Our Story - The brand that changed beef

OUR STORY
THE BRAND THAT CHANGED BEEF

FROM THE FARM
TO THE TABLE
The Angus breed has long been acclaimed for delivering great-tasting
beef, but until the 1970s, there was no way to back up that reputation.
That’s when a group of Ohio Angus farmers recognized the need to
identify and market Angus beef known for superior quality. Through
the American Angus Association ® , the Certified Angus Beef ® brand was
launched in West Salem, Ohio, in 1978. The mission: to increase demand
for registered Angus cattle through a specification-based, branded beef program to
identify consistent, high quality beef with superior taste.
Through the years, the brand has evolved as a collaborative effort
that benefits family farmers, meat companies, retailers, chefs and
consumers throughout the U.S. and around the world. Today, more
than 5.5 million cattle per year achieve the exacting quality standards,
allowing producers to earn $50 per head or more in grid premiums for
qualifiers. Growing consumer demand for premium beef, along with
recognition of the brand’s trusted logo and brand name, drive food
distributors, retailers and restaurateurs to feature it as a cornerstone of
their businesses.
“Our partners’ genuine passion for quality and integrity have truly
shaped the brand’s success over the years,” says John Stika, president
of the global brand now based in nearby Wooster.
“Their individual successes—from the farm to the table—yield a
collective achievement that illustrates the relevance of our mission then
and now, and yields dividends to the quality-minded producers who
target the brand.”
Many, many people have played an integral role in the brand’s progress
in more than 40 years. Here’s a taste of our story, beginning with our
roots with family farmers.
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3

Harold Etling, an Angus cattle farmer from
Marshallville, Ohio, outlined the product’s quality,
inspection and marketing needs in 1975.
1975
Harold Etling has
disappointing steak
1977
Association paves way
for original, premium
beef brand
1978
Mick Colvin begins program;
first pound produced and sold
4

A HUMBLE BEGINNING
It all started with Harold Etling, an Angus cattle farmer, owner of Wayne Knoll Farms
and part-owner of a meat shop in Marshallville, Ohio. One evening in 1975, Etling
ordered an “Angus steak” from the menu of a Chicago restaurant, expecting it to be as
good as his own. It definitely was not.
Etling quickly realized the effect poor-quality beef like this could have on the Angus breed
and reputation. He discussed these concerns with Fred Johnson, a fellow Angus breeder
and owner of Summitcrest Farms in nearby Summitville. Johnson welcomed Etling’s
initiative to bring Angus beef, known for its high quality, to consumers.
The duo reached out to Elliot Frank, a retired Chicago banker and partner at Picket
Fence Farm in Illinois, who had contacts within the Marriott hotel chain. Frank hosted a
meeting with Johnson and Marriott executive Robert Barrie in April 1975.
“We were discussing how to get better beef to Marriott,” says Jerry Helgren, manager of
Picket Fence. “After that meeting, Elliot said, ‘Well, it’s a bigger thing than what one farm
could do. We should get the American Angus Association involved.’”
After board approval to explore the idea, Frank and Johnson met with Marriott officials
and Association board members in October, according to the December 1975 Angus
Journal. Though Marriott and the Association saw potential in bringing a brand of Angus
beef to market, the board tabled the idea until funding became available.
Etling, however, continued urging Johnson and the Association to take action.
“This program would require a rigid contract and inspection program on the part of the
Association,” Etling wrote. “Before a franchise or certification were granted, it would
be necessary to have the source of supply thoroughly checked out as to their ability to
supply Prime and high-Choice Angus of the right grading, size and cutability.”
The Angus Beef Certification Program began on Jan. 1, 1978. Committee members
leading its launch were (front row, left): Mick Colvin, executive director, and Harold
Etling; (back row): consultant Dr. Bob VanStavern, Elliot Frank, Edward Elliott and
Fred Johnson. Not pictured: Kentucky Angus farmer Charles Cannon.
1979
Product offered by first
distributor
1980
First restaurant offers the
product
1981
Board approves “Phase II”:
the supply development
concept
5

