

f<strong>in</strong>ancial plann<strong>in</strong>g that comes along with<br />

that. It speaks to the importance of rais<strong>in</strong>g<br />

quality cattle and hav<strong>in</strong>g a quality product.<br />

Every time you sell a quality animal, you’re<br />

obviously mak<strong>in</strong>g more per head.”<br />

“Demand for highquality<br />

prote<strong>in</strong><br />

is go<strong>in</strong>g to be<br />

someth<strong>in</strong>g we<br />

cont<strong>in</strong>ue putt<strong>in</strong>g that<br />

emphasis on.”<br />

Sydni Lienemann, Pr<strong>in</strong>ceton, Neb.<br />


56<br />

Joslyn, Jentry and Jackson Willis, Willis Ranch, Cokeville, Wyo.<br />

Claire Atterholt, Loudonville, Ohio

“We really need to cont<strong>in</strong>ue putt<strong>in</strong>g an<br />

emphasis on quality <strong>in</strong> our practices, and<br />

look<strong>in</strong>g for the most effective, efficient and<br />

susta<strong>in</strong>able ways to raise those animals,”<br />

Lienemann says. “We have a grow<strong>in</strong>g global<br />

population that is currently 7.2 billion,<br />

and expected to be 9 billion <strong>in</strong> the next<br />

30 years. That presents a huge challenge<br />

<strong>in</strong> feed<strong>in</strong>g that grow<strong>in</strong>g world. Demand<br />

for high-quality prote<strong>in</strong> is go<strong>in</strong>g to need<br />

to be someth<strong>in</strong>g we cont<strong>in</strong>ue putt<strong>in</strong>g that<br />

emphasis on.”<br />

Forker says farmers and ranchers must keep<br />

look<strong>in</strong>g ahead to position themselves for<br />

cont<strong>in</strong>ued success and relevance.<br />

“Fifteen years from now, how can we be<br />

plann<strong>in</strong>g for where the market’s go<strong>in</strong>g to<br />

go, and what consumers are go<strong>in</strong>g to want?<br />

We need to be plann<strong>in</strong>g for those genetics<br />

<strong>in</strong> our herds now,” she expla<strong>in</strong>s.<br />

The farmers rely on their counterparts<br />

across the cha<strong>in</strong> – <strong>in</strong> process<strong>in</strong>g, sales and<br />

market<strong>in</strong>g – to stay focused on the future<br />

alongside them. For these bus<strong>in</strong>esses,<br />

support<strong>in</strong>g the next generation of farmers<br />

is an extension of their commitment<br />

to their communities, and the beef<br />

community <strong>in</strong> particular.<br />

One example is Meijer, based <strong>in</strong> Michigan<br />

with stores <strong>in</strong> six states. For years, local<br />

store directors have supported their<br />

county fairs’ livestock auctions, while<br />

the corporate leadership is active at the<br />

Ohio and Wiscons<strong>in</strong> state fairs, and the<br />

Michigan Livestock Expo.<br />

“We get there early, and we talk to the kids,”<br />

says Dave Neitzel, Meijer’s meat buyer.<br />

“Then we make sure we’re support<strong>in</strong>g them<br />

at the auction.”<br />

“We make sure we’re there at the beg<strong>in</strong>n<strong>in</strong>g,<br />

and we’ve developed a reputation that we<br />

want to buy the last animal – because it’s<br />

not just about the grand champions. It’s<br />

about every animal that makes it to the<br />

sale,” he expla<strong>in</strong>s.<br />

“These are the kids that we’re go<strong>in</strong>g to need<br />

<strong>in</strong> the <strong>in</strong>dustry 10 or 15 years from now,” says<br />

Neitzel. “If you go out on the street right now<br />

and ask somebody what they want to do,<br />

most of them aren’t go<strong>in</strong>g to say they want<br />

to be a butcher or they want to be a farmer.<br />

So it’s important that we make sure these kids<br />

know that we appreciate what they’re do<strong>in</strong>g.<br />

They are the future of our bus<strong>in</strong>ess. Without<br />

them, we don’t eat. Without them, a lot of the<br />

world doesn’t eat.”<br />

“It’s probably the best couple days of my<br />

year. I love what I do, but giv<strong>in</strong>g back is<br />

probably the best part,” he says.<br />

Forker reflects that perspective, grateful<br />

for those who appreciate farm<strong>in</strong>g families’<br />

commitment and passion.<br />

“I’ve had the chance to experience a lot<br />

of th<strong>in</strong>gs through college. I’ve traveled<br />

across the country and had some amaz<strong>in</strong>g<br />

experiences,” she notes. “But every time<br />

I leave the farm, I’m always so excited to<br />

come home. I can’t wait to get back to<br />

my livestock. That’s someth<strong>in</strong>g you can’t<br />

teach anyone – you just have to be born<br />

with it. I’m so thankful and excited that I<br />

have been.”<br />


Cow Boss Ted Brackenbury, left, guides Carson K<strong>in</strong>g as he learns the ropes at La Cense Ranch<br />

58 <strong>in</strong> Dillon, Mont., which raises Certified Angus Beef ® brand Natural.<br />

Leaders from Meijer show their support for tomorrow’s beef<br />

community leaders at local fairs’ livestock auctions.


