CAB Takes Fine Dining to New Heights to Connect With Consumers
Angus rancher Ty Walter joins entertainer Joel McHale in a fine-dining experience at 8,500 feet.
With market swings and unpredictable weather, ranching can sometimes feel like an adventure, but rock climbing to a ledge 100 feet (ft.) high for a fine-dining experience with a celebrity? Only Colorado Angus rancher Ty Walter can say he’s done that.
 After a 2-mile hike, the pair rock-climbed to a ledge 100 feet high. There, Walter and McHale enjoyed a four-course meal featuring the CAB brand and CAB Prime products, all cooked by CAB Executive Chef Ashley Breneman from a kitchen in the sky. |
Raising the “steaks,” as part of the Certified Angus Beef Takes You There campaign, Walter participated in the brand’s inventing the “sport” of extreme dining. Focused on sharing the transformative power of food and idea that different culinary experiences can take consumers on a journey to different destinations, the campaign elevated the best Angus beef to new heights.
In a cliffside setting, Walter joined actor, comedian and host Joel McHale to talk cattle production and what makes Certified Angus Beef® (CAB®) brand products consistently superior — all while enjoying a four-course meal at an elevation of 8,500 ft.
“The thing I was most nervous about was dropping my fork,” Walter says. “I’ve never done anything like this before, but that was the best beef I’ve ever had.”
After a 2-mile hike, the pair rock-climbed to a ledge 100 feet high. There, Walter and McHale enjoyed a four-course meal featuring the CAB brand and CAB Prime products, all cooked by CAB Executive Chef Ashley Breneman from a kitchen in the sky.
“Every meal doesn’t have to be this extreme, but we wanted to showcase Certified Angus Beef products in a way that would inspire chefs and consumers to create their own flavor adventure,” Breneman says. “Choosing the Certified Angus Beef brand ensures an elevated experience, every time.”
Through CAB’s commitment to delivering the highest-quality beef, comes the responsibility to exceed expectations. By pushing the limits on culinary experiences, the brand raised the bar on showcasing its products and the people who raise them to consumers.
 In a cliffside setting, Ty Walter (right) joined actor, comedian and host Joel McHale to talk cattle production and what makes Certified Angus Beef® brand products consistently superior — all while enjoying a four-course meal at an elevation of 8,500 ft. |
“This experience provided a taste of the excitement and adventure that comes with cooking with the Certified Angus Beef brand,” says Nicole Erceg, CAB director of communications. “We want consumers to find inspiration from this experience, to dare to push the limits on flavors, feel good about the people their beef comes from and explore where Certified Angus Beef can take them.”
Designed to garner mainstream media attention and connect with a younger generation of consumers, the project puts the CAB brand and the ranchers who raise it in unexpected media platforms, like entertainment news, pop culture publications and food culture information sources.
McHale was tapped to introduce the CAB brand to new audiences and share how CAB can elevate life experiences, as well as your meal. It’s safe to say, he’s a big fan.
“It was just so good, so good. Can I have more please? By the way, Chef Ashley is a genius,” McHale says. “Every single detail that Certified Angus Beef put forward was unreal, and I can truly say, if it’s not Certified, it’s not the best. This is the coolest thing I’ve ever done.”
Editor’s note: Nicole Erceg is director of communications at CAB. Photos courtesy CAB.
