While we can’t predict everything, we can prepare. That’s where a strategic plan comes in. It helps us focus on what we can control, align our team around shared goals and clarify priorities with the membership. In September the American Angus Association Board of Directors approved the 2026–2028 Angus Strategic Plan. This document is a road map setting direction for the Association and its subsidiaries: Certified Angus Beef (CAB), Angus Media, Angus Foundation and Angus Genetics Inc. (AGI).  

The process began months ago as the Board and staff reviewed the 2022 plan and its assumptions about the industry’s future. Those included the evolving seedstock business, the acceleration of large private databases, new technologies, market dynamics and member needs. Change is inevitable, but the fundamentals of raising Angus cattle and serving breeders remain timeless.       

The plan is built around five key areas that matter most to registered Angus breeders, commercial cattle producers and the beef industry.

1. Drive Breed Improvement

Angus cattle have long set the standard as The Business Breed, we’re committed to keeping it that way. We’re investing in better data; smarter tools; and targeted research to help breeders improve maternal traits, performance, efficiency and carcass quality and yield. Our goal: put powerful tools in breeders’ hands to advance their herds.

2. Enhance Membership Experience and Success

Success looks different for every member, so flexibility and diversity in Association programs is key. Whether you’re a seasoned breeder or just starting out, we strive to make your membership valuable through great customer service, useful tools and programs that help you reach your goals. We’re also focused on developing the next generation of Angus leaders through youth programs, scholarships, and networking opportunities.

3. Foster Profitability of Commercial Cattle Producers

Commercial producers are the foundation of the seedstock business. Angus genetics are a powerful asset for them, and we want to ensure they deliver maximum value. Programs like AngusLinkSM, CAB and GeneMax^® Advantage™ help producers capture premiums and improve profitability while strengthening industry relationships.

4. Serve as a Trusted Industry Resource

In a fast-changing world, reliable information matters. We’re committed to offering science-based insights, education, and communications for producers and industry partners. Angus Media plans to continue enhancing Pasture to Publish^SM and offering innovative marketing tools. We’re investing in modern technology and a strong team to keep breeders connected and end users informed through resources like the CAB Culinary Center.

5. Grow Consumer Trust and Loyalty

Buyers expect consistent quality and care about the stewardship of land and cattle. The CAB brand leads globally in delivering both; and we’re working to expand its reach, deepen loyalty, and grow the premium over commodity Choice. 

This plan keeps us focused, helps our staff prioritize, gives our Board a clear framework and ensures our members are part of the journey, but we need your continued feedback on how we best accomplish these objectives. We’re proud of where we’ve been, and even more excited about where we’re going. View the complete Long Range Objectives.