Rancher's Choice - The Right Choice

Rancher's Choice is dedicated to providing consumers with consistent, flavorful and highly palatable beef. RC is the industry pioneer in addressing the demand for a high quality product. Since 1989 we have utilized ultrasound technology to evaluate carcass traits on all bulls raised. Rancher's Choice bulls are custom designed to deliver the uniformity, consistency and superior carcass that packers demand.

The following comments, on branded beef, represent different segments of the beef industry:

"The advent of branded beef programs by several of the packing companies and retail chains demands accountability for the quality and safety of their product. This is rapidly moving beef from simply a raw commodity to a value based product where quality is rewarded and demanded." (Brad Wildeman, President, Poundmaker Agventurers Ltd.)

"The beef market has changed dramatically over the past several years... There has been a proliferation in the N.A. market for high quality branded beef programs such as Sterling Silver, CAB, Northridge Farms, Rancher's Choice, etc. that are targeting specific segments of the retail and food service sectors. This has definitely altered the specifications and type of cattle needed to satisfy these markets. These customers are demanding high yields, better conformation, and well marbled animals... Grid pricing has emerged as a means to compensate producers by providing price differentiation based on quality attributes." ( Willie Van Solkema, Cargill Foods)

"An upward turn began in 2005, with the Certified Angus Beef (CAB) brand increasing some 30 million pounds, to 533 million pounds…The number of identified cattle reached a record 12.8 million head, up 7.9% for the year, and led to a 7.8% increase in the number of carcasses certified, to almost 2 million... All the signs say the best is yet to come...

"Driven by foodservice demand, processor grinds were the fastest-growing category, up 24.5%, but retail holds the key to capturing more of this huge market. Overall, retail sales grew 5% to 291.9 million pounds... Producers received near-record prices for high quality cattle as consumer demand continued to grow." (American Angus Association 2005 Annual Report)

Industry leaders have grasped from their own vantage point "the significance of producing for the high-end or Branded Beef market. As western Canada's share of the N.A. and offshore beef market increases so too does the opportunity to capitalize on our ability to meet the heightening demands of consumers." (Dr. C.M. "Red" Williams)

beef
Photo courtesy of Beef Information Centre