Angus pure: a New Zealand branded beef programme

Abstract

Angus Pure is a branded Beef program owned 50 percent by the New Zealand Angus Association, the remaining 50 percent is privately owned. New Zealand Angus Association has 325 active members supplying Angus genetics to commercial beef farmers as part of their branded program. The objective of this program is to create a greater demand and awareness for Angus genetics throughout New Zealand, and obtain premiums for the commercial beef farmer and pedigree bull breeders. This is a mirror imagine of an already existing program run in America called CAB (Certified Angus Beef) and in Australia called CAAB. (Certified Australian Angus Beef) CAB is a specification based branded beef program, which was founded by the American Angus producers in 1978 to increase the demand for their breed of cattle by promoting Angus cattle as having a greater consistent high quality beef value via superior taste. This brand unlike the New Zealand Angus Pure brand is owned solely by their member base. So why did the New Zealand Angus Association decide to create a beef brand within a already saturated internal and export market, what was their goal and how did they expect to achieve this?