In today’s Beef Buzz, senior farm and ranch broadcaster Ron Hays speaks with John Stika, president of the Certified Angus Beef (CAB) brand, about how consumer expectations are shaping the future of beef quality and demand. Stika says understanding the consumer mindset is critical, starting with brand recognition. “The logo, and the way it resonates with consumers, is something that we know is a big part of that affinity with the brand,” he explains, noting that consumer research shows 85% of shoppers have seen the CAB logo and associate it strongly with quality.
Stika emphasizes that while the logo gets consumers to notice the product, repeat purchases depend entirely on performance. “Ultimately, what gets them to pick it up a second time isn’t the logo, it’s the quality of the product, and did it perform as they expected a premium product should,” he says. With beef prices where they are today, Stika adds that the industry cannot afford to disappoint consumers, stressing the importance of the price–value relationship and consistent eating satisfaction.
That demand for eating quality, according to Stika, is also fueling increased interest in Prime beef. “There’s more demand for quality out there than ever,” he says, adding that consumers have learned Prime delivers a superior experience. He ties that trend back to the origins of Certified Angus Beef, which began in 1978 out of concern that poor eating experiences were hurting beef demand. “The industry was focused solely on pounds of red meat sold… and it really wasn’t focused on quality,” Stika explains.
Looking ahead, Stika believes Certified Angus Beef Prime will be a major growth driver, especially during a time of tight cattle supplies. “We actually believe that Certified Angus Beef Prime is going to be the growth vehicle for us during this period of tighter cattle numbers,” he says. Strong marbling genetics have pushed Prime grading levels higher than ever, and Stika notes rising demand from both domestic and international customers to feature CAB Prime in meat cases and on menus.
Stika credits Angus breeders for making that progress possible and says the momentum is already there. “The genetics… are phenomenal in terms of how they have the ability to move the industry forward from a marbling and carcass quality standpoint,” he says, while still maintaining maternal strength and performance. Stika concludes confidently, “I think the Angus train is on the right track.”
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Ag Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR for today’s show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
