Certified Angus Beef ® Brand Update 2021

BR
update
ND2021

JONATHAN PERRY
CHAIRMAN
FAYETTEVILLE, TENNESSEE
JIM BRINKLEY
MILAN, MISSOURI
RICHARD DYAR
CROSSVILLE, ALABAMA
DAVE HINMAN
MALTA, MONTANA
ALAN MILLER
GRIDLEY, ILLINOIS
BARRY POLLARD
ENID, OKLAHOMA
DWIGHT “KIP” PALMER
INDUSTRY REPRESENTATIVE
ROCHESTER, NEW YORK
OUR LEADERSHIP
MARK MCCULLY
VICE CHAIRMAN
CEO AMERICAN ANGUS ASSOCIATION ® ,
ST. JOSEPH, MISSOURI
JOHN STIKA
PRESIDENT
CERTIFIED ANGUS BEEF, WOOSTER, OHIO
BRENT EICHAR
SECRETARY TREASURER
SENIOR EXECUTIVE VICE PRESIDENT
CERTIFIED ANGUS BEEF, WOOSTER, OHIO
TRACEY ERICKSON
SENIOR EXECUTIVE VICE PRESIDENT
CERTIFIED ANGUS BEEF, WOOSTER, OHIO
STEVE RINGLE,
EXECUTIVE VICE PRESIDENT
CERTIFIED ANGUS BEEF, WOOSTER, OHIO
BRUCE COBB
EXECUTIVE VICE PRESIDENT
CERTIFIED ANGUS BEEF, WOOSTER, OHIO
BOARD MEMBERS
THROUGH NOVEMBER 2021:
CHUCK GROVE
FORREST, VIRGINA
MIKE MCCRAVY
BOWDEN, GEORGIA
MICK VARILEK
GEDDES, SOUTH DAKOTA

“The ranchers that own and
lead Certified Angus Beef
work with a common goal of
producing a product that is
healthy, sustainable, highquality
and very much a
superior product to put on
your plate every day.”
ON THE HORIZON
PAGE 8
CHEF OF THE YEAR:
CARLA DILORENZO
Page 12
— Jonathan Perry, Deer Valley Farms,
2021 Certified Angus Beef Board Chairman
PRIMED FOR
HOME COOKING
PAGE 22
NEW FLAVORS
PAGE 32
PRIORITIZING
SUSTAINABILITY
PAGE 58
© 2021 Volume 25, Issue 1,
published annually. All rights reserved.

BUILDING TOWARD
BETTER
Looking back at the last two years, it’s
tempting to wish things would simply go
back to normal. However, when I think
about all this brand community has persevered
through, I realize it would be a crying shame for
things to return to the way they once were.
It’s not that pre-pandemic life was bad; this
brand, along with our customers, enjoyed many
successes. Today, the seemingly never-ending
string of challenges this community continues to
problem solve are also generating new wins. These
unpredictable times are serving as an incubator
for creative ideas, new ways of doing business and
previously unseen opportunities.
In many ways, it’s been a gift to think differently.
My optimism is founded not in ignoring the
current obstacles many of our customers face,
but in the entrepreneurial spirit to innovate
I’ve witnessed and in the number of ideas I
hear for building a better brand and business.
It is because of passionate, driven people that
we close 2021 celebrating the second-best
sales year in the history of the brand.
As your businesses evolve, our brand is changing,
too. The world around us might be different,
but the demand for premium beef is growing
and Certified Angus Beef will be here to deliver
the same great product in new ways.
I’m grateful to be part of such a vibrant
community of partners determined to make
each year greater than the last. We will never
return to what was normal, but together, we’re
building something better.
4

5
President John F. Stika, Ph.D.

CONNECTING
COMMUNITIES
Through hometown efforts and globe-spanning endeavors, Certified
Angus Beef connects communities. From the farms and ranches that raise
the best to your store’s meat case, favorite restaurant or family table —
the brand is committed to serving communities beyond the beef. Through
employee volunteer hours, philanthropic donations and developmental
programs, the brand works to open doors, serve those in need and develop
young leaders. In 2021, Certified Angus Beef provided more than $59,000 in
college scholarships, raised $54,194 for the Rural Relief Fund to aid family
farmers and ranchers in times of crisis and gave “big tips” to waitstaff at 42
restaurants through #RestaurantChallenge.
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COMMUNITY
$105,000 given to 42 partners through
#RestaurantChallenge
112 local Wayne County organizations supported
18 local organizations served with more than
50 staff volunteer hours
ENVIRONMENT
Committed to a sustainable beef supply, Certified
Angus Beef is an active member of the United
States Roundtable for Sustainable Beef and the
Canadian Roundtable for Sustainable Beef
Collaborating with Ducks Unlimited, Certified
Angus Beef is working to improve biodiversity,
sequester carbon and create clean water resources
NEXT
GENERATION
$384,500 to 101 Colvin Scholarship recipients in
the last 19 years
Established the Certified Angus Beef ® Graduate Student
Fellowship with Colorado State University and the
American Meat Science Association VanStavern
Mentorship for students in 2020
Culinary scholarships and internships provided to
students at The Culinary Institute of America and
Johnson & Wales University
CATTLE CARE
More than 10 years of leadership on the cattle care
program, Beef Quality Assurance
Supporting thousands of farming and ranching
families across the United States
$54,194 raised to serve family farms and ranches in
crisis through the Rural Relief Fund

