Behind the Brand

Eye on the Target

by John Stika

August 2026

For as long as the brand has existed, use of the iconic Certified Angus Beef (CAB) logo has been heavily restricted, reserved almost exclusively for promotion of beef products that meet brand quality specifications.

To give Angus cattlemen a way to demonstrate their support of the brand, CAB introduced the Targeting the Brand™ logo in 2006. Approved for general use, the mark allowed producers to showcase their connection to CAB through events, sales, sale books, advertising, farm and ranch signs, and other communications. At the time, the CAB acceptance rate was just 14.1%.

Over the next decade, the U.S. cow herd achieved remarkable gains in carcass quality. By 2017, CAB acceptance doubled to nearly 30%. As marbling improved and quality premiums signaled for more supply, cattlemen increasingly sought more defined genetic benchmarks to help target CAB production.

While the original purpose of Targeting the Brand was to give producers a way to demonstrate their support of CAB, in 2017, specific genetic thresholds were assigned for Marbling (Marb) EPD and Grid Value Index ($G) to refocus it into a practical selection tool for commercial bull buyers seeking to increase CAB acceptance. The logo provides a simple visual cue, identifying registered Angus cattle with carcass quality genetics more likely to earn CAB premiums. It helps buyers quickly identify carcass-focused Angus genetics while still evaluating other economically important traits.

Originally, the thresholds for Targeting the Brand designation were based on percentile ranking and became a moving target as breed average for the two genetic parameters changed semi-annually. Today, designation is based on more static, periodically reviewed genetic thresholds.

Since 2020, the genetic thresholds have been +0.65 Marb and +55 $G. While this had assumed a qualifying bull’s progeny would meet 50% CAB acceptance rate, this was recently adjusted to assume a 60% CAB acceptance—a subtle adjustment to raise the bar while not moving the target. As quality grades have improved across the industry, CAB is often an expectation and many ranchers’ sights are set on Prime. For those, data suggests selecting Angus bulls with a +1.10 Marb and +72 $G for the potential to achieve 20% Prime.

Commercial cattlemen can take it a step further and leverage the logo when selling their feeder calves by enrolling in AngusLink^® and the Genetic Merit Scorecard^® (GMS). A group of calves that receives a 125 or higher grid GMS can be denoted as Targeting the Brand to signal buyers of their carcass potential. This added marketing differentiates commodity black calves from those with genetics geared towards grid marketing.

Targeting the Brand is not a guarantee—environment and management play a large part in carcass outcomes. However, it is an effective indicator of carcass potential and communicates associated value.

Our recent cattlemen survey revealed the Targeting the Brand logo was recognized by 99% of respondents. Also, 78% of respondents want to know more about Prime genetic targets with 38% actively pursuing Prime grading cattle.

During the fall 2025 through spring 2026 sale season, more than 400 sale books used Targeting the Brand according to an audit of sales listed on Angus.org. That number has nearly doubled since the 2022 audit.

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.

Submit questions or comments to John online.

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

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