BUILDING A BRAND
On March 13, 1976, the Angus Beef Certification Committee met in St. Joseph, Mo., with Etling,
Johnson, Frank and Ohioan Ed Elliott, an Angus cattle farmer, owner of Forest Hill Farms and
restaurateur in Mount Victory. Gilman Stewart, a cattleman and board member from Indiana, chaired
the group of Association staff and board members, including Charles Cannon from Kentucky’s
Stonegate Farms. Their objective was to create a program to sell Angus beef to consumers.
“Such a program should also certify the various delineated businesses that procure, market and
serve only top-quality Angus beef,” wrote Elliott, the first farmer to serve as president of the Ohio
Restaurant Association. “Breeders have expressed the opinion that America’s leading beef-breed
registry association should be given all the support possible in marketing and promotion of their
finished product if this breed is to continue to expand.”
Ed Elliott (left) and Fred Johnson, at Colvin’s home office in West Salem, show off the brand’s original
logo. Frank, Colvin and Etling are also pictured.
1982
First distributors focus on
delivery to restaurants
1983
First major packer (National
Beef) licenses; first
international sales occur
1984
Retailer advertises in
The New York Times
6

Discussions proceeded with the Ohioans, Frank
and Cannon, through 1976, along with Louis
“Mick” Colvin, an Ohio-based field representative
for the Association who visited a committee
meeting and quickly became intrigued. This
committee met with the Association board again
in October and November 1977, receiving support
for the bold, new venture.
“We all just wanted to help the breed,” remembers
Colvin, who became the new program’s executive
director on Jan. 1, 1978. Colvin knew the yetunwritten
beef quality specifications would
be paramount. He reached out to Dr. Bob
VanStavern, a meat extension specialist at The
Ohio State University.
“This program was the epitome of everything I
had ever tried to do with the industry, starting
with production and seeing it right through to the
consumer,” VanStavern said. He knew the exact
specifications Colvin needed. The specifications
VanStavern outlined then remain the foundation
for the brand’s signature quality today.
With the specifications based on meat science in
place, Colvin began working with local packers
and U.S. Department of Agriculture (USDA)
representatives to identify beef for the brand.
Initial approval of the specifications came in
February 1978. The committee also moved
forward with marketing needs in that month.
Through advertising agency Belden/Frenz/
Lehman, the newly renamed Certified Angus Beef
Committee approved the original logo and brand
name.
Dr. Bob VanStavern, from The Ohio
State University, created the brand’s
science-based standards. He also
developed the Science Behind the Sizzle
training that explains the brand’s quality
attributes to chefs and retailers.
1985
First deli meat sales;
computer enhances product
tracking for genuine quality
1986
Packer offers first premium
for qualifying cattle
1988
International restaurant chain offers
product; production begins at
Excel (Cargill)
7

GOING TO MARKET
Colvin met with packers and retailers throughout the state in 1978. Though he was told “no” by
numerous companies, he kept trying.
“When Mick started with the program over 20 years ago, it was nothing but an idea that he truly
believed in,” wrote Johnson in 1999. “By enthusiasm, perseverance and determination, he developed it
into a phenomenal, innovative beef marketing system that is now the envy of the entire beef industry.”
In late summer of 1978, a tip from VanStavern led Colvin to Bob Renzetti in Columbus. Renzetti
understood the marketing impact the Certified Angus Beef ® brand could have on his stores. Colvin
confirmed Val Decker Packing in Piqua, Ohio, could access enough qualifying Angus cattle to supply
Renzetti’s three IGA stores.
On October 6, Colvin and VanStavern went to Val Decker to witness the evaluation of beef cattle from
the first load, which was photographed by Keith Evans from the Association. Nearly two weeks later,
on Oct. 18, 1978, Governor James A. Rhodes issued a proclamation launching the Certified Angus
Beef Program at Renzetti’s IGA on Dublin-Granville Road.
At 8:35 p.m. on Oct. 18, 1978, Ella Whitt purchased the first Certified Angus Beef ® brand product.
Governor James A. Rhodes is present for the occasion with (from left) Mr. and Mrs. Bob Renzetti Sr.;
Gilman Stewart, American Angus Association president; Bob Renzetti; Rhodes; Whitt; C.K. Allen,
Association executive secretary; and Pat Lynch, checkout clerk.
8
1989
First frankfurters and
on-farm training for
foodservice distributors
available
1991
10 million Angus-influenced
cattle are identified to date
1992
New Export Division builds
international presence and
balances carcass utilization;
production begins
at IBP (Tyson)

