Course Title: Food Technology & Safety
Lesson Title: Identifying emerging marketing trends in beef production
TEKS Addressed in Lesson:
1. 130.13 C 1B, 1C, 2A, 4B, 6B, 6E
Lesson Objectives
The student will be able to:
1. Discuss the requirements of beef cattle to receive CAB certification
2. Discuss the impact of price incentives for CAB
3. Discuss the various terms that marketers use for advertising and marking beef packages
including: choice, select, prime, USDA beef, organic, hormone free, etc.
Tools and Equipment
1. Handout: Certified Angus Beef
2. Handout: Beef Marketing Terms
Key Terms / Vocabulary
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Select
Choice
Prime
Organic
USDA
Hormone Free
Natural
Marling
Maturity
CAB
Interest Approach/Anticipatory Set
1.
2.
3.
4.
(Link) Question: How many of you have ever been to the store with mom or dad to buy steaks?
Did you know which ones were the best?
How do you know which ones to buy?
(Motivation): Purchasing and selecting steaks or beef in general is often confusing and
misleading. It is sometimes hard to see past all of the marketing schemes to understand exactly
what product you are getting.
5. (Overview): Today we are going to discuss the terms used when marketing beef, we are going to
discuss the Certified Angus Beef Program, and we are going to discuss beef advertising
techniques
Teaching Plan and Strategy / Presentation of New Material
1. Hand each student a copy of the case study
2. Have them work individually to read the case study
3. Start a class discussion on the case study and help students to understand all of the details and
terms that are mentioned
Activity/Application/ Student Engagement /Laboratory
1. Have students break up into groups of two or three and work to complete the vocabulary terms
on the second and third pages
Evaluation / Summary
1. Have students work individually to complete the short essay on the back page of the packet.
2. A math worksheet that provides STEM integration accompanies the lesson handouts.
College & Career Readiness Standard
English / Language Arts
2B
Science
3 C, 3 D
Beef Marketing Trends key
1. According to the Certified Angus Beef™ (CAB) restrictions, the hot carcass weight of a
steer/heifer must be less than 1000 pounds. If a steer weight 1600 pounds live and it is
estimated that his hot carcass weight will be 65% of his live weight, what will his hot carcass
weight be? Will he be under the 1000 pound restriction?
1600x.65= 1040
No
2. According to the Certified Angus Beef™ (CAB) restrictions, the hot carcass weight of a
steer/heifer must be less than 1000 pounds. If a steer weight 1200 pounds live and it is
estimated that his hot carcass weight will be 53% of his live weight, what will his hot carcass
weight be? Will he be under the 1000 pound restriction?
1200x.53= 636
Yes
3. Suppose that a steer has a rectangular rib-eye that measures 2” wide and 8.5” long. Will this
steer meet the CAB qualifications? How many square inches will his rib-eye be?
2x8.5= 17 square inches
No, it is too large for CAB
4. If a heifer has a rib-eye that represents the following illustration, her rib-eye will be _12_ square
inches. Will she meet CAB qualifications? YES
Note: Formula for the area of a
triangle is: 1/2bh b=base h=height
2”
5x2=10
½(2)(2)=2
5”
10+2=12 square inches
Yes, it meets qualifications
2”
Developed for the Educational Excellence project
Department of Agricultural Leadership, Education, and Communications
Texas A&M University
©Texas Education Agency, 2011