James Coffey’s roots in Angus cattle run deep, from his great-great-grandfather’s 1928 American Angus Association membership to the Pathfinder cows at Branch View Angus. Since returning to the family farm in the 1990s, Coffey has pushed the operation forward through better genetics, technology, management and customer service. This drive earned Branch View Angus the 2026 Certified Angus Beef Seedstock Commitment to Excellence award.
Regardless of a producer’s goal, each genetic decision takes you a step closer or further from achieving it. Targeting the Brand is a tool for cattlemen pursuing quality gains, helping commercial producers know and best leverage the value of their Angus cattle on sale day.
Driven by genetic selection and improved management, carcass quality has advanced significantly, most notably through more marbling. Yet, with nearly two-thirds of Angus-type carcasses falling short of brand standards, understanding why is critical to balance the economic incentives of added weight against CAB® product size and consistency requirements.
Domestic or international, the objective has remained clear over the years: to access additional CAB® carcasses to support growing domestic and international demand, without compromising product quality and consistency, brand integrity, and value to Association members.
When Angus ranchers ask how CAB is funded, the answer isn’t dollars out of their pocket. No portion of American Angus Association® membership dues or fees for cattle registrations or transfers goes toward the brand’s budget. As a not-for-profit company, our revenue is generated through packer commissions.
Protecting the brand’s integrity has been a core pillar since 1978. Integrity is so foundational that the brand was built around the premise: with integrity, nothing else matters, and without it, nothing else matters.
Before Certified Angus Beef, consumers didn’t know what “Angus” meant. Angus meant little, except to its breeders. A strict adherence to quality through its 10 carcass specifications continues to serve as the foundation for maintaining the breed’s premium beef position in the marketplace and drives demand for registered Angus genetics.
There’s no denying CAB has helped dramatically expand the market share for registered Angus genetics. Arguably, that success has encouraged several other breeds to adopt a black hide color by incorporating registered Angus genetics into their breeding programs and registries.
Initiated from a simple yet visionary idea, and pursued through the grit and tenacity of Angus breeders seeking a better future for the breed and Association members, it’s no accident that Certified Angus Beef is where it is today.
Lamb continues to find himself struck by just how far-reaching the Angus breed has become. The brand’s growing demand and rising prime carcasses left a strong impression. He hopes everyone recognizes the vital connection built between consumers and Angus producers. Humbled by the opportunity to serve, Lamb reflects on his time as chairman with gratitude.
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