Brand Update 2020

certifiedangusbeef

BR update 2020

ND

SIGHTS SET AHEAD page 4


BRAND UPDATE 2020

Managing Editor: Nicole Erceg

Senior Editor: Steve Suther

Art Director: David Barry

Designer: Tina Melicant

Circulation Manager: Beth Barner

Contributing Writers: Kylee Kohls, Crystal Meier,

Courtney Middleton, Bryan Schaaf

President: John F. Stika, Ph.D.

Senior Executive Vice Presidents: Brent Eichar,

Tracey Erickson

Executive Vice Presidents: Bruce Cobb,

Steve Ringle

2020-21 Board of Directors:

Jonathan Perry, Chairman, Fayetteville, Tennessee

Chuck Grove*, Forest, Virginia

Dave Hinman, Malta, Montana

Mike McCravy, Bowden, Georgia

Barry Pollard*, Enid, Oklahoma

Mick Varilek*, Geddes, South Dakota

Dwight “Kip” Palmer, Rochester, New York

Mark McCully, Vice Chairman,

CEO American Angus Association ® ,

St. Joseph, Missouri

John Stika, President, Certified Angus

Beef LLC, Wooster, Ohio

Brent Eichar, Secretary Treasurer, Certified Angus

Beef LLC, Wooster, Ohio

* New board member

Board Members through

November 2020:

John Grimes, Chairman, Hillsboro, Ohio

James W. Henderson, Childress, Texas

Published by:

American Angus Association ®

c/o Certified Angus Beef LLC

206 Riffel Road

Wooster, OH 44691-8588 USA

Phone: 330-345-2333

Fax: 330-345-0808

CertifiedAngusBeef.com

The Certified Angus Beef ® brand name

and marks are service/trademarks of

Certified Angus Beef LLC.

© 2020 Volume 24, Issue 1,

published annually. All rights reserved.

The Certified Angus Beef ® brand is the original Angus brand,

founded in 1978 by Angus cattlemen. Our mission has

remained the same since day one: To increase demand

for registered Angus cattle through a specification-based

branded beef program to identify consistent, high quality

beef with superior taste.

PRESIDENT’S

MESSAGE

It might come as a surprise that I write this year’s letter

filled with optimism. There’s no ignoring the challenges

presented by the global pandemic, but this year is filled

with opportunity too.

The steer in our logo faces forward for a reason. It’s

a subtle reminder of our goal to build a better beef

community for everyone from gate to plate, like the

vision of the ranchers who started this brand. Our vision

is focused on changing and evolving to continue to excel

in the future.

We’re building on a truly remarkable history. Looking back,

this brand has grown through a number of challenges

including the BSE outbreak that crashed cattle markets and

the 2008 economic recession. In fact, we were born inside a

marketplace that thought lean beef was best. Overcoming

challenge is part of our DNA. I’m confident that the

learnings from this year give us better insights to build an

even stronger, more innovative brand to serve you better.

Every day I chat with people who have a stake in our

success including; beef business leaders, retailers,

packers, foodservice professionals, team members,

community leaders and Angus ranchers. These

conversations are the best part of my days. The

feedback I hear is one way to affirm that we’ve made

a lot of progress in growing the brand. This year, the

conversations have had a different tone, one filled with

tenacity, some pain, but an overwhelming commitment

to get the job done no matter what was thrown our way.

Consumers continue to demand high-quality beef and their

expectations for how that’s delivered are expanding. We

have more work to do and are making changes to support

the recovery of foodservice, serve a consumer that’s become

more reliant on retail and create deeper connections with

each person in our value chain around the world. We are

focused on operational excellence, driving that momentum

through every corner of our business.

We also continue to focus on our culture. It’s how

we put our vision and values — the bedrock of our

company, into practice. And that’s how we will achieve

our goals. In order for Certified Angus Beef LLC to fulfill

our vision of helping our customers succeed, it takes

each team member living our values every day.

It’s the people across this community who make me

excited for what’s ahead. What we saw across our

licensee base this year was nothing short of incredible. It

was people, helping people. I’m humbled and grateful to

call you partners.

This brand remains strongly positioned to support your

success, ready to assist in new ways and we look forward

to serving you in the year ahead.

President John F. Stika, Ph.D.

CertifiedAngusBeef.com 1


CHAIRMAN’S

MESSAGE

It’s been a year that asked for a lot.

Trust. Patience. Creativity.

The beef business reaches far beyond the barn. My

fellow cattlemen and I appreciate those of you who

market, serve and sell our steaks. We are grateful for the

trust you place in our families as we strive to continue

providing a quality product for your business and family.

To know the people and the story behind the Certified

Angus Beef ® brand logo is something we cattlemen

take pride in. It stems from the hard work done at the

farm, ranch, feedyard and processing facilities, and

the dedication of those marketing our beef around the

world; to the knowledge behind the meat counter and

the passion put on plates (or in takeout containers) at

restaurants — each play a vital role on the team.

This year, we’ve all had our eyes opened to how fragile

the food supply chain can be. It’s admirable to witness

the creative changes you made when faced with

challenges. To know that you keep coming back to

our beef means a lot to my fellow Angus breeders and

I. Your drive, dedication and communication with the

brand helps make us better. We use your feedback

to make more informed decisions on the ranch when

selecting genetics and managing our herds.

Working together, we continue to build trust. As

cattlemen, we are tasked with creating a nimble Angus

breed resulting in great-tasting beef. As a brand, we

have to stay on the forefront of demand and meet the

needs of our customers, retailers and the foodservice

businesses. Thank you for trusting our team through

change and challenges this year.

With eyes set on the future, we each have a hand in

protecting the tradition and driving progress forward.

From genetic decisions on the ranch to everything that

determines the final eating experience, quality control is

critical in each step.

Cattlemen focus on stewarding resources in our care

— land and livestock alike — for a more sustainable

future the next generation can trust and look forward to.

I am honored to be a part of your team and our shared

commitment to quality, working together to preserve

and grow the Certified Angus Beef ® brand.

John Grimes

Certified Angus Beef ® Board Chairman 2020

Maplecrest Farms – Hillsboro, Ohio

CertifiedAngusBeef.com 3


SIGHTS SET

AHEAD

Certified Angus Beef ® brand closes

Fiscal Year 2020 impacted by

pandemic, but momentum strong

in sales.

It was the year no one expected. For every bump in the road,

new avenues for leading business emerged — opportunity

born of adversity.

For the first time in 16 years, the Certified Angus Beef ® brand

finished the year down in year over year comparisons, but 2020

remains one for the history books. For the fifth consecutive

year the brand marketed more than 1 billion pounds across

51 countries. Global sales totaled 1.175 billion pounds, down

about 6% or almost 75 million pounds.

“We’re prepared and positioned today to support our

partners’ business recovery and growth as we move

forward,” John Stika, Certified Angus Beef ® president, says.

“We’re fortunate to be in good shape because of the

combined effort across our community.”

Managing through widespread crisis is not unprecedented

for the beef brand. In 2004, when BSE disrupted the beef

industry, brand sales declined 80 million pounds, a fairly

similar volume decrease for 2020.

pound loss in business that we experienced then translated into

a 13.5% decline in both tonnage and resources compared to

the 6% we’ll manage through this year,” Stika says.

The brand remains stable with a steady supply, and Stika

looks to the future with expectations for business growth.

Reaching for Records

The brand began the fiscal year in October 2019 working

through lingering disruption from the packing plant fire

in Kansas. That time period challenged the international

business and the ability to secure retail feature activity,

especially moving into the holidays.

Foodservice, on the other hand, was on record pace.

With a combination of manageable prices and availability in

January and February, sales across all segments strengthened.

This landed both months among the top 10 sales months in

Certified Angus Beef ® history.

