Mythbuster Monday goes beyond the logo

I am new to the Certified Angus Beef LLC family, but I am not new to the Certified Angus Beef® (CAB) brand.

I grew up with CAB practically in my backyard, with the same zip code as the company’s original West Salem, Ohio office. My aunt previously worked in marketing for the brand. I drove past the current CAB headquarters in Wooster every time I visited town while growing up. Not to mention, and perhaps most importantly, I have enjoyed many delicious CAB steaks in my short life span.

Last summer, I had the amazing opportunity to intern as the brand’s Promotions & Communications Marketing Intern. The job title is a mouthful, but essentially I was a part of the oldest and most recognized American beef brand, and I am at it again as the spring Industry Information Intern with Miranda, Laura and Steve!

Why I am telling you this? Though I grew up surrounded by CAB, I did not recognize the breadth and depth of the brand until I gained an insider’s perspective. Last Monday, Miranda talked about the company’s vast reach in the beef industry, and her blog post has me wondering if I am not the only one who has known of CAB, but has not truly known how CAB works.

Myth: CAB is a logo you see in the grocery store that works entirely on the demand/consumer side of the beef production chain.

Fact: CAB works closely with cattle producers and feeders to help them raise the highest quality beef and works with every stage along the beef production chain, starting with the producer.

As you may know, CAB is a subsidiary of the American Angus Association, with the mission to increase demand for registered Angus cattle. But if we increase consumer demand for high-quality beef, we also must increase supply!

It is true that CAB owns only its logo. But beyond that, there is a well-trained team of employees who understand the beef industry from pasture to plate, and is involved all the way from cultivating consumer demand for exceptional beef to ensuring market supply.

The Black Ink blog and the Supply Development website are simple examples of how CAB offers producers relevant and valuable management information. The CAB team provides timely information about feedlot performance and beef market statistics. And, key to production success, the brand builds relationships within the industry and fosters networking among producers.

I am excited to join this network and continue to grow in my understanding of the industry and brand, which is a whole lot more than a logo at the grocery store!

-Emily

Emily Krueger is an Industry Information intern for the spring 2012 semester. A senior at Ohio State University, Emily will complete her degree in agriculture communications this spring. She grew up on her family’s cattle and horse farm in West Salem, Ohio, and currently serves as vice president of the OSU Collegiate Young Farmers club of Ohio State University.

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