“One of the beautiful things about the Ranch to Table program is that the end product itself is going to be just as consistent with the end product of other traditional CAB outlets,” Lee says. “So, we are not compromising on any of our brand standards.”
Typically, cattle move from a feedyard to a CAB-licensed packing plant and then are distributed to the end-user. With the Ranch to Table program, licensed producers are responsible for working with a processor and USDA grader to verify that brand specifications are met. A marketing plan is required for the application process, but upon being licensed, producers will have access to a tool kit and marketing resources to use in leveraging the brand’s quality.
“For some, direct-to-consumer beef merchandising is an expanded financial opportunity. Perhaps it’s the opportunity for the next generation to come back and join the family business,” Lee says. “A lot of members have years of carcass data that supports the quality of the cattle they are raising. Previously, we didn’t have an infrastructure that allowed them to access CAB-brand merchandising, and the Ranch to Table initiative allows us to do just that.”
The program is not restrictive solely based on the quantity of cattle a producer would process. Instead, CAB will evaluate the business’ operating plans and marketing approach for the beef produced.
“Ultimately, we’re looking to put an asset in the toolbox of registered Angus breeders — something that allows them to add value to their own product or to the calves they’re purchasing back from customers whose genetics tie to the breeder’s own operation,” says Lee.