March made the record books’ top 10, too.

While the month saw foodservice and international business

decline by 40% due to the onset of COVID-19, consumers

transitioned their buying patterns. Retail business spiked, all

but offsetting the decline experienced in other areas.

At the peak of the pandemic in April and May, foodservice

and international sales were down 72% and 64% respectively.

Retail business was up almost 44%.

June brought continuity reestablishing itself in the supply

chain and moved into fall with two months of 100 million

pounds or more.

Supply Set to Meet Demand

The Angus family farmers and ranchers who own and supply

the Certified Angus Beef ® brand remain focused on raising

cattle that meet brand standards. In 2020, a record 35.9% of

all Angus-influenced cattle managed to meet the brand’s 10

quality specifications. Their efforts enable licensed processors,

distributors, restaurateurs and retailers to consistently meet

consumer demand — that remains strong in a rollercoaster year.

Stika says the brand’s focus is helping meet that demand,

though how diverse segments serve consumers may look

different moving forward. Closing the books on 2020, he’s

grateful and optimistic.

“For as much as we have enjoyed the past, our focus is not on

saving the past,” he says. “Rather our focus will be on changing,

evolving and being more flexible so that we can really excel for

our partners in the future regardless of what it looks like.”

Consumers continue to crave beef.

That one thing remains predictable.

2016

2017

2018

2019

2020

2016

2017

2018

2019

Total sales: 1.175 billion lbs. (6% decrease)

RETAIL

602 MILLION LBS.

2020

12 %

FOODSERVICE

324 MILLION LBS.

INTERNATIONAL

161 MILLION LBS.

MISC*

88 MILLION LBS.

FISCAL 2020 SALES BY DIVISION

*cannot be assigned to a specific division

END MEATS

717 MILLION LBS.

5.7 %

MIDDLE MEATS

23.6 %

251 MILLION LBS.

8.7 %

GROUND BEEF

22.4 %

207 MILLION LBS.

3.7 %

VALUE-ADDED

8.6 % 31 MILLION LBS. 7.5 %

FISCAL 2020 SALES BY

PRODUCT CATEGORY

“In 2004, total sales of Certified Angus Beef ® were roughly

43% of what they are today, and as a result, that 80 million

Putting all 12 months together, retail had a record year

increasing by 12% while foodservice and international sales

are down roughly 23%.

28.9 29.7 32.5 35.0 35.9

% % % % %

®

CAB ACCEPTANCE RATE

2017

2018

2019

2020

3.9M 4.5M 5.2M 5.7M 5.5M

CARCASSES CERTIFED

2017

2018

2019

2020

5th consecutive year over 1 billion lbs.

More than 19,000 business partners worldwide.

CertifiedAngusBeef.com 5


CAN-DO SPIRITS

LIFT COMMUNITIES

DURING COVID-19

When crisis strikes, Certified Angus Beef ®

partners show up to help.

It was the third Sunday of March. Chef Vinnie Cimino was prepping

for the sixth day of service at his brand new Cleveland restaurant,

Summer House. He didn’t know it yet but the doors would not open

again for months.

“As far as restaurant openings go, we crushed it,” said Cimino, whose

culinary resume includes famous eateries and James Beard Award

winners. “We were busy, just six days in and getting a lot of positive

feedback. I’ve never seen an opening go so well.”

Later that Sunday, the word went out. Restaurants across Ohio would

close in the early ripples of a tidal wave of COVID-19 ordinances that

spread across the country. The brunt of those decisions fell on chefs and

restaurateurs everywhere — no business in the foodservice supply chain

would go unscathed.

The year of such promise and vision had taken a very sudden turn for

the worse.

“This has certainly been the most challenging thing I’ve ever faced,” said

Greg Janssen, Vice President at Del Monte Meats, a San Francisco

resource for chefs since 1926. “Even the guys who’ve been in my network

much longer say there’s never been anything like it.”

But the food industry, from waitstaff all the way up the chain to farmers

and ranchers, is built on resilient people. Cimino, Janssen and colleagues

everywhere rose to the challenge.

CertifiedAngusBeef.com 7


Chef Cimino and crew of Cleveland Family Meal.

Chefs Keep Cooking

In what would have been his second week open,

Cimino launched Cleveland Family Meal behind

those doors, where he and his kitchen crew teamed

up with other prominent chefs, including Certified

Angus Beef ® brand partners Matt Spinner and Dave

Kocab from Ushabu, to provide both cooked and

raw foods for other restaurant workers who were

suddenly unemployed. The project began with food in

the pantry, but donations from purveyors and friends

quickly rolled in to where it became a movement.

operation didn’t fit the to-go order model,” said the

Omaha Hospitality Hall of Famer. “I knew I had food I

needed to use, and once we took care of staff, I decided

to put it out on social media that I would provide meals

for out-of-school children who needed help and any

elderly whose health might be compromised.”

Intended as a on-time solution to ensure the food

went to good use, donations of both product and

their talents kept the initiative alive.

“We acquired a lot of proteins and other products

from other chefs who didn’t want their food to go

to waste,” Wheeler said. “So we started cooking and

serving the homeless and out-of-work restaurant

folks and, quite frankly, anybody who was in need of

a meal in these times. I had Dan Watts from Sysco

Lincoln smoking slabs of ribs, Blaine Hunter from

Porky Butts BBQ smoked pork shoulders and Jacobson

Fish donated 30 pounds of yellowfin tuna that I

transformed into tuna sandwiches. A lot of really great

people were involved.”

In Miami, Fla., Chef Peter Vauthy from RED, The

Steakhouse, Carla DiLorenzo from Los Tanitos

and the crew at Okeechobee Steakhouse kept their

kitchens running in part by cooking for first responders

and healthcare workers.

In Houston, Taste of Texas, Republic Grille and Sysco

Houston all went to great lengths to feed hospital

staff, police and fire personnel working round the

clock. Texas icons Tom and Lisa Perini from Perini

Ranch in Buffalo Gap donated thousands of dollars in

steaks to their local food pantry to help with an evergrowing

need.

Foodservice Fights for

Restaurant Survival

Restaurants closing or adapting to lower-volume

alternatives left foodservice distributors in a difficult

place, much of their customer base diminished or

gone without warning.

Many could sell inventories to retailers facing heavy

demand, but then the distributors looked for ways to

keep their staff employed.

Buckhead and its parent company Sysco helped

restaurants across the country transform into “pop-up

shops,” or corner stores with all the foodstuffs and

paper products that quarantined people might need.

North of the border, Gordon Food Services Canada

launched a website in partnership with Restaurant

Canada as a one-stop resource for restaurants trying

to shift their business models and stay afloat.

Independently owned meat shops also worked with

restaurant customers to help their businesses during

the transition to carryout and catering options.

“Once it started hitting the fan, we needed to figure

out how we were going to react,” said Edward Hall of

Lone Star Meats in Austin. “We found some homes

for product at retail, and then we figured out which of

our restaurant partners were staying open. A lot of our

restaurants have very loyal followings, so we started

making pre-made care packages at different price levels

for them to sell on.”

Lone Star joined in the growing trend of creating directto-consumer

websites that helped stabilize revenues and

kept people on the payroll.

“Fortunately, we jumped on pretty quick, got some

systems in place and got everyone going,” said Addam

Evans of Evans Meats in Birmingham, Ala., and

donated a percentage of all direct-to-consumer revenue

to independent restaurant partners affected by COVID-

19. “There are a lot of people out there scrapping, and it

kept some revenue coming in.”

Evans initially started a curbside program for pickup

at his company’s warehouse; as it evolved, he sent five

trucks around the city to set up as more accessible,

mobile curbside units.

