Brand Update 2018: Year in Review

ENGAGED LEARNING
In fact, that’s the goal of so much that happens
between, and for, brand partners representing
every link in the chain. Understanding product
quality is, of course, an important part of
the lessons. More important is fostering
relationships and understanding between the
people who, each in his or her own way, bring
it to the table.
Take, for example, the brand’s signature
educational course: the Master of Brand
Advantages (MBA) program, conceived as
the supply of high-quality Angus beef started
trending steadily upward to give next-level
training to the leaders who would hit the
streets to sell it. A three-week intensive course
for distribution-house sales staff, it’s serious
work and covers not only sales, meat cutting
and meat science, but also visits farmers,
feeders and packers to understand the entire
quality beef journey.
A course as intensive as this, requiring those
weeks away from one’s normal duties,
over a span of several months, isn’t always
feasible. Nor is it always appropriate for less
experienced, albeit potential-rich, members
of a sales team. That’s why a new one-week
Associate’s in Meat course at the brand’s
Culinary Center was introduced. Similar to
the MBA program, it gives guests a firsthand
look, in somewhat less detail, at the entire
scope of the brand’s journey to the table.
Eric Moody of Wolverine Packing Co., a
member of the first class, said the week
exceeded his expectations.
“We were learning from the moment we set
foot in the door until the moment we left. I
gained more in one week than one year of
on-the-job experience. I now know that I can
stand behind the Certified Angus Beef ® brand
with the utmost confidence,” he said.
Indeed, many on the sales side know their
customers have questions – about cattle care,
feeding, handling, nutrition and so much
more. Getting the answers firsthand equips
them to answer with conviction and pride,
as well as perspective on the community that
distinguishes the brand.
Every encounter is a chance to build
connections, learn from one another and
strengthen the network. Like the salespeople
who visit The Culinary Center, leading chefs
and culinary influencers come there to spend
time with fellow culinarians, as well as meat
scientists, farmers and packers. That kind of
fully immersive and collaborative experience
is not only unique to the brand, but also at
its essence.
One need not set foot in The Culinary
Center, however, to enjoy something
similar. Prospective guests can get a
sneak peek at its Meat Lab, kitchens and
cuisine – and, perhaps more importantly,
the camaraderie and collaboration that
happens there – via a new interactive 360°
video. And, for those new to the brand,
the Certified Angus Beef ® brand University
e-learning platform offers a virtual
introduction to the community behind the
brand. In its first year, more than 4,000
have completed the participatory program.
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UPDATE
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Master of Brand Advantages students take a break during a session on cattle feeding.
Chef Josh Moore of Volare in Louisville, Ky., in the kitchen at The Culinary Center.