[BeefSummit Brasil] John Stika: Certified Angus Beef: uma ideia nova há 35 anos atrás, e um grande sucesso nos dias de hoje - como agregamos valor ao produtor, promovendo uma marca de carne bovina
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[BeefSummit Brasil] John Stika: Certified Angus Beef: uma ideia nova há 35 anos atrás, e um grande sucesso nos dias de hoje - como agregamos valor ao produtor, promovendo uma marca de carne bovina
2. 1st carcass certified into the brand
October 6, 1978
Val Decker Packing Co.
Piqua, OH
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.
3. 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
11. The Vision for the Brand
Offer a product that is
ultimately ulledddddddd
through the system by the
consumer rather than pushed
by the supply chain.
12. Mission Statement
Increase demand for
registered Angus cattle
through a specificationbased, branded-beef
program to identify
consistent, high quality beef
with superior taste.
13.
14. The Product
• 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
17. Work with every business segment
Rancher
Feeder
Packer
End User &
Consumer
18. Brand Integrity
with INTEGRITY, nothing else matters…..
without it, nothing else matters.
• 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)
19. Step 1
Live Animal Eligibility
• Only Angus-influenced cattle
• Predominantly (>51%) black-hided
• Nearly 65% of all fed-cattle are Angus-influenced
25. Pounds Sold by Business Type
46%
9%
FY-2013
*Tonnage not assigned to a specific division
32%
13%
Retail
Foodservice
International
Misc*
26. Not All Angus Qualify For the Brand
Nearly 65% are
black-hided and
Angus-influenced
Only 1 in 4 Angusinfluenced cattle meet
brand specifications
35%
65%
Black-hided
Other
14.2 million eligible cattle
3.4 million carcasses certified
27. An Abundance of Angus Programs
• 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
USDA
Select
Angus
29. Wholesale Beef Demand Index Values
Base Year = 2002
Certified Angus Beef®
USDA Choice
180
170
Demand Index Value
160
150
Since 2002, demand for the brand has increased 79%
compared to 3% for commodity Choice
140
130
120
110
100
90
80
70
60
50
2002
2003
2004
Source : Zimmerman and Schroeder, 2013
Data: USDA, Urner Barry and Certified Angus Beef LLC
2005
2006
2007
Year
2008
2009
2010
2011
2012
30. Stressing the Price:Value Relationship
15-year Comparative Protein Retail Pricing
$5.00
$4.50
$4.00
$3.50
$3.00
$2.50
$2.00
$1.50
$1.00
$0.50
$0.00
Chicken
Pork
Beef price in 2012:
35% higher than Pork
148% higher than Chicken
Beef price in 1998:
4% higher than Pork
64% higher than Chicken
19
98
19
99
20
00
20
01
20
02
20
03
20
04
20
05
20
06
20
07
20
08
20
09
20
10
20
11
20
12
Average Retail Price/lb
Beef
Year
Source: USDA ERS, 2013
37. After 35 Years
• 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
38. Mission Statement
Increase demand for
registered Angus cattle
through a specificationbased, branded-beef
program to identify
consistent, high quality beef
with superior taste.
Think of us as your complete marketing team. We are here to service you and help you grow your business with this brand.We offer – Marketing ideas to drive your salesEducation events to help your team be better sales peopleInteraction with the mediaOver 150 great steak photos – use our photos to create something on your own – our ask our talented team to design something for youTap into our culinary team – we offer a selection of consumer and chef targeted recipesMany of these items are available to you on the licensee services section of our web site.