April 21, 2010 Contact: Crystal Meier, Senior Communications

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April 21, 2010
Contact: Crystal Meier, Senior Communications Manager
330-345-2333, ext. 227, [email protected]
Photos available at: http://www.cabpartners.com/photos/B_Eichar.jpg
http://www.certifiedangusbeef.com/logos/cab/ppt/CAB-RGB.gif
Record high-quality beef supply
Certified Angus Beef ® brand starts year with strong sales
Consumer preference for premium beef has led the Certified Angus Beef ® brand to hit record sales
for the first six months of its fiscal year, which began last October. Sales have averaged 21% higher
than the previous year, with retail sales alone up 25%. Plus, four of the brand’s past six months lead
the list of historically high sales volume.
“Clearly, consumers want high-quality product and recognize the value proposition the Certified
Angus Beef ® brand represents, even though they may be pinching pennies in other categories,” Eichar
said.
Such retail demand flies in the face of some economic analysts, but they may be overlooking a key
point. “Consumers place a great deal of importance not only on price but on quality when it comes to
their beef selection,” Eichar said. “If they’re not spending $100 to eat out, they may be willing to
spend an extra $2 to upgrade their Choice steak to the Certified Angus Beef ® brand.”
As the summer approaches, monthly numbers will be competing against last year’s records.
However, Eichar said sales volume could finish the year up 12% to 15%. At the upper range, that’s a
100-million-pound increase over the 663 million mark in 2009.
Along with greater consumer demand, the brand is also enjoying strong supply. Today, there are
more Angus-influenced cattle in the marketplace, and more of those cattle are meeting the brand’s
premium mark. Eichar shares that the brand is “fortunate to have the supply to meet expanding
demand.”
The company’s packing director, Clint Walenciak, sees no worries about supply in the near term.
“We will continue to have plenty of cattle qualifying for the brand, presenting a tremendous
opportunity to grow sources of demand for the brand that once had supply concerns,” he said.
“We are in a strong position for sales growth,” Eichar agreed. “We have the supply to support
aggressive marketing and featuring at the retail and foodservice levels. This is also an opportunity to
allow more consumers to experience what the Certified Angus Beef ® brand is all about.”
END
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