Our Story - The brand that changed beef

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