S<strong>in</strong>ce 1999, 76 young beef community leaders<br />

have benefited from the Colv<strong>in</strong> Scholarship<br />

Fund, named for the Certified Angus Beef ®<br />

brand’s first president, Mick Colv<strong>in</strong>, and<br />

supported by brand partners through an<br />

annual golf tournament and auction.<br />

By help<strong>in</strong>g fund their education, donors<br />

directly support the next generation at the<br />

farm. It’s an endeavor that <strong>in</strong>spires brand<br />

partners like Oxford Trad<strong>in</strong>g Co., which<br />

became the brand’s first distributor <strong>in</strong> 1979<br />

– sell<strong>in</strong>g this new branded beef to restaurants<br />

and grocery stores at a time when no such<br />

th<strong>in</strong>g had existed.<br />

Charlie Rob<strong>in</strong>son had led the company the<br />

entire time, becom<strong>in</strong>g one of the brand’s<br />

most stalwart champions. So when he made<br />

the decision to hang up his butcher’s apron <strong>in</strong><br />

retirement <strong>in</strong> <strong>2018</strong>, he wanted to say goodbye<br />

<strong>in</strong> the most fitt<strong>in</strong>g way possible.<br />

With his cohort and current Oxford Vice<br />

President Ron Rurak, Rob<strong>in</strong>son commissioned<br />

two hand-crafted meat cleavers – one as an<br />

auction item for the Colv<strong>in</strong> Scholarship Fund,<br />

and one to be on permanent display at the<br />

Certified Angus Beef ® brand headquarters <strong>in</strong><br />

Wooster, Ohio.<br />

“We consider them pieces of <strong>in</strong>dustrialized<br />

art,” says Rurak. “The <strong>in</strong>spiration came<br />

from an old carcass splitter I have that<br />

dates back to the 18th century. It took a<br />

tough person to handle one of those. These<br />

are probably the only ones of this size and<br />

quality <strong>in</strong> the country.”<br />

Zack Jonas, a master blacksmith whose<br />

work has been displayed <strong>in</strong> the Philadelphia<br />

Museum of F<strong>in</strong>e Art, forged the blade.<br />

John K. Pease, a master engraver for Smith<br />

& Wesson and Colt Firearms, added the<br />

engrav<strong>in</strong>g. Even the case has a story. Built by<br />

designer Kurt Piper, whose work has been<br />

on display <strong>in</strong> art galleries between New York<br />

and Boston, it’s made from the same white<br />

oak zebra pattern as the cleaver handle.<br />

Purchased by S Foods Inc. of Japan, the oneof-a-k<strong>in</strong>d<br />

piece not only funded grants for<br />

future leaders, but added l<strong>in</strong>ks to the cha<strong>in</strong><br />

that b<strong>in</strong>ds the brand community together<br />

across roles, cont<strong>in</strong>ents and generations.<br />

“There aren’t enough words to accurately<br />

convey the gratitude we feel toward Charlie,<br />

Ron and Oxford Trad<strong>in</strong>g,” says John Stika,<br />

President of the Certified Angus Beef ® brand.<br />

“Not just for these beautiful works of art,<br />

but for the partnership that has spanned<br />

the breadth of our existence. When we<br />

look at where the brand is today, we owe a<br />

lot of that to people like Charlie and Ron,<br />

who were will<strong>in</strong>g to take a leap of faith on<br />

someth<strong>in</strong>g that had never been done.”<br />

Grateful, too, are those who are selected for<br />

the grants, like Forker.<br />

“The scholarship is such a bless<strong>in</strong>g,” she<br />

says. “That support ensures young people<br />

like me have the opportunity to cont<strong>in</strong>ue<br />

their education.”<br />

The support goes even deeper, she<br />

recognizes. Without partners’ efforts<br />

to market and sell the Certified Angus<br />

Beef ® brand, and driv<strong>in</strong>g demand for<br />

premium Angus beef, it could not fulfill<br />

its central mission of help<strong>in</strong>g susta<strong>in</strong><br />

Angus farm<strong>in</strong>g families.<br />


60<br />

Trevor and Ty Walter, Walter Angus, Hudson, Colo.<br />

Colv<strong>in</strong> Scholarship recipients Liz Forker and Michael Cropp with Virg<strong>in</strong>ia and Mick<br />

Colv<strong>in</strong>, the brand’s co-founder and first president for whom the fund is named.