ON THE
HORIZON
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Biting into a Certified Angus Beef ® steak
creates one of those close-your-eyes-andsavor-the-moment
type feelings. There’s a
reason it’s trusted by culinary legends and the best
home chefs.
For more than 40 years, Certified Angus Beef has been
driven by the same mission: to support Angus farm and
ranch families who raise beef to a higher standard by
marketing a consistent product known for quality.
Continuing to deliver on this requires renewed vision to
embrace change and create a better beef business.
“We want to help consumers on their journey of
finding the best-tasting beef, every time,” says John
Stika, Certified Angus Beef president. “And we want to
recognize and reward those who raise the cattle and
those who engage in selling and representing the brand
by enhancing lives and businesses along the way.”
The brand’s success hinges on the ability to connect
people across all segments in the beef community.
“As a brand, consumer trust and confidence are key to
future success,” says Tracey Erickson, senior executive
vice president of marketing for Certified Angus Beef.
“Loyalty to the brand means return customers for our
brand partners.”
Focusing on building a more sustainable future for
everyone involved in the brand requires ambitious
goals and new programs. By 2025, the Certified Angus
Beef ® brand will carry a validated sustainability
claim, increase consumer loyalty, deliver refreshed
marketing messages and add programming that helps
partners market the product with greater success.
By increasing the value offered with each pound,
the brand strives to deliver more for consumers and
licensed partners while creating added opportunities
that reward ranching families that raise the best.
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RAISING STANDARDS
Certified Angus Beef will focus on these key areas through
2025 to grow the brand, strengthen businesses and cultivate loyalty.
INVESTING IN CONSUMER TRUST
Build loyalty with consumers through relevant,
personalized marketing and valuable resources.
Connect with various audiences leveraging new researchtested
statements and strategies.
Enhance transparency in brand production practices
and broaden our message beyond tenderness,
juiciness and marbling.
Deliver value beyond product through tools and digital
assets that give consumers confidence in buying and
using the brand.
COMMITMENT TO SUSTAINABILITY
Encourage modern beef production focused
on these environmental stewardship principles:
• Expand and sustain working grasslands
• Responsibly steward water resources
• Foster biodiversity
• Help the North American beef community
demonstrate climate neutrality
Leverage the strength of natural resources with industry
innovations and technology.
Invest in further educational resources and research for
continued progress in cattle care and grow opportunities
to reward cattlemen for raising the best.
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CHEF OF THE
YEAR
Carla Dilorenzo, Los Tanitos
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You’ll see three themes up and down the Los Tanitos
menu: Italian, Argentinian and American.
That’s no mistake. It’s head chef Carla Dilorenzo’s heritage.
“My entire family’s Argentine, my father’s Italian. I was made
in Argentina, but born and raised here,” she says.
Even Los Tanitos is a throwback as it’s Spanish for “children
of the Italian.” It extends to her personal brand, Che Tanita,
“daughter of the Italian.”
Her values are reflected in her ingredients and products
included in her shop. Dilorenzo chooses the Certified Angus
Beef ® brand, because it’s like family to her.
“There’s so much more to the steak on your table than
people realize,” she says. “It’s not just a brand; there’s a
family behind every steak I serve.”
In 2020, Carla was a finalist for the Certified Angus Beef
Innovator of the Year with a sirloin flap roulade. A dish with
Italian and French origins, it was crafted to be distinctly hers.
Sirloin flap is one of the most common cuts in Argentina. A
customer came in and asked Dilorenzo to butterfly one but
didn’t want it afterward.
Rather than waste it, she decided to mimic the Argentinian
dish matambre (stuffed veal breast) and filled it with veggies,
mozzarella and spices, and then rolled it, bringing about her
sirloin flap roulade.
Self-taught by culinary standards, there’s no pedigree of chefs
leading to DiLorenzo’s success — unless you count her father.
He’s been a butcher for 65 years and Dilorenzo’s been by his
side breaking down beef since she was 16.
“My father is 84 and still comes in every morning and portion
controls all the cuts,” she says. “He nails the 8 ounces every
time. We like to say he has a scale in his eyes. Slowly but
surely, I’m starting to be the same way.”
She knows the cuts and insists on breaking down subprimals.
It wasn’t until their head chef left without notice that she took
control of the kitchen and found her true devotion: cooking.
With a knowledge of the carcass and a rich cultural heritage,
the kitchen became more than appliances and recipes: it’s a
place to tell her story.
She imports Argentinian spices and doesn’t serve anything
she doesn’t believe is the very best.
She says her father always told her to “do something to
stand out, to be different. You have to imagine whatever it is
you’re doing, imagine something nobody else has done and
do it.” So she did.
Her empanadas are front and center, displayed in the case
as you walk in the restaurant-market. Traditional flavors like
pollo, chorizo and carne (most popular) are there, but so are
cheeseburger, caprese, and mac and cheese.
The Milanese on her menu is traditionally veal and pork. She
offers it as the Certified Angus Beef ® brand or chicken.
Outside the walls of Los Tanitos, she is Che Tanita: a female
butcher in a man’s world, but that’s just a side note. She
stands tall with the best of them, even at 5’3”.
What may come off as a bubbly, almost carefree personality,
is authentic energy from her food and passions in the kitchen
and behind the meat case.
“While you’re eating my empanadas, just imagine a little Latin
girl in the kitchen singing and dancing. Behind every one,
there’s a lot of love. I can guarantee that,” Dilorenzo says.
Family recipes with a personal twist, she remains true to
herself, true to her family and true to her food. Sharing
her heritage using ingredients and people she trusts, Carla
positively influences the world around her one beefy bite at
a time.
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CRAFTING
BETTER BEEF
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As a youngster, Alan Lower built meat plants
with his Lego blocks. He learned the meat
business from his grandfather, who opened a
one-room slaughterhouse in 1927. Lower also worked
nights during high school as his dad began crafting
precooked meats for grocery stores in the 1980s.
Today, Alan and sons Chad and Lee offer only
premium deli and smoked meats from Lower Foods
in Richmond, Utah.
“People want to know where their food comes from
and people want to buy their product from families
like us,” Alan Lower, company president, said. “We
are small enough to care yet large enough to meet our
customers’ needs.”
The same craftsmanship and techniques used by his
father produce Certified Angus Beef ® items today. Under
the LL Ranch name, the products include precooked
short ribs, pot roast and prime rib, as well as hardwoodsmoked
brisket, pit beef and burnt ends. Deli meats
made with Certified Angus Beef ® brand Natural cuts are
also available.
Every item is reduced or low sodium, and free of
allergens, gluten, MSG, soy, binders and fillers. They’re
crafted so chefs can confidently serve the finest beef to
customers while saving time and labor in the kitchen.
Home cooks can also take a break from making dinner
every night from scratch.
“It’s very important for us to put out a safe, wholesome
product of high quality that we would be willing to
serve to our families, as well as our customers,” Mike
Mortensen, plant manager, said.
Much of Lower’s business with the brand began in
foodservice. Through the market evolution of the past
two years, items like frankfurters are now available in
grocery stores. Today, business extends from corned
beef briskets in foodservice on the East Coast to cooked
prime rib in retail on the West Coast.
Lower likes to create strong partnerships with customers
and work to create products to fill their needs.
“They can rely on the brand and they can rely on Lower
Foods to provide quality products,” Lower said.
He feels blessed and inspired by their team’s
accomplishments, which go well beyond the products.
Employees are seen as part of the family and care for the
environment shows. The company’s own water source is
used for meat processing and cleaning at the plant, and
then filtered to irrigate nearby farmland. The Lowers
continue incorporating strategies to care for customers,
employees and the Cache Valley.
Building better. It’s the Lower family way.
Dozens of processors, like Lower Foods, craft easy
meal and menu solutions from Certified Angus Beef ®
cuts. These value-added products offer time savings for
businesses and consumers enjoying high-quality beef.
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“We only do quality. That’s how we’ve evolved and that’s
how we’ve grown. We do a lot with the Certified Angus Beef ®
brand and with that’s true quality.”
– Alan Lower, Lower Foods
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PRIMED FOR HOME
COOKING
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Beef once reserved for fine restaurant dining
is giving home cooks a way to level up family
dinner. Grocers, like ShopRite in New Jersey and
neighboring states, are happy to oblige.
ShopRite introduced Certified Angus Beef ® brand Prime
in 2018. At first, shoppers favored the classic steaks:
ribeye, N.Y. strip, tenderloin and T-bone.
Fast forward two years and ShopRite added flank and
skirt steaks and briskets. They sold well, so bottom
and inside rounds, chuck rolls and burgers came next,
reaching 15 total SKUs.
Sales continue to grow.
“It really helps our business generate extra sales and
satisfy our customers,” says Mark Salerno, meat
merchandiser/operations supervisor at Wakefern Food
Corp., the cooperative buying group for ShopRite and
member grocers.
Certified Angus Beef ® brand Prime offerings expanded
from the service case to include self-service for customers
to easily pick up their preferred cuts each day. Circulars
offer a prime option alongside the same Certified Angus
Beef ® cut and a low-cost USDA Choice option, allowing
customers to choose a price point.
“They are trading up to Certified Angus Beef ® brand
Prime because the quality is so good and the marbling
is so good,” Salerno says. “We know they’re getting a
consistent eating experience and they’ll come back to
our stores.”
Shoppers appreciate ShopRite’s service, too. They want
a butcher behind the counter to cut their beef fresh each
day and share cooking tips: a relationship built on trust.
Jason DeLillo, ShopRite’s senior category manager and
fresh beef buyer, says there’s something intimate about
Certified Angus Beef ® brand Prime.
“It’s a level of quality that follows from the grower to
the packer to the retailer and the consumer sees that,”
he says. “We need to find a way to continue growing
that brand and have more variety available to us.”
In five years, increased availability allowed for a
135% gain in the brand’s prime sales to 37.3 million
pounds this year. Retail sales, including chuck and
round cuts, accounted for much of the gain. Certified
Angus Beef ® brand Prime also continues to help chefs
elevate dining experiences.
Demand from home cooks and chefs signals the need
for more prime-grade cattle and family ranchers are
listening. In 2015, USDA Prime beef represented 2% of
all federally graded beef. Today, it’s 9% and growing.
Home cooks and chefs are ready to serve it for dinner.
“By giving shoppers traditional and Certified Angus Beef ®
brand Prime, we know they’re going to get a consistent eating
experience and they’ll come back to our stores.”
— Mark Salerno, Wakefern Food Corp.
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A LEGACY OF
LEGENDARY
SERVICE
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Entering El Gaucho is walking into a space where
you can forget the world outside. Tuxedoclad
servers, crystal chandeliers, shimmering
candlelight and the sounds of live jazz fill the elegant
space. Tableside creations and custom-aged steaks
arrive in style.
Serving the Pacific Northwest, Fire & Vine Hospitality’s
purpose is to revel in celebrating life.
“There’s joy in bringing people together,” says Chad
Mackay, CEO of Fire & Vine. “Hospitality isn’t an easy
business, but helping people celebrate life’s special
moments makes it worth it.”
Introduced to the Certified Angus Beef ® brand 25 years
ago, the hospitality group embraced the story of the beef.
Today, they source Certified Angus Beef ® brand Prime
Natural for all five El Gaucho locations, AQUA by El
Gaucho and Aerlume.
“There is a heightened level of consciousness to everything
we do here, especially when it comes to what people are
eating,” Mackay says. “Our guests trust us to choose
exceptional products, and Certified Angus Beef ® brand
Prime Natural helps us bring our steakhouse experience
to the next level.”
The steaks they serve help carry out their value of
stewardship. A mutual priority shared with the brand,
Mackay shares how supporting family farms and
ranches and the way they care for the land and cattle
resonates with him.
“When you become a GM at one of our locations, you
inherit a rich tapestry of people, guests, processes and
tradition,” he says. “Your job is to understand what you
have and where you can improve it, so you can leave it
better than when you started.”
Those raising the beef they serve practice the same mindset.
Partnering with Certified Angus Beef is just another way
they are putting their values to action.
Divine steak will reign as part of the exquisite El
Gaucho experience. Rich in maintaining the heritage
of hospitality, each ritual, from the first greeting at the
front door to the fire-dancing desserts and the very best
beef, is part of their nod to the past and vision for how
fine dining should carry on.
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NEW
FLAVORS
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THE 3 WS OF RECIPE CREATION
T
o market a product, you have to know your
audience. The same goes for creating a recipe.
In the Test Kitchen, chefs Michael Ollier and
Gavin Pinto begin recipe development by
putting themselves in home cooks’ oven mitts. It’s all
about asking the right questions. Queries like these help
Chef Gavin develop recipes, like Instant Pot beef biryani,
air fryer scallion-ginger meatballs, and a prosciutto and
blue cheese burger. Even writing recipe or YouTube
video titles is simplified by exploring the minds of those
who haven’t been to culinary school but want to make a
home-cooked meal worthy of a restaurant menu.
1. WHAT DO THEY NEED OR WANT?
2. WHAT ARE THEY GOOGLING?
3. WHAT ARE THE MOST POPULAR
TRENDS, TECHNIQUES OR TOOLS?
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HOME IS WHERE THE CHEF IS
The pandemic sparked a rise in cooking at home. “It’s
a cool time right now, because people are exploring in
their kitchens,” Chef Michael says. That also means that
chefs may have to trade in innovative for simple.
“Sometimes people get stuck on complicated instructions
or can’t find ingredients at their local store,” Chef Gavin
shares. “It’s our job to explain what to do in our recipes,
and the how and why in our YouTube videos.”
Providing small steps that lead to big differences,
like searing a roast before putting it in a slow cooker
or moving the cooking party outside, help the chefs
connect personally to the audience. In some videos,
viewers see the chefs interacting with their own families.
They agree that they also have to cook for their families
after work helps bridge the gap between professional
chef and everyday cook.
35