“Hospitality is what defines our industry, so

that’s what we did,” said Cimino. “Be hospitable,

show hospitality and cook. This has been what I

do to occupy my time, and to focus on the good

rather than dwelling on the bad. We’ll keep

feeding people until we can’t anymore.”

Charleston, S.C., Pitmaster Anthony DiBernardo

from Swig & Swine committed thousands of dollars

in local grocery-store gift cards to his out-of-work

employees, while his business shifted to takeout

only. Across the state, his friend Joe Urban, who

oversees Nutrition Services at Greenville County

Schools, continued to push out 25,000 meals per

day for students in his school district, even though

in-person classes had been suspended.

In Omaha, local restaurant icon Glenn Wheeler of

Spencer’s for Steaks and Chops found himself with

a walk-in cooler filled with perishables. With the

help of friends and other chefs in the city, Wheeler

put together a robust plan to address growing needs

in the community.

“The order came down that Omaha restaurants had

to be closed to no more than 10 people, and our

“For many of the 77,000 students in our district,

the meals they receive during school are the only

substantive nutrition,” Urban said. It helped many

families, not having to pay for meals when money is

tight; for others, just knowing they could get food at

all was life preserving.

“We all know there is poverty in our communities, but

most have no clue as to how severe that actually is for

some families,” Urban said.

CertifiedAngusBeef.com 9


Retailers Respond

Grocery stores and employees were deemed essential

to the public well-being, a mixed blessing that soon

inundated the sector with panic-driven demand from

consumers making long-term plans.

Pushed to work round the clock just to try keeping their

shelves stocked, retail food employees were on the front

lines as much as any emergency personnel.

Meijer stores across several Midwestern states expanded

its efforts to give back and support local communities.

The retail giant’s signature Simply Give program, which

generated more than $50 million since 2008 for local

food pantries, donated an additional $2.2 million in

2020.

Price Chopper stores in Kansas City took a creative

approach to maintaining stocked shelves, such as

working “across the aisle” with those who typically source

products for foodservice customers. The chain also

returned $250,000 to its community through a donation

to Harvesters Community Food Network, helping those

most affected by the pandemic.

It’s not every day that a major Hollywood filmmaker and

actor picks up the tab for groceries. But for a group of

seniors and high-risk shoppers at 29 Louisiana Winn-

Dixie stores, that’s exactly what happened when Tyler

Perry decided to spread some kindness.

Inspired by his example, Winn-Dixie’s parent company,

Southeastern Grocers, elected to pay it forward by

paying for the groceries of thousands of healthcare

professionals and first responders shopping in stores

across seven states.

“As a community, we are stronger together and will

win together with kindness,” said Anthony Hucker,

president and CEO. “Southeastern Grocers is

dedicated to being there for the community when they

need us the most, and we believe there is no better

time than now.”

In Oklahoma, Reasor’s hosted a Spring for Meals

Fund and Food Drive, as a benefit for the Community

Food Bank of Eastern Oklahoma and its network of

350 partner organizations, while St. Louis bastion

Schnucks donated more than $500,000 to support

those in the region affected by the pandemic. It also

launched a Round Up at the Register campaign,

inviting shoppers to pay it forward through their

donations to the local United Way.

There may be no greater testament to the goodness

of humanity, in a year that could be measured

against history for all the wrong reasons, than

the seemingly endless examples of people helping

people. The Certified Angus Beef ® brand salutes these

and the countless others who have made this world

a better place in extremely challenging times.

EXTRA BITES

This year asked us to do a lot of

things differently.

The brand expanded communication with

partners, got creative with advertising efforts

and created resources to use from anywhere.

Brand Bites email newsletters were sent

with added frequency and more tools

crafted for folks in distribution, retail,

foodservice and restaurant businesses to

use. The team also started Brand Bites on

Demand, a monthly video deep-dive into

trends and tools for distributors.

“Great info — fantastic way of reaching

out to everyone, keeping us informed

and abreast of what is happening in this

changing environment,” as Juan Lopez of

Sysco Atlanta put it. “I’m looking forward

to the next episode!”

Digital chef chats on social media and

Zoom calls, along with online marketing

and carryout resources increased outreach

to restaurants.

“It was hard to know how we could help our

restaurant partners enough through these

challenging times. We were here

and standing ready with resources when

they needed us,” says Deanna Walenciak,

vice president of brand marketing.

The 30-second “Rare Moments Done Well” TV

commercial was reimagined as “Rare Moments

Done Differently” when the global pandemic

made at-home activities the new normal.

Numbers drive decisions. This year’s

advertising campaigns followed the data

and placed ads where people engaged most

with media. In Milwaukee, audio spots

found placement on Pandora’s streaming

service, while in Green Bay they played on the

radio. Consumer behavior insights like that

determine strategic media spends around the

country, connecting with customers in the

best place at the right time.

CertifiedAngusBeef.com 11


A QUALITY

LEGACY

The father of the

brand’s

specifications

led with

conviction.

Industrywide change requires people with a special kind

of persistence.

It takes data and drive.

To launch the Certified Angus Beef ® brand, Bobby “Dr.

Bob” VanStavern was one such man.

brand, the meat scientist had the answers they were

searching for.

“I kept my research data in my bottom drawer,” he

recalled in 2019. “So I hauled out this packet of carcass

research data that tended to say what the specifications

should be.”

Bob believed it did,” says John Stika, the brand’s

president. “He believed that it did, and was persistent

in communicating it.”

He continued sharing the science for 25 years as a

consultant to the brand and his push for better beef

became the new watchword.

As a meat scientist in Extension outreach at The Ohio

State University, VanStavern consulted food business

leaders. He heard their calls for consistent, superior

beef, yet “lean” was the watchword of the late 1970s.

VanStavern didn’t buy it. His research showed why

consumers enjoy eating beef: taste.

When Mick Colvin and Fred Johnson approached him

on behalf of cattlemen forming the original Angus beef

Modest or higher marbling. Limits for maturity, yield,

marbling texture and lean color. The same specifications

the brand, its partners and consumers worldwide rely on

today for the best beef.

With VanStavern guiding its meat science, the first

Angus beef brand became the benchmark for quality.

“He presented the specifications for different audiences

and was told it didn’t hold the kind of credibility Dr.

Dr. Bob passed away in February 2020, leaving behind

his beloved family and a vast community of brand friends

who believe in the quality framework he established.

“You see Dr. Bob’s fingerprints every time we give the

Science Behind the Sizzle presentation and in every great

steak,” Stika says. “Our product quality and consistency

is a reflection of his career, of his impact on this brand

and across the industry.”

Dr. Bob VanStavern

Father of the specifications

CertifiedAngusBeef.com 13


His legacy lives on in the meat scientists

who continue to communicate the

science today and support partners who

bring the brand to market.

“He set the foundation and pointed

us in the best direction,” says Diana

Clark, meat scientist for the brand.

“We have the best beef out there. We

continue honoring him by challenging

ourselves to always make it better.”

Lessons he shared still ring true, even

in tough times. His persistence urged

the brand’s founders and partners

forward: never say it can’t be done.

Quality matters. Believe the data.

Be persistent.

Share your beliefs with conviction,

helping others along the way. Dr. Bob

always did.

Listen to the Meat Speak podcast episode,

and read more about Dr. Bob and the

mentorship established in his honor with

the American Meat Science Association.

“Things he advocated for seem

commonplace today, because 40

years later, others are touting

quality in the marketplace.

Because of Dr. Bob’s solid

opinion and willingness to

defend it, there’s an entire

industry today that gets it.”

— John Stika, Certified Angus Beef ® President

CertifiedAngusBeef.com 15


CertifiedAngusBeef.com 17


Impressions Across Social Platforms

SOCIAL CHANNEL 2020

DIGITAL DIALOGUE

Building common ground on social media.

