MEAT+POULTRY - November 2024 - 64

BEEF BRANDING
growth both domestically and internationally.
International Certified Angus Beef product
sales grew by 4.6% in 2024 to 194.8 million lbs.
At a time when overall US beef exports were
easing, CAB said this huge growth was in large
part due to increased sales in Mexico, which
grew by 30%, making it the brand's secondlargest
international market.
PICKING UP PRIME
Sales of Certified Angus Beef Prime marked
a new milestone with 50.5 million lbs sold,
growing 22.5% from 2023, CAB said. Given the
current beef market conditions, it may seem
counterintuitive in the context of news about
consumers trading lower-cost proteins for
premium ones. But the numbers indicate that
consumer beef purchasing decisions are driven
by more than price.
" The reality is that we had a phenomenal
year with Certified Angus Beef Prime, " Stika
said, with growth occurring across every
division of business from 15% to 17% growth
at retail, to growth in excess of 50% in CAB's
international business.
" I'm here to tell you that there is more
growth to be had with Certified Angus Beef
Prime, " Stika said.
Certified Angus Beef held
its annual conference at
Turning Stone Resort in
Verona, NY. The 2025
conference is slated
for Austin, Texas.
Certified Angus Beef Natural did experience
a decline this year, Stika noted, while Certified
Angus Beef Grass Fed sales performed
extremely well in its first year since launching
with partner Niman Ranch. JBS USA will begin
to produce Certified Angus Beef Grassfed
product in the coming months, Stika said.
RANCH-TO-TABLE PARTNERSHIPS
Yet another growth opportunity for the brand
is Ranch to Table, which Certified Angus
Beef will continue. CAB launched the Ranch
to Table initiative in 2023. It is a partnership
between CAB and cattle operations engaged in
direct-to-consumer beef merchandising.
" While most of the producers involved
in Ranch to Table are primarily interested in
consumer direct sales right off the farm or
perhaps out of the storefront that they operate
as well, there is a growing number of Angus
producers looking to scale their production
and to create strategic supply relationships
with many of our licensees and brand
partners, " Stika said.
To qualify for the program, ranchers
must register with Angus genetics, which
requires American Angus Association active
membership or proof of bull registration.
Producers must also be Beef Quality Assurance
certified. Cattle must meet CAB's live animal
evaluation with a predominately solid-black
hide. Additionally, carcasses must meet
CAB's 10 specifications. Licensed producers
work with a processor and a US Department
of Agriculture grader to verify that brand
specifications are met.
Stika said, " It's tremendously rewarding to
see a lot of those relationships begin to come
to fruition at a very locally relevant level,
and we're confident that we'll see more of
those types of relationships coming together
as Ranch to Table continues to grow moving
forward. "
64 MEAT+POULTRY | 11.24 | www.meatpoultry.com
MEAT+POULTRY - November 2024

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