RECIPE OF THE
YEAR
The smashed burger is an internet sensation.
You might think the special sauce contributes
to this trendy burger’s rave reviews, but it’s
the best-tasting beef that earns social kudos
across the board. The Classic Smashed Burger,
one of the brand’s most popular recipes ever,
garnered 6.5 million Pinterest impressions and
1.5 million video views on YouTube. It caught the
attention of Douglas Trattner, dining editor for
Cleveland Scene magazine, and was featured on a
FOX 8 Cleveland cooking segment.
The smashed burger technique is simple, the recipe
approachable and the final result: delicious. Chef
Michael Ollier says seeing is believing.
“We love to put ourselves in the shoes of the
person cooking,” Chef Michael says. “We try
to think like the audience, so we can answer
questions they will inevitably have. In a lot of
instances, the hurdles they have in their mind
about cooking aren’t as high in reality.”
If a recipe seems doable, people are willing
to try it. The Classic Smashed Burger recipe
shows how to hold the spatulas to get a good
smash; how to stir together Chef Gavin’s
special sauce to boost flavor; and how to serve
the burger with additional toppings that make
it a smashing success.
The burger is an example of inspired cooking: fun
with the recipe translated for home cooks. This
recipe is why we do what we do, Chef Michael
says. “We meet people wherever they are and equip
them to make the best beef recipes.”
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RECIPE
CLASSIC SMASHED BURGER
1 1/2 pounds Certified Angus Beef ® ground beef,
80/20 lean
1/2 cup mayonnaise
1 tablespoon yellow mustard
1 tablespoon grated yellow onion
2 teaspoons hot sauce
1 teaspoon Worcestershire sauce
4 white hamburger buns
2 tablespoons butter, room temperature
1 1/2 teaspoons kosher salt
1/2 teaspoon pepper
4 slices American cheese
2 cups shredded iceburg lettuce
8 slices vine-ripe tomatoes
SERVES 4 classic American cuisine
1. Divide ground beef into 8 equal balls about the size of a pingpong
ball (3 ounces each); refrigerate.
2. In a small mixing bowl, whisk together mayonnaise, mustard,
grated onion, hot sauce and Worcestershire to create a special
sauce; refrigerate.
3. Using either a large cast iron griddle or 2 large cast iron pans heated
to high, toast buns with butter; reserve to plates.
4. Space beef balls on hot cooking surface. Using a large metal
spatula, smash each ball to 1/4-inch-thick patties.
5. Season patties with 1-teaspoon of reserved special sauce per
patty; salt and pepper. Sear 2-3 minutes or until some fat begins
to bubble up in center of patty. Quickly flip and top 4 of the patties
with a slice of cheese. Sear another minute and place a plain patty
atop a cheese patty; remove from cooking surface.
6. Build burgers with a smear of special sauce on bottom bun
followed by shredded lettuce, tomato, double burgers and top bun.
WATCH CHEF GAVIN FOR THE PERFECT
SMASHED BURGER TECHNIQUE.
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INSPIRE. EDUCATE.
REWARD.
Customized resources at consumers'
fingertips, connections across social
media and rewards for buying the
best beef are all part of a growing,
personalized Certified Angus Beef ®
brand experience.
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S
PASSING
TIME
ome consider scrolling lost time. Others learn,
have fun and log off inspired. With every ticktock
of 2021, Certified Angus Beef inspired beef
lovers through social media.
The brand launched a TikTok channel in April 2021
and by October, more than 37,000 people were
watching the brand’s viral beef videos. One video,
showcasing Chef Ashley’s steak bruschetta, exceeded
2 million views.
Reaching a demographic of 18 to 34-year-olds, TikTok
captures the attention and taste buds of younger
consumers. Playful content wins views. The brand’s
culinary team now has an outlet to create, inspire
and quite literally play with their food. Facebook and
Instagram followers get a taste of the action as the
videos are repurposed for other channels.
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POINTS TURN INTO PROFITS
Since 2019, Steakholder Rewards has grown
to about 8,500 members. New Steakholders
from the United States, Canada, Ecuador,
Palau, Puerto Rico, British Virgin Islands and U.S.
Virgin Islands, share receipts from more than 120
retail partners and earn rewards for Certified Angus
Beef ® purchases.
Christy Johnson, vice president of branding and leader
of the loyalty program, says it’s all in thanks to effective
marketing and brand partners using resources to their
fullest potential.
“We arm our partners with resources to help them
promote the program,” Christy says. From in-store
signage and social media posts, it’s all available on
Licensee Services for partners to download and use.
Television ads, including the popular 15-second spot,
have also played a big role in key markets. Massachusetts
began with a mere 16 members. After the brand team
ran an NFL campaign, the state’s number of members
kept doubling. It now has more than 200 members and
growing. In Oklahoma, Wheelers Meat Market takes
to social while Crest Foods keeps members engaged
by plastering Steakholder Rewards on its website
homepage. The same goes for Leone Fine Foods in
Ontario.
During holidays, such as Christmas, Memorial Day and
Labor Day, retailers push the Double Points campaign.
It allows Steakholders to earn extra points for their
purchases. December 2020 saw almost $20,000 of
brand purchases made by Steakholders who uploaded
their receipts. The best part? The program doesn’t take
away from retailers’ own consumer-loyalty efforts—
Steakholders get to double dip, turning purchases into
points and points into prizes.
STORES WITH THE MOST
RECEIPT-SCANNING MEMBERS
TOP 3 STATES WITH MOST MEMBERS
8,500 STEAKHOLDERS (AS OF FY END)
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More time at home means more time
experimenting in the kitchen. With new
recipes and different beef cuts,
folks are looking for tools to make their athome
meals taste great.
For beef eaters seeking confidence and
knowledge at the fresh meat case, there’s an
app with an updated design. This year, Roast
Perfect evolved with new and improved recipes,
fresh photography, and updated roasting timer, and a
Holiday Roasting Survival Guide accompanied the app,
ROAST PERFECT
which earned an additional 110,000 downloads in 2020.
Retail partners’ use of customized marketing
materials, such as meat case clings with
scannable QR codes, help drive roast sales and
inspire shoppers with recipes while they are in
the store.
With a total of 376,000 downloads to date,
the app serves as a marketing tool for grocery
partners and the complete kitchen gadget for those
looking to Roast Perfect.
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YOUR MARKETING
PARTNER
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The Certified Angus Beef ® brand is more than a logo.
For licensed partners, it’s like having a marketing
agency in your back pocket. Providing research
and market insights, personalized marketing materials,
people to help problem solve and train staff, and tools
to help business thrive are a few of the ways the brand
serves its partners.
Familiarity, comfort and convenience. Those are keys
to selling product anywhere. If the past year has taught
anything, it’s that they matter even more for online sales.
Repeatedly, partners using the Certified Angus Beef ® logo
and professional photography on their ecommerce
pages boosted sales. Why? People buy the brands they
know and trust.
“We want your customers to experience comfort with
you and the Certified Angus Beef ® brand helps you
do that,” says Tracey Erickson, senior executive vice
president of marketing.
When the brand is sold in a market, 95% of consumers
recognize the logo as a symbol of quality beef.*
Erickson says to think of it as a beacon telling online
shoppers you’re selling the best.
Product descriptions also play a role in increased digital
sales, but as the saying goes, one picture is worth a
thousand words. Retailers can download pictures,
including cuts on black trays, to simulate what shoppers
see in the store.
“Across the business, whether that be case-ready, valueadded
or standard product, there’s a full library of
images on Licensee Services that can help partners stand
out and create brand presence, both domestically and
internationally,” Erin Lucci, director of account services
and advertising, says.
*2016 research studies conducted by Firebox Research & Strategy, Phoenix, Ariz.
“These are great resources, not only the opportunity to join live sessions
and capture ideas, but also the option to download accompanying
materials. They’re invaluable to our team and customers.”
– Chris Desens, PERFORMANCE Foodservice-Middendorf, Live with the Brand attendee
46