From ranch pastures to home kitchens, social media connects beef eaters

around the world. Trending digital isn’t new, but increased dramatically

as stay-at-home orders meant added screen time.

“Everyone was eager for a connection and social media was the place

people turned,” says Margaret Coleman, the brand’s director of

digital platforms. “It’s our job to figure out how we can entertain,

educate and engage.”

Simply great beef, fun recipes and friendly faces filled the brand

channels, teaching how to cook with a pandemic pantry. Really fresh

faces and locations appeared in videos as chefs recruited their kids to

help film from home kitchens, creating meals and relatable moments the

whole family could enjoy.

Positive and inspiring content made kitchen mastery within easy reach,

home tables a bit fuller. A few taps on a phone screen and there was a

chef, ready to collaborate on solutions — or a rancher providing a tour

of the family farm.

It sparked conversations.

Questions about how cattle are raised and new ideas for dinner were

delivered. CertifiedAngusBeef.com visits increased 40% year over year,

with recipes the most-wanted content. More than 380,000 people

virtually visited a ranch by watching on Facebook Live.

The team waiting just a tap away made online interactions feel familiar.

There’s always someone behind the logo on the screen, ready to share in

home-cooking triumphs and answer all beef-related inquiries.

“Our direct messages feel like you are texting with a friend,” says Paige

Clayton, digital marketing specialist.

Each day, the team thoughtfully responds to every comment, question

and string of emojis posted across the brand’s social channels,

connecting around the globe.

Making the world feel smaller, one click, tap or page scroll

at a time.

Facebook

Twitter

Instagram

Pinterest

YouTube

LinkedIn

Web (2020 page views - recipes & kitchen)

90.7M

1.2M

13.7M

33.0M

28.4M

548,014

9.3M

CertifiedAngusBeef.com 19


BONJOUR!

KONICHIWA!

Saying hello to global connectivity

through new media.

Where the Certified Angus Beef ® brand

family gathers, authentic and creative

flavors collide. The brand’s international

team empowers partners to bring a global

perspective to the table.

“While we aren’t able to physically sit at the same

table together, connecting and engaging resilient

partners is part of the team’s strategy for success,” says

Gebran Charbine, vice president of brand marketing,

international and multicultural.

It’s a recipe worth repeating.

“We want to make something from scratch and build

something together that’s infused with the best of

everyone,” says Charbine. “That’s how we enhance our

multicultural marketing message.”

The brand serves 51 countries outside of the

United States. Canada leads the way in sales

followed by Japan, South Korea, Hong Kong,

Mexico and Taiwan, respectively.

¡Hola!

As the world diversifies and cultures collide, the team

looks for new ways to connect on a more personal level

with partners. Almost 50% of the brand’s Instagram and

over 10% of the Facebook following are Spanish speakers.

“We were looking at a way to be able to connect with

consumers, especially our Latin or Spanish-speaking

consumers, both outside and inside the United

States,” says Charbine. “We have partners in 12 Latin

American or Spanish-speaking countries and a great

opportunity to reach domestic Spanish-speaking

consumers.”

The team launched CertifiedAngusBeef.lat in

September as a 100% Spanish resource, to empower

and engage consumers and partners looking to

connect with the brand.

“It’s about being an experience,” shares Charbine.

“Whether it’s a Latin or a Japanese experience, we

want to be a part of it to help elevate the experience

with flavor, tenderness and juiciness.”

Recipes that are region specific, tools to learn beef

cuts and cooking methods, where to buy beef and

educational materials are resources that land on the

new website.

CertifiedAngusBeef.com 21


Translation + Creation

Transcreation is changing text to make its meaning

culturally appropriate for a target market.

The bulk of the international beef tonnage goes

to Asia, Canada or Mexico. Today, the Certified

Angus Beef ® brand logo has been transcreated

from English to French for the Quebec province in

Canada, Japanese with phonetic translation, and

Simplified Mandarin for mainland China.

“Transcreating our brand name and logo allows us

to connect with consumers,” Charbine says. “Not

one shoe size fits all and we have to be open to not

only translating but creating a logo and marketing

that fits their lifestyle.”

Tuning In

It was 6 a.m. in Ohio but 7 p.m. in Japan.

Instagram was live with a chef partner, Fumio

Yonezawa and influencer Kumkio Obinata took

to the social channel to draw local customers to

purchase Certified Angus Beef ® and cook with them

from home.

This wasn’t the only social interaction across the

ocean. Partners in Taiwan, Asia, the Middle East and

Latin America all took to Instagram to connect with

their customers and the brand.

“Our Latin America partners elevated the

social connections through the pandemic,”

says Charbine.

A highlight for him was the first Spanish Instagram

live with Alejandro Guiterrez, president of Sociedad

Mexicana De Parrilleros. The virtual field trip went

to a local HEB to pick out Certified Angus Beef ®

product with the help of meat scientists from the

brand to help answer questions.

“We’ve seen a great shift into buying online with

people being quarantined around the globe and

countries shutting down,” shares Charbine. “The

only thing that kept consumers connected was the

web. Their shopping habits moved there too. This

was an opportunity for the brand and our team to

come and look at it holistically and say, ‘How can

we elevate our digital approach?’”

Business Evolves

Adversity shines through challenging times.

International partners embrace the business shift

with open minds and creative hands.

“It’s not about the pounds. It’s about seeing how

our partners responded,” says Cody Jones, vice

president of international for the brand. “The

challenges we faced reminded us we work with the

best global partners.”

With a bit of tenacity and ingenuity, international

partners embraced ecommerce and direct delivery

to consumers, meal kits and connecting virtually.

“It seemed as though the tougher things got, the

more determined our partners became,” says Jones.

Today, the wheels are turning again. The virtual

world provides extra opportunities for partners

around the world to interact with the brand.

“While we can’t wait until we can hop on a plane

and visit each other, virtual trainings have given

our partners an opportunity to experience the

brand without a 15-24 hour plane ride,” shares

Jones. “It’s been extremely powerful.”

Thanks to translators and Zoom features, the

virtual experience can be made extra special with

the instant translation that can happen for any

partner, regardless of the language.

With a little tenacity, it’s possible to thrive and

connect. All it takes is a bit of ingenuity.

CertifiedAngusBeef.com 23


REWARDING LOYALTY

You don’t have to look far to find Certified Angus Beef ®

loyalists around the globe. Their enthusiasm deserves

extra perks.

That’s why the Steakholder Rewards brand loyalty

program launched in February to connect consumers

and their beef purchases, rewarding social media

engagement and feedback to the brand. Its points for

extras beyond great-tasting beef that can be redeemed

for branded merchandise like steak knives and grilling

tools or sweepstakes for unique culinary experiences.

“This is a way for us to engage on a deeper level with

our consumer, and learn more about our biggest brand

fans,” says Christy Johnson, vice president of branding.

THE BEST REWARDS FOR

THE BEST ANGUS BRAND.

More than 1,500 members joined the rewards

program in the eight months since it began. Currently

it’s available in the U.S. and Canada, the latter

accounting for 6% of membership.

Advertising for the program began in August 2020,

spurring exponential growth in the final months of the

fiscal year.

“We are excited to see where this program goes and

grows,” Johnson says.

Many independent retailers took notice, promoting the

loyalty program as if it was their own.

“Steakholder Rewards is an avenue for a special

connection and positive experience with our brand,”

says Megan Besancon, associate manager of consumer

loyalty and advertising. “It gives consumers another

reason for our beef to be a part of their lifestyle and

culinary aspirations.”

Monthly communications with Steakholders include

new recipes, the story behind the beef and tips for

cooking to perfection.

