Agricultural News
Certified Angus Beef Demand Continues to Rise
Tue, 27 May 2014 11:34:00 CDT
What is the Certified Angus Beef brand? More and more consumers are able to answer that. And a study in the U.S. and eastern Canada says the brand resonates with shoppers who want higher quality says Certified Angus Beef's Tracey Erickson.
"The Certified Angus Beef brand continues to outrank any other Angus brand that we have tested against and so we're very excited about that. Really what that enables us to do is share with our American customers and potential customers the value of the brand."
Beyond simple awareness, 75 percent of those certified ranked the Certified Angus Beef brand logo as representing the highest quality Angus beef available. What's more, customers are willing to pay more for it.
"More importantly than just the recognition, however, is that they associate it to be the highest quality brand that we would have tested against. And, so, what that means is that they will seek it out. They will actually pay more for it at both the retail and restaurant locations. So that's exciting news for us to share with those licensed partners," Erickson said.
Most consumers perceive restaurants that offer the CAB brand as higher quality and expect beef items marked with the distinctive logo to be the best for top-quality beef.
"Really, I think, for the Angus ranchers and for members of the American Angus Association, they can have a tremendous amount of pride that this brand has established itself as the leading beef brand in the marketplace today. It's taken 35 years to build an 'overnight success' and, really, it has been a lot of work and dedication and commitment from the ranching community, certainly, over those many years," Erickson said.
Worldwide, 16,000 license partners of this producer-owned brand sold 865 million pounds of the CAB product for a seventh consecutive record in fiscal 2013, generating $6 billion in consumer sales.
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