Cattle tales connect with consumers

Cattlemen tell stories in a lot of ways--across a fence gate, over coffee at the feed store, through the pickup window or atop a good horse in the back of the ropin' pen. Now, producers focused on quality can also tell their stories on the internet's World Wide Web. Ranchers from nearly every state grace the Certified Angus Beef brand's consumer site (www.certifiedangusbeef.com/producers) right next to the product they work to create. "It comes down to consumers making that connection to the stories behind the brand," says Christy Johnson, CAB special projects manager. "This is one way we can help." The site features a diverse set of ranches, from sprawling hundred-thousand-acre Southwestern spreads to quaint New England farmsteads. Despite differences, each producer shares a desire to grow something consumers enjoy and understand...read more