Ingredient Branding

I am a fan of ingredient brands and ingredient branding done well. Dolby is my favorite example of a great ingredient brand. Intel Inside being my best example of expensive ingredient branding without an effective ingredient brand.

I recently ate at The Burger Place in Minneapolis and they prominently featured their use of Certified Angus Beef. The hamburger even came with the plastic logo in the picture sticking into the bun. This retail location clearly feels the Certified Angus designation is of value to them.

A visit to the Certified Angus Beef website tells a great story about the certification and gives you information you can use to understand what it is. It also provides you locations where you can buy it at retail or in a restaurant.

According to data from Kansas State University, demand for the brand increased about 79% over the 5 years from 2009-2014. In 2014 the brand represented about 12% of the total beef market.

The product sells at premium prices over other beef and continues to gain market share. Congrats to the folks at CAB for the excellent job they have done in growing the value of their ingredient brand.

BTW, if you’d like to learn a bit more about ingredient branding, I wrote a paper on the topic. It’s free to download.


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