CAB Mythbusters
What they thought they knew that just ain't true.
We believe everybody benefits when people know where their food comes from. And to use an old adage, we put our money where our mouths are. We participate in, host and fund numerous events that aim to forge a closer relationship between producer and consumer.
This on-location visit is just one example of how Certified Angus Beef LLC (CAB) connects foodservice professionals to the farm, teaching them about the entire supply chain. Since we're involved in every segment of the industry, that's kind of our niche. But, that unique industry position often leads to some myths in the country. We hear this one an awful lot:
Myth: I have registered Angus cattle and I sell meat at our local farmers' market. Since they're all Angus anyway, I can use theCertified Angus Beef ® (CAB®) brand to market it.
Fact: Not all Angus cattle — no matter how pure the lineage — meet our brand specifications. The carcass parameters are applied at the packing plant. All the major packers, and many regional plants, are licensed to produce for the brand. Cattle have to go through one of these channels to qualify for CAB, because it's then that they receive third-party USDA verification that all stamped carcasses do indeed live up to our high standards.
A local freezer-beef program, where you sell direct to the consumer, doesn't go through those same channels and thus can't be marketed as CAB, though some of it may be just as good.
Take a look at it from our point of view. On average, only one in four Angus-influenced cattle makes CAB. That is also true in some registered purebred herds. Even in herds where marbling has been a key breeding focus, that number still might only be three of four. We can't take for granted that even one piece of meat that is low-Choice or Select, for example, is sold as CAB. That would hurt our reputation and that of our 30,000 rancher-owners.
Plus, we track every pound of product from the packer through the retailers and restaurants to make sure it's the real deal. In order to sell a product using our logo, you must first be licensed. The only thing we own is our brand. You can't blame us for protecting it ferociously, can you? It's the only way we can add value for all quality-focused Angus cattlemen.
If you're a producer who'd like more information on how to get involved with CAB, we'd encourage you to post any questions below or send me an e-mail. If you're a meat marketer and would like to sell the brand, feel free to call up our main office at 330-345-2333. After all, we love the opportunity to build bridges!
May your bottom line be filled with black ink.
Editor's Note:To get a regular dose of this feature, visit the Black Ink Blog at www.blackinkwithcab.com.