LET THE EXPERIENCES CONTINUE
Features
Virtual
Events
In-Person
Trainings
CREATING PERSONALIZED RESOURCES
WHEN EVERY BITE
COUNTS, ONLY BUY THE
VERY BEST BEEF.
To ensure you’re buying the best, just ask our
butchers if it’s certified.
UNWRAP
the
FLAVOR
Kinston
STRIP LOIN
BONE-IN
RIB RIB
CHUCK
ROLL (Shoulder)
STRIP LOIN
BONE-IN
RIB
What What You You Can Can Cut Cut from from
This This Strip: Strip:
• New • New York York Strip Strip Steaks:
A A steakhouse favorite favorite
• Strip • Strip Roasts:
A great A great ribeye ribeye roast roast alternative
• Strip • Strip Filets: Filets:
A smaller A smaller steak steak portion portion
Cooking Methods:
• • Grilling
• • Roasting
• Pan • Pan Searing
Best Best when when cooked cooked
to rare to rare or medium or medium
(130-135°F).
What What You You Can Can Cut Cut from from
Cooking Methods:
This This Rib: Rib:
• • Grilling
• • Cowboy Steak: Steak:
• • Roasting
A bone-in A bone-in ribeye ribeye
• Pan • Pan Searing
• • Boneless Ribeye Ribeye Steak: Steak:
Less Less bone, bone, same same great great flavor flavor
Best Best when when cooked cooked
• • Spinalis: The The most most delicious delicious part part to medium to medium rare rare
• • Standing Rib Rib Roast: Roast: Holidays!
(130-135°F).
What What You You Can Can Cut Cut from from
This This Chuck Roll: Roll:
• Chuck • Chuck Eye Eye Steaks:
An An economical ribeye ribeye alternative
• • Country-style Short Short Ribs: Ribs:
Best Best when when braised braised
• Chuck • Chuck Roast: Roast: Classic Classic pot pot roast roast
• Stew • Stew Meat: Meat: Weeknight meals meals
Cooking Methods:
• • Grilling • • Roasting
• • Braising • • Smoking
Best Best when when grilled grilled or or
roasted roasted to rare to rare or or
medium medium rare rare (130 (130
- 135°F), - 135°F), or smoked or smoked
or braised or braised to (190 to (190 - -
205°F.) 205°F.)
What You Can Cut from
This Strip:
• New York Strip Steaks:
A steakhouse favorite
• Strip Roasts:
A great ribeye roast alternative
• Strip Filets:
A smaller steak portion
Cooking Methods:
• Grilling
• Roasting
• Pan Searing
Best when cooked
to rare or medium
(130-135°F).
What You Can Cut from
This Rib:
• Cowboy Steak:
A bone-in ribeye
• Boneless Ribeye Steak:
Less bone, same great flavor
• Spinalis: The most delicious p
• Standing Rib Roast: Holid
Boneless Boneless Strip Strip Loin Loin
NY Strip NY Strip Steaks Steaks
Strip Strip Filets Filets
Bone-in Bone-in Ribeye Ribeye Cowboy Cowboy Steak Steak Boneless Boneless
Ribeye Ribeye Steaks Steaks
Chuck Chuck Eye Eye Roll Roll Chuck Chuck Roast Roast Chuck Chuck Eye Eye Steaks Steaks
Boneless Strip Loin
NY Strip Steaks
Strip Filets
Bone-in Ribeye
47

