CAB Logo for Direct Sales

Direct-to-Consumer Marketers Can Now Tout Certified Angus Beef Brand

Producers who want to use the CAB brand logo will need to apply and participate in the Ranch to Table program. (DTN/Progressive Farmer file photo by Victoria G. Myers)
Producers who want to use the CAB brand logo will need to apply and participate in the Ranch to Table program. (DTN/Progressive Farmer file photo by Victoria G. Myers)

A new consumer-sales program through Certified Angus Beef (CAB) will allow Angus producers to market beef from their farm using the CAB brand logo. The program is in partnership with Ranch to Table.

Kara Lee, director of producer engagement at CAB, said in an announcement about the program: "Many Angus ranchers take a tremendous amount of pride when they see the Certified Angus Beef logo on a product, whether it's in their local grocery store or on a restaurant menu. This is just another way for them to continue to have equity in the brand by being able to hang brand standards on those cattle that ultimately qualify."

Producers will have to participate in the Ranch to Table program, include registered Angus genetics in their cattle supply, and be Beef Quality Assurance certified. In addition, cattle must be predominantly solid-black hided, and carcasses have to meet CAB's 10 specifications.

These 10 specifications include cattle with:

1. Modest or higher marbling.

2. Medium to fine marbling texture.

3. A harvest at less than 30 months of age by dentition, and A-maturity lean.

4. A 10- to 16-square-inch ribeye area.

5. A 1,100-pound or less hot carcass weight.

6. A 1-inch or less fat thickness.

7. Superior muscling.

8. Practically free of capillary rupture.

9. Are not dark cutters.

10. No neck hump exceeding 2 inches.

Producers who are licensed will work with a processor and a USDA grader to verify brand specifications are met. The producer must have a marketing plan to apply.

"For some, direct-to-consumer beef merchandising is an expanded financial opportunity," said Lee. "Perhaps it's the opportunity for the next generation to come back and join the family business. A lot of members have years of carcass data that supports the quality of the cattle they are raising. Previously, we didn't have an infrastructure that allowed them to access CAB-brand merchandising, and the Ranch to Table initiative allows us to do just that."

There are no program restrictions based solely on quantity.

For more details and to apply, go here: https://cabcattle.com/….

Victoria Myers can be reached at vicki.myers@dtn.com

Follow her on Twitter @myersPF

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