Our Story - The brand that changed beef

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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
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 and 12: With USDA approval on April 2, 1979
Page 13 and 14: Similar objectives internationally
Page 15: COMING FULL CIRCLE The brand’s st
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Our Story - The brand that changed beef

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