YOUR GUIDE TO THE MOST TABLE OF CONTENTS PREMIUM ANGUS . Lesson 1: Brand Basics EVER. Sales Map...... p. 3-10 Lesson 2: Beef Production Story...... p. 11-17 Lesson 3: Beef Cuts Knowledge Beef Cuts by Primal Cuts...... p. 18-27 Alternative Cuts for Teres Major...... p. 28-29 Alternative Cuts for Skirt ...... p. 30-31 Alternative Cuts for Tri-Tip...... p. 32-33 Sales Tools App from Top to Bottom...... p. 34 Beef Cuts App Scenarios...... p. 35 Lesson 4: Selling the Brand’s Benefits Licensee Services Scavenger Hunt...... p. 36 Shear Force Ranking Sheet...... p. 37 Portion Control Facts...... p. 38-39 Portion Control Calculator...... p. 40 Beef Cut ID Test...... p. 41 Roast Perfect App...... p. 42 Notes Page...... p. 43

2 3 RANCHER-OWNED BRAND A STANDARD SUSTAINED We don’t just know the importance of helping family farms and ACROSS GENERATIONS ranches. It has been one of our guiding principles since 1978.

PROVIDING LOCAL SUPPORT Supporting Angus farmers and ranchers is what we do. We give them a means to earn a premium on their beef by meeting standards other brands can’t match. More importantly, we help them sustain their way of life for future generations.

GENERATIONS OF FAMILIES Preserving the land and lifestyle doesn’t happen overnight. Quality beef starts with quality care and a deep respect for the cattle, land and resources each family has been given. Passing down tradition takes generations of working together to leave resources better than they received them.

THE ORIGINAL BEEF BRAND We are the only brand owned by the collection of American Angus Association® members near you, across the United States and in Canada. And, uniquely nonprofit, we stay true to our roots. Since 1978, we have impacted more family farms from coast to coast than any other brand of beef.

The McPeake Family Arnoldsville, Georgia

4 5 CONSISTENT SIZING APPEARANCE AND Delivers thicker, more uniform cuts TENDERNESS 10 RIGOROUS STANDARDS 10- to 16-square-inch ribeye area: ensures Superior muscling assures a Guarantee unrivaled flavor, tenderness and juiciness 04 more uniform cuts throughout the carcass. 07 premium, uniform plate A heavy lip-on ribeye doesn’t always mean a presentation. large eye—it might simply be longer, with the potential to get one to two more . Our MARBLING The key to flavor “heavy” or “up” ribeye will still offer a product with consistently sized steaks, while other AMOUNT: programs may include 16-inch or larger 01 Marbling, the small flecks of fat within the beef, is the main contributor of juiciness, flavor ribeyes even in a “light” box. and tenderness. Beef with more marbling can be cooked to higher temperatures and still be juicy.

Practically free of capillary rupture 08 delivers a more appealing appearance.

1,050 pound hot carcass weight or less: 05 works in conjunction with our ribeye area specification to deliver less variation in each box, even as beef carcasses throughout the industry are larger.

1 inch or less fat thickness: helps control 06 overall leanness and yield. Not allowing dark cutters ensures Modest Marbling: Our minimum requirememnt 09 consistent appearance and flavor.

TEXTURE: 02 To ensure consistency in every bite, our beef must have medium to finely textured marbling. Coarse marbling is less desirable.

Medium to fine marbling Course marbling

Eliminate significant Brahman MATURITY Delivers optimal tenderness and color 10 influence to ensure tenderness. Cattle must be less than 30 months of age by dentition and only 03 with A-maturity lean color.

