[beefsummit brasil] john stika: certified angus beef: uma ideia nova há 35 anos atrás, e um grande...
TRANSCRIPT
Certified Angus Beef ®
An overnight success that took 35 years to build
Mick Colvin congratulates the first meat cutter to offer Certified Angus Beef ® product to consumers at Renzetti’s IGA of Columbus, OH. The date — October 18, 1978.
1st carcass certified into the brand
October 6, 1978Val Decker Packing Co.
Piqua, OH
Certified Angus Beef LLC• Established as the first brand of beef• Subsidiary of the American Angus
Association– The Only Brand Owned by the Association– Governed by a Board of Angus breeders– 117 staff members solely focused on the brand
• Non-profit structure– Funded by commissions paid at the packing level
• Never own cattle or product• License the use of our federally registered
marks
Key Discussions• Brand History• Brand Scope & Drivers of Growth• Promotional Methods• Sustainable Benefits to Producers
ANGUS SHORTHORN
HEREFORD
Changes within the U.S. Cowherd
throughout the 1970’s
In 1976, USDA Broadened Beef Quality Grade
Standards
POPU
LARI
TY
An Opportunity for Branded Beef
?
#1 Reason Consumers Buy Beef
TASTE!
Offer a product that is ultimately ulledddddddd through the system by the consumer rather than pushed by the supply chain.
The Vision for the Brand
Mission Statement
Increase demand for registered Angus cattle through a specification-
based, branded-beef program to identify
consistent, high quality beef with superior taste.
• 10 Science-based specifications– Modest or Higher Degree of
Marbling– Medium to Fine Marbling Texture– A-Maturity– Ribeye Area 10.0 – 16.0 inch2
– Hot Carcass Weight less than 1,000 lbs
– Fat Thickness less than 1.0 inch– Moderately Thick or Thicker
Muscling – No Neck Hump Exceeding 2 Inches– Practically Free of Capillary
Rupture– No Dark Cutters
The Product
Product AvailabilityAccess more than 85% of North American fed-cattle
slaughter
E.R. Boliantz Inc.
ADD Enterprises
Brand Offering
Work with every business segment
Rancher End User & Consumer
PackerFeeder
Brand Integrity
• Maintain a brand integrity system that tracks every pound of product from the packer to end-user
• Assures people of the quality they have been promised
• Allows licensees to sell/serve with confidence
• Allows us to protect the Certified Angus Beef ® trademark(s)
with INTEGRITY, nothing else matters…..without it, nothing else matters.
Step 1Live Animal Eligibility
• Only Angus-influenced cattle• Predominantly (>51%) black-hided
• Nearly 65% of all fed-cattle are Angus-influenced
USDA or CBGA Graders evaluate Angus-influenced carcasses for the brand specifications
Step 2 Carcass Certification
Identified Angus & Angus-Influenced Cattle
(United States & Canada)
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,00014,193,905.0
Fiscal Year
Cat
tle Id
entif
ied
(mill
ions
)
Source: Certified Angus Beef LLC
Certified Carcasses Annual Trend
(United States & Canada)
0.0500,000.0
1,000,000.01,500,000.02,000,000.02,500,000.03,000,000.03,500,000.04,000,000.0
3,435,255.0
Fiscal Year
Cert
ified
Car
cass
es (
mill
ions
)
Source: Certified Angus Beef LLC
10%
12%
14%
16%
18%
20%
22%
24%
26%
14.0%
23.1%24.0%
22.6%
24.2%
Fiscal Year
Cert
ifica
tion
Rate
(%)
Source: Certified Angus Beef LLC
In 2013, improved carcass quality resulted in:• More than 225,000 additional CAB®
carcasses• More than 55 million lbs of additional sales
Certification Rate Annual Trend (United States & Canada)
Certified Angus Beef ® brand Sales
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
00
01
02
03
04
05
06
07
08
09
10
11
12
13
050
100150200250300350400450500550600650700750800850900
YEAR
MIL
LIO
N L
BS.
865 Million
Pounds Sold by Business Type
FY-2013*Tonnage not assigned to a specific division
46% 32%
13%9%
RetailFoodserviceInternationalMisc*
Not All Angus Qualify For the Brand
65%
35%
Black-hided Other
Nearly 65% are black-hided and Angus-influenced
Only 1 in 4 Angus-influenced cattle
meet brand specifications
3.4 million carcasses certified14.2 million eligible cattle
• USDA certified 7.8 million head into 144 different branded programs– Represent more than 30% of all fed-
cattle• 106 use “Angus” and represent all
quality levels– Represent 80% of all carcasses certified
by USDA
An Abundance of Angus Programs
USDASelectAngus
Marketing & Sales Strategy
Education Public Relations
Design & Photos Culinary Web site POS
Our Mission: Your Complete Marketing Team
Wholesale Beef Demand Index ValuesBase Year = 2002
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 201250
60
70
80
90
100
110
120
130
140
150
160
170
180
Certified Angus Beef® USDA Choice
Year
Dem
and
Inde
x Val
ue
Source : Zimmerman and Schroeder, 2013Data: USDA, Urner Barry and Certified Angus Beef LLC
Since 2002, demand for the brand has increased 79% compared to 3% for commodity Choice
Stressing the Price:Value Relationship
15-year Comparative Protein Retail Pricing
$0.00$0.50$1.00$1.50$2.00$2.50$3.00$3.50$4.00$4.50$5.00
Year
Aver
age R
etail
Pric
e/lb
Beef Chicken Pork
Beef price in 1998:4% higher than Pork
64% higher than Chicken
Beef price in 2012:35% higher than Pork
148% higher than Chicken
Source: USDA ERS, 2013
Consumer spending decisions are based
on a
Price:Value
relationship.
When Making Purchase Choices Taste Is Still King
The only sustainable flow of dollars from which
to continue to build the beef
industry comes from the
consumer.
Simply branding an inferior
product and charging a higher price is asking for
failure.
1. Consumer2. Supply Chain
– End-User (Retailer, Distributor, Restaurant, etc)
– Packer– Cattle Feeder– Commercial Cow-calf Producer
3. Brand & Association
Brand Relevance Hierarchy
• 2.3 million pounds are sold per calendar day• More than 16,000 licensed partners with the
brand in the United States and 43 other countries– Certified Angus Beef® brand product is sold into 76
countries• Over 90% consumer brand recall in the U.S.• Cattlemen can reap up to $40-$50 per head
in grid premiums specifically for hitting the CAB® brand target
• More than $30 million in grid premiums are paid directly to producers by packers annually
• More than 4.3 billion servings generating an estimated $2.7 billion in global consumer sales annually
After 35 Years
Mission Statement
Increase demand for registered Angus cattle through a specification-
based, branded-beef program to identify
consistent, high quality beef with superior taste.
Angus beef at its best ®