Certified Angus Beef Continues to Stand Out Among CompetitionThu, 11 Dec 2014 11:28:39 CST
Certified Angus Beef has enjoyed a lot success in recent years. CAB has sold 882 million pounds of beef this past year. This becomes the branded beef program's eighth consecutive sales record for the CAB brand. CAB Director for Industry Information Steve Suther said its all about continuing to always look for that next new idea that will help advance the gold standard of branded beef products - CAB.
"We're always looking for new ideas and new research that shows the dollar premium or the dollar advantage connected with aiming for this target," Suther said. "You know the only reason why we have had eight years in a row of continuing record sales is because there is more money in it for the producer, for the packer, for the restaurant and the consumer gets more value."
For decades the US cattle industry has seen the number of cattle declining and now the US cattle herd is at its smallest cow herd since the 1950's. Suther said that is about to turn around as cattle hold back heifers and begin to grow their herd numbers. He said there is an opportunity to do that with higher quality genetics through Angus.
Radio Oklahoma Network's Leslie Smith interviewed Suther at the National Association of Farm Broadcasting Convention earlier this month. Click on the LISTEN BAR below for the full interview.
CAB has conducted research with the University of Missouri trying to determine if you can get too much of any given type of beef at these record prices. Suther said the study found a lower quality beef, a low Choice or Select quality grade, at a certain price it is much more susceptible to a substitute like pork or chicken. If you have higher quality beef like CAB or Prime, Suther said the study found the product is much less susceptible to being substituted. He said you can increase production of high quality beef and you not likely to flood the market.
With so many beef products on the market that use the word "Angus", Suther said they have tried to teach consumers to look for the full name "Certified Angus Beef" or you may end up with a product with Angus in the name and it doesn't necessarily measure up. Suther said 93 percent of consumer recognize "USDA Choice" and 92 percent of consumers recognize "Certified Angus Beef" and any other Angus brand was below 50 percent. He said more people recognize "Certified Angus Beef" brand than recognize USDA Prime. Suther said CAB has great name recognition, the only danger with that is they may see part of that or just the word Angus or certified, so consumers need to look for the three words to ensure they are getting premium quality beef.
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