6 7 OTHERS STOP AT "ANGUS." THAT'S WHERE WE START. REDUCE RISK OF A TOUGH U.S. Department of Agriculture (USDA) graders (Canadian Beef Grading Agency (CBGA) in Canada) STEAK BY NEARLY 300% certify only the best for the brand’s 10 standards. 300%

Only 3 in 10 Angus cattle meet Certified Angus Beef ® brand 1 in 50 the brand's high standards USDA Prime 1 in 24

USDA Choice 1 in 13

USDA Select 1 in 6

Sources: Oklahoma State University, 2004 Journal of Animal Science. Personal communication; 2019 internal study by a packer partner USDA QUALITY % Abundant GRADES AS A % Moderate Marbling We require modest or PERCENT OF higher levels of marbling— % the key to great flavor. Modest FEDERALLY Marbling OUR GRADED PROMISE

% The majority of USDA BEEF. Small Marbling Choice is Small Marbling: • Superior taste, flavor and tenderness not enough for us. • Increases sales • Positive customer reviews • Optimal brand integrity % Slight Marbling • The best known and highest regarded Angus brand • Unrivaled marketing support

Source: USDA and 2019 Consist Data

8 9 QUALITY STANDARDS PRIME, CHOICE AND SELECT

MARBLING The key to flavor

Various marbling specifications; USDA Select and the majority of 01 Modest or higher marbling USDA Choice do not contain enough marbling to qualify for the Certified Angus Beef® brand. (See pyramid)

02 Medium or fine marbling texture No specification

MATURITY The key to tenderness Can include both “A” and “B” Cattle must be less than 30 maturity cattle; “B” maturity are months of age by dentition and 03 cattle harvested at approximately only A-maturity lean 30-42 months of age.

SIZING Delivers uniform cuts and plate presentation

No specification; accepts industry 04 10- to 16-square-inch ribeye area* extremes of 7- to 20-square-inch ribeye area, all ranges

No specification; may include large 1,050 pound hot carcass weight carcasses and industry extremes of 05 or less 1,250 pound hot carcass weight

06 1 inch or less fat thickness No specification

APPEARANCE & TENDERNESS

Superior muscling limits light- No specification 07 muscled cattle

Practically free of capillary Allowable up to the equivalent of rupture ensures the most 08 a slight marbling level appealing appearance No dark cutters ensures May be allowed at low levels with consistent appearance 09 adjustment to lower grade required and flavor

No neck hump exceeding 2 inches The Certified Angus Beef ® safeguards against Brahman- No specification brand name, marks and 10 influenced cattle which have slogans are service/trade- marks of Certified Angus more variation in tenderness Beef LLC.

*Up to 19 square inches for ribeye area is acceptable for tenderloin, , thin , chuck and round cuts at ©2020 approved plants. Rib, ribeye, strip loin and are excluded from this option. All rights reserved. 206 RIFFEL ROAD, WOOSTER, OHIO 44691 USA Printed in the U.S.A. 11-104 330-345-2333 • CertifiedAngusBeef.com #20712

10 11 OUR ROOTS IN BOOTS BEEF 101: A BASIC GUIDE The Certified Angus Beef ® brand was created by farmers and ranchers with the It won’t be long before you master the lingo and can speak like an old ranch hand. passion to deliver beef with great taste. For nearly 40 years, these farming and Here are some key points: ranching families have been the foundation of the brand. CATTLE GROWTH & NUTRITION • The only brand owned by the American Angus Association® • A not-for-profit created to increase demand for high-quality beef MILK FORAGE GRAIN • The brand supports local farmers and ranchers across the U.S.

UNDER THE COWBOY HAT Farmers are an independent and resourceful lot, living and working the land in rural communities across the nation. While each one is different and makes decisions geared to their specific farm, Birth: 80 lb. Weaning: 600 lb. Finishing: 900 lb. Harvest: 1,400 lb. they collectively paint a picture of the “average” American farmer. A calf will spend 7 A calf is weaned around Grains are added to Finishing cattle on high- months on pasture 7 months, only eating cattle diets to provide energy grains and some nursing on its mother grasses and forages more energy for growth forages enhances marbling The average FA RE MI A LY American S - AVERAGE O M W HERD SIZE ANGUS IS A BREED OF CATTLE

farmer is R N 40

A

F

E

KNOWN TO PRODUCE BEEF

D F 58 O WITH MORE MARBLING years old COW Mature female 56% 64% that has had a calf of farms are of farmers hope to owned by the pass it to the next HEIFER Female that has same family for generation not given birth 3 generations BULL Top 5 states for beef cattle: Mature male used 1. Texas - 6.7 Million for reproduction 2. Nebraska - 4.4 Million STEER 3. Kansas - 3.7 Million Castrated male 4. Oklahoma - 2.2 Million 5. Iowa - 2.1 Million

