A restaurateur and a rancher might come from two different worlds, but when they have a shared goal and work ethic, it’s a winning combination.

Partners across the beef supply chain, from producer to plate, came together to celebrate exceeding their customers’ expectations at the 2024 Certified Angus Beef (CAB) Annual Conference in Verona, N.Y., in September. 

This conference has been, and always will be, a celebration of the people and the relationships that have allowed Certified Angus Beef to become a brand of significance to so many people over the last 46 years. [The conference] is dedicated to celebrating those who, in so many different ways, continue to elevate and support the brand’s relevance in the eyes of consumers around the globe and across the entire beef industry, every segment included.” – John Stika, CAB president

For the first time, CAB hosted the conference in collaboration with a longtime brand partner, Turning Stone Resort Casino, which has been committed to CAB since 1995. Today the group serves the product in 15 outlets and venues onsite and prides itself on hospitality. 

“The excellence we experience here together not only comes about because of their commitment to investing in our partnership, but because of their commitment to understanding our expectations and then constantly working to exceed them,” Stika said. 

The conference brought in more than 618 attendees from across the United States and 12 countries, including Angus producers, cattle feeders and processors. 

Despite margin pressure and tight supplies, leading with quality in sales approaches helped the brand reach 1.237 billion pounds (lb.) sold, the second-best year to date and an increase of 5 million lb., Stika said. 

“The international [division] at 16% of our overall business drove the brand’s ability to grow over the prior year,” he explained.

The foodservice division marked its second-best sales year at 415 million lb. Stika said inventory mix plays an important role in the ability to grow this segment. 

“Distributors who are winning in terms of growing market share sales in their market area routinely and consistently stock more than 200 SKUs of Certified Angus Beef ^®, driving home the point that restaurateurs demand options under the brand and it’s hard to sell what’s not in inventory,” he said.

From a product category standpoint, Stika said he’s seeing brand partners meet demand for value-added products, setting another all-time record growing by 2% to reach 45 million lb. 

“With partners like Buc-ee’s who continue to be in full growth mode in their business opening locations around the country, it’s probably no surprise that our growth this year was really driven by smoked, fully cooked briskets with that category alone growing by 27%,” Stika said, also noting strong growth in shaved steak, consumer-packaged fresh and frozen ground beef patties as well as  new hot pot rolls and strong growth in beef bacon sales both domestically and around the world.

Value-added products were prepared and showcased during morning and afternoon breaks, and products were also in a display case for attendees to view.

With tight margins this past year expected to continue, Stika said consumers keep proving they do not purchase beef on price alone. 

“As prices go up, and consumers become more discriminating, that value determination only begins to align more closely with taste and quality for which the Certified Angus Beef brand continues to set the standard,” he said.

More of the good ones

During a market update, Randy Blach, CattleFax CEO, said production numbers continue to decline, but overall beef supply only decreased about 1.5%, less than his 3% prediction this year. 

“The question you have is, ‘Is the supply going to change with what’s available?’” he said. “Are we going to produce more of the good ones? The answer to that is yes.”

Blach said with strong premiums for high-quality carcasses sold on the grid, and current lower costs to put on a pound of gain, the market is incentivizing producers to make the cattle better and feed them longer. 

“The growth in beef demand has been in Choice and Prime,” he said, ensuring brand partners the supply of high-quality beef will be available, because cattlemen are producing more of the good ones going forward. 

Pointing to a group of registered Angus breeders, Blach said, “These producers over here are producing these seedstock animals that are going into our commercial production systems, with genetic traits in these animals for carcass merit, weight conversions, all of these things.”
Stika said CAB Prime sold an all-time record 50.5 million lb. 

“I’m here to tell you that there is more growth to be had with Certified Angus Beef® brand Prime,” he said.

Blach noted cattlemen in the United States are producing record amounts of beef with 45 million fewer cattle than in inventory in 1975. 
“That’s a pretty significant sustainability story for you,” he said. 

Commitment to cattle care

Through the years the brand has worked to engage with its sustainability story, authentically. 

“We look to invest our efforts and time into activities where we feel we can have a positive and lasting impact on shaping the culture, if you will, about how the beef community views sustainability, and how we approach beef production each and every day,” Stika said.

A sustainability panel discussed those efforts. Joel Ferry, JY Ferry & Son, Inc.; Carsten Loseke, a Nebraska college student from a family feeding operation; and Kirsten Nickles, CAB sustainability and animal care scientist; joined moderator Melissa Brewer, CAB vice president, communications, to share the stories behind CAB’s sustainability initiatives. 

Ferry shared his experience with grazing cattle in wetlands. 

“Working with Ducks Unlimited has been an incredible partnership where we can promote and explain how beneficial cattle grazing can be for these sensitive ecosystems when done the right way,” he said. “On our ranch we have focused on learning and growing and doing things the right way. We’ve seen great results. We now have beautifully maintained wetlands.”

In a joint effort with Sysco, Nickles outlined ways the brand has come alongside the Beef Quality Assurance (BQA) program with the Raised With Respect™ campaign. 
“We’re providing continuous education for the cattle producer so they can stay up to date on the latest and greatest technologies and best management practices,” he said.

Loseke added it has been a privilege for him to develop a deep respect for the cattle that are in his care, and the ability to work with his family. Both of his grandmas passed away recently, and he reflected on their contributions. 

“Both of these women made investing in the next generation their life’s work, and they worked sacrificially behind the scenes to set their children up for success,” he said. “I would not be where I am today without the investment that they made into me and into my parents who raised me. If there were not people like this, there would be no opportunities for the next generation.” 

Loseke was one of 26 students who received a combined $100,000 in scholarships from Certified Angus Beef’s Colvin Scholarship Fund. 
The awards dinner at the conference concluded with an auction, and along with the Colvin Scholarship Golf Outing, raised $146,697 to support the beef community’s next generation.

A shared passion

Seven awards were given to honor cattlemen for their commitment to the brand’s mission of quality and building relationships through the chain. They accepted their awards on stage in front of the brand’s partners. 

A producer panel also gave partners an opportunity to connect with the men and women who work to raise Angus cattle. 

Pro Football Hall of Famer Jerome Bettis shared his experiences of teamwork, leadership and perseverance — qualities all in attendance could relate to. 

Matching the energy and excitement of the three-day event, Bettis said, “In order to be great, you’ve gotta love it.” 

To work hard each day to exceed customer expectations, “you’ve gotta love it.”