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Mark McCully: Innovating Cattle Genetics | Ep. 57
The Beef Podcast Show
The Development and Recognition of the Angus Brand
American Angus successfully established the CAB brand as synonymous with high-quality grade cattle and marbling, leading to global recognition. The initiative began in the mid-seventies when Angus were losing market share due to lower grading standards. The focus shifted to marbling for consumer satisfaction, challenging the industry norms. The consistent quality standard set by the Certified Angus Beef brand took over 30 years to gain recognition, facing tough times and a close vote for discontinuation. Despite initial challenges, the brand's success was attributed to prioritizing consumer needs and maintaining quality standards, ultimately establishing Angus as a global recognized brand.
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