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OUR STORY<br />

THE BRAND THAT CHANGED BEEF


FROM THE FARM<br />

TO THE TABLE<br />

<strong>The</strong> Angus breed has long been acclaimed for delivering great-tasting<br />

<strong>beef</strong>, but until the 1970s, there was no way to back up <strong>that</strong> reputation.<br />

That’s when a group of Ohio Angus farmers recognized the need to<br />

identify and market Angus <strong>beef</strong> known for superior quality. Through<br />

the American Angus Association ® , the Certified Angus Beef ® <strong>brand</strong> was<br />

launched in West Salem, Ohio, in 1978. <strong>The</strong> mission: to increase demand<br />

for registered Angus cattle through a specification-based, <strong>brand</strong>ed <strong>beef</strong> program to<br />

identify consistent, high quality <strong>beef</strong> with superior taste.<br />

Through the years, the <strong>brand</strong> has evolved as a collaborative effort<br />

<strong>that</strong> benefits family farmers, meat companies, retailers, chefs and<br />

consumers throughout the U.S. and around the world. Today, more<br />

than 5.5 million cattle per year achieve the exacting quality standards,<br />

allowing producers to earn $50 per head or more in grid premiums for<br />

qualifiers. Growing consumer demand for premium <strong>beef</strong>, along with<br />

recognition of the <strong>brand</strong>’s trusted logo and <strong>brand</strong> name, drive food<br />

distributors, retailers and restaurateurs to feature it as a cornerstone of<br />

their businesses.<br />

“<strong>Our</strong> partners’ genuine passion for quality and integrity have truly<br />

shaped the <strong>brand</strong>’s success over the years,” says John Stika, president<br />

of the global <strong>brand</strong> now based in nearby Wooster.<br />

“<strong>The</strong>ir individual successes—from the farm to the table—yield a<br />

collective achievement <strong>that</strong> illustrates the relevance of our mission then<br />

and now, and yields dividends to the quality-minded producers who<br />

target the <strong>brand</strong>.”<br />

Many, many people have played an integral role in the <strong>brand</strong>’s progress<br />

in more than 40 years. Here’s a taste of our story, beginning with our<br />

roots with family farmers.<br />

2


3


Harold Etling, an Angus cattle farmer from<br />

Marshallville, Ohio, outlined the product’s quality,<br />

inspection and marketing needs in 1975.<br />

1975<br />

Harold Etling has<br />

disappointing steak<br />

1977<br />

Association paves way<br />

for original, premium<br />

<strong>beef</strong> <strong>brand</strong><br />

1978<br />

Mick Colvin begins program;<br />

first pound produced and sold<br />

4


A HUMBLE BEGINNING<br />

It all started with Harold Etling, an Angus cattle farmer, owner of Wayne Knoll Farms<br />

and part-owner of a meat shop in Marshallville, Ohio. One evening in 1975, Etling<br />

ordered an “Angus steak” from the menu of a Chicago restaurant, expecting it to be as<br />

good as his own. It definitely was not.<br />

Etling quickly realized the effect poor-quality <strong>beef</strong> like this could have on the Angus breed<br />

and reputation. He discussed these concerns with Fred Johnson, a fellow Angus breeder<br />

and owner of Summitcrest Farms in nearby Summitville. Johnson welcomed Etling’s<br />

initiative to bring Angus <strong>beef</strong>, known for its high quality, to consumers.<br />

<strong>The</strong> duo reached out to Elliot Frank, a retired Chicago banker and partner at Picket<br />

Fence Farm in Illinois, who had contacts within the Marriott hotel chain. Frank hosted a<br />

meeting with Johnson and Marriott executive Robert Barrie in April 1975.<br />

“We were discussing how to get better <strong>beef</strong> to Marriott,” says Jerry Helgren, manager of<br />

Picket Fence. “After <strong>that</strong> meeting, Elliot said, ‘Well, it’s a bigger thing than what one farm<br />

could do. We should get the American Angus Association involved.’”<br />

After board approval to explore the idea, Frank and Johnson met with Marriott officials<br />

and Association board members in October, according to the December 1975 Angus<br />

Journal. Though Marriott and the Association saw potential in bringing a <strong>brand</strong> of Angus<br />

