Certified Angus Beef ® Brand Update 2021

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.
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