Seeking to further highlight the company that works with farmers and ranchers to bring premium Angus beef to the table, HN spoke with Jessica LoPresto to know more.

Tell us briefly about your brand and your competitive advantage?

The Certified Angus Beef ® brand was started by family Angus farmers and ranchers in 1978 as the first premium beef brand. Today, we’re still led and owned by family farmers and certify each pound with a logo that meets all our 10 quality specifications. These science-based specifications lead the industry standard and ensure customers that the beef they purchase will have exceptional flavor, tenderness and juiciness. The best-tasting Angus beef is certainly an advantage, but it’s also about working with the best people who, like us, take quality seriously. Our brand operates through a network of licensed businesses where representatives are required to be leaders within their disciplines and willing to continue to grow their beef knowledge and customer service through Certified Angus Beef ® educational seminars.

 Who is the clientele you are working with? 

We work with a diverse network of people who all desire the same thing: high quality beef. This includes distributors, restaurant operators, chefs and consumers. Our brand truly connects the beef from farm to table adding value for each person in between.

 Which MENA markets are top markets for you?

UAE and Kuwait are traditionally our top volume markets. We are also seeing growing demand for the Certified Angus Beef ® brand in both Qatar and Jordan.

What are your latest innovations? 

This was certainly a year of creativity for the Certified Angus Beef ® brand. Our team developed a best in class portfolio of virtual training suited for a time where travel is limited. We now offer live, customizable training from our Culinary Center, a hub of beef innovation that features our chefs and meat scientists. We also connect people to where our beef is raised with live pasture tours at Atterholt Family Farms. We offer culinary consultations and our online training platform, CAB University is also available. To help our partners connect in a socially-distant world, we’ve also expanded our e-commerce materials and digital resources to include more videos, pictures, recipes that can be uploaded to their websites and social media channels.

 What are your future plans for the MENA? 

Our goal is to continue to drive value for those selling the Certified Angus Beef ® brand to help garner new business and recover lost business through increased engagement, new educational resources and of course, best in class beef.