This episode of CAB Bite dives into the evolution and impact of the Targeting the Brand program over its 20-year history. The program empowers both seedstock Angus breeders and commercial cattlemen to pursue genetics that increase Certified Angus Beef® (CAB®) brand acceptance rates — and now, even higher Prime benchmarks. The discussion explored how genetic tools, evolving program standards, and value-added programs like AngusLink shape profitability and marketing.

Key Takeaways

• Targeting the Brand started as a way for ranchers to show support for the CAB brand and has evolved into a robust genetic marketing tool that helps identify bulls and herds capable of increasing CAB acceptance rates.
• The current program uses a marbling EPD of 0.65 and a $Grid Index of +55 for its minimum threshold, with new Prime targets set at +1.1 marbling expected progeny difference (EPD) and a +71 Grid index, aiming for 20% Prime carcass rates.
• Value-added programs like AngusLink now integrate Targeting the Brand standards, providing commercial cattlemen with scorecards and market incentives based on superior genetics.
• The conversation emphasized that, while genetics play a substantial role in carcass quality, management, nutrition, and environment also significantly impact final results.

Significant Quotes

• "We know that historically and up through today, the most limiting of our 10 brand specifications is marbling, and it continues to be the number one reason that those black-hided cattle don't make it into Certified Angus Beef." — Kara Lee
• "At the beginning, you alluded to where we're sitting today from an acceptance rate perspective, kind of hovering just under that 40% acceptance rate today. With the Targeting the Brand minimums — again, minimums being what they are — at that 0.65 marbling EPD... producers can expect roughly a 60% Certified Angus Beef acceptance rate on those A stamp cattle." — Lindsay Graber Runft
• "There are a lot of folks out there in the cow-calf world who are seeing a tremendous amount of success. And it's adding to their bottom dollar as a result. Last year, we would have seen an average of about 12% Prime across the entire industry." — Kara Lee
• "The beautiful thing about that is we were able to make that adjustment without upping the EPD and index recommendations. That truly is a testament to what's been going on out in the commercial ranching industry over the last five years..." — Kara Lee

To learn more about raising premium cattle to supply the brand, visit CABcattle.com.