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

You also want an ePaper? Increase the reach of your titles

YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.

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 />

BRAND UPDATE<br />

56<br />

Joslyn, Jentry and Jackson Willis, Willis Ranch, Cokeville, Wyo.<br />

Claire Atterholt, Loudonville, Ohio

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

Saved successfully!

Ooh no, something went wrong!