BEEF WITHOUT
BORDERS
48

49

50

I
nternational business doesn’t mean
meeting someone on the other side of the
globe anymore. It’s neighbors and friends,
co-workers and family members.
To understand more about the brand’s global consumers,
Gebran Charbine, vice president of international and
multicultural brand marketing, and his team focus on
learning more about Certified Angus Beef customers
in different parts of the world. “Consumer preference
is different worldwide, but everyone loves great-tasting
beef and a great beef eating experience,” Charbine says.
“Our job is to connect and enhance the lives of people
in more than 50 different countries and the United
States as the industry’s most trusted beef brand.”
Initiating demographic research in Japan, results
showed that the Certified Angus Beef ® brand is most
popular among 20- to 34-year-olds making grocery
decisions. Data indicated the branded beef needed a
clearer logo and marketing statement to compete in the
global meat case. “Nintei” means certified in Japanese.
Shifting the Japanese logo to read “Nintei Angus Beef”
helps shoppers easily identify that the logo means that
if it’s not certified, it’s not the best.
Research conducted domestically with multi-cultural
and ethnic consumers shows 80% of shoppers recognize
the brand’s logo, across all ethnicities. The logo also
scored the highest when asked about the quality of
the Certified Angus Beef ® brand versus other premium
Angus choices.
“We want to adjust our messaging to fit each individual
consumer’s needs and drive them to a meat case or
a restaurant that sells our beef,” Charbine says. “Our
Spanish website isn’t only for our partners in Latin
America, it’s for domestic partners to engage their
customers, too.”
Asian market access signals opportunity for growth as
the brand begins to establish a presence in China. With
a growing upper-middle class that trusts high-quality
brands, initial market research shows shoppers are
enthusiastic about having delicious beef they can trust
in the meat case.
Charbine says there’s not a one-size-fits-all approach
for international partners.
“Every market is unique. What resonates with your
consumers, culturally, personally and professionally?
We will meet you there.”
As the brand grows, the international team is working
to market the brand to a culturally diverse group of
consumers, whether they are an ocean away or just
down the road.
51

