Excellence Takes Effort

How do you connect with the next generation of cattle professionals? You leverage their sense of pride in doing things the right way. For over 30 years, the Beef Quality Assurance certification program has been the quality standard for best practices within the beef industry. But recently, certification numbers had plateaued. To revitalize the program, we positioned it as an extension of the cattleman’s work ethic — and gave the program an identity that cattlemen could rally behind.

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