Our Story - The brand that changed beef

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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
Page 1 and 2: OUR STORY THE BRAND THAT CHANGED BE
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Page 5 and 6: A HUMBLE BEGINNING It all started w
Page 7 and 8: Discussions proceeded with the Ohio
Page 9 and 10: Mick Colvin (right) and Bill Decker
Page 11: With USDA approval on April 2, 1979
Page 15 and 16: COMING FULL CIRCLE The brand’s st
Page 17 and 18: 2018 Brand honors its roots: paints
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Our Story - The brand that changed beef

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