GROWTH AND
EVOLUTION
Certified Angus Beef finishes another
record-breaking year.
52

53

Both beef demand and Certified Angus Beef ® brand
acceptance rates are at all-time highs, creating
a formula for record-setting success.
The second highest sales year on record, global sales
totaled 1.215 billion pounds to end the 2021 fiscal
year. Up 3.4% or 40 million pounds from 2020, this
is the sixth consecutive year the brand surpassed one
billion pounds of sales across 54 countries.
“There are a lot of exciting and optimistic things when
we look at the success and progress our partners have
had this year,” says John Stika, Certified Angus Beef
president. “Demand doesn’t solve all the problems we
currently have in the beef industry, but it does underpin
the foundation of success and recovery that many are
experiencing in their business right now.”
A stabilizing anchor for brand sales, retail proved
extremely steady sales year-round. Shoppers looked for
quality in the grocery store and kept cooking at home,
even as pandemic mandates lifted.
Licensed partners held on to most of last year’s recordsetting
602 million pounds, closing 2021 at 600 million
pounds of sales.
“As we saw the foodservice and hospitality sector begin
to open up, we were hoping the pent-up demand we had
heard so much about would materialize. And it has,” Stika
says. “Demand is strong for high-quality beef.”
Beef demand sits at a three-decade high, according
to Cattle-Fax.
Finishing the year with a 13.3% recovery, domestic
foodservice partners recovered 43% of the 100 million
pounds forfeited during the pandemic.
Canada and Japan remain at the top of international sales,
playing a large role in the 7.8% year-over-year increase. The
next four largest markets — South Korea, Mexico, Taiwan
and Hong Kong — grew by an average of 10.6% last year,
helping reclaim international business.
“We have continued to be extremely optimistic and believe
that sales outside of the U.S. will only continue to grow
and become healthier moving forward,” Stika says.
Value-added-product sales grew 23.5% in 2021, setting
a record of 38.3 million pounds. Smoked brisket, fajita
meat and fresh corned beef were a few of the top sellers as
people looked for labor- and cost-saving solutions.
Celebrating seven record-setting months during this
fiscal year, July took the top spot with 4 million pounds
of value-added products sold.
Adding to the record-setting year, Certified Angus Beef ®
brand Prime sales reached 37.3 million pounds for the
first time, a 14.8% increase in 2021.
“Prime is a progressive growth opportunity as we continue
to see quality resonate with more and more consumers
domestically and around the globe,” Stika says.
Growth in demand requires more Angus cattle raised to
the highest standards and cattlemen stepped up to the
plate.
A record 36.8% of all Angus-influenced cattle met the
brand’s 10 rigorous specifications.
“Every segment of our business has had its share of
challenges,” Stika says. “Angus farmers and ranchers
continue to respond to the call of consumers and end
users.”
In an evolving landscape, Stika shares optimism with
partners for continued growth and recovery in all sectors
of the beef business.
“Continue to send the signal for quality,” he says. “I’m
confident that farmers and ranchers who target the
Certified Angus Beef ® brand will respond with the supply
you need to sustain and grow your business.”
54

RETAIL
FOODSERVICE
INTERNATIONAL
MISC.
FISCAL 2021 SALES
BY DIVISION
367 M
173.5 M
74.5 M
600 M
TOTAL 1.215 BILLION
2019
2020
2021
2018
2017
29.7 32.5 35.0 35.9 36.8
% % % % %
CAB® CAB ACCEPTANCE ®
RATE
END
MEATS
MIDDLE
MEATS
GROUND
BEEF
FISCAL 2021 SALES
712.5 M
266.2 M
236.3 M
38.3 M
VALUE
ADDED
55

TRUSTING
CHANGE
56

A
mentor reminds me often: just because we did it this way last time, doesn’t
mean we have to do it that way again. It was something I told myself, my
family and my employees often over the last 18 months.
Balancing progress and tradition amid a quickly changing environment isn’t easy.
Being open to new ways of operating your business can be intimidating. But having
a support system along the way makes it a little easier.
Angus is more than a breed of cattle or a black hide. It’s a family. A network of individuals
striving for quality, integrity and improvement. Whether we are creating or carrying on a
legacy, we are raising our families and our cattle on the land we love.
As farmers and ranchers, we love to see the fruits of our labor. To see that calf crop
weaned off the cow, proving our genetic decisions worked. To see that field of corn
planted and harvested, witnessing how much effect we had on the production of
that seed and what the yield was.
We’re tasked every day with the job of feeding a growing population on shrinking
acreage in an occupation that the world doesn’t understand like they used to. The
number of farms and ranches in the country is small when you stop and realize the
influence we have on feeding the world.
At the end of the day, raising the best beef for folks like you is rewarding. But I’ve
come to realize: the same way we’ve done things all our life is changing fast.
We have to be more prepared, more adaptable and more willing to embrace change
and do what we have to do to serve that consumer in any way possible. We are
working to make cattle practical and sustainable, to continue to improve carcass
yield, carcass merit and a high-quality product so that we can continue to hold our
place in the market.
I hope you feel our commitment and ownership of the brand every time you sell or
serve the Certified Angus Beef ® brand.
Owning a restaurant and managing a cattle operation simultaneously yields endless
hours of work. Yet, much like you, I love what I do. I love the land, the cattle, and
entertaining friends and family gathered around good food.
Thank you for continuing to trust families like mine to raise the beef you put on your
family’s plate.
57
Deer Valley Farm & The Hickory House Restaurant
2021 Chairman of the Certified Angus Beef
Board of Directors

PRIORITIZING
SUSTAINABILITY
Defined differently by everyone, sustainability is a complex and multi-faceted concept. At
Certified Angus Beef, sustainability is more than a buzzword or a talking point.
Sustainable beef production is a priority.
It’s also a journey of continual progress. Through awarding those who raise beef to a higher standard,
connecting those with questions on where our beef comes from and partnering with experts for
continual improvement in animal welfare and environmental stewardship, the brand is built around
people invested in leaving the world better than they found it.
58

