CAB: Setting Records in Sales, Acceptance Rates
The brand continues to defy the norms with more product, higher prices and higher sales.
June 10, 2025
Extra days on feed means heavier carcass weights and plays a part in rising numbers of Choice and Prime carcasses. [Photos courtesy of Certified Angus Beef.]
As the cattle cycle turns, the nuances of record-low herd numbers and economic challenges have been at the forefront of conversations in cattle country. Conversations at the meatcase have turned to rising beef prices. For Certified Angus Beef (CAB), supply and demand are instrumental pieces of the business — and this spring, business was good, record-setting good.
In an otherwise tough time in the beef business, sales and supply records have been a bright spot. The positive numbers mean quality beef production has not let up, and beef demand is holding. Consumers have proven the value proposition: A better eating experience is worth a little more money.
Quality beef defies smaller herd numbers
Seasonally, carcass quality tends to rise in the spring. Consequently, the brand sees the highest CAB® acceptance rates in those months.
Spring production followed that trend, with March and April yielding historically high certified carcass numbers. Based solely on head count, the end of March produced the second-largest week of CAB-certified carcasses at 134,330, second to a week in February 2021 at 135,758 — with the 2021 number largely due to a pandemic-driven backlog in processing.
A consistent 10%-12% market share lends to the addition of CAB brand Prime to the menu.
If we take a step back and look at the numbers overall, brand-certified carcasses are up 1% year over year, despite fed-steer and heifer harvest being down 3.5%. Looking at the data further, the brand has seen CAB acceptance rates at 40% or higher for 10 weeks this spring, kicking off in March. For comparison, the average acceptance rate for fiscal year (FY) 2024 was 37.4%, up from 36% in FY 2023.
While heavier carcass weights and March’s ribeye area specification change lend to a slight uptick in certifications, CAB supply is undoubtedly strong. The Choice-to-CAB spread has grown, with the Choice-Select spread widening even as higher-quality carcasses have become more prevalent.
How? At the production level, cattlemen and women have focused on quality-beef production through genetics and management. Genetics have been geared toward performance and profit, with the right management to make sure those cattle reach their full potential.
Quality matters to consumers. Research shows 89% of shoppers are willing to pay $1 more per pound, or more, for the quality of CAB brand product.
That focus, alongside increased days on feed and heavier carcass weights, has produced more Choice and Prime carcasses, with Prime driving the bus. Fiscal year-to-date, CAB brand Prime carcass numbers are up 8%, following an industry trend for increased Prime production.
Overall, percent USDA Prime numbers have remained higher than Select for nine weeks — another historic data point for the beef industry. On a carcass basis, total USDA Prime carcasses are up 6.2% from 2024.
Fig. 1: Evolution in the U.S. fed-cattle quality-grade mix
As marbling goes up, so does consumer satisfaction.
“If we make a better product, more consumers trust the product,” CAB President John Stika says. “They buy more, and demand goes up — part of why quality will continue to resonate in our industry.”
Grilling season heats up
With spring on its way out and summer on the horizon, grilling season is in full swing. Typically, an uptick in backyard barbecues equates to a bump in beef sales. For CAB, March tends to be the high spot — and it was record-setting this year. The final sales number revealed 116.8 million pounds (lb.) sold in March 2025, besting March 2022’s record of 113.8 million lb.
The train does not stop there. CAB brand sales in April marked an all-time high for the month, with April 2025 currently ranking as an overall “Top 10” month for brand sales. Tonnage numbers show May is on pace to record another strong sales month.
Prime production is up, and so are sales. Relatively, CAB brand Prime sales continue to outperform the rest of the brand.
More boxes of Prime means greater consistency in supply and, therefore, expanded offerings. For retailers, that increased supply supports larger sections of CAB Prime in the meatcase — knowing it will consistently be available week after week.
Restaurants can feel confident in adding that item to a menu, too. That was more challenging when Prime product was only 2%-3% of the marketplace, but a consistent 10%-12% market share lends to the addition of CAB brand Prime to the menu.
With the fed-cattle slaughter forecast on track for 600,000 fewer cattle moving through the packing plant, the opportunity for brand growth is in improved quality grades.
Looking ahead to continued CAB brand growth, the largest opportunity lies in production and sales of Prime. With CattleFax’s fed-cattle slaughter forecast on track for 600,000 fewer cattle moving through the packing plant, the opportunity for brand growth is in improved quality grades.
On the sales side, that means elevating the value of an entire carcass, not just the middle meats, and selling them at a premium of 5%-6%. At the packer level, there’s more dollars added to the bottom line — and more reason to procure that type of cattle.
We can all agree high-quality beef tastes better, but are consumers buying it?
“What we have learned from consumers is that when they try to determine the value proposition, what ultimately opposes price in their decision-making is quality,” says Stika. “95% of consumers say quality is important when they are deciding on a beef purchase.”
From the 2025 Power of Meat study, the top two meat-purchasing decision factors were price per pound and quality. Relative to price, 94% of consumers would splurge on a meat purchase when the time is right, such as for a holiday meal or during a sales promotion (Power of Meat, 2025).
Specific to CAB, and premium meats in general, the customer base for premium beef continues to grow. The expanded array of customers includes college campuses and multicultural markets — from Latin-focused retail or foodservice chains to Korean entities. Certain beef-centric cultures that may have previously served as an outlet for lower-quality (Select) beef are now transitioning to premium products.
The 2025 Power of Meat study revealed 87% of consumers are interested in recipes and cooking tips to make premium, restaurant-quality meals at home.
For a brand that does not own any product, the time-tested key to success has been selling high-quality beef as if there is always another box in the cooler — creating demand for the logo, driving demand for Angus genetics.
Editor’s note: Lindsay Graber Runft is director of producer communications for Certified Angus Beef.
Angus Beef Bulletin EXTRA, Vol. 17, No. 6-B
Topics: Industry News , Marketing , News , Success Stories
Publication: Angus Beef Bulletin
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