Uploading a receipt is the fastest and easiest way to

earn points. Members also earn points for completing

activities in the Roast Perfect app, like using the timer

or completing the Roasting Quiz.

Engagement generates value, too. Members who

complete a survey including their favorite cut and

degree of doneness earn extra.

Let’s just say our loyalists love a ribeye, medium rare.

CertifiedAngusBeef.com 25


AWARDING

SUSTAINABLE

RANCHING

A new era of regenerative thinking

makes the Certified Angus Beef ® brand

even better.

The way the water flows through the pasture is strategically designed.

Tight, barbed-wire fences are precisely kept. Bee boxes feel as ordinary as

the pine trees, home for insects that pollinate the ranch. A hawk leaves

the sky landing gently on its perch, placed there decisively, long before he

thought to rest his wings.

Nothing is done without specific purpose at Wilson Cattle Company.

Each generation adds their mark, compounding to make what began as

a homestead, better.

It’s a philosophy: one plus one should always equal more than two.

Cattle, of course, are a critical part of the equation, but people, they are

the multipliers.

CertifiedAngusBeef.com 27


The Ranch

He looks a little more East Coast than his western

cowboy genes. The sixth generation to manage

the land, Zach Wilson is a modern cattleman. As

comfortable behind a computer screen as in the

pasture, he leads a natural resource-first ranch,

using science as his guide. Like his ancestors,

he’s on a mission to amplify his resources and

make things better.

“If it’s good for the little bugs in the soil, or the

migratory birds or larger mammals like elk or deer,

even rodents, it’s going to be good for the cattle,”

he says.

It’s a high road that takes discipline.

“Our job is to work with Mother Nature,” he says.

“She knows best. We try to figure out the best

incentives for what is going to help her be her

most productive self.”

Riparian barriers, waterfowl habitat and soil

microbiology aren’t just feel-good projects.

They are strategic investments to raise better beef,

more efficiently.

He points to an elevated bird box, “Some goose

pair has probably been coming here for 15 years,

raising their goslings and then moving on.”

Their droppings fertilize the soil. He sees each

detail as a part of the greater system and the right

investment can have compounding benefits. His

job is steward of it all.

“It means a lot to me to take care of the land. Six

generations on this land means a lot of people

have put a lot of sweat equity into it and I want

to make sure that I’m treating it the way it should

be treated,” says Wilson. “Feeding the world with

what we do, I take that to heart.”

This philosophy extends to Beef Northwest where

the cattle that leave his ranch are fed.

The two entities are halves of the same family business.

Wilson’s cattle harvest the grass in Baker Valley,

Oregon, while Beef Northwest, started by the fifth

generation of the Wilson family, expands the enterprise

feeding cattle throughout the Pacific Northwest.

It’s a symbiotic relationship, both dependent on

each other.

The Feedyard

Eastern Oregon isn’t known for cattle feeding. Far

from the cornbelt and Midwestern plains, feeding

cattle here allows them to harness the resource the

landscape does offer: potatoes.

“We’re trying to make high-quality beef that’s

wholesome,” says Pete Szasz, feedyard manager.

“You don’t do that without quality ingredients, no

matter how hard you try.”

The feedyard sits just down the freeway from french

fry factories. The highly nutritious carbohydrate

is palatable and provides energy, so leftover tater

tots, fries and jojos become an ingredient in highquality

cattle feed.

“If we weren’t here to utilize the potatoes, they would

end up in a landfill,” Szasz explains. “That’s where they

were going prior to us being in the area.”

It’s a business that’s less transactional, more relational

built on motivating people to do the right thing.

“I believe the quality of the beef that comes out

of Beef Northwest is directly related to the quality

of the people,” says Wes Killion, chief operating

officer. “It’s a window into the company that goes

with every aspect, be it environmental stewardship,

animal health, animal performance or consumer

eating experience.”

Riders trot with purpose through the cattle on

horseback, communicating via mailboxes at the

end of the pen rows. Their path is mapped

using GPS and drone technology for precise

nutrient management and a responsible water

run-off strategy. Each animal they check has

electronic identification in its ear, the feed

quality control tested.

Growing and equipping leaders through their

internship program is key to sustaining the culture

of cowboys and cutting-edge technology — a

commitment to excellence in every chore.

Sustainable Beef

This dedication earned the sister organizations

the first-ever Certified Angus Beef ® Sustainability

Commitment to Excellence Award.

“The more we can take care of the environment,

the better opportunity there is for a better outcome

for the cattle, be it health or performance as well

as quality,” Killion says.

Like most Angus ranches, Beef Northwest was

focused on sustainability way before it was cool.

“Anytime you cut into a steak, that animal took

something from this ground and is now nourishing

you, but it also put a lot back into the ground

while it was here,” says Wilson. “Everything’s

connected, it’s all a system.”

The new award is one piece of the brand’s bigger

commitment to sustainability. As an active

member of the U.S. and Canadian Roundtables

for Sustainable Beef, the brand works to continue

progress. While cattlemen do their part on the

ranch and feedyard, the brand invests in action

across the industry supporting a better beef system.

Because sustainability isn’t just about the end product,

the ranch or the feedyard — it’s everyone in between.

CertifiedAngusBeef.com 29


INVESTING IN OTHERS

Hurricanes, floods, fires and blizzards.

Working with Mother Nature is a chore in

the best of times. For farmers and ranchers

who find themselves in the aftermath of

a natural disaster, the devastation of a

lifetime’s work is overwhelming.

Lee Crock, Angus cattleman from

Mechanicsville, Iowa, experienced that

after a derecho storm (land hurricane)

in August.

“I got a call from my daughter and she said,

‘Dad you need to come home… there’s

been a lot of damage to our farm.’ I pulled

in and hardly recognized the place,”

he said.

In 10 minutes, their farm suffered nearly a

million dollars in damage.

When wildfire season hit, ranchers across

the West felt his pain too.

In Washington, Dale Smith raises Angus

cattle on the same ground his family has

ranched for more than a century. Wildfires

this year took all his pasture, hay and 300

of his cows.

He didn’t lose faith.

“We’re cattlemen, we raise cows,” Smith

said. “It’s what we do and what we will

always do.”

The tenacity of ranchers like these inspired

the Certified Angus Beef ® Rural Relief Fund.

Launched in 2019, the fund helps producers

recover and rebuild after natural disasters.

Donations and sales of Sheltering Generations

— The American Barn coffee table book

produced by the brand raised $20,000.

Funds were used to support farming and

ranching families affected by these two

extreme weather events and build resources to

help others in the future.

To purchase the book or donate visit:

shop.CertifiedAngusBeef.com.

CertifiedAngusBeef.com 31


A NEW LEVEL

OF SERVICE

Creativity helps

foodservice persevere.

The hustle and bustle of restaurant kitchens ceased.

Some for a moment. Some are silent still.

Prime Cincinnati Steakhouse

In an instant, the nature of foodservice changed

forever. The effects of the pandemic brought rapid

evolution to every aspect of business.

Nimble restaurants quickly turned to takeout and

delivery only, eventually to limited dine-in. Following

a record February, boxes of beef sat idle. Distributors

acted quickly to adapt.

“Foodservice has never worked so hard to sell such

little product,” says Sara Scott, Certified Angus Beef ® vice

president of foodservice. “Like any time when adversity

strikes, the most creative businesses are the ones that

will endure. It’s going to be a slow grind back, but I

can’t think of any group more innovative and driven

than our partners.”

Signs of innovation, resiliency and hope pull the

community forward.

Seizing Opportunity

The lights are on and diners seated again. The iconic

Prime Cincinnati steakhouse draws people in for Prime

and dry-aged steaks.

“Our Certified Angus Beef ® brand Prime steaks continue

to be the most popular items,” said Nelson Castillo,

managing partner of Prime Cincinnati and Street City Pub.

