Brand Update 2020

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 


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. 


12 % 

FOODSERVICE 


INTERNATIONAL 


MISC* 


FISCAL 2020 SALES BY DIVISION 

*cannot be assigned to a specific division 

END MEATS 


5.7 % 

MIDDLE MEATS 

23.6 % 


8.7 % 

GROUND BEEF 

22.4 % 


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 


3.9M 4.5M 5.2M 5.7M 5.5M 

CARCASSES CERTIFED 

2017 

2018 

2019 


5th consecutive year over 1 billion lbs. 

More than 19,000 business partners worldwide. 


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. 


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. 


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. 


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 


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 



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 


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. 


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. 


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. 


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. 


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. 


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. 


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 


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 


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 


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. 


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.” 


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. 


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. 


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. 


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. 


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. 


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 


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. 


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. 


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

Brand Update 2020

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