Re-Branding Cattle

Re-Branding Cattle

Fort Worth Weekly

Well, that calm after the hyphen storm didn’t last long. Here’s Chow, Baby’s latest wild-eyed rant: In case you didn’t know it, Angus is just a breed of cow. Like Hereford, Jersey, Holstein, Elsie. Honestly, the only real difference is that Angus has a huge advertising budget. Thirty years ago, in a truly brilliant feat of marketing, the American Angus Association started advertising its very best cuts as "Certified Angus Beef," a fuzzy label that encourages people to hear "Blah blah Angus blah blah best." Top that with three decades of cross-promoting, licensing, fast-food partnerships, and more advertising, and by now every beef-eater in America thinks all Angus is holy cow.

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