Our Story - The brand that changed beef

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
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