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.

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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 />

MAKING CONNECTIONS<br />

AND BUILDING FRIENDSHIPS<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 />

BRAND UPDATE<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.

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