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Playing the Trump Card CONTINUED from PAGE 79 Not Easily Achievable — but It Is Possible Playing Growing Angus demand in a triangle of excellence. by Jennifer Kiko onald Trump’s business sense is D legendary. Through lucrative real- estate transactions, overseas holdings and a popular television show, his famous portfolio continues to grow. He expects, and accepts, only the very best. When Trump determined to offer the world’s greatest steaks, he searched for the best beef available and found it in OVEKIN/WIREIMAGE.COM the Certifi ed Angus Beef ® (CAB®) brand. Trump has partnered with Certifi ed Angus S.L TESY OF Beef LLC (CAB) and The Sharper Image — a specialty retailer known for offering cutting-edge products — to market Trump COUR PHOTO @It’s only the best for Donald Trump (left), and when it came to beef, Trump chose to associate his Steaks™.The premium line of CAB brand name with CAB® brand Prime. The famous entrepreneur has partnered with CAB and The Sharper Im- Prime steaks and burgers was unveiled in age to market Trump Steaks™, a premium line of CAB Prime steaks and burgers. 187 The Sharper Image stores throughout the United States in early May. Trump “For years, people have told me the steaks all made available for delivery to your door Steaks was launched at a press conference in my restaurants are incredible,” Trump through The Sharper Image. With such a in New York City May 8. said, “so it makes sense that we expand partnership, consumers can be assured they Offering “the world’s greatest steaks” our business to offer Trump Steaks to are purchasing the absolute best-tasting beef to consumers seeking the very best beef consumers everywhere.” money can buy.” delivered to their home was a natural Trump Steaks are available through And indeed, Trump Steaks do cost extension for Trump. His restaurants at The Sharper Image stores, catalog and at a pretty penny. There are four unique Trump casinos in Atlantic City already serve www.thesharperimage.com. They are packages ranging in price from $199 to $999, both CAB brand products and CAB brand carefully aged, individually sealed, fl ash each with a variety of CAB brand Prime Prime. The restaurants include High Steaks frozen and packed in dry ice. They are cuts, including fi let mignon, cowboy bone- at Trump Marina Hotel; Safari Steakhouse at shipped to customers in a distinctive black- in ribeyes, boneless New York strips, and Trump Taj Mahal; and Max’s Steakhouse and and-gold presentation box, each clearly Trump Steaks CAB brand burgers. 24 Central Café at the Trump Plaza Hotel. identifi ed with the CAB brand logo. Who would buy Trump Steaks? Only time “When we were will tell, but the Trump signature represents approached with superb quality — from elite properties to the opportunity to luxurious lifestyles with the fi nest amenities. partner with Trump Trump’s reputation speaks for itself. CAB Steaks and The brand Prime is the best of the best, meeting Sharper Image, it nine more quality specifi cations than USDA was an exciting and Prime. The Sharper Image catalog has a logical venture,” said circulation of 5.5 million, not to mention in- CAB President John store shoppers and online customers. Stika. “What has resulted is a ‘triangle Opportunity comes knocking of excellence’ The chance to partner with Trump Steaks represented by CAB came to CAB through licensed distributor brand Prime, the Buckhead Beef Northeast, South Plainfi eld, highest-quality beef N.J. The company supplies Trump’s Atlantic available, in addition City properties with CAB brand and CAB to the world- brand Prime products. class experience The partnership has garnered media PHOTO BY DEANNA WALENCIAK DEANNA BY PHOTO synonymous with attention in an entirely new customer @CAB staff Kyle Miller and Sarah Donohoe prepare product for a video shoot anything associated base. The press conference at The Sharper to promote CAB’s partnership with Trump Steaks and The Sharper Image. with Trump, and CONTINUED ON PAGE 80 July 2007 ■ ANGUSJournal ■ 79 CCABAB TTrump.inddrump.indd 1 66/12/07/12/07 110:56:540:56:54 AAMM need for more cattle hitting the CAB Prime standard. Currently, less than 1% of all beef hits that mark. It’s a target to shoot for that is Playing the Trump Card CONTINUED FROM PAGE 79 not easily achievable — but it is possible. Image in New York City’s Rockefeller Plaza associated with another image like Trump, “With proper selection and management, was attended by Home magazine, Gourmet the quality perception of beef is elevated in producers can clearly hit this kind of target,” magazine, People, New York Daily News, the eyes of consumers. Stika said. “From a coordinated production and Every Day with Rachael Ray, to name a “Clearly we expect the visibility for beef, system standpoint, we now have tools to few. Trump Steaks was mentioned — and and in particular the CAB brand, to have make genetic progress, and to properly even spoofed — on “Late Show” with an added benefi t of creating additional manage and grow cattle that hit a CAB brand David Letterman, “Entertainment Tonight,” pull-through demand,” Stika said. “Certifi ed Prime end point. “Saturday Night Live” and “The Tonight Angus Beef is owned by the American “The exciting part about that, is not only Show” with Jay Leno. Donald Trump was Angus Association and its 35,000 members. are we in an environment today that allows the featured on the cover of The Sharper Image’s Since Day 1, our mission has been to technology and resources needed to succeed, June 2007 catalog. increase demand for registered Angus cattle. we’re also in a demand-driven economy that Media interest and related opportunities We do that through a specifi cation-based pays producers to do it. Signifi cant premiums continue to arise. While the publicity is program that focuses on delivering superior are available for those producers who can hit promising and continues to raise brand taste to consumers. that quality end point — that premium is awareness, it’s not the only effect of the “This partnership with Trump Steaks, driven by growing demand for high-quality partnership. The association with Trump as well as CAB’s relationships with all of CAB product,” Stika said. Steaks is a golden opportunity for Angus its retail and foodservice licensees, is an The response from the brand’s licensed producers as well. opportunity to bring greater value and partners as a whole has been very positive. Since it began, CAB has been based benefi t to the production of high-quality “Anything we can do to increase consumer on a pull-through demand that starts at Angus cattle. This partnership will increase awareness that there are differences in quality the consumer level. When the brand is demand for CAB and will drive demand — even within the Angus category, will for registered Angus cattle benefi t our entire network of 13,500-plus throughout the supply chain.” licensees across the country,” Stika said. Hitting Prime standards In the know CAB brand Prime is produced It will be interesting to follow the by fi ve licensed packing promising and profi table path of Trump companies throughout the Steaks — how sales affect supply, affect country. Fiscal year (FY) 2006 demand and increase consumers’ love affair sales reached 5.2 million pounds with great beef. With a spokesperson like (lb.). The future looks positive, Donald Trump, it’s sure to be entertaining. as sales are up 10% for the fi rst There is one certainty, as Trump himself half of FY 2007. The brand value admits: “I understand steak … it’s my favorite created by Trump Steaks will help food. And these are the best.” drive total sales and increase the PHOTO BY DEANNA WALENCIAK DEANNA BY PHOTO @Above: The partnership has garnered media attention in an entirely new customer base. The press conference at The Sharper Image in New York City’s Rockefeller Plaza was attended by Home magazine, Gourmet magazine, People, New York Daily News, and Every Day with Rachael Ray, to name a few. @Right: The Sharper Image Chairman Jerry Levin (left) visits with Donald Trump (center) and CAB President John Stika. PHOTO COURTESY OF S.LOVEKIN/WIREIMAGE.COM OF COURTESY PHOTO 80 ■ ANGUSJournal ■ July 2007 CCABAB TTrump.inddrump.indd 2 66/12/07/12/07 110:56:560:56:56 AAMM.
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