By John Pfeiffer
After struggling through its early years, Certified Angus Beef has come a long way. Farm Director Ron Hays spoke with CAB Chairman and Mullhall producer John Pfeiffer about the brand’s most recent success in its near 40-year history.
“We actually did 1 billion, 15 million pounds,” Pfeiffer said referring to CAB’s recent record breaking accomplishment. “We had hoped to achieve this goal by 2020, so we actually reached it four years quicker than we had planned.”
Pfeiffer says CAB also had its biggest year-over-year increase ever, growing at rate of 12 percent this last year.
“The reason we’ve been able to do that is two-fold,” Pfeiffer said. “One is the people selling it; their passion for it - but the big reason is to the cattlemen.”
Coming out of the drought across Oklahoma and the mid-West, Pfeiffer explains, producers put back animals that were a higher percentage black and a lot better in quality. He says producers used all available technologies and breeding practices during this time that really, more or less, doubled their acceptance rate from 14 percent to 28 percent, which breaking that down comes out around 90,000 head certified per month.
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