Not quite colorblind

I have a confession. These are my dad’s cattle:

Kind of shocks you to see those pretty red gals up on our blog, doesn’t it? My dad is one of the many who pesters me all the time about CAB’s black-hided specification. You know the first criteria for cattle to enter our brand, “They must be 51% black-hided…”

When I brought it up on a call the other day, many Black Ink team members agreed that it was one of the most frequent we get:

Myth: We have a beef with Red Angus cattle.

Fact: We don’t hide the fact that we’re owned by the American Angus Association, not the Red Angus Association of America. But we know there are markets for all different kinds of cattle: white, red, gray, spotted….black.

We don’t hide the fact that our mission is to drive demand for registered (black) Angus bulls. Anybody who walks into our headquarters in Wooster, is greeted by it:

And we all have small wooden plaques on our desks. And we recite it during orientation and reference it during strategic meetings. It’s fair to say we know our mission well.

Yes, we are owned by the 30,000+ members of the American Angus Association. (Pretty cool bosses to have, I might add.) Of course we’re going to talk about the power of their database. (It has 17 million pedigrees, about 95,000 carcass records and 1.4 million ultrasound records, by the way.)

We are going to talk about all the ways we think Angus points to greater profitability like health benefits and salebarn premiums and performance.

But you won’t hear us say, “Whatever you do, don’t buy one of those Red Angus bulls.” Because this industry was built on diversity and independence and we consider that a strength. It has also evolved on market signals and greater communication of those signals. If that leads you to choose black Angus, we’ll be pleased, but (and I’m just guessing here) not as pleased as our bosses.

May your bottom line be filled with black ink,


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I love God, my kids, my hubby, rural life, agriculture and working for CAB. I’m officially the director of producer communications, which basically means I get to learn from lots of smart people and pass that information along to lots of other smart people: you. I’m so lucky to work with cattle producers and other folks in this great industry. (Oh, and one more job perk? I get to eat lots of really yummy beef.)
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