Brand Update 2019: Year in Review

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Kent Black, third-generation pitmaster of Black’s BBQ, Lockhart, Texas, snaps a shot of the Atterholt family’s barn in Jeromesville, Ohio. A group of renowned pitmasters eagerly awaits their advanced butchery program at The Culinary Center. Meat Speak is a new podcast geared to meat lovers. Hosts Tony Biggs, left, and Bryan Schaaf, right, interview Kylee Phillips, University of Florida, and Chandler Steele, Texas A&M University, two recipients of the Colvin Scholarship. A chef at Le Blanc Spa Resorts ® Los Cabos prepares skirt steak for a culinary Beach BBQ event. The brand’s new Steakholder Rewards program offers consumers the chance to earn points for purchasing and engaging with the brand, then redeem them for personalized experiences.
I T’S PERSONAL Engaging loyalists requires more than mere marketing A superior product, based on a set of rigorous standards, has always been the Certified Angus Beef ® brand’s calling card. Indeed, the brand name is synonymous with quality among consumers and brand partners alike. That’s no accident, of course. But especially in an era where beef quality has trended ever higher across the entire industry, it’s not the only thing that sets the brand apart in 2019. Most people who are familiar with and loyal to the brand in some way would agree they have a relationship with it that goes beyond the product itself. Perhaps they feel a connection to the brand’s grassroots heritage and the perseverance and care demonstrated by the ranching community behind it. Maybe they know that their family always enjoys burger night a little bit more when they start with the ground beef with that black, burgundy and gold sticker. Or it could be a salesperson who walks into a product cutting with a restaurateur, feeling a little more confident when he’s wearing a shirt bearing that same distinctive logo. It’s a chef who’s inspired to try something new on her menu after kicking around some ideas at The Culinary Center. It’s a farmer who heard an interview with an expert offering another way to think about cattle management. It’s a mom browsing Facebook while she waits at soccer practice and watches a video showing how to pick the perfect roast. It’s all about being relevant to the many different types of people who feel an affinity with the brand, and fostering that engagement in new ways. It’s about strengthening those relationships in ways that elevate the brand’s equity and return on its mission, driving business back to brand partners. 2019 Brand Update 33
Page 1 and 2: CertifiedAngusBeef.com Volume 23 Is
Page 3 and 4: PRESIDENT’S MESSAGE A brand—any
Page 5 and 6: 2019 Brand Update 5
Page 7 and 8: ONSUMER DEMAND, AMPLE SUPPLY SPUR G
Page 9 and 10: Walter Angus, Hudson, Colo. 2019 Br
Page 11 and 12: SEAT AT THE TABLE AFrom the ranch t
Page 13 and 14: There’s plenty of room at the bra
Page 15 and 16: Certified Angus Beef ® brand Senio
Page 17 and 18: WE ARE THE CHAMPIONS … OF THE BRA
Page 19 and 20: Jorge Medina of Sysco South Florida
Page 21 and 22: NNOVATION IADDS VALUE Embracing opp
Page 23: GLOBAL FOOD CULTURE FUELS EXPERIMEN
Page 26 and 27: Availability, and sales, of the bra
Page 28 and 29: INTRODUCING SHOPPERS TO THE VERY BE
Page 31: Certified Angus Beef ® brand Prime
Page 35 and 36: Resources such as photos and recipe
Page 37 and 38: S HARING THE BRAND’S STORIES It
Page 39 and 40: The brand’s senior corporate chef
Page 41 and 42: THE BRAND ON THE BIG STAGE “The t
Page 43 and 44: The brand’s Corporate Chef Peter
Page 45 and 46: SEEKING SUSTAINABILITY Today’s fa
Page 47 and 48: BUILDING BRIDGES It’s one thing f
Page 49 and 50: BUILDING CONNECTIONS WITH CATTLEMEN
Page 51: Single Tree Farms, Charlotte, Mich.
Page 54: The Certified Angus Beef ® brand n

Brand Update 2019: Year in Review

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