Give Them What They Want
In the case of the beef consumer, we need to keep in mind what they want. We let them make their own decision as to what they need. They need food, including beef. They want beef that is tender, delicious, and gives them value for the money that they spend.
The market has been telling us here at Certified Angus Beef that what they want is a consistent, high-quality product. It’s evident through seven straight years of sales growth that consumers desire our product. There are all kinds of branded beef programs out there. Consumers can choose what they want whether it’s lean, added hormone free, antibiotic free, organic, or grass fed.They can have whatever they want; but a part of that equation is price.
Consumers will have to be willing to pay more for some; less for others. If they’re looking for commodity choice, unbranded beef, they can get that for less money than many branded programs. If they prefer USDA Prime or CAB Prime, that is going to be more expensive than commodity beef. Grass-fed, organic, or natural, even CAB Natural, is going to cost them more.
As we get into summer grilling season and consumers make their beef buying decisions, they want to pick something that they’ll be satisfied with. With Certified Angus Beef, consumers will be picking up a product that only about one in eight beef carcasses will qualify for; only one in four Angus-influenced animals will meet the 10 rigid quality specifications that make it so great!
Consumers NEED beef as the part of a well-balanced diet. They WANT CAB!
Adios,
Gary
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Keep the Supply Coming
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