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Mr. Greenjeans

Certified Angus Beef

The Certified Angus Beef program was begun in 1978 as a way of distinguishing the product of a certain group of producers. The concept is simple, create a niche market for yourself by separating yourself from the generic marketplace. Many beef groups have tried to do this by producing a certain type of meat, for example Laura’s Lean Beef, or Guaranteed Tender. Why is Certified Angus Beef more successful than these other marketing programs? It is because it is the only one that is selling the name alone, and has developed brand recognition to rival some huge multinationals.

We know that the sales in the United States of Certified Angus Beef topped 584 million pounds last year. We also know that not only has this product appeared in supermarkets everywhere, but is also being flogged by the likes of Harvey’s, Burger King, and Subway. The beauty of this marketing strategy is that most people probably don’t even realise what Certified Angus Beef means. Ask someone the difference between Angus beef and generic beef and you will get answers like the quality of the meat, the way it is cut, the way it is aged etc. NO, NO and NO. Angus is simply a breed of black polled (no horns) cattle originally from the Aberdeen-Angus region of Scotland. A brief history of the breed can be seen here: http://www.ansi.okstate.edu/breeds/cattle/

To their credit, the Certified Angus Beef project has succeeded in convincing the public that their product is better because it is their product. Why is a Coca-Cola better than a generic cola? Cause it’s a Coke, right! In marketing what we believe is much more important than what is. Next time you’re enjoying an Angus burger think about Hugh Watson, the founder of the Angus breed, who preferred black cattle because…they were black, of course!

submitted: Dec. 11,2008 04:12

name: hossam ramzy

comments:

i need a loan to start an angus farm plz help me
EGYPT cairo
thank you : +202 0126287537

submitted: Jul. 06,2008 11:07

name: ArnePaul

comments:

The taste is far and above other commercially beef available.