CAB Pres John Stika Reveals What's Kept Consumers Coming Back for More Over the Last 40 YearsMon, 06 Nov 2017 14:14:23 CST
During the American Angus Association annual convention in Fort Worth this past weekend, Radio Oklahoma Ag Network Farm Director Ron Hays had the chance to speak with John Stika, president of Certified Angus Beef, to discuss the brand’s phenomenal success that has allowed it to surpass the 1 billion lbs. mark in one year of product sales for the second time. Listen to their entire conversation, by clicking or tapping here.
“It’s exciting and it comes on the commitment of producers to put the kind of supply out there we need to fulfill global demand for high-quality beef,” Stika said. “We hit 1 billion 121 million lbs. of Certified Angus Beef sales in more than 50 different countries around the world this past year. It represents the 11th consecutive record year of sales that we’ve had in a row as a brand.”
This incredible level of success comes in the brand’s 39th year, as it prepares to celebrate four decades of setting the gold standard of beef marketing.
“It is amazing. I would tell you it’s kind of the overnight success that’s taken four decades to build,” he remarked. “Nothing’s easy and there’s so many people that’s been involved in the success of Certified Angus Beef over that 40-year period. It was a lot of work to get us to where we are. But, I think they would agree it was time and resources well spent to establish the kind of pull-through demand for high-quality Angus cattle we see today.”
Stika insists the brand’s success has benefitted more than just CAB itself, but has most certainly returned dollars back to the Angus breeders that keeps CAB well supplied to meet international demand.
“We know the packer returns over a million dollars a week back to feeders that specifically have cattle that hit the Certified Angus Beef brand target and that’s coming from the pockets of consumers who continue to value that product at a higher price in more value than we’ve ever seen.”
CAB has managed to keep consumers coming back thanks to producers’ collective ability to provide consistency in the end product’s unwavering consistency in taste, tenderness and juiciness.
“We’re willing to pay more if the value proposition is more,” Stika said. “That consistency established trust and that trust drives continued and repeat purchases.”
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