Hot topics

Beef’s a trip day 29: The boss

If you search “consumer” on our producer website, you’ll get 400+ results. That is to say: we talk about the consumer a lot.

That’s because, as I often hear presenters says, they’re the only source of new dollars in our business.

Sam Hands, Triangle H, Garden City, Kan.

Cattle feeder Sam Hands once put it this way: “Today’s John Q. Public does not go to work to put a roof over his head and food on his table. He goes to work today so he can pay for what he wants to do on his time off. Most entertainment involves eating and that’s where beef comes in. We’ve got a unique product— it can adjust to a lot of different environments, a lot of different feedstuffs, and still put out the most nutritious, most sought-after flavor, but the consumer is boss and we’ve got to keep that in mind.”

And here at CAB, we do a lot more than just keep that in mind. We have a whole slew of people who act on the idea that the consumer is boss.

Chef Scott and Chef Kyle in action!

Our chef team would be the most visible of the folks leading that charge. (Meet Chef Scott, Chef Michael and Chef Kyle here.) They do cooking demonstrations at home and garden shows and for TV and radio. They develop new recipes and share cooking tips.

We participate in events where we hope to reach new consumers, and where we can try to reach out to the “foodies.” Our team has been spotted at the South Beach Food and Wine Festival, the Food & Wine Classic in Aspen and the Cattle in the Vines event in California’s wine country.

They’re always coming up with super-creative campaigns and ideas. Last spring the James Beard Foundation (the prestigious culinary foundation, highly regarded by chefs everywhere ) hosted a “pop-up” store in New York City. It created a buzz in the city’s popular Chelsea District and we were part of it, showcasing a steak of the day and hosting a “Cowboys and Cleavers” program. On Cowboy Fridays city folks flocked to our space to meet ranchers from across the U.S.

I could go on and on with events, but the main point is that we not only care about consumers but we reach out to them on your behalf.

We want them to know what you do—the work, the dedication and the care you take. We also want them to know how to pick the right piece of meat for their recipe and how to cook it.

Because it takes you years to produce that product and in a matter of minutes they will either perfect it or mess it up.

So with that, I’ll leave you with one of our recent endeavors on that front: Beef Tips. Here’s Chef Michael

May your bottom line be filled with black ink,


Day 1: Starting at day one

Day 2: Who are these people?

Day 3: Stockholders

Day 4: The cowherd’s purpose

Day 5: Deciding to care

Day 6: Quality focus doesn’t have to skip the middleman

Day 7: Stocking for quality

Day 8: SOLD!

Day 9: What have you done today?

Day 10: Working together to make ‘em better

Day 11: Keep on truckin’

Day 12: Packers want quality

Day 13: The target

Day 14: Packers up close & personal

Day 15: It’s not all about the beef

Day 16: Further processors

Day 17: From here to there–and a lot more

Day 18: He’s on your team

Day 19: Beyond prices, grocery stores uncovered

Day 20: Getting quality in the carts

Day 21: When numbers are down, busy is good

Day 22: Grab hands, give thanks

Day 23: Beef Insurance

Day 24: What chefs want

Day 25: By land, sea, or sky

Day 26: Quality fans across the globe

Day 27: On the taste bud trail

Day 28: Five facts about beef nutrition

PS—Have you been on over to “30 days on a Prairie Farm”? Just a few days left, but you can catch up on the whole month. While you’re there check out a full list of all of those writing their way through November about various ag topics. Enjoy!

blackinkmiranda Visit Website
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.)
Related Posts
Calculating your breakeven, Part I
Beef’s a trip day 9: What have you done today?
Accuracy key to AI

Leave Your Comment

Your Comment*

Your Name*
Your Webpage