High River Canadian Angus launching in spring
February 16, 2010
by Bryan Salvage
ORLANDO, FLA. -- During the American Meat Institute’s Annual Meat Conference to be held in Orlando, Fla., from March 7-9, Canada’s Beef Information Centre (B.I.C.) plans to officially introduce a program created with the Colorado Boxed Beef Company (C.B.B.C.). Launching this spring, the program is called High River Canadian Angus and the meat comes from Cargill’s High River Alberta plant.
A major distributor providing beef products to grocery retailers throughout the Southeastern U.S., C.B.B.C. wanted to differentiate itself from competitors and create a unique value proposition. It approached B.I.C. for assistance and a Canadian branded beef program was ultimately created using Angus beef.
This product reflects Canada’s world-class grading systems, leveraging precise quality attributes that includes color, marbling, muscling, texture and white fat packaged in a user-friendly box size, according to B.I.C.
B.I.C. further relays C.B.B.C. placed high importance on the Canadian Beef Advantage (C.B.A.) and the value proposition it extends to their customers. C.B.B.C. and B.I.C. believe offering Canadian beef is a move toward improving overall performance in the beef case.
“Distributors recognize that the development of private-label and branded-beef programs are critical components to profitability,” said Marty Carpenter, senior director U.S. marketing for B.I.C... “Canadian beef can deliver on the consistency and quality attributes required for a successful branded program.”