<strong>beef</strong> to market, the board tabled the idea until funding became available.<br />

Etling, however, continued urging Johnson and the Association to take action.<br />

“This program would require a rigid contract and inspection program on the part of the<br />

Association,” Etling wrote. “Before a franchise or certification were granted, it would<br />

be necessary to have the source of supply thoroughly checked out as to their ability to<br />

supply Prime and high-Choice Angus of the right grading, size and cutability.”<br />

<strong>The</strong> Angus Beef Certification Program began on Jan. 1, 1978. Committee members<br />

leading its launch were (front row, left): Mick Colvin, executive director, and Harold<br />

Etling; (back row): consultant Dr. Bob VanStavern, Elliot Frank, Edward Elliott and<br />

Fred Johnson. Not pictured: Kentucky Angus farmer Charles Cannon.<br />

1979<br />

Product offered by first<br />

distributor<br />

1980<br />

First restaurant offers the<br />

product<br />

1981<br />

Board approves “Phase II”:<br />

the supply development<br />

concept<br />

5


BUILDING A BRAND<br />

On March 13, 1976, the Angus Beef Certification Committee met in St. Joseph, Mo., with Etling,<br />

Johnson, Frank and Ohioan Ed Elliott, an Angus cattle farmer, owner of Forest Hill Farms and<br />

restaurateur in Mount Victory. Gilman Stewart, a cattleman and board member from Indiana, chaired<br />

the group of Association staff and board members, including Charles Cannon from Kentucky’s<br />

Stonegate Farms. <strong>The</strong>ir objective was to create a program to sell Angus <strong>beef</strong> to consumers.<br />

“Such a program should also certify the various delineated businesses <strong>that</strong> procure, market and<br />

serve only top-quality Angus <strong>beef</strong>,” wrote Elliott, the first farmer to serve as president of the Ohio<br />

Restaurant Association. “Breeders have expressed the opinion <strong>that</strong> America’s leading <strong>beef</strong>-breed<br />

registry association should be given all the support possible in marketing and promotion of their<br />

finished product if this breed is to continue to expand.”<br />

Ed Elliott (left) and Fred Johnson, at Colvin’s home office in West Salem, show off the <strong>brand</strong>’s original<br />

logo. Frank, Colvin and Etling are also pictured.<br />

1982<br />

First distributors focus on<br />

delivery to restaurants<br />

1983<br />

First major packer (National<br />

Beef) licenses; first<br />

international sales occur<br />

1984<br />

Retailer advertises in<br />

<strong>The</strong> New York Times<br />

6


Discussions proceeded with the Ohioans, Frank<br />

and Cannon, through 1976, along with Louis<br />

“Mick” Colvin, an Ohio-based field representative<br />

for the Association who visited a committee<br />

meeting and quickly became intrigued. This<br />

committee met with the Association board again<br />

in October and November 1977, receiving support<br />

for the bold, new venture.<br />

“We all just wanted to help the breed,” remembers<br />

Colvin, who became the new program’s executive<br />

director on Jan. 1, 1978. Colvin knew the yetunwritten<br />

<strong>beef</strong> quality specifications would<br />

be paramount. He reached out to Dr. Bob<br />

VanStavern, a meat extension specialist at <strong>The</strong><br />

Ohio State University.<br />

“This program was the epitome of everything I<br />

had ever tried to do with the industry, starting<br />

with production and seeing it right through to the<br />

consumer,” VanStavern said. He knew the exact<br />

specifications Colvin needed. <strong>The</strong> specifications<br />

VanStavern outlined then remain the foundation<br />

for the <strong>brand</strong>’s signature quality today.<br />

With the specifications based on meat science in<br />

place, Colvin began working with local packers<br />

and U.S. Department of Agriculture (USDA)<br />

representatives to identify <strong>beef</strong> for the <strong>brand</strong>.<br />

