20.12.2018 Views

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.

SHOW MORE
SHOW LESS

Create successful ePaper yourself

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

ENGAGED LEARNING<br />

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.

Hooray! Your file is uploaded and ready to be published.

Saved successfully!

Ooh no, something went wrong!