Beef Buzz News
Certified Angus Beef Just Passed 1 Billion Pounds in Annual Sales, But Can They Really Hit 2 Billion?
Thu, 18 Apr 2019 10:16:55 CDT
Mark McCully is vice president of development at Certified Angus Beef. Recently, the brand celebrated a remarkable milestone which coincided with its 40th anniversary, selling one billion pounds of product in 2018. McCully admitted that many in the CAB office were once skeptical this goal could ever really be reached. However, he says the unprecedented success has proven it can be done and now the CAB team is setting their sights even higher. In a recent interview with Radio Oklahoma Ag Network Farm Director Ron Hays, McCully insisted that there is a lot of opportunity on the horizon and the brand's future is looking bright.
Listen to McCully and Hays discuss CAB's bright future ahead, on today's Beef Buzz - click tab below.
"When we first started talking about a billion pounds, that was about 10 years ago. At the time a lot of us probably though 'yeah a billion pounds is a nice number to talk about, but we'll probably never get there-,'" McCully remembered. "Today, we're talking about two billion pounds and we don't believe it's an if - it's a when - because around the world the demand for high quality, grain finished, highly marbled beef is super high."
McCully says the industry continues to produce more and more prime and CAB qualifying beef. As that available supply grows, he says it allows CAB to break into more markets. Over time, more chefs and retailers around the world have realized the value and quality of the CAB brand and how it can be used to set their businesses apart from their competitors within the overcrowded food service industry. In turn, this has exposed more customers to the brand and has helped to further build existing demand.
"So, we're pretty bullish. We think this is going to continue to grow," he said. "We'll probably have some hiccups along the way. Exports are over 15-16 percent of our business today and we know that's a volatile marketplace. But long-term we think there's an awful lot of demand still out there."
Listen to McCully and Hays discuss CAB's bright future ahead, on today's Beef Buzz.
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