Targeting the Brand: Simplifying Angus Genetics for Carcass Quality

This episode of CAB Bite dives into the evolution and impact of the Targeting the Brand program over its 20-year history. The program empowers both seedstock Angus breeders and commercial cattlemen to pursue genetics that increase Certified Angus Beef® (CAB®) brand acceptance rates — and now, even higher Prime benchmarks. The discussion explored how genetic tools, evolving program standards, and value-added programs like AngusLink shape profitability and marketing.Key TakeawaysTargeting the Brand started as a way for ranchers to show support for the CAB brand and has evolved into a robust genetic marketing tool that helps identify bulls and herds capable of increasing CAB acceptance rates.The current program uses a marbling EPD of 0.65 and a $Grid Index of +55 for its minimum threshold, with new Prime targets set at +1.1 marbling expected progeny difference (EPD) and a +71 Grid index, aiming for 20% Prime carcass rates.Value-added programs like AngusLink now integrate Targeting the Brand standards, providing commercial cattlemen with scorecards and market incentives based on superior genetics.The conversation emphasized that, while genetics play a substantial role in carcass quality, management, nutrition, and environment also significantly impact final results.Significant Quotes"We know that historically and up through today, the most limiting of our 10 brand specifications is marbling, and it continues to be the number one reason that those black-hided cattle don't make it into Certified Angus Beef." — Kara Lee"At the beginning, you alluded to where we're sitting today from an acceptance rate perspective, kind of hovering just under that 40% acceptance rate today. With the Targeting the Brand minimums — again, minimums being what they are — at that 0.65 marbling EPD... producers can expect roughly a 60% Certified Angus Beef acceptance rate on those A stamp cattle." — Lindsay Graber Runft"There are a lot of folks out there in the cow-calf world who are seeing a tremendous amount of success. And it's adding to their bottom dollar as a result. Last year, we would have seen an average of about 12% Prime across the entire industry." — Kara Lee"The beautiful thing about that is we were able to make that adjustment without upping the EPD and index recommendations. That truly is a testament to what's been going on out in the commercial ranching industry over the last five years..." — Kara LeeTo learn more about raising premium cattle to supply the brand, visit CABcattle.com.

Ever wondered how Certified Angus Beef got its start? Or how the brand continues to drive demand for Angus genetics? The CAB Bite podcast dives into those questions and more. In 20 minutes or less, you'll grab an extra bite of news, insights and practical takeaways for myself, your host Lindsey Graber Runft and guests from across the brand and the full beef community. So grab your earbuds and pull back the curtain to learn how Certified Angus Beef works to drive demand for Angus cattle. 

This episode of CAB Bite explores the evolution and purpose of the live animal specification within the Certified Angus Beef brand. Lindsay Graber Runft is joined by John Stika, president of Certified Angus Beef, and Mark McCully, CEO of the American Angus Association, to dig into the history, practicality and genetics behind what qualifies as Certified Angus Beef. Together, they address the common question: “Is CAB really Angus?” and shed light on the balance between practicality, accuracy and demand. Key Takeaways: The live animal specification for Certified Angus Beef was created as a practical, scalable solution to identify Angus-influenced cattle, originally based on hide color. Over time, the specification evolved from the “51% black” rule to a much more precise standard Today, cattle qualifying for the brand average about 75% Angus genetics, while Certified Angus Beef Prime approaches 90% Angus composition. While genetic verification and parentage tracking are discussed, their feasibility depends on cost, scalability and the potential impact on the entire industry — not just CAB’s brand.  Key Quotes: "[00:01:59] And so when you try to look for things that were practical, that were easy to implement, that were affordable, hide color became a logical place for the brand to begin to identify which cattle would be eligible for the brand and which ones wouldn't." — John Stika "[00:05:40] And that now is the definition for the American Angus Association of what Angus means to be considered for branded beef programs." — Mark McCully "[00:08:08] And what we know to be true is that the average carcass that goes into Certified Angus Beef is approaching 75% Angus genetics. And when you look at Certified Angus Beef Prime, that percentage is pushing up north of 90, almost straightbred Angus." — John Stika "[00:13:04] And I think that's where the brand specifications, the carcass specifications are really what drive the value." – Mark McCully To learn more about raising premium cattle to supply the brand, visit CABcattle.com 

In this episode, host Lindsay Graber Runft is joined by Clint Walenciak and Carson Rogers to discuss Certified Angus Beef’s expansion into Uruguay. The team explores why Uruguay was selected as the production site, how brand standards are maintained abroad, and what this means for Angus ranchers in the United States. They peel back the curtain on building global access for high-quality beef — without competing with domestic supply. Key Takeaways Certified Angus Beef is launching production in Uruguay, primarily to serve underpenetrated markets like the EU, due to access and export limitations from North America. Uruguay was chosen for its advancing cattle genetics, increasing shift towards grain-finished cattle, and strong processor relationships with a focus on branded beef. The brand’s rigorous quality standards remain intact abroad, with comparable specification processes and detailed data sharing between U.S. and Uruguayan partners. The new Uruguay production stream will exclusively serve the EU and does not compete with domestic U.S. or Canadian markets — instead, it strengthens global brand equity. Significant Quotes “Just to get the product in a box and under the conditions that are acceptable for entry into those countries is a huge step for us.” — Clint Walenciak “When you put those two together between the sales relationship side and then intentional supply with a quality focus, it starts to become a pretty clear picture of we're in the right spot.” — Carson Rogers “Brand equity is good for a brand that's owned by Angus ranchers. There would be no negative impact on our ranchers here in the United States on this.” — Lindsay Runft “That was step one — that was a non-negotiable. We had to have a standard in place that we were confident in and comfortable with.” — Carson Rogers To learn more about raising premium cattle to supply the brand, visit CABcattle.com 

In this premiere episode of the CAB Bite, host Lindsay Graber Runft sits down with Certified Angus Beef President John Stika to explore the roots of the Certified Angus Beef brand. Together, they dive into the challenges and triumphs that shaped the brand’s journey, from its humble beginnings in the late 1970s to becoming a global leader in branded beef. The episode highlights how innovation, resilience and a commitment to quality have driven the program’s lasting success. Key Takeaways: The Certified Angus Beef® (CAB®) brand was born out of necessity during a challenging era for both the beef industry and Angus breeders, when consumer preferences and industry focus made it tough to market Angus cattle. Visionary leadership, including a pivotal letter from breeder Harold Etling and collaboration with meat scientist Dr. Bob VanStavern, helped establish the original quality specifications that remain the foundation of the program. Despite early setbacks — such as having the program canceled by the USDA just a month after launch — dedication from leaders and Angus producers enabled CAB to grow into the world’s largest branded beef company, now reaching over 55 countries. The CAB brand’s enduring success lies in staying true to its core mission: delivering a consistent, high-quality eating experience for consumers while driving demand and value back to Angus producers. Key Quotes: “Out of necessity comes ingenuity...from those 10 years before the brand was started back in 1968 to 1978, the breed saw a decline in registrations of 45%.” — John Stika “An Angus breeder by the name of Harold Etling shared an idea around the possibility of creating a brand and defending that brand and having specifications for quality.” — John Stika “Through that time, I think those early challenges with the brand trying to build momentum...the reason that the brand is successful today isn’t so much because of the way things have changed, but perhaps the things that have stayed the same.” — John Stika “We have product that’s sold in more than 55 countries, which is really, I think, a true testament to how the brand’s been able to grow.” — Lindsay Runft To learn more about raising premium cattle to supply the brand, visit CABcattle.com