Mick Colvin (right) and Bill Decker, Val Decker Packing in Piqua,
inspect one of the first carcasses graded for the brand.
Mick Colvin (right) shakes the hand
of the meat manager at Renzetti’s
IGA in Columbus, Ohio, where the
first pound was sold.
Television news coverage sparked interest in Columbus. Susan
Scott, from the Ohio Poultry Association, helped the American
Angus Association’s Keith Evans guide local coverage of the
product’s launch.
1993
Packer first produces
ground beef
1994
Office moves to Wooster;
Value-added Products
Division formed
1995
1+ billion pounds sold to
date; production begins at
Monfort (JBS)
9

MOVING FORWARD
News spread throughout the state and the beef community, with the assistance of Evans and Susan
Scott, who through the Ohio Poultry Association had local media connections. Etling’s idea had come
to fruition, yet there was no formula for growing the brand and gaining consumer recognition. Some
USDA officials questioned the brand’s authenticity, and on Nov. 1, 1978, pulled the carcass roll—
essentially closing the program down.
Colvin spent his next six months, with Allen and many other Angus leaders, working with the USDA to
regain its approval. Their efforts resulted in the first USDA certified beef brand, G1, on April 2, 1979.
The process for ensuring its quality became the framework for dozens of beef, veal, pork and lamb
brands today to work with USDA to certify their own product specifications. While some of those
brands also utilize Angus-influenced cattle, the Certified Angus Beef ® brand is still the benchmark for
quality beef and the leader in the beef community.
Through the years, meat packers and processors grew their offerings of fresh and value-added
products meeting the Certified Angus Beef ® brand specifications. Production expanded into Canada in
2000, helping packers in North America today produce about 3.5 million pounds of beef per day.
Additionally, the brand’s selection of premium beef for chefs and consumers includes fresh Certified
Angus Beef ® brand Prime cuts, meeting nine more specifications than USDA Prime, and Certified Angus
Beef ® brand Natural, where cattle are never given antibiotics nor additional hormones, and only fed a
100% vegetarian diet. Restaurants and grocery stores today may also source the brand’s products from
a particular state, such as E.R. Boliantz Packing in Ashland with cattle raised on Ohio Angus farms.
The brand’s full range of premium products also includes convenience items from processors like deli
meats, fully cooked beef entrées, frankfurters, beef bacon and marinated cuts, all with the focus on
being the highest quality product in the category.
Hudson Meat Co. became one of the brand’s
first processors in 1989, and today offers
cooked prime rib roast. Meat processors offer
a wide selection of items to meet chef and
consumer needs for high-quality, easy meals.
1996
First heat-and-serve
entrées available
1997
Sales reach 1 million pounds
per working day
1998
First feedyard partner
(Triangle H Grain &
Cattle Company)
10

With USDA approval on April 2, 1979, production resumed and
continued growing. G1 still signifies that the Certified Angus Beef ®
brand is the first USDA-approved beef brand.
President Jim Riemann (right) guided Certified
Angus Beef ® brand Natural’s development and
launch, with Mary Lou Bradley of B3R and
Tim Hussman of Newport Meats.
Meat companies, such as E.R. Boliantz
Packing began in 2012 to provide Certified
Angus Beef ® brand products from cattle
raised in Ohio to local restaurants and
grocery stores.
1999
Jim Riemann becomes
executive director upon
Colvin’s retirement
2000
Product certification begins
in Canada
2001
Certified Angus Beef ® brand
Prime and producer website
(CABcattle.com) launch
11

