Branded beef programs

Branding of beef products has become increasingly popular since their inception over 50 years ago. Certified Angus Beef was the very first registered branded beef program in the US and remains one of the most recognizable brands among meat products. Branding of products is a tool used by marketers to differentiate a product from its competitors based on a set of criteria or standards. A mark of a successful brand is one that consumers recognize and cite when asked about products within a product category. The foundational trait associated with many branded beef programs in the US today is marbling, but also may include breed requirements, phenotype specifications or physiological age criteria. Other traits more specifically related to the appearance of the live animal, carcass merit, or production practices may also be included in branding specifications. All are included to appeal to consumers in attempt to drive purchasing decisions. Brands may be owned by the respective breed association, a packer, or a regional/local retailer. Regardless of brand ownership, brand specification oversight of all registered branded beef programs is provided by a branch of the government specifically tasked with monitoring the safety and quality of the red meat industry. Arguably, the objective with any brand is to increase consumer awareness, which results in “brand lift.” Brand lift results in improved consumer ratings of product as awareness of the brand and product familiarity increases. Opportunities exist with branded beef programs, both with the animals themselves as well as production practices. Raising beef under conditions that qualify for natural or organic provide appeal to consumers that are interested in environmental sustainability. At the same time, technological advancements, such as sexed semen, may directly befit the producer where a greater percentage of their production meets the criteria for a branded beef program. Branding beef has increased in popularity substantially in recent years as beef producers work to find new ways to appeal to consumers. The protein segment has experienced a significant increase in competition in recent years and branding provides a means for the beef industry to protect its market share.