Initial approval of the specifications came in<br />

February 1978. <strong>The</strong> committee also moved<br />

forward with marketing needs in <strong>that</strong> month.<br />

Through advertising agency Belden/Frenz/<br />

Lehman, the newly renamed Certified Angus Beef<br />

Committee approved the original logo and <strong>brand</strong><br />

name.<br />

Dr. Bob VanStavern, from <strong>The</strong> Ohio<br />

State University, created the <strong>brand</strong>’s<br />

science-based standards. He also<br />

developed the Science Behind the Sizzle <br />

training <strong>that</strong> explains the <strong>brand</strong>’s quality<br />

attributes to chefs and retailers.<br />

1985<br />

First deli meat sales;<br />

computer enhances product<br />

tracking for genuine quality<br />

1986<br />

Packer offers first premium<br />

for qualifying cattle<br />

1988<br />

International restaurant chain offers<br />

product; production begins at<br />

Excel (Cargill)<br />

7


GOING TO MARKET<br />

Colvin met with packers and retailers throughout the state in 1978. Though he was told “no” by<br />

numerous companies, he kept trying.<br />

“When Mick started with the program over 20 years ago, it was nothing but an idea <strong>that</strong> he truly<br />

believed in,” wrote Johnson in 1999. “By enthusiasm, perseverance and determination, he developed it<br />

into a phenomenal, innovative <strong>beef</strong> marketing system <strong>that</strong> is now the envy of the entire <strong>beef</strong> industry.”<br />

In late summer of 1978, a tip from VanStavern led Colvin to Bob Renzetti in Columbus. Renzetti<br />

understood the marketing impact the Certified Angus Beef ® <strong>brand</strong> could have on his stores. Colvin<br />

confirmed Val Decker Packing in Piqua, Ohio, could access enough qualifying Angus cattle to supply<br />

Renzetti’s three IGA stores.<br />

On October 6, Colvin and VanStavern went to Val Decker to witness the evaluation of <strong>beef</strong> cattle from<br />

the first load, which was photographed by Keith Evans from the Association. Nearly two weeks later,<br />

on Oct. 18, 1978, Governor James A. Rhodes issued a proclamation launching the Certified Angus<br />

Beef Program at Renzetti’s IGA on Dublin-Granville Road.<br />

At 8:35 p.m. on Oct. 18, 1978, Ella Whitt purchased the first Certified Angus Beef ® <strong>brand</strong> product.<br />

Governor James A. Rhodes is present for the occasion with (from left) Mr. and Mrs. Bob Renzetti Sr.;<br />

Gilman Stewart, American Angus Association president; Bob Renzetti; Rhodes; Whitt; C.K. Allen,<br />

Association executive secretary; and Pat Lynch, checkout clerk.<br />

8<br />

1989<br />

First frankfurters and<br />

on-farm training for<br />

foodservice distributors<br />

available<br />

1991<br />

10 million Angus-influenced<br />

cattle are identified to date<br />

1992<br />

New Export Division builds<br />

international presence and<br />

balances carcass utilization;<br />

production begins<br />

at IBP (Tyson)


Mick Colvin (right) and Bill Decker, Val Decker Packing in Piqua,<br />

inspect one of the first carcasses graded for the <strong>brand</strong>.<br />

Mick Colvin (right) shakes the hand<br />

of the meat manager at Renzetti’s<br />

IGA in Columbus, Ohio, where the<br />

first pound was sold.<br />

Television news coverage sparked interest in Columbus. Susan<br />

Scott, from the Ohio Poultry Association, helped the American<br />

Angus Association’s Keith Evans guide local coverage of the<br />

product’s launch.<br />

1993<br />

Packer first produces<br />

ground <strong>beef</strong><br />

1994<br />

Office moves to Wooster;<br />

Value-added Products<br />

Division formed<br />

1995<br />

1+ billion pounds sold to<br />

date; production begins at<br />

Monfort (JBS)<br />

9


MOVING FORWARD<br />

News spread throughout the state and the <strong>beef</strong> community, with the assistance of Evans and Susan<br />

Scott, who through the Ohio Poultry Association had local media connections. Etling’s idea had come<br />

to fruition, yet there was no formula for growing the <strong>brand</strong> and gaining consumer recognition. Some<br />

USDA officials questioned the <strong>brand</strong>’s authenticity, and on Nov. 1, 1978, pulled the carcass roll—<br />

essentially closing the program down.<br />

Colvin spent his next six months, with Allen and many other Angus leaders, working with the USDA to<br />

regain its approval. <strong>The</strong>ir efforts resulted in the first USDA certified <strong>beef</strong> <strong>brand</strong>, G1, on April 2, 1979.<br />

