The Role of Traceability in Branded Beef - Symp... · The Role of Traceability in Branded Beef Mark...
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The Role of Traceability in Branded Beef
Mark McCully
Vice President, Production Certified Angus Beef LLC
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NON-PROFIT arm of the American Angus Association
17,000+ licensed packers, processors,
distributors, retailers and restaurants in
50 COUNTRIES
OVER 1 BILLION pounds sold annually
$75 MILLION paid to cattlemen each year
5 MILLION head certified annually
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The Backdrop “69% of consumers want more information about a company’s social, economic, animal welfare and environmental practices.” Hartman Group, 2017
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Role of Traceability (A brand’s perspective)
Production claim assurance
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Role of Traceability (A brand’s perspective)
Regionally-source claim assurance
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Market access
Role of Traceability (A brand’s perspective)
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Role of Traceability (A brand’s perspective)
Brand and trademark integrity
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Future Role of Traceability (A brand’s perspective)
Animal care and handling Environmental impact Employee care Sustainability metrics
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Consumer Messaging of Traceability?
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