Tenderness & Taste:
Marbling is the most demonstrable measure of flavour, whereas aging has the ability to maximize the potential for tenderness. Most of the branded beef programs in Canada are based on Canada AA or Canada AAA grades with a minimum aging specification of 14 days with some promising 21 days age.

Communication:
Once all the attributes are delivered it is very important to relay the information to your consumers. A complete POS program incorporating case layouts, cooking instructions, in-store promotional materials and staff training are essential.
Consistency:
44% of consumers say buying beef is a game of chance. - Source: B.I.C. Tracking Study 2000

Branded beef programs are designed to offer the same quality attributes on a consistent basis. Depending on the technical specifics of each program, the beef industry has the capability to produce a consistent live animal that will deliver all the attributes that are built in to each specific program. Since most programs are a strategic alliance possibly involving some of, or all of, the cow/calf operator, the feedlot operator, the packer/processor and the retailer, the entire supply chain has accountability, a stake in the brand name and most importantly, the ability to deliver consistency.

Competitive Advantage:
For a retailer to realize long-term profitability and growth potential in their beef category they will have to be able to consistently deliver the quality attributes that their customers expect and the food wholesomeness they demand. Ownership in branded food products has been the cornerstone of many retailers. The beef industry in Canada is now able to deliver on the branding promise.

Who Qualifies:
The Beef Information Centre can tailor or recommend an existing branded beef program for retailers of any size.