<strong>The</strong> process for ensuring its quality became the framework for dozens of <strong>beef</strong>, veal, pork and lamb<br />

<strong>brand</strong>s today to work with USDA to certify their own product specifications. While some of those<br />

<strong>brand</strong>s also utilize Angus-influenced cattle, the Certified Angus Beef ® <strong>brand</strong> is still the benchmark for<br />

quality <strong>beef</strong> and the leader in the <strong>beef</strong> community.<br />

Through the years, meat packers and processors grew their offerings of fresh and value-added<br />

products meeting the Certified Angus Beef ® <strong>brand</strong> specifications. Production expanded into Canada in<br />

2000, helping packers in North America today produce about 3.5 million pounds of <strong>beef</strong> per day.<br />

Additionally, the <strong>brand</strong>’s selection of premium <strong>beef</strong> for chefs and consumers includes fresh Certified<br />

Angus Beef ® <strong>brand</strong> Prime cuts, meeting nine more specifications than USDA Prime, and Certified Angus<br />

Beef ® <strong>brand</strong> Natural, where cattle are never given antibiotics nor additional hormones, and only fed a<br />

100% vegetarian diet. Restaurants and grocery stores today may also source the <strong>brand</strong>’s products from<br />

a particular state, such as E.R. Boliantz Packing in Ashland with cattle raised on Ohio Angus farms.<br />

<strong>The</strong> <strong>brand</strong>’s full range of premium products also includes convenience items from processors like deli<br />

meats, fully cooked <strong>beef</strong> entrées, frankfurters, <strong>beef</strong> bacon and marinated cuts, all with the focus on<br />

being the highest quality product in the category.<br />

Hudson Meat Co. became one of the <strong>brand</strong>’s<br />

first processors in 1989, and today offers<br />

cooked prime rib roast. Meat processors offer<br />

a wide selection of items to meet chef and<br />

consumer needs for high-quality, easy meals.<br />

1996<br />

First heat-and-serve<br />

entrées available<br />

1997<br />

Sales reach 1 million pounds<br />

per working day<br />

1998<br />

First feedyard partner<br />

(Triangle H Grain &<br />

Cattle Company)<br />

10


With USDA approval on April 2, 1979, production resumed and<br />

continued growing. G1 still signifies <strong>that</strong> the Certified Angus Beef ®<br />

<strong>brand</strong> is the first USDA-approved <strong>beef</strong> <strong>brand</strong>.<br />

President Jim Riemann (right) guided Certified<br />

Angus Beef ® <strong>brand</strong> Natural’s development and<br />

launch, with Mary Lou Bradley of B3R and<br />

Tim Hussman of Newport Meats.<br />

Meat companies, such as E.R. Boliantz<br />

Packing began in 2012 to provide Certified<br />

Angus Beef ® <strong>brand</strong> products from cattle<br />

raised in Ohio to local restaurants and<br />

grocery stores.<br />

1999<br />

Jim Riemann becomes<br />

executive director upon<br />

Colvin’s retirement<br />

2000<br />

Product certification begins<br />

in Canada<br />

2001<br />

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

Prime and producer website<br />

(CABcattle.com) launch<br />

11


GLOBAL CONNECTIONS<br />

As Colvin and Johnson reflected on the early days, Colvin said he couldn’t have made it without<br />

Johnson. “He just wouldn’t take ‘no’ for an answer.” At the same time, Johnson credited Colvin with<br />

being the right man for the job. <strong>The</strong> people, then and now, have all played an integral role in bringing<br />

the best Angus <strong>beef</strong> to dinner tables around the world.<br />

More than 1 billion pounds of Certified Angus Beef ® <strong>brand</strong> products are marketed per year, a milestone<br />

reached in 2016. <strong>The</strong> <strong>brand</strong>’s more than 19,000 partners in more than 50 countries have individual<br />

roles and circumstances, yet achieve mutual benefits for all parts of the <strong>beef</strong> community: processors<br />

and distributors, restaurateurs and grocers, and, ultimately, consumers, who rely on consistent value<br />

