Being good at what you do every time is no accident.
“My dad said anyone can sell something once,” Prof. John Siebert told his ag business class. “It’s selling something multiple times to the same person that takes a lot of work and expertise.”
On March 19, the Texas A&M agricultural economist asked four links in the Certified Angus Beef ® (CAB®) brand supply chain to share their experiences: CAB president John Stika; rancher James Henderson of Bradley 3 Ranch; Joe Boutte, director of business development for Houston-based Freedman Meats Inc.; and Ric Rosser, concept/executive chef for Saltgrass Steakhouse and West Coast Claim Jumper.
Stika kicked off the forum, describing how CAB functions in a segmented industry.
“We don’t own any cattle. We don’t own any steaks, or roasts or ground beef. What we own is a building in Wooster, Ohio, three minivans, and this logo,” he said pointing to the CAB crown jewel.
“Everything that this brand is based on is determined by the value we create in your minds, or the minds of consumers,” Stika said. “Whether they’re at foodservice or retail, it’s the trust that they have that this brand is going to deliver beyond expectations for taste and quality.”
CAB has added value to the breed since 1978, but also helped created “Angus confusion,” he allowed.
“McDonald’s, Domino’s, Arby’s and other Angus beef programs—out of the leading brand’s success, Angus has become the embodiment of quality,” he said.
Siebert described the brand’s influence as a constant flow. “Picture Certified Angus Beef’s finished-product creation working like a stream of water,” he said. “This is called the food marketing chain. Upstream are the seedstock producers of high-quality Angus genetics.”
James Henderson is upstream, literally in the Panhandle’s High Plains near Memphis, Texas, where his family’s Bradley 3 Ranch has operated for 50 years.
The registered Angus business has created far-reaching impacts on all cattle ranching, he said noting CAB’s first live-animal requirement: “How many black breeds of cattle did we have in 1978? Angus and Brangus were the two black breeds. Now, how many do we have today? All of ’em,” he said. “Because that’s where the economics have said, that’s where the money is.”
To achieve success in the future, Henderson said it’s all about creating relevance.