CAB Mythbusters
What they thought they knew that just ain't true.
Geof and Emily, two members of our international team, are pictured here on official CAB business in South Korea.
It’s always interesting to hear where some of my co-workers have been lately — from South Korea and Colombia to New York City and Las Vegas. We have folks working with food distributors, restaurants and retailers across the globe. They analyze what drives their customers and how we can help meet that demand.
I sometimes joke that those locations sound a bit more glamorous than visiting places like Sterling, Colo., or Tabor, Iowa, but I won’t complain. I love my job and all the people I get to meet in cattle country.
Thinking about those travels reminds me of our 100-some employees and this myth:
Myth — It’s easy for you guys to give out recommendations and say things like, “People will pay more for high quality.” You’re stuck there in your offices, and we’re out here in the real world.
Fact — We are in the trenches in every segment of the beef industry.
Every week Gary, Paul, Mark and Larry are visiting ranches and feedlots, staying up-to-date on trends, market conditions and management practices.
Clint, Phil and David spend time in packing plants. They’re in the coolers, doing research and talking with the people who buy beef on the hoof and turn it into beef on the hook.
The majority of our staff are focused from that point forward. We have a team called Executive Account Managers that builds relationships with distributors, processors, restaurateurs and grocers.
You don’t have to read too many posts on Go Rare, our consumer blog, to realize that our greater team is all over the place. From our chefs to our marketing managers, we have folks who know this business inside and out. Many bring previous experience as meat salespeople, scientists, foodservice business, etc.
We won’t pretend to know everything, but we’ve got some pretty educated folks and a pretty good vantage point on the whole industry. What our staff doesn’t know collectively, our 16,000 licensed partners probably do.
Want to test us? Email me a question, and I’ll see if we can’t get you an answer!
May your bottom line be filled with black ink.
Editor's Note: To get a regular dose of this kind of feature, visit the Black Ink Blog at www.blackinkwithcab.com.