12 13 GATE TO PLATE JOURNEY 4 FEEDYARDS: Each steak has a history that begins long before the store or restaurant. It’s a journey involving natural grasslands, efficient feedstuff use and dedicated cattlemen and women. Feedyards specialize in “finishing” cattle for the beef supply. 1,400 LB. 1. Cattle are grouped by weight to provide uniform care It all begins on the 2. Nutritionists create a balanced diet based on grains, forages, vitamins and minerals 1 FARM OR RANCH: 3. Cattle gain 3 to 4.5 lb. per day for 5 to 8 months 4. They go to market at about 1,400 lb. (roughly 18 months)

Cows are bred, and calves are born each year in the spring or fall. 1. Farmers and ranchers monitor herd health and nutrition 2. Cows graze on grass pastures or hay, depending on the season 5 PACKING 3. Calves remain with the cows until about 7 months of age PLANTS:

BIRTH: WEANING: USDA oversees cattle harvest, grading and food During a cow’s gestation period, proper care ensures At weaning, ranchers work with veterinarians to safety inspections. the health and condition of the unborn calf and the cow. prepare the calves for the grower or stocker. 1. All beef is inspected for food safety 1. 9-month gestation period 1. Calf is separated from the cow around 7 months of age 2. USDA graders evaluate carcass marbling, maturity 2. Ranchers check cows around the clock at calving time 2. Start to eat grass, hay and some grains and cutability for the brand’s 10 exacting standards 3. Ranchers ensure calves nurse shortly after birth 3. Vaccinations help reduce risk of illness 3. Humane Slaughter Act ensures proper animal handling and care

Cattle are sold through different marketing methods 2 MARKETS: and then moved to a new location for continued care.

Cattle can be sold through:

OR OR 6 STORES & RESTAURANTS: Livestock Directly Video Retail stores and restaurants are the final stop in providing beef to consumers. auction from a internet markets rancher auctions 16,000 licensed foodservice and retailer partners 3 STOCKER/GROWER: Cattle may go to a rancher that specializes in feeding cattle on pasture or forages. 1.Cattle eat a forage-based diet 2.Calves begin to consume some grains 3.Cattle gain around 300 lb. during this phase Marketing the brand in 50 COUNTRIES

14 15 A NETWORK OF FARMING CATTLE TO PEOPLE RATIO NEBRASKA AND RANCHING FAMILIES vs. NEW YORK More powerful than supporting one local farm or ranch, the brand supports a network of families across the United 4.4 Million 1.9 Million States. Ranching methods vary coast to coast to provide the best care for cattle in 0.1 Million 19.7 Million different environments and climates.

Beef Cow Density Map = 2,500 Beef Cows U.S. Department of Agriculture, National Agricultural Statistics Service

Why are cattle raised in different areas?

Farms and Ranches Located in regions rich in grasses and prairies

Feeders Situated in regions with ideal climate and availability of feeds and grains

Packers Located near feedyards to reduce transportation

Environment A region’s climate, landscape THE YON FAMILY and rainfall need to be Ridge Spring, South Carolina conducive to raising cattle THE DAL PORTO The Yon family specializes in FAMILY Oakley, California raising cows and calves on the Population The Dal Porto family has natural grasses of the south. Cattle are typically grown specialized in raising Angus cows These first-generation farmers in lowly populated areas and calves for more than three THE OLSON FAMILY THE TIFFANY hope to pass the farm down to decades. Their pastures depend Hereford, Texas FAMILY Herington, Kansas their children. Feed Resources on the San Francisco Bay area’s The Olsons have been raising Angus rainfall from October to April to The Tiffany family specializes in Cattle are fed different crops cattle on their ranch for nearly 30 feeding cattle and finishing them for and grasses in different regions provide grazing for their cattle years. They raise their cattle and To learn more about these throughout U.S. the entire year. the beef supply. Kansas and the surrounding calves on pastureland in the flat areas are ideal for feeding cattle because of families and others, visit country where trees are scarce and the environment and access to grains. CertifiedAngusBeef.com. the view stretches for miles. 16 17 18                                                                                                                                                 19      

                                                                                                                                     

 

      

 

   20 21      

                                                                               

                                                             

22 23      

                                                                                                              

                                             

24 25                                              

                                                                            

      

 

  

26 27 ® 1 Certified Angus Beef Medallions OR

Steak Tips 2

Common names: Petite Shoulder Tender, 1 2 Shoulder Medallions, Roast and slice against the Square-off the ends producing steak Shoulder Tender OR grain, cutting on an angle. tips, and slice center into medallions.

