CAB Mythbusters

What they thought they knew that just ain't true.

by Miranda Reiman

"They're only trying to flatter us," I remind myself as I bust this myth yet again. It's one I tackle at every industry event and during lots of ranch visits and at every church potluck, on every airplane ride and at nearly every community gathering. In short, it's probably the most common one we get.

It usually begins something like this: "I've got to give you Certified Angus Beef® folks credit," an industry professional says. "Your beef is everywhere, from the high-end steakhouses to Burger King and now McDonald's."

Oh, noooooo. Must think fast. He believes all Angus programs = CAB®. (Anybody else having an "aha" moment right now? Don't feel bad. As I said, it happens all the time, and just five short years ago I was in your shoes.) But now I'm here to set the story straight.

Myth: All Angus beef is Certified Angus Beef®. (CAB®)

Fact: Not even close. We're the original branded beef program, the only one owned by the American Angus Association and the very first one certified by USDA in 1978. We're also one of the most copied. (That is the most common form of flattery, right?) Today there are nearly 115 certified branded beef programs and more than 75 of them are Angus (see Table 1).

When a packer rails off cattle based on the live, black-hided specification, usually they are evaluated for the CAB carcass specs. Many times if they don't make our brand (three-fourths of them don't), they'll fit into another brand. That way a packer captures some additional value for the extra work. Here's a random sampling of Angus programs that aren't CAB:

So whether you're at a quick-serve restaurant or in your local grocery store, to make sure of the quality, make sure it says Certified Angus Beef® — those three words with the ® are the key.

If I'm looking for a night on the town I know where I can find a good restaurant that serves the real deal: www.certifiedangusbeef.com.

To see what CAB is doing to clear up all this Angus confusion, click here to read "Angus, Angus everywhere."

May your bottom line be filled with black ink.

Editor's Note: To get a weekly dose of this feature, visit the Black Ink Blog at www.blackinkwithcab.com.