Protecting proof of empire in the reign of Angus

If you have picked up a menu anywhere during the past eight years, chances are you’ve come across Angus beef. 

The 2008 explosion of Angus into the Australian mainstream saw a stampede of new products jostle for a place on the plate – hamburger mince to premium rib eye – in what was surely one of the decade’s most successful brand movements.

But a breed doesn’t stay at the top of the table by itself – even if beef is booming. 

That’s where Kate Brabin comes in. 

As chief executive of Certified Angus Group, it is Ms Brabin’s job to help keep Angus ahead of the pack.

And the key to sorting the premium product from the pretenders is an independent quality check that links paddock to plate. 

“The explosion (of Angus products) was a huge benefit to Angus producers,” Ms Brabin said.  

“If people are eating more Angus they’re selling more cattle.  

“But where it can get dicey is people slapping ‘Angus’ on a product as they please.

“It may be Angus beef, but they haven’t quantified their product other than that fact. 

“For something being a beef breed that relies so much on consistency and an image of quality, it is very important people know they’re getting something independently checked and verified.

“Products that haven’t gone through that... risk cheapening the brand.”

Certified Angus Group Pty – previously Certified Australian Angus Beef – has expanded to meet demand in the past five years to encompass two main roles.

The first is the promotion and marketing of its own two beef brands, Certified Australian Angus Beef and Angus Pure.

The second is providing Angus breed verification services for a host of other tasty producers – from Thomas Foods Inertational to Jacks Creek, Rangers Valley, Bindaree Beef, Nippon, and the Manildra Group.

Ms Brabin said the fight to uphold Angus’s premium status was a constant. 

“I’d say that’s probably relevant to any brand,” she said.

“So what you have to do is maintain individuality and offering a difference to the customer. Angus as a breed is just one point of difference for people who like beef.”

The answer? Provenance.

“People want to know where the cattle were grown. Are they from the Southern Darling Downs? Cape Grim? The Adelaide Hills? 

“What were the cattle fed? Have they been treated with hormones or antibiotics? 

“If you can show people and the story resonates, the more chance the product has of remaining relevant.”