and quality for their dining dollars.<br />

In foodservice, restaurants featuring the <strong>brand</strong> count on it to satisfy customers and build their<br />

reputations. <strong>The</strong> <strong>brand</strong>’s own chefs, meat scientists, food business experts and marketing professionals<br />

guide chefs and restaurateurs to put their creativity on full display and feature different cuts prepared<br />

in new ways. <strong>The</strong> hub of this creativity is the Certified Angus Beef ® Culinary Center, which offers<br />

extraordinary cuisine, merchandising solutions, and interactive butchery. Memorable experiences at<br />

the center engage partners and spark new ideas to grow their <strong>beef</strong> expertise and businesses.<br />

At more than 7,000 grocery stores, retailers engage shoppers by promoting the <strong>brand</strong> as their<br />

signature <strong>beef</strong> and helping consumers understand its quality. Initiatives are unique to their markets,<br />

including price features in weekly circulars, creative point-of-sale displays, broadcast and digital<br />

advertising, outreach via social media and in-store sampling with educational opportunities.<br />

Chefs worldwide, like Michelle<br />

Brown at Jag’s Steak &<br />

Seafood near Cincinnati,<br />

Ohio, offer the <strong>brand</strong> at more<br />

than 9,500 casual to elegant<br />

restaurants.<br />

ShopRite in the Northeast to<br />

Foodland in Hawaii promote the<br />

<strong>brand</strong> as their signature <strong>beef</strong>.<br />

Seasonal promotions year-round<br />

include grilling in the summer<br />

and roasting during the holidays.<br />

Restaurant, grocery store and<br />

distributor businesses in more than<br />

50 countries satisfy rising consumer<br />

demand around the world for<br />

premium <strong>beef</strong>. About one in seven<br />

pounds are sold internationally.<br />

2002<br />

Products supplied to 2002<br />

Olympic Winter Games<br />

2004<br />

First corporate chef leads<br />

consumer, chef education;<br />

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

Natural introduced<br />

2005<br />

First television commercial<br />

made for retailers; Black Ink<br />

Basics introduced for<br />

Angus producers<br />

12


Similar objectives internationally for retail and foodservice bring the <strong>brand</strong>’s quality to diverse markets<br />

where chefs and consumers demand high-quality <strong>beef</strong>. Through education, customized marketing,<br />

and a keen focus on understanding the challenges and opportunities within each market, international<br />

partners build success with the <strong>brand</strong> through its value and heritage.<br />

At the consumer level, research proves shoppers recognize the Certified Angus Beef ® <strong>brand</strong> name<br />

and logo, are willing to drive out of their way for it, and once they get there, pay more to enjoy it.<br />

Consumers also view businesses <strong>that</strong> feature the <strong>brand</strong> as better than those <strong>that</strong> do not.<br />

A growing community of <strong>beef</strong> lovers, from quality-minded Angus farmers to consumers, actively share<br />

their experiences and love of the <strong>brand</strong> in social media dialogue. Influencers, including media, food<br />

bloggers and writers, contribute to the vibrancy and depth of these conversations and connections.<br />

Loyalists connect with the <strong>brand</strong> on Steakholder Rewards , an interactive community <strong>that</strong> offers<br />

