Chef Brett Sawyer wasn’t going to serve beef in his restaurant – it was too expensive, and he didn’t want to compete with other Cleveland steakhouses. Walking into the establishment, you wouldn’t expect to find a steak on the menu, let alone beef navel as a signature dish. The sleek, black façade meets rustic brick to match the rest of the block. Large oak doors with shimmering, gold letters on the window pane read “The Plum.”
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.
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.
When I was a young girl, if you’d have asked me if I would be starting my career in ag communications in 10 or 15 years, I would’ve probably called you crazy for asking. A tomboy with an intuitive brain, I loved feeding cows with my dad and not much else. I wanted to know how the cow business worked and how I could make our operation better for the future.
I understand why it’s tempting for cattlemen to ask, “Do we have enough quality? Can we start selecting for something else?”
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