Certified Angus Beef Continues to get Creative to Drive DemandFri, 08 Nov 2019 08:24:58 CST
Dr. John Stika joined the Angus beef team back in 1999, and for over a decade has served as their President. Today Ron Hays continues his conversation with John Stika about the improvements and genetics in the past decade, that has increased the number of carcasses that are high choice, but also a lot more carcasses being rated prime. Stika says the market place has noticed. "As an industry this year we expect we are going to be 72% choice and 8% prime on average."
There was a time in the industry was running upwards of 10-11% prime in the market place and when that product was available retail, the food service industry really jumped all over it. "What happened was we kinda got them addicted to it. They really like the product" says Stika, "Their customers like it. It presents that experience of taste, flavor and juices that we want all beef customers to have."
With the demand for Certified Angus Beef high we need to see more cattle hitting those 10 specifications for quality, because that is what the market place is requesting. Stika adds "The marketplace is saying we will reward producers who can produce that quality of product because the demand is there"
One of the ways the CAB brand has been able to sell more product year after year is helping good chefs get creative with their Certified Angus beef cuts. Through interactive experiential based learning The CAB has really learned how to drive demand in a nice way. Stika explains "A little over 7 years ago CAB opened their education and culinary center in Wooster, Ohio. Stika says what that allows us to do is really provide a complete immersive style of experience where our partners at retail and food service, domestic and international can really learn everything they need to know about Certified Angus Beef." Stika goes on to say that "With that experience, the confidence goes way up, and when the confidence goes up, the sales go up as well. We all get excited about selling something we know, and that we appreciate, and that we are confident in, and we see that time and time again helping us drive demand"
So with demand high, what does the future of the CAB look like? Stika says they will continue to promote the need for more quality in the marketplace, and continue to drive demand. "On a global scale the CAB will continue to market to not only the large markets, but the smaller markets as well because they also want the CAB product. "Its not just the big markets like Japan, but its also smaller markets like Taiwan, Singapore, Columbia that may not be Big markets, but these are markets that still have a craving for our product. We know we have substantial growth opportunities in many of those markets that may not be big, but they want our product."
Click on the LISTEN BAR below to hear more from John Stika as he talks with Ron Hays in today's Beef Buzz.
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR below for today's show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
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