The future is black for Angus breeders.
But for the American Angus Association the pathway to success has been crossed by black copycats with a dubious history.
“Our biggest challenge is brand identification,” said a member of the association that developed Certified Angus Beef in the United States.
A number of branded beef programs have emerged in recent years and one of the requirements may include Angus influence, but the meat may not measure up once it hits the consumer’s plate.
“They don’t generally have the same quality standards,” Bill Borror told a world Angus meeting in Calgary.
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The U.S. association plans to spend $2 million promoting the real thing in select American cities to protect the integrity of its brand.
The American association developed its program in 1978. Today there are 70 people working in the Certified Angus Beef division and its success continues.
Certified beef enjoyed record sales in 1998 of 411 million pounds, which is the equivalent of 1.4 million head. About half is sold into the retail trade while the rest is bound for restaurants or exports.
The acceptance rate is 17 percent of all animals submitted to the program but the association wants to boost that to 20 percent.
A feedlot licensing program was initiated this year to increase the number of Angus and Angus-type cattle eligible for certification. Known as Certified Angus Beef Partners, the feedlots must commit to certain management requirements and marketing. Over 30 feedlots are licensed with a total onetime capacity of more than 500,000 head.
Other countries including Canada, Australia, South Africa and Scotland have started certified Angus beef programs.
In Australia, about 70 producers have been licensed to provide beef for the program which sells to restaurants in major cities. A large amount is also shipped to Japan, where consumers prefer black cattle and value the natural marbling ability of Angus.
“The Japanese have differentiated the Angus as the breed of choice,” said Graham Truscott of the Angus Society of Australia.
In Canada, the Angus certification program is under way with plans to market about one million lb. of beef.
To be eligible, calves must have at least one registered Angus parent. The animal carries a distinct florescent green ear tag with a unique identification number and the word Angus printed on it to distinguish it from other cattle.
