Learning doesn’t stop because school’s out for summer. You can only learn so much in a classroom, but in a pasture, feedyard, meats lab or chef’s kitchen—that’s a whole new story.
With one twist, a burner flicks on. With one cut of marbled meat, flavor agrees to allow no compromise. And with one Certified Angus Beef ® (CAB®) brand Test Kitchen, original beef dishes show their potential to become new family favorites.
The Certified Angus Beef ® (CAB®) brand turned 40 this year, tapping into an increased well of available and qualified cattle, up 25% in two years. With annual global sales reaching beyond 1.2 billion pounds (lb.), it’s pulled far ahead of a very large pack, the hundreds of other brands combined falling short.
Could the Certified Angus Beef ® (CAB®) brand reach a billion pounds in sales? It was an audacious question back at the turn of the century when first considered. Some of the CAB team at the time were, candidly, more optimistic than me. We did the math and looked at so many of the trend lines that were in place from acceptance rates to certified head count. I wondered if the industry could respond.
After the holidays, things will slow down. Nah, maybe after calving, branding and breeding. But then, summer comes and there’s all that hay to make when the sun is shining, fences to build and cedars to eliminate (or insert your own region-specific fair-weather task).
Could the Certified Angus Beef ® brand reach a billion pounds in sales? It was an audacious question back at the turn of the century when first considered. Some of the CAB team at the time were, candidly, more optimistic than me. We did the math and looked at so many of the trend lines that were in place from acceptance rates to certified head count.
It takes a powerful start and decades of focus to get harvest groups that regularly qualify 100% for the Certified Angus Beef ® (CAB®) brand. What about 97.7% at CAB Prime brand and that one steer “only” hitting the traditional premium Choice CAB mark? Not too good to be true, that’s just the mark of a Champion. To be precise, it’s the Champion pen of 40 enrolled in the 2018 Angus Value Discovery Contest (AVDC), produced by Jack and Bill Boyer, Boyer Brothers Angus, Perryville, Mo.
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