Bigger than a single ranch, grocery store or restaurant, it takes a community to produce the best beef. Selling and serving the Certified Angus Beef ® brand isn’t something that happens by accident, just like it isn’t a coincidence when ranchers produce it.
Only a few years ago, it was a question of whether enough carcasses would qualify for the Certified Angus Beef ® brand. While the pandemic changed business decisions and the availability of premium beef, the cattle supply remains steady.
Driving across rural America, black cattle fill pastures. The North American cow herd has never been more Angus or focused on quality.
Consumers drive the record-high demand seen today by casting votes with their wallets.
“The future supply of the Certified Angus Beef ® brand is going to be very reflective of demand,” says John Stika, Certified Angus Beef president.
The more product sold, the greater the economic signal sent back to farmers and ranchers. Cattlemen earn more than $1.7 million in grid premiums each week for raising cattle that met the brand’s high standards.
“We’ve delivered high-quality beef in the past and consumers keep coming back every year asking for more,” Stika says. “That ultimately elevates the demand and cattlemen respond.”
Farmers and ranchers purposefully breed cattle to registered Angus bulls that excel in marbling. But it’s not just quality they’re focused on; they are after a more consistent product to ensure carcasses are meeting the other nine brand specifications, too.
It’s a combination of selecting the right traits and progressive management practices. Cattle can never have a bad day to make it into the brand, and family farmers, ranchers and cattle feeders make sure their cattle receive the best care to maintain their health and optimize genetic potential.
What they’re doing is working, proven by the record 36.8% Certified Angus Beef ® brand acceptance rate reached in 2021. The rising tide is lifting all boats — the percent choice and prime carcasses are at all-time highs.
This volume growth creates more opportunities to carry and sell the Certified Angus Beef ® brand. Greater availability of Certified Angus Beef ® brand Prime allows partners to build business around it.
“As more people trade up, the more they are committed to the benefits of quality,” Stika says, “which tends to be increased sales, higher margins, and repeat business from happy customers.”
There’s a relationship between the people who sell beef and those who produce it, where incentives entice each to do better for the other.
As more consumers get a taste of the best beef, ranchers will respond to supply it.