Description: MENU SUGGESTIONS Upscale, versatile cut with great taste and texture. Appetizers Sandwiches Entrées Similar in tenderness to filet Blackened Petite Shoulder Tender Shaved Shoulder Petite Tender Grilled Pepper-crusted Teres mignon. Portion into and Seared Scallops with Angel “Cajun Po Boy” with Major with Roast Fingerling medallions or use whole, Hair Pasta and Sherry Thyme Shredded Lettuce, Fried Green Potatoes, Steamed Asparagus seared or roasted. Seafood Medley Tomatoes, Grainy Mustard and and Caramelized Garlic Muffuletta Relish Coffee-dusted Teres Major Beef Individual Petite Tender with Rosemary Grilled Tuscan-marinated Teres Wellington with Wild Focaccia, White Truffle Oil and Major on Flat Bread with Farmer Mushrooms, Grilled Vegetables Shaved Parmigiano-Reggiano Greens, Vine-Ripened Tomatoes, and Calico Rice Red Onion and Basil Vinaigrette

Salads Beet, Apple and Pear Salad with Roasted Shaved Petite Tender, Spring Mix, Cider Vinaigrette and Garlic Sourdough Croutons

Classic Greek Salad with Roasted Sliced Petite Tender Medallions, Romaine Lettuce and Creamy Feta Cheese Dressing

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28 29 ® 3 Best when cooked to medium rare Certified Angus Beef or medium .

5a 4b , 1 especially inside skirt steak, is fantastic if marinated overnight.

Outside Skirt Steak 4a 4b Cook whole pieces. Slice against the 1 2 3 grain into strips. 5a or Lay entire skirt flat, Trim excess Cut 3-4 inch Common names: 5b as seen above. exterior fat. sections Slice against the Inside Skirt Steak Skirt Steak laterally. grain into strips Cook strips Outside Skirt Steak before serving. and serve. Inside Skirt Steak MENU SUGGESTIONS Description: Appetizers Sandwiches Entrées Boasts deep, rich, Flame-grilled Jerk-seasoned Grilled Skirt Steak Panini Gaucho Skirt Steak with beefy flavor. Best when Skirt Steak Skewers with Piña with Grilled Peppers, Onions Chimichurri, Grilled Onions marinated before Colada Dipping and Jack Cheese and Corn Relish grilling; when slicing, Crisp-fried Grilled Skirt Steak Chilled Grilled Chopped Skirt Tuscan Skirt Steak with cut against the grain. Strips tossed with Sweet Garlic Steak Hoagie with Sweet Slaw Sundried Tomatoes, Black and Red Pepper Dip and Garlic-Cumin Cream Olives, Roasted Peppers and Cheese Spread Balsamic Glaze Salads Classic Cobb Salad with Charred Skirt Steak Strips, Diced Avocado and Lime Dressing Marinated, Blackened Thin-Cut Skirt Steak Salad, with Cheese, Bell Peppers, Red Onions and Cajun Vinaigrette

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30 31 ® 2 Certified Angus Beef 2 1 2

2

Best if served medium or medium rare.

1 2 and grilling are the First, slice where you see Then slice each piece, Common names: most popular the seam running vertically making sure to cut against cooking methods Tri-Tip Roast down the middle its unique grain. for this cut. of the cut. Description: Easily recognized by its MENU SUGGESTIONS triangular shape. Lean, tender and boneless. Appetizers Sandwiches Entrées Offers rich beef flavor Tri-Tip Bruschetta with Tri-Tip Pretzel Roll Sandwich Tri-Tip Steak served with Tomato Olive Salsa with Chipotle Mayonnaise Tobacco-Fried Onions, at a great value. Can and Beer-Simmered Horseradish and Au Jus Tri-Tip and Roasted Red Onion be cooked whole or Onion Slaw Dipping Sauce Sliders with Blue Cheese Aioli cut into steaks. Texas Toast Tri-Tip Sandwich Santa Maria-Style Salads with Hot Sauce BBQ Tri-Tip Tri-Tip Steak Salad with Honey Basil Vinaigrette Tri-Tip Caesar Salad with Lemon Pepper Vinaigrette

