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

BRIDGING CULTURES<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 />

BRAND UPDATE<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 />

ENGAGING SOUTH<br />

KOREAN PARTNERS<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 />

REACHING DIVERSE<br />

POPULATIONS AT<br />

HOME AND ABROAD<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.)

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