APrime<br />

Opportunity<br />

Upon read<strong>in</strong>g a text message ask<strong>in</strong>g if he used any Certified Angus<br />

Beef ® brand Choice cuts on his menu, Chef Shawn He<strong>in</strong>e simply<br />

replied with six words:<br />

“What’s the name of my restaurant?”<br />

He<strong>in</strong>e is the executive chef and partner at Prime C<strong>in</strong>c<strong>in</strong>nati, the<br />

behemoth restaurant that draws visitors from all over the Ohio<br />

River Valley <strong>in</strong> search of classic, large, dry-aged steaks <strong>in</strong> the heart<br />

of the Queen City.<br />

S<strong>in</strong>ce its beg<strong>in</strong>n<strong>in</strong>g, He<strong>in</strong>e and his partners have staked their<br />

reputation on Certified Angus Beef ® brand Prime steaks, which they<br />

then dry age <strong>in</strong> house to deliver guests an experience truly unique<br />

to the city.<br />



Thanks to never-before-seen availability<br />

of the brand’s Prime-grade cuts, an evergrow<strong>in</strong>g<br />

list of chefs like He<strong>in</strong>e are stepp<strong>in</strong>g<br />

up the quality on their menus. They’re<br />

add<strong>in</strong>g the brand’s highest premium<br />

offer<strong>in</strong>g with renewed faith that supplies are<br />

strong and will rema<strong>in</strong> so.<br />

Just about everywhere you look, chefs who<br />

have a long history with the brand – as<br />

well as plenty of newcomers – have taken<br />

advantage of historically narrow price<br />

spreads to offer Certified Angus Beef ® brand<br />

Prime over the brand’s traditional Choice<br />

cuts, and commodity USDA Prime beef.<br />

In fact, sales of Certified Angus Beef ®<br />

brand Prime <strong>in</strong>creased by more than 30%<br />

<strong>in</strong> <strong>2018</strong> – made possible because of the<br />

unprecedented <strong>in</strong>crease <strong>in</strong> supply of the<br />

highest quality cattle. It’s a result of farmers<br />

and ranchers mak<strong>in</strong>g <strong>in</strong>tentional decisions<br />

at the ranch <strong>in</strong> response to market signals<br />

driv<strong>in</strong>g higher quality across the entire herd.<br />

Greater supply paired with more manageable<br />

prices have enabled more restaurants to<br />

embrace the brand’s Prime l<strong>in</strong>e more fully.<br />

Longtime Certified Angus Beef ® brand Prime<br />

users, like Charleston’s Oak Steakhouse, have<br />

ma<strong>in</strong>ta<strong>in</strong>ed their premium offer<strong>in</strong>g on their<br />

menus, even while expand<strong>in</strong>g the concept<br />

to sister restaurants <strong>in</strong> Nashville, Charlotte,<br />

Atlanta, and, com<strong>in</strong>g soon, Raleigh.<br />

Others, like RED, the Steakhouse, which<br />

once only featured branded Prime cuts at its<br />

South Beach (Miami, Fla.) location, is now<br />

able to offer it <strong>in</strong> markets like Cleveland.<br />

Still others, like Chef Glenn Wheeler’s<br />

downtown Omaha staple Spencer’s for<br />

Steaks & Chops, which previously hung its<br />

hat on commodity Prime, has upgraded to<br />

the brand’s Prime l<strong>in</strong>e.<br />

Even non-steakhouses, like Watershed<br />

Kitchen <strong>in</strong> Columbus, Ohio, are now<br />

<strong>in</strong>sist<strong>in</strong>g their beef offer<strong>in</strong>gs must be Certified<br />

Angus Beef ® brand Prime.<br />

Meat companies across the country<br />

are among the brand partners build<strong>in</strong>g<br />

opportunities on the <strong>in</strong>creased availability<br />

of the most highly marbled product.<br />

Companies like Purely Meats <strong>in</strong> Chicago,<br />

which supplies both Prime C<strong>in</strong>c<strong>in</strong>nati and<br />

Oak Steakhouses, has <strong>in</strong>troduced Certified<br />

Angus Beef ® brand Prime <strong>in</strong>to many of the<br />

W<strong>in</strong>dy City’s prom<strong>in</strong>ent steakhouses, as<br />

well as renowned restaurants outside of<br />

the city.<br />

Beyond the tried-and-true classic steakhouse<br />

concepts, Sysco Los Angeles has utilized the<br />

brand’s Prime product to open doors <strong>in</strong>to<br />

the city’s explod<strong>in</strong>g Korean BBQ scene,<br />

while Newport Meats, also <strong>in</strong> Los Angeles,<br />

has <strong>in</strong>troduced it at Mitsuwa, a Japanese<br />

supermarket with locations <strong>in</strong> Los Angeles,<br />

San Diego, San Jose and Honolulu.<br />

Indeed, restaurants are no longer the<br />

sole provenance of this exclusive beef<br />

experience. Foodservice bus<strong>in</strong>esses have<br />

been <strong>in</strong>creas<strong>in</strong>gly jo<strong>in</strong>ed by retail partners,<br />

