Abstract
Travel halted. Consumer habits changed. Marketing strategies adjusted. Restaurants closed. Future projections deleted. All of this occurred in the food industry, and many others like it, once COVID-19 spread. As the leading brand of Angus beef, it shifted what it needed to in order to offer more support to its foodservice distribution, retail, restaurant and international partners. The Certified Angus Beef ® brand’s purpose has always been to promote high-quality beef brought to tables by family farmers and ranchers. While that still rings true, the pandemic has shed a light on how every link in the chain strengthens what those cattle caregivers do and what consumers have come to expect.
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