One person at a time

As a student at The Ohio State University it’s a daily occurrence for me to run into people from diverse walks of life. These encounters lead to interesting conversations about any topic you can imagine. Folks may ask what I study, and when I say agriculture communications, the common reaction is a puzzled expression and the resulting question, “What do you do with that degree?”

When I tell people that I’m working at Certified Angus Beef LLC upon graduation, the questions continue:

• What will you do for the company?
• What is Certified Angus Beef?
• What makes it certified versus any other kind of beef?
• How do I know I’m getting CAB ® when I go to the grocery store?

At this point in the conversation, the can of worms is open and I can’t hide my excitement for the beef industry. The topic never gets old!

People are fascinated by the amount of thought and hard work that goes into putting the highest quality steak on the table. And, I love telling them about how our producers work diligently to make that possible.

I just had one of these conversations with a recent graduate of the college who now works for OSU.

She asked me all kinds of questions about how producers raise premium beef, what makes one steak better than another, how CAB achieves consistent quality and where she can get a cut of her own.

Myth: People don’t really want to hear the farmers’ and ranchers’ story.

Fact: The general consumer is very interested in learning about how their food is produced, and they’re eager to learn what happens in the entire beef production chain.  

It seems I am not the only one who gets excited to spread the good word. Our corporate chef, Scott Popovic, travels the country visiting influential chefs and participating in high-end food events. On a flight home from one such event in San Francisco he struck up a conversation with a fellow passenger. When he told her about his career, she commented, “I’m just totally against industrialized raising of beef.”

He seized the opportunity, and for the next three hours in flight they discussed her views and his. By the time they landed on Ohio soil, she thanked Chef Scott and said it was great to hear from a chef’s perspective. She was relieved to know producers do what is best for their animals. Chef Scott says “simple conversations like that” can change a person’s outlook on the beef industry.

“I’m getting questions left and right, which is a great sign and only shows that consumers are looking for high quality products,” he says.

So, next time you meet a stranger and they ask you what you do for a living, think of it as a an opportunity to share your story. Judging by our experiences, they’ll be interested in what you have to say.

“One person at a time, that’s my motto,” smiles Popovic.

~Emily

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