like Reasor’s, Roche Bros., DeMoulas<br />

Market Basket and ShopRite, who have all<br />

<strong>in</strong>troduced the brand’s Prime cuts – some<br />

dry aged us<strong>in</strong>g <strong>in</strong>-store coolers – as an<br />

important differentiator.<br />

“We wanted to br<strong>in</strong>g on a signature item<br />

for ourselves, and we thought, ‘What<br />

better program could we go with than<br />

Certified Angus Beef ® brand Prime?’” says<br />

Frank Vitale, meat director of Roche Bros.<br />

The retailer has featured the brand’s Prime<br />

ground beef with much success for the past<br />

three years, and this year added a Prime<br />

sirlo<strong>in</strong> strip, its signature steak cut, among<br />

its brand offer<strong>in</strong>gs.<br />

“It’s very easy for our team to get beh<strong>in</strong>d a<br />

product like this,” he notes. “And when they<br />

buy <strong>in</strong>to it, it’s guaranteed to be a success.”<br />

It’s all further evidence that when supplies<br />

are there, those who count on the brand to<br />

help fuel their bus<strong>in</strong>esses will claim the very<br />

best of what’s available.<br />


For the ranchers who meet its target, “Certified Angus Beef ® brand Prime speaks<br />

Certified Angus Beef ® brand Prime pays. to the guests. People say, ‘This is the best<br />

That’s also true for the chefs who serve it. steak I’ve ever eaten.’ And I say to myself<br />

sometimes, ‘Well, of course it is, we went<br />

“We do food at a certa<strong>in</strong> level, and I and procured the best steak you can<br />

want steaks at a certa<strong>in</strong> level,” says Peter f<strong>in</strong>d, treated it the proper way, seasoned<br />

Vauthy, executive chef and partner with it without a lot of overpower<strong>in</strong>g flavors,<br />

RED, The Steakhouse - Miami and RED and brought it to your table.’ They get<br />

Restaurant Group. “With USDA Prime, the closest th<strong>in</strong>g to me creat<strong>in</strong>g that steak<br />

you can drive a semi-truck through their myself. From the rancher to the packer, to<br />

specifications, but with Certified Angus when it gets to my door, everyone believes<br />

Beef ® brand Prime, you have a very small <strong>in</strong> the same message I believe <strong>in</strong>.”<br />

w<strong>in</strong>dow to go through. If it doesn’t make<br />

the cut, it doesn’t make the cut.<br />

RED, the Steakhouse, has a loyal clientele<br />

that returns aga<strong>in</strong> and aga<strong>in</strong> – who know<br />

“Some chefs have to worry about the when they come, they’re go<strong>in</strong>g to get<br />

steak end of the bus<strong>in</strong>ess – how many someth<strong>in</strong>g special.<br />

come back to the kitchen because they’re<br />

not of the highest quality? Are they “The quality and the care from the rancher<br />

<strong>in</strong>consistent? We’ve elim<strong>in</strong>ated those to me, to the cook who prepares it: that’s<br />

problems,” he adds.<br />

where the value is each and every day.”<br />


64<br />

Roche Bros. is among the retailers expand<strong>in</strong>g Certified Angus Beef ®<br />

brand Prime and dry-aged selections available <strong>in</strong> store.



11<br />


The Certified Angus Beef ® brand is the orig<strong>in</strong>al Angus brand, founded<br />

<strong>in</strong> 1978 by Angus cattlemen. Our mission has rema<strong>in</strong>ed the same<br />

s<strong>in</strong>ce day one: To <strong>in</strong>crease demand for registered Angus cattle<br />

through a specification-based branded beef program to identify<br />

consistent, high quality beef with superior taste.<br />

Our strategies:<br />

• Build upon trust <strong>in</strong> the brand and protect its equity<br />

• Grow brand awareness and brand loyalty<br />

• Provide unparalleled brand services and resources<br />

• Pursue <strong>in</strong>novations and enhance the “brand experience”<br />

• Drive growth <strong>in</strong> brand production and sales<br />

The Certified Angus Beef ® brand name and marks are service/trademarks<br />

of Certified Angus Beef LLC. © <strong>2018</strong>, Volume 22 Issue 1, published<br />

annually. All rights reserved. 12/18-17186-3000

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