Tyson re-launches Star Ranch Angus brand

by Bryan Salvage
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DAKOTA DUNES, S.D. — Tyson Fresh Meats has nationally re-launched its Star Ranch Angus premium beef line. Cattle used to make this line of products, which was originally launched in 2003, are born and processed in the U.S.

The re-launch is the result of extensive consumer research revealing core attributes that resonate with consumers, such as Angus and "Made in the U.S.A.", Tyson said in a news release. The re-designed logo and tagline focus on what consumers said were most important, including consistent tenderness, great rich flavor and made in the U.S.A.

"In a time when consumers see everything made overseas, Star Ranch Angus is 100% American-made and comes with a 100% consumer guarantee to provide a high-end eating experience every time," said Rick A. Janke, brand manager for Tyson Fresh Meats. "Our Team has worked very hard to retool this exciting brand for our partners nationwide and we are committed to consumer satisfaction."

Star Ranch Angus uses only "A maturity" Angus cattle, the youngest U.S.D.A.-recognized maturity for cattle, to ensure rich beef flavor and consistent tenderness. The 100% consumer guarantee on all Star Ranch Angus products was designed to give grocers confidence they are providing the highest-quality product for their consumers, Tyson added.

"We have three distribution centers servicing nearly 1,000 stores in 14 states and we are seeing a very positive response to Star Ranch Angus since its re-launch," said Mike Wallace, vice-president of perishables for Affiliated Foods Midwest. "Our members have responded well to the line."

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