59

RECLAIMING A WASTELAND
Minnie Lou Bradley is not sure what
surprised her more: there were roots,
or that they were alive. Nothing above
ground promised life either. She didn’t know until later
that no one had owned this land for more than 10 years
without going broke.
Sixty years later, grasses are hip-high, water is no
farther than a half-mile away from any direction and
the Bradley 3 Ranch (B3R) herd is double the size. The
changes are a result of investments over time, making
the land better through cattle. The Certified Angus Beef
2021 Sustainability Award winners earned recognition
through continued improvements over many years.
Minnie Lou’s daughter Mary Lou Bradley-Henderson
and son-in-law James Henderson mapped out a
20-year plan in the early 2000s, picking up work
Minnie Lou started.
The ranch lives in the rolling Texas plains with only an
average of 18 inches of rainfall a year. The plan: build
more opportunities for water, gouge out the scourge of
water-guzzling brush one by one, and bring back the
grass while managing a quality-forward seedstock
business.
So they built ponds, began implementing Aqua balls
(palm-sized polyethylene spheres that prevent water
evaporation), invested in solar-powered wells with
overflow ponds and removed water-sucking brush,
which has brought back wildlife now able to drink from
springs that have emerged.
To Mary Lou and James, sustainability is as much about
the efficiency and quality of the animal as it is about
land and water.
“For us, if you don’t have the bottom line, we’re not
here,” Mary Lou says. “We’ve got to make it work. Truly,
we are sustainable or we’re not.”
Nothing is a one-year thought process to them. Just like
building a fence, Mary Lou asks herself whether their
decisions will last the next 50 years.
James knows what was hard-won can easily be lost.
“Without us being the caretakers of this land, it would
just pretty much be a wasteland.”
60

61

CLEARING UP THE CONFUSION
A
re cows actually more significant polluters
than cars? If we all ate less meat, would it help
stop climate change? What are farmers and
ranchers doing to help solve these problems?
Questions and conversations around beef production
came to food bloggers as comments on recipes and
direct messages on Instagram. Unsure how to respond,
several asked Certified Angus Beef, which earned them
an invite to see for themselves.
A group of five food influencers and bloggers visited
Debbie Lyons-Blythe, a fourth-generation cattle
rancher at Blythe Family Farms and founding member
of the U.S. Roundtable for Sustainable Beef. She
showed guests how the grasslands she stewards
sequester carbon from the air into the soil and how
she’s converting lands that can’t produce crops to
pasture that raises delicious beef.
“Our role is connecting people,” says Nicole Erceg,
director of communications for the brand. “We had
a great group of people with a platform, who are
very passionate about beef as a food, as a meal, as
a canvas to cook with. If they’re interested in where
their food comes from, we have a responsibility to
help connect them to that source and connect them
to good information.”
They left with examples and stories to tell their
audiences, like how the many generations of Debbie’s
family who’ve tended and cared for the land is an
example of sustainability in itself.
“Experiences like these solidify that our beef comes
from real people and real ranches,” Erceg says.
“These folks have a lot of people online who trust
what they say. For those gals to be able to say, ‘I have
put boots on the ground. I have been there. Let me
introduce you to my friend Debbie,’ that’s powerful.”
62

STEWARDS OF THE PRAIRIE
Much like functioning forests and healthy oceans,
vibrant and dynamic grasslands are worth
preserving. Native prairie grasses act as a
sponge, soaking carbon out of the atmosphere
through photosynthesis and storing it safely in the soil.
Grasslands provide precious habitat for
a variety of wildlife. Unfortunately, the
tallgrass prairie is also one of the most
endangered ecosystems in the world.
A vital part of a healthy grassland
includes a ruminant animal that harvests
the grass and helps spread the seeds.
Before the North American landscape
was domesticated, bison played this critical role.
Today, it’s the job of an Angus cow. What’s good for
the cows is good for the grass; what’s good for the
grass is good for the wildlife. Responsible, sustainable
agriculture and conservation go hand in hand.
Certified Angus Beef is partnering with Ducks
Unlimited to work further to preserve native
grasslands, sequester carbon, increase clean water
resources and improve biodiversity. Cows need grass
and water; ducks also need grass and
water. Together the organizations
shared value of sustaining working
grasslands requires maintaining family
ranches. The result is a better planet for
people, livestock and wildlife.
“One of the byproducts of raising highquality
beef are thriving ecosystems,”
says Nicole Erceg, Certified Angus Beef director of
communications. “We’re working to showcase the
benefits of ranching. We’re the meat quality experts. By
partnering with Ducks Unlimited, we can collaborate
to promote preserving the prairie with environmental
science experts.”
63

RAISING BEEF TO A
HIGHER
STANDARD
64

65

B
igger than a single ranch, grocery store
or restaurant, it takes a community to
produce the best beef. Selling and serving
the Certified Angus Beef ® brand isn’t something that
happens by accident, just like it isn’t a coincidence
when ranchers produce it.
Only a few years ago, it was a question of whether
enough carcasses would qualify for the Certified Angus
Beef ® brand. While the pandemic changed business
decisions and the availability of premium beef, the
cattle supply remains steady.
Driving across rural America, black cattle fill pastures.
The North American cow herd has never been more
Angus or focused on quality.
Consumers drive the record-high demand seen today by
casting votes with their wallets.
“The future supply of the Certified Angus Beef ® brand is
going to be very reflective of demand,” says John Stika,
Certified Angus Beef president.
The more product sold, the greater the economic signal
sent back to farmers and ranchers. Cattlemen earn
more than $1.7 million in grid premiums each week for
raising cattle that meet the brand’s high standards.
“We’ve delivered high-quality beef in the past and
consumers keep coming back every year asking for
more,” Stika says. “That ultimately elevates the demand
and cattlemen respond.”
Farmers and ranchers purposefully breed cattle to
registered Angus bulls that excel in marbling. But it’s
not just quality they’re focused on; they are after a more
consistent product to ensure carcasses are meeting the
other nine brand specifications, too.
It’s a combination of selecting the right traits and
progressive management practices. Cattle can never
have a bad day to make it into the brand, and family
farmers, ranchers and cattle feeders make sure their
cattle receive the best care to maintain their health and
optimize genetic potential.
What they’re doing is working, proven by the record
36.8% Certified Angus Beef ® brand acceptance rate
reached in 2021. The rising tide is lifting all boats — the
percent choice and prime carcasses are at all-time highs.
This volume growth creates more opportunities to
carry and sell the Certified Angus Beef ® brand. Greater
availability of Certified Angus Beef ® brand Prime allows
partners to build business around it.
“As more people trade up, the more they are committed
to the benefits of quality,” Stika says, “which tend to
be increased sales, higher margins, and repeat business
from happy customers.”
There’s a relationship between the people who sell beef
and those who produce it, where incentives entice each
to do better for the other.
As more consumers get a taste of the best beef, ranchers
will respond to supply it.
66

