CAB's "Targeting the Brand" Logo Essential for Marketing Both Registered and Commercial CattleTue, 05 Sep 2017 11:55:58 CDT
Flipping through a bull sale catalog, it’s obvious: there is more data on the sire prospects than ever before.
That’s why the Certified Angus Beef brand developed guidelines for breeders and bull buyers who want to use the Targeting the Brand logo.
“The Targeting the Brand logo is an identifying mark that allows bull buyers to easily identify those bulls that can help them achieve the goals that they're trying to reach in their herd in terms of carcass quality, “said Kara Lee, Certified Angus Beef production brand manager. “We know that today's bull buyer, they're balancing a lot of different traits when they're going through their selection criteria, and so the Targeting the Brand mark is really a way for registered Angus breeders to more easily help their commercial cattlemen who are coming to buy bulls more easily identify those bulls that can really fit in their herd.”
To watch a video clip featuring Kara Lee, Certified Angus Beef LLC (CAB) production brand manager, talking about the logo that can help both registered breeders and commercial cattlemen who want to target high-quality beef production, click or tap the PLAYBOX in the window below.
Sires must be at least breed average for both Marbling E-P-D and dollar-G (grid, $G) value to use the designation. Less than one in four Angus bulls meet this threshold.
“We continue to see that the number one reason that Angus cattle that could be considered for qualification into the Certified Angus Beef brand ultimately don't qualify is because of a lack of sufficient marbling, so that's why we continue to place extra emphasis on that,” Lee explained. “Obviously, we know that that trait has to be balanced with your maternal traits. With performance traits, we know that those continue to be very important, but that's why we continue to talk a lot about marbling and add more emphasis to it because it's the number one reason that cattle fall out of the brand and we know it's the biggest opportunity to continue increasing our supply for the Certified Angus Beef brand through improvement in that trait.”
The logo is free for use by any registered breeders whose bulls meet those requirements.
“You can download that logo at cabpartners.com or call the Certified Angus Beef office and we're certainly happy to send that to you as well,” she said. “We also have some sale catalog inserts available to you to serve really as a key within your sale book to help your bull buyers understand how to utilize that mark and then what it means for them.”
Cattlemen who have been selecting for carcass quality in their herds may want to look higher than the Targeting the Brand minimum requirement, but the mark gives all producers a common place to start looking, Lee says.
For more information, visit C-A-B-partners.com.
Source - Certified Angus Beef
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