BEHIND THE BRAND

Promising Quality in Angus

by John Stika

March 2026

Before Certified Angus Beef (CAB), consumers didn’t know what “Angus” meant. Angus meant little, except to its breeders.

Now, seemingly every menu and grocery store touts Angus beef. But, as mentioned last month, just being Angus isn’t enough. Over the last 47 years, CAB contributed to the breed’s major comeback because the brand goes beyond being merely Angus. Each Angus-eligible carcass must meet carcass specifications before it can be certified into the Certified Angus Beef ^® brand.

The promise

The 10 science-based carcass specifications ensure the brand delivers on its promise to provide a consistent, high-quality product with superior taste. This strict adherence to quality continues to serve as the foundation for maintaining the breed’s premium beef position in the marketplace and drives demand for registered Angus genetics. It has increased overall consumer beef demand, driven annual CAB sales beyond 1.23 billion pounds, and supported record prices paid to Angus breeders, commercial producers, and cattle feeders.

Since 1978, the carcass specifications have served the brand and breed well. Yet, many things have evolved, including cattle size and weight, days on feed at the feedyard, feeding technologies, carcass fabrication styles, etc. To further its relevance to producers, those selling CAB, and consumers, the brand’s specifications have been updated four times, primarily in response to increasingly heavier and larger carcasses. As a result, consumers still enjoy the brand’s quality and consistency they expect, while cattlemen are rewarded for having more of their cattle meet CAB’s standards.

Over the years, a trending improvement in marbling, combined with relevant specification updates, has driven the percentage of Angus-influenced cattle meeting brand specifications from 14% in 2006 to nearly 40% today.

The value

For decades, consumers have continued to buy CAB despite rising prices. For good reason. History has repeatedly reminded us that consumers do not buy CAB on price alone. Their purchase decision is based on price in relation to value. As the price goes up, their value determination more closely aligns with quality and taste, which the brand’s specifications assure.

CAB has built consumer trust over the years by exceeding expectations and delivering repeatably great eating experiences. This success has created a halo effect with consumers supporting the creation of literally hundreds of other Angus brands, with specifications ranging from those like CAB to no quality standards whatsoever.

Consumer research and history tell us: Consumers are smart. They won’t repeatedly pay more if an Angus brand doesn’t offer more. CAB’s quality specifications continue to be a point of difference in a growing sea of Angus beef offerings and ensure the brand’s value exceeds the price commanded.

With so many Angus beef brands available, how does CAB promise consumers are getting exactly what they expect when they see the CAB logo in the meat case or on a menu?

Submit questions or comments to John online.

Behind the Brand is a monthly column published in the Angus Journal.

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