Certified Angus Beef Faces Its Next Big Hurdle- Raising the Bar on Consumer Trust to the Next LevelTue, 06 Nov 2018 11:33:55 CST
According to Certified Angus Beef CEO John Stika, despite four decades of unparalleled success- there are still a few challenges out there facing the CAB brand. But there is also a lot of opportunity to be had too, he says. Stika expounded on that thought over the weekend in a conversation with Radio Oklahoma Ag Network Farm Director Ron Hays during the 2018 American Angus Association Convention in Columbus, Ohio.
“I think the challenges continue to be just making sure as an industry we are communicating that consumer demand at the speed of commerce,” Stika said. “As we make decisions more quickly, we’ve got to be able to make sure that economic signal is flowing to as many people as fast as we can. But the challenges are simply getting consumers to understand the price/value relationship between what they are asked to pay for Certified Angus Beef and the value it delivers to them as an individual. I think there is a lot more opportunities than there is challenges.”
According to Stika, the fact that there is a growing population out there, rising into the middle class, is one major opportunity that is being presented to the beef industry currently. Stika reminds us that when people become more financially secure, they generally tend to purchase higher quality protein. CAB, he says, will and needs to be a large part of that supply that satisfies that growing demand. He says in order to accomplish this, CAB has to appeal to the values that consumers draw from when making their purchasing decisions - trust being a primary factor in that decision-making process.
“When you brand a product, you basically put your name on it above the commodity. If you betray that consumer’s trust once, they may come back one more time. But if you betray it twice, they may never come back,” he explained. “We believe the first 40 years have been very successful. We believe the next 40 years can be even more successful. But, to do that, we’re going to have to even further elevate the level of trust that consumers place in Certified Angus Beef.”
Listen to Stika and Hays discuss the challenges and opportunities surrounding consumer trust currently facing the CAB brand, 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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