GLOBAL CONNECTIONS
As Colvin and Johnson reflected on the early days, Colvin said he couldn’t have made it without
Johnson. “He just wouldn’t take ‘no’ for an answer.” At the same time, Johnson credited Colvin with
being the right man for the job. The people, then and now, have all played an integral role in bringing
the best Angus beef to dinner tables around the world.
More than 1 billion pounds of Certified Angus Beef ® brand products are marketed per year, a milestone
reached in 2016. The brand’s more than 19,000 partners in more than 50 countries have individual
roles and circumstances, yet achieve mutual benefits for all parts of the beef community: processors
and distributors, restaurateurs and grocers, and, ultimately, consumers, who rely on consistent value
and quality for their dining dollars.
In foodservice, restaurants featuring the brand count on it to satisfy customers and build their
reputations. The brand’s own chefs, meat scientists, food business experts and marketing professionals
guide chefs and restaurateurs to put their creativity on full display and feature different cuts prepared
in new ways. The hub of this creativity is the Certified Angus Beef ® Culinary Center, which offers
extraordinary cuisine, merchandising solutions, and interactive butchery. Memorable experiences at
the center engage partners and spark new ideas to grow their beef expertise and businesses.
At more than 7,000 grocery stores, retailers engage shoppers by promoting the brand as their
signature beef and helping consumers understand its quality. Initiatives are unique to their markets,
including price features in weekly circulars, creative point-of-sale displays, broadcast and digital
advertising, outreach via social media and in-store sampling with educational opportunities.
Chefs worldwide, like Michelle
Brown at Jag’s Steak &
Seafood near Cincinnati,
Ohio, offer the brand at more
than 9,500 casual to elegant
restaurants.
ShopRite in the Northeast to
Foodland in Hawaii promote the
brand as their signature beef.
Seasonal promotions year-round
include grilling in the summer
and roasting during the holidays.
Restaurant, grocery store and
distributor businesses in more than
50 countries satisfy rising consumer
demand around the world for
premium beef. About one in seven
pounds are sold internationally.
2002
Products supplied to 2002
Olympic Winter Games
2004
First corporate chef leads
consumer, chef education;
Certified Angus Beef ® brand
Natural introduced
2005
First television commercial
made for retailers; Black Ink
Basics introduced for
Angus producers
12

Similar objectives internationally for retail and foodservice bring the brand’s quality to diverse markets
where chefs and consumers demand high-quality beef. Through education, customized marketing,
and a keen focus on understanding the challenges and opportunities within each market, international
partners build success with the brand through its value and heritage.
At the consumer level, research proves shoppers recognize the Certified Angus Beef ® brand name
and logo, are willing to drive out of their way for it, and once they get there, pay more to enjoy it.
Consumers also view businesses that feature the brand as better than those that do not.
A growing community of beef lovers, from quality-minded Angus farmers to consumers, actively share
their experiences and love of the brand in social media dialogue. Influencers, including media, food
bloggers and writers, contribute to the vibrancy and depth of these conversations and connections.
Loyalists connect with the brand on Steakholder Rewards , an interactive community that offers
tailored communications and rewards for members.
The Certified Angus Beef ® Culinary Center
provides an interactive forum for partners to
discover more about meat science, beef quality,
and effective strategies to market and prepare it.
Guests include chefs, grocers, food distributors,
media, bloggers, ranchers and students.
Consumers tune in to TV stations and events
across the world, where the brand’s chefs share
recipes and cooking tips.
95%
of consumers
recognize the logo
2006
John Stika named president
upon Jim Riemann’s
retirement
2007
Research identifies
consumers recognize the
brand; “Best Practices
Manual” published for
Angus producers
2008
Research review supports
flavor as the driving factor in
customer satisfaction
13

Partners appreciate the fresh
perspective and dialogue from
experiencing a “day in the life” of
an Angus family. It strengthens their
confidence as ambassadors for the
brand’s grassroots heritage.
More than 160 employees—several with
advanced degrees in business, culinary
arts, marketing, meat science and
animal science—provide partners with
customized merchandising, marketing,
training and customer service. The
team is actively engaged in serving the
community, too.
Nine Angus and beef leaders serve on
the Certified Angus Beef LLC Board of
Directors. Board members in 2019-20
were: (standing left to right) Dave Hinman;
James Henderson; Jonathan “JP” Perry;
Alan Miller; Mike McCravy; (sitting)
Dwight “Kip” Palmer; Mark McCully, CEO
of the Association; John Grimes, board
chairman; and John Stika, president of the
brand.
2009
First ranch day for media
provides insight from
gate to plate
2010
Influential chefs tell the
brand’s story at high-profile
culinary events
2011
Advanced beef education
from pasture to plate
launches for food
distributors
14