“We have the filet, New York strip and dry-aged on our

dine-in menu. Our Jack Burger has actually been really

popular because we’ve moved it to our appetizer menu.”

After switching overnight to online only in March, nearly all

business is dine-in today, still at 50% capacity since May.

For returning restaurant goers, taste and food quality

remain the top priority according to Brandwatch

Consumer Trends 2020 and the Simon-Kucher

Restaurant Survey, ranking above restaurant

cleanliness in today’s marketplace.

“When service and experience change so drastically,

quality becomes an even bigger factor in customer

satisfaction,” says Scott. “Now is not the time to find

cost savings by cutting quality.”

Consumers also sought the brand’s Prime and

CertifiedAngusBeef.com 33


dry-aged cuts for restaurant experiences at home.

Progressive distributors and restaurants looked beyond

middle meats to elevate quality and reached consumers

through new channels.

For decades, Miami Purveyors resisted direct-toconsumer

sales. Now, there was no time to waste.

Restaurants embraced ecommerce, too.

“We had a tenured and committed team to protect,”

says Taly Rosenberg, vice president of finance and

administration. “Our consumers are overwhelmed by

the restaurant-quality products we are delivering so

this has been a valuable expansion for us.”

At the same time, Miami Purveyors adjusted to

restaurateurs’ new in-house pantry sales, fresh meat

sales, meal kits and private chef offerings. When

outdoor dining and 50% capacity opened for dine-in,

consumers wasted no time visiting their favorite spots.

“We are now balancing our direct-to-consumer

business while continuing service to our foodservice

customers as their volume returns to pre-pandemic

levels,” says Rosenberg. “We are very prepared to do

both exceptionally well.”

Both avenues allow distributors to diversify sales,

as specialty meat and broadline companies help

restaurateurs maximize takeout and entice consumers

for dine-in.

Cost-Saving Without

Compromise

Inventive solutions guide restaurant recovery,

according to Adrienne Moncrief, director of

foodservice council for Cleveland Research, who

spoke during Annual Conference.

items, like the burgers and cheesesteaks at Wing N

Burger Factory across Georgia.

“The one ingredient is beef. That’s all we need to

say,” according to Robert Bales, vice president and

COO of the PK Restaurant Group. The Philly meat

also offers a higher yield for better portion size and

guest satisfaction.

Serving one cut in multiple applications also adds

efficiency for chefs.

The City Square Steakhouse, Wooster, Ohio,

serves the sirloin for a main entrée, kid’s steak,

entrée salad, steak and fries, and occasional pasta

dish. Oak Steakhouses, from Atlanta to D.C.,

merchandise the entire tenderloin as center-cut

filet, on the mixed grill plate, smaller bistro steaks,

steak frites, steak tartare, carpaccio, Bolognese

and burger grinds.

“Restaurateurs and distributors are working hard

to outpace recovery, and are doing it with the

best beef,” Scott says. “Foodservice people are

committed to a love for food, feeding people and

bringing them together.”

Eating out is a part of American culture that hasn’t

changed. It’s just delivered differently.

VALUE-ADDED

PRODUCTS

“They want simplicity in execution, operations, service

speed and efficiency, and a good way of doing that is

value-added products,” Moncrief says.

For dine-in, takeout and delivery, value-added

smoked brisket, fajita meat, cooked pot roast,

cooked short ribs and shaved steak save time and

labor, so restaurateurs can focus on profit centers,

signature dishes and guest experience.

A new cost calculator in the Brand Builder app

aligns dollars and sense with choosing the most

profitable items, whether fresh or value-added.

Restaurants also build their concepts around the

CertifiedAngusBeef.com 35


YOU’RE ON MUTE

Virtual experiences for marketing

training reimagined.

It’s personal. Adapting, engaging and intuitive, it’s gone digital. Handson

experiences and handshakes evolved into live Q&A and the wave of

hands across Zoom screens from home offices.

Relationships deepen, communication expands to reach more, more

frequently. Turnkey resources for an evolving marketplace in motion.

Networks of like-minded individuals, sounding boards of experts and

trusted professionals collaborate to spark creativity and ingenuity when

challenge strikes.

Meeting people where they are with what they need — that’s modern

marketing for the Certified Angus Beef ® brand.

Hosting groups in the brand’s Culinary Center is nothing new. The

tangible knowledge folks walk out with after their time in the Meat Lab

and kitchen are more than bright and shiny — it’s an experience unlike

any other.

Bringing together partners from around the globe, the brand hosted 58

events in the first six months of the fiscal year, prior to changes brought

on by COVID-19.

“This is a great moment of virtual

engagement. I’m impressed, but not

surprised. You and your team always

do a great job in these trainings.

Shouldn’t be surprised you guys

would nail it in the virtual world.”

— Joel Walker, USFS Denver Launch

CertifiedAngusBeef.com 37


Virtually Best in Class

Many things can’t be delivered through a computer

screen. It’s impossible to replace the touch, taste and

feel of a brand event in person. But you don’t know

how close you can come if you never try.

Creating a virtual Culinary Center experience has been

an idea for some time. The current situation made it a

top priority.

The online format means new experiences for those

who’ve never made the trek to Wooster, Ohio’s beef

hub. Online trainings, “Live from the Culinary Center”

and large-scale events are all part of how the brand

learned to connect through a screen.

What was planned as a 10-day affair in Wooster

evolved into a “Live from the Culinary Center” event

for more than 400 Giant Eagle retail staff in just a few

hours one afternoon in September.

Meat scientists Daniel and Diana Clark fabricated beef

in front of the camera. Mandy and Aaron Atterholt

gave a pasture tour on their farm with live Q&A, while

the account manager helped moderate, standing by

for account-specific questions.

It’s an experience replicated for groups large and small.

“There are positives to find in the change around us,”

says brand president John Stika. “And I believe the

‘Live from the Culinary Center’ trainings will be an

incredible asset for all of us moving forward.”

The brand also hosted Annual Conference virtually for

the first time, with a record attendance of more than

1,100 active online for the two-day event.

“This virtual training was

praised by our field leadership for

succinctly covering key aspects

while still bringing the same level

of excitement and passion to our

associates that we would expect

from a face-to-face event.”

— Crystal Ackerman, Senior Director, Meat

& Seafood, Southeastern Grocers, Inc.

Turnkey training modules were created as part of the

virtual resource hub. The team launched “Certified

Angus Beef ® brand University: Retail” in August to help

those at the meat counter answer questions about

the brand and the beef in their case. The goal is to be

engaging, authentic and real without the background

noise and mute button hiccups.

“We aren’t just another Zoom call,” says Deanna

Walenciak, vice president of brand marketing. “We

invested in new equipment and technology to better

serve our partners and meet their needs, virtually.”

They’ve yet to discover how to deliver the flavors via

a screen, but in the meantime partners can expect a

virtual experience just as high quality.

CertifiedAngusBeef.com 39


RETAIL’S RISE

With consumer attention on

the meat case, retailers elevate

the experience.

What’s for dinner tonight?

The daily query prompted fresh answers this year. As

options waned, grocery stores stepped up to deliver.

People craved beef. Since this spring, they came to enjoy

it more and more in their own home-cooked meals.

That led to 602 million pounds of Certified Angus

Beef ® cuts sold at meat counters this year, a 12%

annual increase. Favored steaks when dining

out — ribeye, strip, tenderloin and top sirloin —

increased 14%, closely matched in rising popularity

by ground beef.

Signs of innovation, resiliency and hope pull the

community forward.

Timing Prime

Flavor still reigns supreme, carving out opportunity

for luxury beef. Weis Markets introduced Certified

Angus Beef ® brand Prime for summer grilling in 200

Northeastern stores.

