Certified Angus Beef ® Brand Update 2021

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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. 10
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. 11
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STEWARDS OF THE PRAIRIE Much like f
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CATTLE CERTIFIED & ACCEPTANCE RATES
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CANADA COLUMBIA also had MEXICO PAR
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2022 ANNUAL CALENDAR BRAND EVENTS F
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