COMING FULL CIRCLE
The brand’s story ultimately circles back to the beginning: to the families who raise Angus cattle
and are at the heart of the brand’s mission. The initial concept for the brand centered on creating
demand for top-quality Angus beef in the marketplace for consumers and family farmers. As it gained
a foothold with meat companies, food distributors, restaurateurs, retailers and consumers, demand
for qualifying cattle began to grow. Litvak Meat Co., Denver, offered ranchers the first premiums for
qualifying cattle in 1986.
Throughout the years, the brand’s supply development team has cooperated with the Association on
educating producers, as well as consulting and sharing resources that have helped some family farms
achieve 80% or higher brand-acceptance rates. Carcass contests and data collection programs have
given them insight to the beef quality and value of their herds. Expected progeny differences for beef
quality indicators evolved as benchmarks and important tools for making calculated genetic selections.
These efforts continue to drive a decade-long uptrend in the nation’s beef quality so that more than
5.5 million cattle per year qualify, fueling supply to meet ever-growing consumer demand.
Before becoming an Angus breeder and board member for the Ohio Angus Association, American
Angus Association and Certified Angus Beef LLC, John Grimes was a student at The Ohio State
University when the program began. “It’s really exciting to see its scope today and how it has
influenced the entire beef industry,” he says. “The people taking our story to distributors, retailers,
chefs and consumers work hard on behalf of our breed.”
In the past decade, the brand’s promotional resources and educational programs have evolved to
focus on the passion and pride of the family farmers and ranchers who created the brand in 1978,
and continue making it possible today. Thousands of distributors, chefs, retailers and influencers have
visited farm families across the country to hear their stories and learn about the care that goes into
raising cattle for the brand.
In 2017, partnerships progressed with the Atterholt family in Loudonville and Ohio State’s Agricultural
Technical Institute to host on-farm tours for customers year-round. “We love what we do and are
passionate about educating others,” says Mandy Atterholt, an Ohio State University graduate and
recent FFA teacher who joined the brand’s staff to guide on-farm educational programs throughout
the country. “As a teacher, this is such a neat experience for me to allow our farm to be my
‘classroom.’”
2012
The Culinary Center opens
to provide innovative,
interactive beef ideation
2013
A growing community of
fans follow the brand on
social channels
2014
Heritage campaign shares
pride and passion of
ranchers with
consumers, chefs
15

BACK TO OUR ROOTS
More than ever in its history, this trusted brand is united by the passion and pride of the people who
are dedicated to bringing it to market. It’s a dedication to excellence that begins with family farmers
and ranchers.
“The continued success of the Certified Angus Beef ® brand documents the need for producers to pay
attention to carcass traits,” Grimes adds. “As demand grows, it’s our obligation to continue growing
beef cattle to meet their needs.”
In 2018, to mark 40 years of quality, the Certified Angus Beef ® brand logo was painted on 40 barns
owned by family ranchers. Their stories intertwined with local restaurants, grocery stores, neighbors
and friends who gathered to celebrate and enjoy a great meal. Each family’s story is shared in
“Sheltering Generations—The American Barn.” Sales of the coffee-table book support the Rural Relief
Fund, which the brand launched in 2019 to provide assistance to farmers and ranchers affected by
natural disasters.
The best people. The best product. The best program. All are pillars of the world’s best Angus beef
brand and the vision of farmers and ranchers—and all members of the community—to deliver quality
and integrity to customers and consumers each and every day.
2015
Roast Perfect app helps consumers
choose and prepare beef roasts
2016
1 billion+ pounds sold
during year; Meat Lab added
at The Culinary Center
2017
Promotions center on being
the original, the best and
the most trusted brand
of Angus beef
16

2018
Brand honors its roots:
paints logo on 40 barns
across the country
2019
Rural Relief Fund created
to aid farmers in natural
disasters; barn book
supports fund
2020
Steakholder Rewards engages
consumers and rewards them for
connecting and seeking products in
stores and restaurants
17

THE BRAND’S DYNAMIC LEADERS
Louis M. “Mick” Colvin
Executive Director, 1978-1999
Mick Colvin worked with academia to set science-based
specifications and then the USDA to create the first brand
evaluation procedures. He changed the way cattle and
beef products are marketed, benefitting producers, food
businesses and consumers alike. Upon his retirement in 1999,
annual product sales were 495 million pounds.
M. James Riemann, Ph.D.
President, 1999-2006
Through eight years of servant leadership, Jim Riemann began the
brand’s Natural product line, licensed beef plants in Canada, extended
Prime production, established a regional staff network and expanded
services to help more producers raise qualifying cattle. He also led
the company and international partners through one of their most
difficult challenges, the market closure to U.S. beef in 2003.
John F. Stika, Ph.D.
President, 2006-Present
Through focus on cultivating relationships and elevating customer
successes, John Stika guides the brand to provide unparalleled services
and solutions from within The Culinary Center to in-market strategy.
His focus on innovation, open communication and intentionality,
coupled with his thorough understanding of the beef community,
nurtures the brand’s relevancy from gate to plate.
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©2020 Certified Angus Beef LLC
All rights reserved.
20187