Program Details. Michael Mitchem Director of Food Service

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1 Program Details Michael Mitchem Director of Food Service

2 Hereford History Herefords were established in Herefordshire England nearly 350 years ago Distinct genetics US in 1817 Known as the great improvers American Hereford Association in 1881 Oldest breed association in the US Ranchers in 48 states (CHB)-EST Over 51 million pounds sold last year Over 6,800 head per week and growing USDA certified, registered and graded program

3 USDA Live Animal Specifications Predominately 51% White face, must have white markings over the jaw, forehead and muzzle or they are not acceptable. Must exhibit traditional markings of a Hereford or Hereford/English cross or not acceptable. Cattle must be red, black or roan with predominate white face to qualify, other hide colors are not accepted. Must be beef type breeding to qualify for AHA qualification and exhibit muscling, no dairy influence or lack of muscle allowed. No excessive hump (<2 ) on the withers above the top line, no long ears that project downward or elongated head that would indicate bos indicus genetics.

4 10 USDA Carcass Specs (G10) Marbling-Slight 00 or higher Provides consistent, overall quality. A Maturity Ensures: consistency, tenderness and color. Medium or Fine Marbling Texture Dispersed evenly and consistently. Ribeye Area: square inches Offers a consistent sizing on primal, sub-primals and cut steaks. Fat thickness-less then 1 inch Tighter specification on fat thickness means better yields. Hot Carcass Weight lbs An upper and lower range, ensures that end products will be consistent in size. Muscling Each carcass much present moderate thick and thicker muscling characteristics, this helps to eliminate dairy cattle influence. Hump Height Hump shall not exceed 2 inches, this helps to eliminate cattle breeds that can have a negative effect on the tenderness trait carried by the Hereford breed. Dark Cutters No dark cutters are allowed, maximizing eye appeal of the end product. Capillary rupture Practically free of capillary rupture also helps to ensure the highest eye appeal of the end product.

5 Proven Product Quality CSU & AHA. 2,000 samples. Consumer Tested. Hereford Breed does not contain excess amounts of fat (marbling). Results based on a palatability scale is considered acceptable. CHB Classic was used for this research study.

6 CHB-Brand Offerings -Choice All USDA Choice All 10 USDA Certified Specifications -Select All USDA Select All 10 USDA Certified Specifications Also available with Neustro Rancho brand marketing -Classic Blend of USDA Choice and Select All 10 USDA Certified Specifications Ground beef, cut steaks and other value added options

7 Our marketing department actively promotes #CertifiedHerefordBeef and #TeamHereford on all major social media outlets. Media Package Facebook: TeamHereford LinkedIn: Pinterest YouTube: Channel Instagram: Vine: Flipagram:

8 The Take Away Based on consumer research, restaurants are willing to pay for tender, juicy, flavorful beef, time and time again. Restaurants are not looking for a me too, rather a point of differentiation that will provide repeat sales. Competitive priced branded beef program By offering different tiers, you can now service more customers with a branded program. This will provide higher case movement through the slot and less double slotting of like products. The Story The Hereford story is an exclusive. A breed bred for taste and tenderness for royalty in England nearly 350 years ago. The Hereford breed is the 2 nd largest in the US and growing. The American Hereford Association is the oldest breed association in the United States, making Herefords worthy of the title The Great Improvers. The heritage is strong, the story is true. That s why Certified Hereford Beef is Excellence built by Tradition.

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