tailored communications and rewards for members.<br />

<strong>The</strong> Certified Angus Beef ® Culinary Center<br />

provides an interactive forum for partners to<br />

discover more about meat science, <strong>beef</strong> quality,<br />

and effective strategies to market and prepare it.<br />

Guests include chefs, grocers, food distributors,<br />

media, bloggers, ranchers and students.<br />

Consumers tune in to TV stations and events<br />

across the world, where the <strong>brand</strong>’s chefs share<br />

recipes and cooking tips.<br />

95%<br />

of consumers<br />

recognize the logo<br />

2006<br />

John Stika named president<br />

upon Jim Riemann’s<br />

retirement<br />

2007<br />

Research identifies<br />

consumers recognize the<br />

<strong>brand</strong>; “Best Practices<br />

Manual” published for<br />

Angus producers<br />

2008<br />

Research review supports<br />

flavor as the driving factor in<br />

customer satisfaction<br />

13


Partners appreciate the fresh<br />

perspective and dialogue from<br />

experiencing a “day in the life” of<br />

an Angus family. It strengthens their<br />

confidence as ambassadors for the<br />

<strong>brand</strong>’s grassroots heritage.<br />

More than 160 employees—several with<br />

advanced degrees in business, culinary<br />

arts, marketing, meat science and<br />

animal science—provide partners with<br />

customized merchandising, marketing,<br />

training and customer service. <strong>The</strong><br />

team is actively engaged in serving the<br />

community, too.<br />

Nine Angus and <strong>beef</strong> leaders serve on<br />

the Certified Angus Beef LLC Board of<br />

Directors. Board members in 2019-20<br />

were: (standing left to right) Dave Hinman;<br />

James Henderson; Jonathan “JP” Perry;<br />

Alan Miller; Mike McCravy; (sitting)<br />

Dwight “Kip” Palmer; Mark McCully, CEO<br />

of the Association; John Grimes, board<br />

chairman; and John Stika, president of the<br />

<strong>brand</strong>.<br />

2009<br />

First ranch day for media<br />

provides insight from<br />

gate to plate<br />

2010<br />

Influential chefs tell the<br />

<strong>brand</strong>’s story at high-profile<br />

culinary events<br />

2011<br />

Advanced <strong>beef</strong> education<br />

from pasture to plate<br />

launches for food<br />

distributors<br />

14


COMING FULL CIRCLE<br />

<strong>The</strong> <strong>brand</strong>’s story ultimately circles back to the beginning: to the families who raise Angus cattle<br />

and are at the heart of the <strong>brand</strong>’s mission. <strong>The</strong> initial concept for the <strong>brand</strong> centered on creating<br />

demand for top-quality Angus <strong>beef</strong> in the marketplace for consumers and family farmers. As it gained<br />

a foothold with meat companies, food distributors, restaurateurs, retailers and consumers, demand<br />

for qualifying cattle began to grow. Litvak Meat Co., Denver, offered ranchers the first premiums for<br />

qualifying cattle in 1986.<br />

Throughout the years, the <strong>brand</strong>’s supply development team has cooperated with the Association on<br />

educating producers, as well as consulting and sharing resources <strong>that</strong> have helped some family farms<br />

achieve 80% or higher <strong>brand</strong>-acceptance rates. Carcass contests and data collection programs have<br />

given them insight to the <strong>beef</strong> quality and value of their herds. Expected progeny differences for <strong>beef</strong><br />

quality indicators evolved as benchmarks and important tools for making calculated genetic selections.<br />

<strong>The</strong>se efforts continue to drive a decade-long uptrend in the nation’s <strong>beef</strong> quality so <strong>that</strong> more than<br />

5.5 million cattle per year qualify, fueling supply to meet ever-growing consumer demand.<br />

Before becoming an Angus breeder and board member for the Ohio Angus Association, American<br />

Angus Association and Certified Angus Beef LLC, John Grimes was a student at <strong>The</strong> Ohio State<br />

University when the program began. “It’s really exciting to see its scope today and how it has<br />

influenced the entire <strong>beef</strong> industry,” he says. “<strong>The</strong> people taking our story to distributors, retailers,<br />

chefs and consumers work hard on behalf of our breed.”<br />

In the past decade, the <strong>brand</strong>’s promotional resources and educational programs have evolved to<br />

focus on the passion and pride of the family farmers and ranchers who created the <strong>brand</strong> in 1978,<br />

and continue making it possible today. Thousands of distributors, chefs, retailers and influencers have<br />

visited farm families across the country to hear their stories and learn about the care <strong>that</strong> goes into<br />

raising cattle for the <strong>brand</strong>.<br />

In 2017, partnerships progressed with the Atterholt family in Loudonville and Ohio State’s Agricultural<br />

Technical Institute to host on-farm tours for customers year-round. “We love what we do and are<br />

passionate about educating others,” says Mandy Atterholt, an Ohio State University graduate and<br />

recent FFA teacher who joined the <strong>brand</strong>’s staff to guide on-farm educational programs throughout<br />

the country. “As a teacher, this is such a neat experience for me to allow our farm to be my<br />