CATTLE CERTIFIED & ACCEPTANCE RATES
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020 2021
0.0%
Cattle Certified
Acceptacnce Rate
ANNUAL U.S. RETAIL BEEF DEMAND INDEX
*ACCORDING TO CATTLE-FAX
105
100
95
DEMAND INDEX
90
85
80
75
70
65
BEEF DEMAND WAS
CUT IN HALF BETWEEN
1980 AND 2000
BEEF DEMAND HAS
STABILIZED AND
IS GROWING
60
55
50
45
1980
1985
1990
1995
2000
2005
2010
2015
2021
YEAR
67

WORKING WITH YOU,
FOR YOU
68

69

S
hared love for beef. Dedication to customer
care. Responsibility for family and community:
three of many reasons our team answers your
call and creates tools you need.
At Certified Angus Beef, company culture is a top
priority. It aligns with the mission to help deliver the
best beef to a global customer base. Throughout the
pandemic, how the Certified Angus Beef team worked
together became increasingly important with the shift to
entirely remote and back to the office in August 2020.
“One of our greatest strengths as a team is camaraderie
and collaboration,” says Sherry Leggett, director of
people and culture. “People are the heart of our
business, and if we take care of our people, they will
take care of the brand.”
In April, Great Place to Work certification recognized
the brand for superior employee satisfaction and a hightrust
culture. The award is based on an anonymous,
independent Trust Index survey that showed 95% of
employees identify Certified Angus Beef as a great place
to work. U.S. companies average 59%.
The team shared 98% or higher marks for feeling
welcome when joining the company, celebrating special
events and receiving unique benefits, which facilitate
and encourage employee wellness, enhance productivity
and ensure a healthy work environment. Staff also
identified leadership as honest and ethical in business
practices.
As a brand centered on heartland values, these same
factors are just as essential for growing the livelihood of
stakeholders from family farmers to chefs.
“Every day, when we interact with each other, we’re
making a difference internally and that extends to
customers worldwide,” says John Stika, president. “This
certification signifies to those looking in at our team
that we really do care about doing business in a way
that values relationships and values people.”
In September, the Wall Street Journal featured how the
brand’s survey also showed 99% of staff felt safe in the
office during the pandemic.
More than a mention in an article, caring for and
supporting people is what we do. We collaborate with
you and for you each day.
Employees in 4 countries around the world:
U.S, Canada, Japan and Mexico
70

71

#RESTAURANT
CHALLENGE
Recognizing restaurants one tip at a time.
72

73

They might only serve ten tables tonight, but that
was ten more than they served last week when
their mandate-locked doors limited service.
Burdened by the never-ending list of unknowns, the
staff mustered more optimism and appreciation than
one anticipated. With high spirits, the team honored
their big tip with a round of applause, a few cheers and
a celebratory photograph before bustling back to the
kitchen, a few tables or behind the bar.
At each of the 42 restaurants awarded the $2,500 tip,
this scene was a constant.
Early in 2021, worry was starting to flood the minds
of restaurateurs, chefs and distributors. Limited dining
capacities, varying state and local restrictions, and
heightened concerns for guests hindered the desire to
return eating out to the hospitality experience it once
was.
The brand wanted to do something to help. They
initiated the 10-week #RestaurantChallenge campaign
to create conversation and call on a community to help
in February 2021.
“Restaurants are the heart of our communities and they
needed our help,” says Deanna Walenciak, Certified
Angus Beef vice president of brand marketing. “From
take out orders, to dining in or tipping big, we called
on everyone to help the restaurants we love. Through
#RestaurantChallenge, we were able to create media
momentum and help establish a voice for struggling
restaurants.”
People tagged their local dives and used
#RestaurantChallenge, sharing favorite dishes,
milestone memories and simple thank-you’s to staff.
Posts from Facebook and Instagram entered restaurants
and their fans into two separate contests February 1
through April 11. Ten guests were randomly drawn each
week to receive $100 gift cards to support their local
establishments. Restaurant partners were chosen each
week to receive a $2,500 tip from the brand.
“It was humbling to do something for our restaurant
partners and let them know we were in the trenches with
them,” Walenciak says.
74

75

“This award was an honor and a blessing
to our staff! Thank you so much for
everything this past year!”
– Round the Bend Steakhouse
“We do what we can, but it’s not been much of
a celebratory year. For the staff, it’s a welcome
sense of appreciation for everything they’ve been
doing since COVID hit.”
– Mike Mariola, The City Square Steakhouse
“Today, I can honestly say we FELT the brand.
Restaurant Challenge was unbelievable! One
of my first calls after my furlough was to Paul at
LBOne. We celebrated today with LBOne as the
latest winner of the challenge. It was an emotional
moment, to see them be celebrated for their
service through these hard times! Thank you
for your support!”
– Bill Pinto, Sysco Pennsylvania
76

CANADA
COLUMBIA
also had
MEXICO
PARTICIPATION
social posts from
restaurant partners

ANNUAL CONFERENCE
SEPTEMBER 28-30, 2022
JW MARRIOTT PHOENIX DESERT RIDGE RESORT
PHOENIX, ARIZONA
76

2022 ANNUAL CALENDAR
BRAND EVENTS
FOODSERVICE LEADERS SUMMIT
February 28 - March 2
INDEPENDENT CHEF SUMMIT March 7-9
BBQ SUMMIT April 6-8
SPRING CHEF SUMMIT April 25-27
MBA CLASS 19: BEST SOURCED May 16-20
INTERNATIONAL ROUNDUP May 18-20
BEEF LEADERS INSTITUTE June 13-17
ASSOCIATE’S IN MEAT: GENERAL July 11-15
MBA CLASS 19: BEST TASTING July 25-29
ASSOCIATE’S IN MEAT: INDEPENDENT
August 15-19
FEEDING QUALITY FORUM August 23-24
ANNUAL CONFERENCE September 28-30
CHEF SUMMIT October 10-12
MBA CLASS 19: BEST SELLING October 17-21
YOUTH BEEF LEADERS SEMINAR December TBD
INDUSTRY EVENTS
OKLAHOMA CATTLEMAN'S CONGRESS
January 5-8
NATIONAL WESTERN STOCK SHOW January 12-14
CATTLE INDUSTRY CONVENTION
& NCBA TRADE SHOW February 1-3
ANNUAL MEAT CONFERENCE February 7-9
AMSA RECIPROCAL MEAT CONFERENCE
June 12-15
ANGUS CONVENTION November 5-7

The Certified Angus Beef ® brand name and marks are service/trademarks of Certified Angus Beef LLC.
© 2021, Volume 25 Issue 1, published annually. All rights reserved. 11/21-23370-2700