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Our Corporate Strategy
The Angus Profit System

The overall Mission of Angus Australia is “To increase the profitability of our members”.

To achieve this, Angus Australia has developed the Angus Profit System shown above. This System provides the overall corporate strategic environment into which all the Society’s goals and strategies are focused.

Follow the numbers in the diagram and see how the Angus Profit System works:

1. The Angus Profit System encompasses the entire Australian beef supply chain

• All sectors of the supply chain are covered to ensure an holistic approach.

2. Market demand – from consumer back to seedstock producer

• Demand creation begins with the end consumer identifying the benefits of Angus beef in terms of taste, juiciness and tenderness (to the Japanese, “deliciousness”). Demand for the Angus product is passed down the supply chain, right back to the seedstock genetics producer.

3. Quality Assured Supply – from seedstock producer through to consumer

• Every sector must take responsibility for ensuring the highest quality Angus product is produced, refined and value added as it is passed along the supply chain. Product identity, integrity and food health and safety must be assured at all times.

4. Angus brands – demand creators

• Certified Australian Angus Beef™ (CAAB™) is Australia’s flagship Angus brand and licenses every sector of the supply chain to ensure adherence to specification and product integrity.
• A number of other Angus brands are in various stages of development in Australia, including Coorong Angus Beef and Lawson’s Angus Beef.

5. Seedstock production – performance genetics, the foundation stone
Angus have cattle registers to suit all Angus breeding requirements, all with access to the performance recording and analysis of the world’s leading beef genetics analysis service, Angus GROUP BREEDPLAN. These registers include the:

• Herd Book Register (HBR) – the highest level of quality assured Angus seedstock internationally recognized
  
• Angus Performance Register (APR) – high quality Angus seedstock not eligible to be registered in the HBR
  
• Red Angus Register (RAR) - red Angus seedstock not eligible for the HBR
  
• Multi Breed Register (MBR - Angus cross-bred/composite seedstock cattle
  
• Progeny Test Register (PTR) – a specialist register for performance recording of progeny from bulls being assessed under approved Angus Progeny Test Programs
  
• Angus Commercial Register (ACR) – genetically evaluated commercial females, no bull production is allowed from the ACR

Advanced yet easy-to-use selection tools are available to all breeders wishing to select from the wide genetic variety offered by the Australian Angus gene pool. Just click on Database search then Animal Search and surf the genetics.

Even more sophisticated sire matching to your particular Angus herd is available through Angus Advanced Genetics. This service utilizes Angus Total Genetics Resource Management (TGRM) established to assist in sire selection to optimise herd economic gain whilst minimising inbreeding

6. Angus Quality Assured Sale Catalogue Service – seedstock sale information and transfer integrity

• This service ensures all Web and paper based catalogues bearing the Angus Australia Quality Assurance™ logo contain information accurately matching pedigree, EBV and $Index records held by Angus Australia. It also assures the market that all bulls, and females on request, will be transferred to the new owners immediately after the sale.

7. Commercial Breeder – value added through Angus quality breeding, product identification and market access

• Provides access for commercial breeders to the world’s best performance recorded registered Angus genetics. Just click on Database Search then Animal Search and enter the world of Australian Angus breeding cattle. $Index values assist to focus on particular markets eg. Japanese B3/Supermarket CAAB.
  
• Commercial members of the Angus Australia are also eligible to identify progeny of registered Angus bulls using Angus Tags and to become designated suppliers to CAAB™. Membership also provides full access to all Angus Australia information services.

8. Growers/backgrounders – value added through increased Angus performance, product identification and market access

• In purchasing Angus Tagged cattle for grow-out, growers can be confident the cattle will grow well as they are the progeny of registered sires, of which over 90% are performance recorded. After grow-out the cattle are eligible for entry into CAAB™. However, most Angus Tagged steers have been readily purchased by other major feedlots due to the Angus breeding assurance provided by the Angus Tags.

9. Feedlots and Processors – value added by increased Angus performance, profit identification and market access

• Access to Angus Tagged cattle means feedlots and processors can assure their customers of true Angus breeding.
• Feedlots gain from increased growth provided by the genetics of performance recorded Angus sires. Sire ownership and sire EBV performance can be checked through the Angus website animal search service.
• Processors gain from increased assurance of marbling and other carcase qualities through greater performance emphasis being placed on carcase quality by breeders of registered sires.

10. Feedback Data – analysed for informed decision making

• Licensed CAABTM feedlots and processors are supplying all feedback induction, growth, AUSMEAT chiller assessment and MSA grading data to the CAAB™ Designated Suppliers and to CAAB Pty Ltd for further analysis.

11. Education – improving seedstock and commercial breeder skills for more profitable production.

• Angus Australia education services are provided throughout Australia.

12. Continuous product improvement – essential to gain and maintain competitive advantage

• Many Angus Australia members are now gaining the benefits of continuous product improvement provided by the Angus Profit System. In particular, those who have, supplied cattle to CAAB™, obtained their feedback and/or attended the Angus Education Workshops.

13. Retailers – licensed for product integrity

• CAAB Pty Ltd licenses all distributors, retailers and food service outlets handling the CAAB™ product to ensure integrity where ever the trademark is used and the product is sold as CAAB™.

14. Consumers – satisfaction guaranteed

• All CAAB™ licensed outlets guarantee CAAB™ satisfaction or the product cheerfully replaced.

Each of these strategies alone adds strong value to the supply chain. However it is the integration of the entire set into a complete interlocking whole that provides the true power of the Angus Profit System.

The Angus Profit System is available to all members of Angus Australia