The brand that changed beef
Subtitle: how Certified Angus Beef became a worldwide icon of quality : a company biography
By: Fred Minnick.
Contributors: American Angus Association. Certified Angus Beef.
Publisher: Wooster Book Company
Published: 2010
Place of publication: Wooster, Ohio
Language: eng
ISBN-13: 9781590984857
Subjects: American Angus Association. -- Certified Angus Beef; Beef -- Marketing; Brand name products
Notes: Includes index.
Table of contents: title: Introduction : the big idea; title: The beginning; title: A fight to survive; title: The Berkowitz effect; title: Built on solid structure; title: Protecting the brand; title: International in-roads; title: Brand evolution; title: Chefs and owners love the brand; title: Modern convenience; title: Power of marketing; title: Ranch partners; title: Replacing a legend; title: The Riemann years; title: The future.