Brand Update 2020

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.
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