Could your operation benefit from a more consistent beef program? The following information gives you the details you need to make an informed decision.

1. What exactly is a "branded beef" program?
   Foodservice operators and their customers want quality and consistency when it comes to beef. To meet this demand, industry has started to segregate product. "Branding" or naming these segregated programs, and promoting them means that consumers and operators will recognize that what they are ordering will provide the experience they are looking for. Like Coke or McDonalds or Starbucks there is a recognizable name with understood brand attributes attached to the product so the customer knows exactly what they are getting.



2. What kind of attributes would a branded program offer?
   Every branded beef program is unique, however most have specifications around grade (i.e. AAA grade), they may have specifications around aging and size and they may offer some kind of satisfaction guarantee. Some programs only use a certain breed of cattle (such as Angus) these are referred to as "breed specific" programs.



3. What is the difference between a branded beef program and "breed specific" program?
   "Breed specific" programs choose cattle from a specific breed, for example, Certified Angus™ Beef (CAB) and Certified Canadian Angus (CCA) use only Angus cattle for their program. Other branded programs such as the Sterling Silver™ Beef program choose from all types of breeds, along with their other criteria in terms of grade, marbling and size.



4. Some programs have certified in their name, what does this mean?
   The term certified means that the specifications such as breed or marbling scores are monitored and verified by an impartial third party. The Canadian Beef Grading Agency is responsible for monitoring these programs and confirms that the product meets the criteria laid out by the packer. This certification helps ensure product consistency.



5. Why should I buy a branded beef product over a non-branded program?
   In the highly competitive foodservice industry consistency is crucial. Branded programs, particularly ones that are certified, deliver the kind of consistent product that keep customers coming back for that great taste experience every time. Some branded programs also have excellent customer awareness, so your guests recognize that they are going to have a quality experience - and research shows that customers are willing to pay a premium price for a premium product.



6. What is the best way to compare programs?
   Selecting a program that is right for your operation is a process involving understanding what kind of quality you need. Grade and age specifications are the first and most important decisions to make. The other attributes need to be based on what your customer is looking for and how you want to promote the beef items on your menu. Once you have determined these needs, look at the specifications of each program to see which one might work for you.

There are numerous branded programs available including packer programs such as Sterling Silver™ Beef, Certified Angus™ Beef, Certified Canadian Angus, and Ontario Corn Fed Beef. Many distributors also offer their own in-house branded programs. Please contact your local sales representatives for more information on any of these products.

To assist you with your selection of a branded program we’ve developed the following chart to assess which program is right for you. Rate the programs you are considering by using the criteria on the left hand side of the chart.

Program 1 Program 2 Program 3 Grade Specification       Third Party Certification       Aging       Marketing Support       Satisfaction Guarantee       Trim Specifications       Size Criteria       Breed Specification       Price       Other