071240 Distributors Gather to Discuss Certified Hereford Beef

Kansas City, MO - Certified Hereford Beef (CHB) staff brought together some of the nation’s leading foodservice distributors recently to discuss key issues pertaining to growth of the CHB program. More than 25 distributors that are currently selling the product convened in Orlando, Fla.

The meeting theme was “Marketing the Brand” and featured guest speakers and product presentations as well as business discussions.

Mick Welch, CHB Foodservice Director said that the group discussed parameters for product distribution, licensing agreements, customer needs and carcass utilization. “We challenged our distributor partners with the goal of increasing carcass utilization to 120 lb. per carcass in foodservice.” Welch added that the licensing agreement discussions focused on setting parameters for distribution. “We need to be able to track the areas in which our product is being marketed, how it is being marketed and who the end user customers are. Foodservice is a high profile area for growth because of customer recognition.”

CHB General Manager Arden Gremmert added that foodservice is the key to a positive, recognized and powerful brand. “After our foodservice meeting, new orders are now coming in with greater breadth and depth of CHB cuts added to the distributors’ lines. Underutilized cuts are finding a home now with some of our distributors as they implement strategies discussed at this gathering.” Gremmert said distributors reported that their customers comment on the CHB product’s high quality palatability. “That’s what sells CHB to customers: the great eating experience that is truly something special and offers a consistent eating experience.”

CHB officials said that this was the first-ever foodservice-specific gathering they have conducted and based on initial feedback, they plan to make this a bi-annual event.

Certified Hereford Beef was established in 1995 by the American Hereford Association to offer the food industry truly superior beef products and to enhance the demand for purebred Hereford cattle. Based on the research-proven and time-tested tenderness, juiciness and flavor of Hereford beef, the program promotes its distinct brand with quality-driven foodservice operators and retailers across the country.

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