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32 33 Beef Cuts THE SALES APP FROM TOP TO BOTTOM Training Scenarios Test your knowledge with the Certified Angus Beef® brand sales app To Download 1. Open App Store 2. Search “Certified Angus Beef” or “Brand Builder” 1. What’s the best way to cook chuck short ? 3. Tap “FREE” button and “Install” To Download 1. Open Google Play Store 2. Search “Certified Angus Beef” or “Brand Builder” 3. Tap “Install” 2. What are two other names for a coulotte steak?

Brand Basics: explain our 10 exacting standards and 3. typically comes from which three primals? brand advantages

Competing Brands: compare the brand’s quality to another product or two 4. A chef is on the hunt for a great appetizer application for the sirloin flap. What two items would you suggest? (hint: click on “download datasheet” under sirloin flap)

Beef Cuts: showcase classic and trendy cuts to fit every menu 5. Your customer just moved from New York to California and has heard that tri-tip is quite popular there. He isn’t sure what to do with it. Explain to him the options with this cut. Sales Objections: overcome the four most common sales objections H Dollars and Sense H Choice vs. CAB® H Angus Isn’t Equal H Local Connections

6. One of your most challenging operators has said that he is going to use a mock tender steak to replace his tenderloin. What would you say to him to try and steer him in a different direction? Portion-Control Calculator: compare true cost of portion-cut vs. in-house steak cutting and help customers buy based on dollars and cents Follow: connect with us on social media 7. What is the difference between a ribeye steak and a cowboy steak?

Feedback: share info with us on your accounts and ideas to improve this app 34 35 Licensee Services TOP 15 MUSCLES OF THE BEEF CARCASS Ranked By Tenderness

1.