‘classroom.’”<br />

2012<br />

<strong>The</strong> Culinary Center opens<br />

to provide innovative,<br />

interactive <strong>beef</strong> ideation<br />

2013<br />

A growing community of<br />

fans follow the <strong>brand</strong> on<br />

social channels<br />

2014<br />

Heritage campaign shares<br />

pride and passion of<br />

ranchers with<br />

consumers, chefs<br />

15


BACK TO OUR ROOTS<br />

More than ever in its history, this trusted <strong>brand</strong> is united by the passion and pride of the people who<br />

are dedicated to bringing it to market. It’s a dedication to excellence <strong>that</strong> begins with family farmers<br />

and ranchers.<br />

“<strong>The</strong> continued success of the Certified Angus Beef ® <strong>brand</strong> documents the need for producers to pay<br />

attention to carcass traits,” Grimes adds. “As demand grows, it’s our obligation to continue growing<br />

<strong>beef</strong> cattle to meet their needs.”<br />

In 2018, to mark 40 years of quality, the Certified Angus Beef ® <strong>brand</strong> logo was painted on 40 barns<br />

owned by family ranchers. <strong>The</strong>ir stories intertwined with local restaurants, grocery stores, neighbors<br />

and friends who gathered to celebrate and enjoy a great meal. Each family’s story is shared in<br />

“Sheltering Generations—<strong>The</strong> American Barn.” Sales of the coffee-table book support the Rural Relief<br />

Fund, which the <strong>brand</strong> launched in 2019 to provide assistance to farmers and ranchers affected by<br />

natural disasters.<br />

<strong>The</strong> best people. <strong>The</strong> best product. <strong>The</strong> best program. All are pillars of the world’s best Angus <strong>beef</strong><br />

<strong>brand</strong> and the vision of farmers and ranchers—and all members of the community—to deliver quality<br />

and integrity to customers and consumers each and every day.<br />

2015<br />

Roast Perfect app helps consumers<br />

choose and prepare <strong>beef</strong> roasts<br />

2016<br />

1 billion+ pounds sold<br />

during year; Meat Lab added<br />

at <strong>The</strong> Culinary Center<br />

2017<br />

Promotions center on being<br />

the original, the best and<br />

the most trusted <strong>brand</strong><br />

of Angus <strong>beef</strong><br />

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2018<br />

Brand honors its roots:<br />

paints logo on 40 barns<br />

across the country<br />

2019<br />

Rural Relief Fund created<br />

to aid farmers in natural<br />

disasters; barn book<br />

supports fund<br />

2020<br />

Steakholder Rewards engages<br />

consumers and rewards them for<br />

connecting and seeking products in<br />

stores and restaurants<br />

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THE BRAND’S DYNAMIC LEADERS<br />

Louis M. “Mick” Colvin<br />

Executive Director, 1978-1999<br />

Mick Colvin worked with academia to set science-based<br />

specifications and then the USDA to create the first <strong>brand</strong><br />

evaluation procedures. He <strong>changed</strong> the way cattle and<br />

<strong>beef</strong> products are marketed, benefitting producers, food<br />

businesses and consumers alike. Upon his retirement in 1999,<br />

annual product sales were 495 million pounds.<br />

M. James Riemann, Ph.D.<br />

President, 1999-2006<br />

Through eight years of servant leadership, Jim Riemann began the<br />

<strong>brand</strong>’s Natural product line, licensed <strong>beef</strong> plants in Canada, extended<br />

Prime production, established a regional staff network and expanded<br />

services to help more producers raise qualifying cattle. He also led<br />

the company and international partners through one of their most<br />

difficult challenges, the market closure to U.S. <strong>beef</strong> in 2003.<br />

John F. Stika, Ph.D.<br />

President, 2006-Present<br />

Through focus on cultivating relationships and elevating customer<br />

successes, John Stika guides the <strong>brand</strong> to provide unparalleled services<br />

and solutions from within <strong>The</strong> Culinary Center to in-market strategy.<br />

His focus on innovation, open communication and intentionality,<br />

coupled with his thorough understanding of the <strong>beef</strong> community,<br />

nurtures the <strong>brand</strong>’s relevancy from gate to plate.<br />

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©2020 Certified Angus Beef LLC<br />

All rights reserved.<br />

20187

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