In October 2014, Certified Angus Beef LLC reported its eighth consecutive year of record sales of its Certified Angus Beef brand — and the 10th consecutive fiscal year that the brand had achieved year-over-year growth. In the news release on the achievement, Certified Angus Beef LLC president John Stika noted that consumers favored a premium product such as CAB as they evaluate the price of beef in relation to its value. For the past decade, consumers have chosen to upgrade their experience without breaking the bank, on CAB product that “consistently delivers a great eating experience for their hard-earned dollars.”
Despite having to wrangle with the same extreme economic turbulence and uncertainty everyone else faced through the Great Recession of 2008-09, the company still found demand for its product in the market and success in following its strategies. Brent Eichar, senior vice president of Certified Angus Beef LLC, points out data gleaned from consumers during the economic crisis that revealed a shift in trends, often against what many pundits and prognosticators had been saying about premium brands.