CAB® 3QQ
Three quick questions with CAB Special Projects Manager
Christy Johnson.
Christy Johnson with her family.
An 8-year-old and triplet 5-year-olds keep Christy Johnson busy on the home front with husband Allen, but they also give her a valuable perspective on the Certified Angus Beef LLC (CAB) marketing team: She's a mother who fits the CAB target demographic.
That and her Ohio farm heritage help explain why she was excited to take on the role of highlighting CAB's connections up and down the beef supply chain. Johnson knew what it could mean to consumers. While working on the project, she began to realize, too, how much it means to the featured producers, the sales force and everybody else involved.
First came the website initiatives featuring rancher profiles in almost every state; then there was the advertising — everything from billboards to table tents. CAB organizes ranch tours and beef production education for those on "the other side" of the beef business. Johnson has forged relationships with breeders all across the country to bring their stories to light. We chatted with her to learn what the fuss is all about.
1) Tell me about the CAB marketing philosophy that aims to tie more closely with our ranch roots.
We have always included our "story" when we've brought on new foodservice and retail accounts or courted potential partners. We were created by Angus breeders to drive demand for registered Angus cattle through a specification-based, branded-beef program to identify consistent, high-quality beef with superior taste. What we haven't always done is arm our partners with the tools to share that message successfully with their customers.
A couple of years ago we started down a new avenue of focusing on the Angus breeders for whom we go to work every day. We began interviewing these men and women from across the country about their operations, their focus on quality beef production — the Certified Angus Beef® (CAB®) brand — and their hopes for the future of their ranch and the beef industry. Then, we developed the Angus rancher profiles so customers and consumers can hear their stories and feel a more personal connection to the brand.
2) How do these efforts differ from those of other companies?
In a lot of ways, our approach is similar to many companies, because this trend is happening across many product categories. Consumers like to buy from people more than companies, or at least know that they are supporting people and families alike.
What makes us unique is that we're closely tied to every level of the industry, from the Angus producers to the people at the front line interacting directly with the consumer. We have a supply development team that works closely with cow-calf producers and feedlots to provide guidance on quality beef production.
Our packing team works with our licensed packers on product availability. The sales team supports the processors, foodservice distributors, restaurants and retail accounts. And that's just the beginning. We have nearly 100 employees focused on CAB success, which in turn drives the success of the Angus breed. I'm not sure there's another brand today that has a similar structure or dedication of staff.
3) Historically, this industry has been very segmented. What does all of this linking back to the ranch mean for producers?
I think it provides a deeper appreciation for every role in the beef industry. When you see these groups interact, it's exciting. The chefs, restaurant and retail store owners and meat managers are so thankful for the beef produced on Angus farms and ranches across the country, and the producers are appreciative of those selling the brand.
Outside of that, we're seeing another level of beef industry advocates emerge. Cattlemen won't have to work alone to tell their story. They can be assured that not only do the people selling the brand have a vested interest, but they're willing and excited to share the story of farmers and ranchers everywhere.