“More customers want high-end, restaurant-quality beef

than ever before,” said Weis Markets Director of Meat,

Doug Becker. “We patiently waited for the right time and

it has been very well received.”

He anticipates Certified Angus Beef ® brand Prime

demand growing in the coming months, right into

summer 2021.

“Customers know the product is special as soon as they

walk in the store and arrive at the meat case,” said David

O’Diam, Certified Angus Beef ® vice president of retail.

Marinated steaks, case-ready burgers, heat-and-serve

entrées and corned beef offer variety and convenience

for home-cooked meals. QFC stores, based in Seattle,

added case-ready ground chuck and sirloin Giant

Eagle, based in Pittsburgh, offered beef bacon. Weis

Markets also captured customer interest in simple

meals with shaved steak from Bertolino Foods.

“We knew that would be another opportunity to sell

customers a superior product,” Becker said. “Any time

we can expand our offerings to shout the Certified

Angus Beef ® brand, we take advantage of it. It’s a

great item in our fresh beef offerings.”

CertifiedAngusBeef.com 41


Ground beef, the largest retail beef category, gives

shoppers more quality and versatility. Case-ready

ground beef, patties, bricks and steaks reduce shrink

and out-of-stocks. They help retailers manage labor

and keep the case stocked late in the day, while

offering leak-resistant and freezer-ready packages.

Consumers also leaned into comfort foods more this

year and learned about roasting and slow cooking

from the brand’s Roast Perfect app.

Convenient Ways to Learn

“Retailers offering the brand have an edge,”

O’Diam said. “If you can’t dine out for a great

meal, you can have it at home.”

The necessity of DIY fine-dining meant consumers

searched for online tools to develop new skills.

Recipes, social videos and digital tools helped

them conquer the kitchen to create and serve

restaurant-quality, beefy meals.

Similar resources are essential as retailers finetuned

their ecommerce sites for curbside pickup

and delivery. Consumer confidence in online meat

purchases continues to grow.

“What we now have is a consumer that is very

comfortable and a lot more confident in the

kitchen, and this is a great way to engage them,”

said IRI’s senior vice president of protein, Chris

Dubois, during Annual Conference. “The more you

can talk about quality, share ideas and integrate

with the shopping, experience will continue to drive

sales and keep beef at the top of the list.”

Continuing Education

Shoppers often seek tips and advice from meat staff.

The ability to offer solutions and engaging experiences

sets businesses apart, in store and online.

The brand new Retail Certified Angus Beef ®

University, launched in September, offers easy tips

for meat staff to gain confidence for talking about

beef quality, nutrition and beef preparation.

The 20-minute training can be included in a

retailer’s training platform for added ease, including a

short video for all store associates.

Training proved insightful for Southeastern Grocers,

which launched the brand across 421 Winn Dixie,

Harvey’s and Fresco y Mas stores from October 2019

into summer. Winn Dixie leaders and store managers

attended on-farm training in October, helping them

understand the brand’s quality mission and the family

farmers and ranchers it supports.

Known in the market as “the experts in beef since

1925,” Winn Dixie trainings continued throughout the

year into spring. That’s when online sessions reached

more than 650 associates, in English and Spanish,

helping them introduce the brand’s fresh and Prime

cuts, marinated meats, corned beef and other caseready

items to customers.

In fall 2019 more than 100 Giant Eagle meat

managers attended a two-day training at the brand’s

Culinary Center. Hands-on fabrication and cooking

prepared them for an experience to discuss with

customers at the meat case. The group followed up

with online education this September. A Culinary

Center Live session focused on deepening beef

knowledge, including a virtual pasture walk at

Atterholt Farms.

“The feedback that I have received was outstanding,”

shared Joe Seibel, Giant Eagle’s meat merchandising

manager. “They were amazed that the time went by

so quickly and were glued to their computer screens.

With continued follow-up and in-store training, I am

confident we will grow the brand together.”

Retailers continue to transform, creating an experience

both in person and online that feels personal.

We know what will happen the next time someone

asks, “What’s for dinner?” brand retailers will readily

answer with the right tools to make it easy, and the

best beef to make it memorable.

CertifiedAngusBeef.com 43


BEEF INSPIRED

Certified Angus Beef ® chefs imagine beef

like never before with their favorite 2020

kitchen creations.

It may be hard to believe now, but there was a time when the Certified

Angus Beef ® brand didn’t employ chefs.

These kitchen magicians always held the keys to consumer delights

and many worked closely with the brand, but until 2006 they cooked

and created exclusively as partners in restaurants around the world.

Then some of the creative fire started burning in Wooster, Ohio.

Today, the collective culinary talents of six chefs please the palates of

those lucky enough to feast on their brand creations. Their innovation

with lesser known cuts and sessions with partner chefs have added

untold value to the beef carcass.

In a year that required creativity, chefs at the Certified Angus Beef ®

brand brought to fire and plate many concepts that previously

lived only in their minds.

CertifiedAngusBeef.com 457


CHEF TONY BIGGS

CHEF MICHAEL OLLIER

Chef Tony’s culinary experience spans the globe,

from a singing waiter in Upstate New York to

Japan’s famed Tokyo American Club, to Imelda

Marcos’ kitchen and cooking for royalty in the

Middle East. Those stops feature prominently in

some of Chef Tony’s preferred dishes. His burger

sushi — “Burgushi” — and Korean meatloaf blend

two cultures that have weighed heavily into Biggs’

resume: Asian and old-school Americana. Burgushi

is a play on the cheeseburger, with ground beef

and sushi rice wrapped inside crispy potato strings

and topped with mustard, ketchup and mayo. The

Korean version of an American staple is smoked

and constructed with Certified Angus Beef ® brand

Prime grinds, the dish is laden with gochujang and

accompanied by kohlrabi crepes, curly potatoes

and leek sushi.

Ollier has the longest tenure with the chef team.

The French-trained chef has a penchant for

creating dishes both pleasing and approachable

to home cooks everywhere, while stepping out

of the box from time to time. Chef Michael kept

one foot in the trends while staying relevant

to home cooks with two of his favorite dishes

from 2020. The chef paid homage to Canadian

bacon, dry-roasting lean eye of round as a

bacon substitute to live on a sandwich or next

to Eggs Benedict. Ollier used top round sliced

with the grain and kissed with soy sauce,

Worcestershire, red and black pepper, garlic

and brown sugar to make classic beef jerky.

CertifiedAngusBeef.com 47


CHEF ASHLEY BRENEMAN

CHEF PETER ROSENBERG

Chef Ashley cut her teeth in one of the most

famous kitchens in Los Angeles alongside

culinary icon Nancy Silverton, and now runs the

kitchen at the brand’s Culinary Center. An eye

for precision with a Millennial edge, Breneman

keeps tabs on what’s hip and trendy in the food

world and marries it with unique cuts of beef

for her guests. Chef Ashley went out of the box

with her classic steak tartare, using traditional

Certified Angus Beef ® tenderloin for the raw beef

content, placing it atop a sous vide leek, and

finishing it with crème fraiche and fresh fish roe.

Breneman made pasta from kohlrabi stuffed

with short rib and saffron cream sauce, topped

with a toasted bread crumble.

A native of what is now Zimbabwe, Chef Peter

Rosenberg’s journey has taken him through some

of the best-known dining rooms in Memphis

and Dallas. Rosenberg’s time in Texas is everpresent

in his food, which often includes highend

interpretations of barbecue and smoked

meats. Chef Peter is a huge fan of the coulotte,

which he utilized in the form of a traditional

California tri-tip barbecue: Santa Maria-rubbed,

lightly smoked, roasted and served next to crispy

tobacco onions with scored mango garnish, and

finished with his sassy habanero mango sauce.