SCAVENGER HUNT • Tenderloin (Psoas Major) • NAMP 189 2. Show off your Certified Angus Beef ® brand pride. • Flat Iron (Infraspinatus) • NAMP 114D • In “______,” I can order logoed apparel, table tents, napkins, steak picks, beef cut charts and more. 3. You carry the very best Angus beef. Let customers know through marketing. • Ribeye Cap (Spinalis Dorsi) • NAMP 112D • Use copy points, like “______,” to tell customers about the great brand 4. you offer. • Chuck Underblade/Centercut Chuck Flap (Serratus Ventralis) • NAMP 116G Licensee Services is filled with effective sales tools. 5. • ______can help me compare other brands of beef in my marketplace. • Chuck Petite Tender (Teres Major) • NAMP 114F • Download the ______app to view and share brand information on the go. 6. • Round Knuckle Center Roast (Rectus Femoris) Protecting the brand’s integrity and helping your customers do the same leads you • NAMP 167E toward success. 7. • Branding is simply working with approved restaurant accounts to share our collective ______• Tri-Tip (Tensor Fascia Latae) to ______through more robust marketing efforts. • NAMP 185 C/D • If you need help or have questions, please contact the branding team at ___ - ___ - ____. 8. • Chuckeye (Complexus) Licensee Services makes training your team easy. • NAMP 116H 9. • Ready-to-use training ______help you train your • Sirloin Flap (Obliquus Abdominis Internus) team with poker-style or Jeopardy fun. • NAMP 185A • The upcoming Foodservice Leaders Summit will be 10. held ______, 20___, at the • Striploin /Ribeye (Longissimus Dorsi) ______. • NAMP 180/112C 11. Make your marketing pieces sizzle with • Top Round Cap (Gracilis) high-quality imagery. • NAMP 169B • By clicking on “______12. ______,” I can find eye- • Round Knuckle Top (Vastus Medialis) catching, high-quality photos to • NAMP 167D ® market Certified Angus Beef brand 13. products. • Shoulder Clod (Triceps Brachii) • NAMP 114 14. Use these tools to grow sales, train your team and build rapport with customers. • Flank (Rectus Abdominis) • NAMP 193 15. • Top Round (Semimembranosus) • NAMP 169 36 37 True Cost Analysis Calculations: Example: 1. Weigh whole subprimal without bag. 2. Remove unusable product and discard TheFACTS Tenderloin (i.e. trim, silver skin, etc.). 3. Weigh usable products and separate by items The Advantages of Portion Control This example is based on industry averages. (i.e. tips, wings, etc.). Apply credit values. Each tenderloin evaluated will vary based on the raw material purchased and the skill of 4. Calculate net cost (cost of subprimal – credit values). The Bottom Line your cutter. 5. Net cost divided by main item weight = true cost Portion control steaks are cost effective. At first glance, they may per pound of main item. seem more expensive than buying subprimals but portion control actually benefits your bottom line beyond cost per pound. Gain Efficiencies • Serve every ounce of beef purchased A. • Know exact portion cost every item • Uniform size and cooking time • Don’t pay for unused by-products • Inventory buffer/fewer shortages B. Maximize Labor Hours D. • Reduce skilled labor for cutting, trimming and boning E. D. C. • Reduce labor for inventory control • Lessen staff safety concerns/lower insurance costs B. NAMP 189A Tenderloin, (PSMO) Manage Investment Costs • Smaller physical inventory and greater effectiveness Weight (lb.) Price/lb. Credit Value Total Cost • Avoid theft Whole Tenderloin 6.5 $10.00 $65.00 • Reduce spoilage A. Trim, Silver Skin and Side Muscle 2.5 • Reduce cooler space and equipment needs B. Tips and C. Tail 0.75 $5.00 $3.75 -$3.75 If you’re not using portion control steaks, the above factors D. Wings, Medallions or Regular Cut Steaks 0.75 $10.00 $7.50 -$7.50 translate into “hidden costs” of cutting steaks in-house. E. Center-cut Filets or Barrel 2.5 $53.75 $53.75 True Cost = = $21.50/lb. 2.5 lb. This sample center-cut filet is $21.50/lb. when purchasing subprimals vs. $___/lb. for portion control. If your steak cutter miscuts by an ounce, you lose more dollars per plate.

IN-HOUSE STEAK CUTTING PORTION CONTROL $21.50/lb. ÷ 16 oz. = $1.34/oz. vs. $______/lb. steak-ready tenderloin $10.75/8 oz. steak + $1.34 miscut = 8 oz. steak = $12.09/steak $______/steak

When you rely on expert distributor cutting standards, you gain product You can find ready-to-use cost sheets on www.certifiedangusbeef.com; located in consistency, optimize resources and ultimately ensure customer satisfaction. “Licensee Services” under Sales, Middle Toolbox and Portion Control. 91-810 •16815 Questions? Contact Certified Angus Beef LLC at 330-345-2333. • ©2018 Certified Angus Beef LLC. All rights reserved. 38 39 PORTION CONTROL Cut ID Test CALCULATOR 1.

Enter the values of a beef offering to compare actual product cost of portion cut steaks vs. cutting subprimals in-house.

Ounces/Pounds OR Grams/Kilograms 2. Entrée Menu Detail Item name and/or NAMP spec:______oz. Entrée menu selling price: ______$ 3. Whole Subprimal (end-to-end) Whole subprimal cost:______$/lb. Starting weight as purchased:______lb. Finished weight of cut steaks:______lb. 4. Number of cut steaks:______By-product Values Weight of by-products:______lb. 5. Sellable price of by-products:______$/lb. Portion Cut Portion cut steak cost:______$/lb. 6. RESULTS Whole Subprimal Portion Cut Steaks (end-to-end) (same subprimal) 7. Total by-product value

8. True portion size

9. True cost of sellable product

Food cost per plate 10.

Gross profit per plate

*NOTE: Food Cost and Gross Profit is solely based on the plated beef. These calculations do not include the cost or profit of salad, sides, starch, etc.

40 41 PERFECT NOTES YOUR ROAST

The free Roast Perfect app offers everything you need for and . Choose the right roast, select a recipe, follow cooking instructions and discover much more! Download it today!

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