Branded Beef An Amazing Lesson In Marketing
It seems common place now, peering into the meat counter and seeing a variety of labels on packages of steak but thirty years ago it was just a dream. I’m Susan stay tuned for Open Range. Back in 1978 some beef producers began thinking outside the box, or package for that matter . You see up until that time beef was bought purely by grade, Prime Choice and Select certainly not by breed. Yet these Angus Producers believed they not only raised superior Black cattle but that you and I would be willing to pay more for it. That big gamble paid off, today the Certified Angus Beef Brand can be found throughout stores and restaurants here in the US and 42 other countries as well with Canada and Mexico the two strongest export markets. Each year for the last five years The Certified Angus Beef brand has reported record sales, remarkable especially given the economic times we’ve been experiencing. On the Angus website it reports that Certified Angus retail partners are now 5900 strong and old more than 395 million pounds of meat, 49 percent of all beef sold. This sustained growth of the brand is due to the folks that raise the cattle. Ranchers have worked hard to produce beef for a changing market and palate , their efforts paid of and today Angus genetics dominate our US cattle herd. This phenomenal growth in both the retail and ranching sector is all because a breed organization stuck to goals, took advantage of rare opportunities, and welcomed innovative ideas among members, something our government could sure learn from .
