Our Story - The brand that changed beef

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BUILDING A BRAND On March 13, 1976, the Angus Beef Certification Committee met in St. Joseph, Mo., with Etling, Johnson, Frank and Ohioan Ed Elliott, an Angus cattle farmer, owner of Forest Hill Farms and restaurateur in Mount Victory. Gilman Stewart, a cattleman and board member from Indiana, chaired the group of Association staff and board members, including Charles Cannon from Kentucky’s Stonegate Farms. Their objective was to create a program to sell Angus beef to consumers. “Such a program should also certify the various delineated businesses that procure, market and serve only top-quality Angus beef,” wrote Elliott, the first farmer to serve as president of the Ohio Restaurant Association. “Breeders have expressed the opinion that America’s leading beef-breed registry association should be given all the support possible in marketing and promotion of their finished product if this breed is to continue to expand.” Ed Elliott (left) and Fred Johnson, at Colvin’s home office in West Salem, show off the brand’s original logo. Frank, Colvin and Etling are also pictured. 1982 First distributors focus on delivery to restaurants 1983 First major packer (National Beef) licenses; first international sales occur 1984 Retailer advertises in The New York Times 6
Discussions proceeded with the Ohioans, Frank and Cannon, through 1976, along with Louis “Mick” Colvin, an Ohio-based field representative for the Association who visited a committee meeting and quickly became intrigued. This committee met with the Association board again in October and November 1977, receiving support for the bold, new venture. “We all just wanted to help the breed,” remembers Colvin, who became the new program’s executive director on Jan. 1, 1978. Colvin knew the yetunwritten beef quality specifications would be paramount. He reached out to Dr. Bob VanStavern, a meat extension specialist at The Ohio State University. “This program was the epitome of everything I had ever tried to do with the industry, starting with production and seeing it right through to the consumer,” VanStavern said. He knew the exact specifications Colvin needed. The specifications VanStavern outlined then remain the foundation for the brand’s signature quality today. With the specifications based on meat science in place, Colvin began working with local packers and U.S. Department of Agriculture (USDA) representatives to identify beef for the brand. Initial approval of the specifications came in February 1978. The committee also moved forward with marketing needs in that month. Through advertising agency Belden/Frenz/ Lehman, the newly renamed Certified Angus Beef Committee approved the original logo and brand name. Dr. Bob VanStavern, from The Ohio State University, created the brand’s science-based standards. He also developed the Science Behind the Sizzle training that explains the brand’s quality attributes to chefs and retailers. 1985 First deli meat sales; computer enhances product tracking for genuine quality 1986 Packer offers first premium for qualifying cattle 1988 International restaurant chain offers product; production begins at Excel (Cargill) 7
Page 1 and 2: OUR STORY THE BRAND THAT CHANGED BE
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Page 5: A HUMBLE BEGINNING It all started w
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 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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