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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FUNDS SUPPORT YOUNG LEADERS<br />

S<strong>in</strong>ce 1999, 76 young beef community leaders<br />

have benefited from the Colv<strong>in</strong> Scholarship<br />

Fund, named for the Certified Angus Beef ®<br />

brand’s first president, Mick Colv<strong>in</strong>, and<br />

supported by brand partners through an<br />

annual golf tournament and auction.<br />

By help<strong>in</strong>g fund their education, donors<br />

directly support the next generation at the<br />

farm. It’s an endeavor that <strong>in</strong>spires brand<br />

partners like Oxford Trad<strong>in</strong>g Co., which<br />

became the brand’s first distributor <strong>in</strong> 1979<br />

– sell<strong>in</strong>g this new branded beef to restaurants<br />

and grocery stores at a time when no such<br />

th<strong>in</strong>g had existed.<br />

Charlie Rob<strong>in</strong>son had led the company the<br />

entire time, becom<strong>in</strong>g one of the brand’s<br />

most stalwart champions. So when he made<br />

the decision to hang up his butcher’s apron <strong>in</strong><br />

retirement <strong>in</strong> <strong>2018</strong>, he wanted to say goodbye<br />

<strong>in</strong> the most fitt<strong>in</strong>g way possible.<br />

With his cohort and current Oxford Vice<br />

President Ron Rurak, Rob<strong>in</strong>son commissioned<br />

two hand-crafted meat cleavers – one as an<br />

auction item for the Colv<strong>in</strong> Scholarship Fund,<br />

and one to be on permanent display at the<br />

Certified Angus Beef ® brand headquarters <strong>in</strong><br />

Wooster, Ohio.<br />

“We consider them pieces of <strong>in</strong>dustrialized<br />

art,” says Rurak. “The <strong>in</strong>spiration came<br />

from an old carcass splitter I have that<br />

dates back to the 18th century. It took a<br />

tough person to handle one of those. These<br />

are probably the only ones of this size and<br />

quality <strong>in</strong> the country.”<br />

Zack Jonas, a master blacksmith whose<br />

work has been displayed <strong>in</strong> the Philadelphia<br />

Museum of F<strong>in</strong>e Art, forged the blade.<br />

John K. Pease, a master engraver for Smith<br />

& Wesson and Colt Firearms, added the<br />

engrav<strong>in</strong>g. Even the case has a story. Built by<br />

designer Kurt Piper, whose work has been<br />

on display <strong>in</strong> art galleries between New York<br />

and Boston, it’s made from the same white<br />

oak zebra pattern as the cleaver handle.<br />

Purchased by S Foods Inc. of Japan, the oneof-a-k<strong>in</strong>d<br />

piece not only funded grants for<br />

future leaders, but added l<strong>in</strong>ks to the cha<strong>in</strong><br />

that b<strong>in</strong>ds the brand community together<br />

across roles, cont<strong>in</strong>ents and generations.<br />

“There aren’t enough words to accurately<br />

convey the gratitude we feel toward Charlie,<br />

Ron and Oxford Trad<strong>in</strong>g,” says John Stika,<br />

President of the Certified Angus Beef ® brand.<br />

“Not just for these beautiful works of art,<br />

but for the partnership that has spanned<br />

the breadth of our existence. When we<br />

look at where the brand is today, we owe a<br />

lot of that to people like Charlie and Ron,<br />

who were will<strong>in</strong>g to take a leap of faith on<br />

someth<strong>in</strong>g that had never been done.”<br />

Grateful, too, are those who are selected for<br />

the grants, like Forker.<br />

“The scholarship is such a bless<strong>in</strong>g,” she<br />

says. “That support ensures young people<br />

like me have the opportunity to cont<strong>in</strong>ue<br />

their education.”<br />

The support goes even deeper, she<br />

recognizes. Without partners’ efforts<br />

to market and sell the Certified Angus<br />

Beef ® brand, and driv<strong>in</strong>g demand for<br />

premium Angus beef, it could not fulfill<br />

its central mission of help<strong>in</strong>g susta<strong>in</strong><br />

Angus farm<strong>in</strong>g families.<br />

BRAND UPDATE<br />

60<br />

Trevor and Ty Walter, Walter Angus, Hudson, Colo.<br />

Colv<strong>in</strong> Scholarship recipients Liz Forker and Michael Cropp with Virg<strong>in</strong>ia and Mick<br />

Colv<strong>in</strong>, the brand’s co-founder and first president for whom the fund is named.

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