The Beef Industry is Evolving and Certified Angus Beef is Setting the Curve in Value-Based MarketingMon, 20 Nov 2017 11:25:24 CST
From cattle feeders to processors and retailers, Certified Angus Beef works closely with each segment of the beef pipeline. CAB’s Mark McCully oversees the brand’s supply procurement efforts, which puts him right in the thick of things, making sure there is product being fed into the system enough to meet the growing demand for premium quality beef. He spoke recently with Radio Oklahoma Ag Network Farm Director Ron Hays about CAB’s mission and how it is continuously working towards advancing it. In its second year of record breaking sales, with over a billion pounds of product sold worldwide, McCully says they are just trying to keep up with consumer demand.
“We’re 25 percent bigger as a program than we were just a couple years ago,” McCully said, “and the program continues to grow both here domestically and around the world - sold in over 50 countries last year. So, demand is pretty great and cattlemen have responded.”
McCully insists that CAB has no intention of slowing down, and is committed to taking every advantage of the tremendous opportunity that exists in the market. He says that more than ever, consumers want high-quality beef that is tender, juicy and flavorful - and they are willing to pay for it. A recent innovation of CAB’s, just announced at the American Angus Convention, is a genetically based feeder calf program designed to help deliver market signals and continue to advance its mission of creating demand for registered Angus cattle.
“To us,” McCully said, “this is an evolution of how feeders can maybe more accurately buy feeder cattle and maybe more accurately assign the value to those feeder cattle that are going to in turn, allow them to sell fed cattle on a grid for more value. It’s an evolution of value-based marketing.”
Listen to McCully and Hays discuss the CAB brand’s continued growth, as it works to meet consumers’ rising demand for high-quality beef, on today’s Beef Buzz.
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR below for today's show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
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