Rosenberg notches up old-school corn chowder

with braised short rib and thinly sliced blue corn

tortillas with a lime crema.

CertifiedAngusBeef.com 49


CHEF BRAD PARKER

CHEF GAVIN PINTO

Inspired by his grandmother and trained under

the late Certified Master Chef Peter Timmins,

Chef Brad Parker is a jack of all trades in the

kitchen. The East Coast native relies on his

artistic intuition and appreciation for quality

ingredients to create dishes that are a feast

for all the senses. Chef Brad did his Asian

interpretation of a French staple with his beef

bouillabaisse, reimagining a traditional fish dish

with lotus root and an Asian mirepoix, finished

with spicy lap chong and ginger with soy sauce

meatballs. He also went with a modern touch

on his miso beef bites, made from teres major

and accompanied by an avocado smash and

kani salad.

By day, Chef Pinto oversees the brand’s Test

Kitchen, developing recipes and sharing cooking

tips with consumers and home cooks. When

he’s not crafting new ways to consume beef

from the Instant Pot or creating minimalist

ingredient recipes, he’s bending the minds of

coworkers with his fondness for molds and

molecular gastronomy. Chef Gavin went classic

and elegant with his traditional Beef Wellington,

made with tenderloin and mushroom duxelle,

but adorned with a pastry latticework for an

extra layer of crisp and beauty. Another favorite

creation this year was the twist he gave to steak

and eggs on toast: reverse seared teres major

sits on a base of toasted artisinal sourdough

with clotted cream and red trout roe, topped

with microgreens.

CertifiedAngusBeef.com 51


FUNDING THE

FUTURE

Philanthropy grows

young leaders.

Goal-getters and difference makers, innovators and

change curators — today’s students are tomorrow’s

leaders. Supporting these creative and intelligent young

people, the 2020 Colvin Scholarship Fund awarded

$42,000 to 10 who are pursuing degrees in animal and

meat sciences across the country.

Honoring the Certified Angus Beef ® brand co-founder

and executive director of 22 years, Louis “Mick”

Colvin, the Fund supported 86 recipients and awarded

$200,000 to date. Since 1999, the scholarship has

carried on Colvin’s legacy of making dreams a reality

and inspiring others to do their best.

Conner McKinzie, a senior at Texas Tech University

studying animal sciences, says he’s humbled and

grateful to be a 2020 award recipient. Passionate

about food waste and food insecurity, he plans to

pursue a graduate degree in meat science, while also

serving as a coach for the school’s meat judging team.

Embodying a service mindset, his goal is “To make our

world a more efficient and food-secure place to live.”

Applicants were asked to outline a proposal to

distinguish the Certified Angus Beef ® brand from the 90

other USDA-certified programs that use “Angus” labels

in marketing.

McKinzie proposed a “relatable” approach to

differentiate: deploy unique packaging to help tell the

story of who the brand’s producers are and how their

cattle live.

“Never before has there been a generation more in

touch with their emotions and socially ‘awakened’

than there is today,” he wrote. “People want to know

what they’re buying, where they’re buying it from, who

raised it and what was it given in its lifetime.”

The Certified Angus Beef ® Colvin Golf Classic and

auction funds the scholarship program, with

Certified Angus Beef ® partners raising more than

$91,000 just last year, supporting the future of

students pursuing lifelong careers in agriculture.

“This year’s recipients demonstrated a level of

engagement, understanding and leadership in the

industry rare among many young people who have

already entered the industry,” says John Stika, Certified

Angus Beef ® president. “Their list of activities and plans

for the future instilled a great deal of confidence that

they will make a positive impact on the beef business

moving forward.”

Conner McKinzie

2020 Colvin Scholarship Fund Recipient

Texas Tech University, Stephenville, Texas

CertifiedAngusBeef.com 53


Dishing Out Opportunities

Investments in the next generation of culinary

creatives supports students pursuing careers focused

on the plate.

Each year, the brand hosts endowed and expandable

scholarships with both The Culinary Institute of America

(CIA) and Johnson & Wales University. The pledges are

reserved for culinary students and each school allocates

the variable sum based on financial need.

To qualify, students write essays showcasing their

need for assistance, interest in culinary arts and

beef. Each told a story connecting their personal

experiences to their passion for creating special

moments around food.

“Beef has been the centerpiece to many of my childhood

memories,” shared recipient Madison Giacherio.

Matthew Blankenship, another scholarship recipient

shared in his essay, “There are many reasons why

Chef Peter and Tony cook with Culinary

Institute of America students.

I have so much respect for this company — their

commitment to family and their commitment

to quality. It’s why we use their steaks on my

grandparent’s 50th anniversary and their beef in my

mother’s stew on a cold winter day. This company is

always bettering itself, and I will always do the same.”

Beef education extends to the classroom where brand

team members collaborate with teachers on meat

science and butchery curriculum.

Connecting with students for beef education adds

another layer of mentorship. Brand chefs Tony Biggs

and Peter Rosenberg returned to their alma mater, CIA

— Hyde Park, to cook for 800 incoming students. More

than serving great beef, the chefs prepped the meal with

six rookies, teaching them their own technique.

“The chef of tomorrow needs to learn so much more

than I ever did,” says Rosenberg. “Investing in these

students today, especially in sharing the importance of

proteins, is going to give us the leaders of tomorrow.”

FEEL GOOD FOOD

Niche markets and natural products make

a divine combination.

Brothers Marketplace meet it’s customers’

demands: fresh, whole foods with

superior quality and consistency. The

Certified Angus Beef ® brand Natural

products are a perfect fit for their

Northeastern customers.

The Boston-area stores focus on creating

a strong visual presence and shopping

experience for their customers. Unique

in-store marketing and sharing their beef’s

background aligns with the mission of the

neighborhood market.

Consistent carcass utilization provides

a steady supply to offer their customers

with a wide variety of natural beef cut

options. From shoulder cuts to tenderloin,

they have it all.

While Certified Angus Beef ® brand Natural

product sales were down 20%, in some

markets, they are the ideal. The Roche

Brothers. branch saw a 136% increase this

year in pounds of product sold.

“For the team at Brothers Marketplace

and Roche Brothers, it’s about the

relationships, with their customers and

their partners, and the quality products

they provide in their stores,” says Jeff

Vinacco, Certified Angus Beef ® executive

account manager.

Consistent relationships serving

a captivated clientele. It just feels natural.

CertifiedAngusBeef.com 55


LET’S TALK BEEF

The first season of MeatSpeak,

the Certified Angus Beef ® podcast,

launched in 2019 with beefy content:

30 episodes, 22 guests, and 60% of

the season’s top downloads being

from the 14 meat science episodes.

Meat geeks, farmers and ranchers,

culinary personalities and those in

the restaurant business listen in for

captivating conversations led by

Certified Angus Beef ® team members

and guests.

Listeners leaned in to the science and

butchery, making meat science a topic

of priority for season 2. The next set of

episodes launched on September 30

with the new co-host: meat scientist

Diana Clark. She joins Bryan Schaaf

and Chef Tony Biggs on the podcast’s

meaty escapades.

“Chef Tony brings his culinary

knowledge, Bryan shines as a

storyteller and Diana’s passions for

meat science and education make

this a podcast you don’t want to

miss,” says Paige Clayton, digital

marketing specialist.

They take a deep dive into the what,

why and how about all things beef

on your favorite podcast platform.

Scan the QR code

to listen.

CertifiedAngusBeef.com 57


The Certified Angus Beef ® brand name and marks are

service/trademarks of Certified Angus Beef LLC.

© 2020, Volume 24 Issue 1, published annually.

All rights reserved. 10/20-21170-2700

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