Cowboy for a day

Carrying a catalog with more than 10,000 items, from napkins to carrots and steak, foodservice sales is no easy job.

Specialized knowledge is often required. For example, a chef may ask about the beef: Where does it come from? What were the cattle fed? How were they handled at the farm? Being able to answer with confidence can make the difference and the sale.

"We wanted to share the answers to those questions," explains Marty Berlin, a Certified Angus Beef LLC (CAB) account manager. That's why CAB, Facciola Meat Company and Sysco Central California organized "Cowboy for a Day" this spring, Berlin says.

Mark and Abbie Nelson, Five Star Land and Livestock, Wilton, Calif., served as hosts for 19 foodservice professionals. The day was full of information sharing about what goes into managing a registered Angus operation.

"We take any opportunity we can to invest in the public's knowledge of what we do here," says Abbie Nelson. "So much gets written by anti-meat activists that just isn't true. We want to set the record straight. Plus, as seedstock producers, we learn a lot by listening to our end users. They make our industry happen."

Ray Nicholas, Facciola president, understands the importance of training his team in cattle production basics.

"It allows us to complete the circle, to know and tell the entire story," he says. "When we are asked how animals are raised or where, or what they are fed, it is nice to have the answers. Being the most knowledgeable on our products allows us a closer connection with our accounts."

"That extra credibility can be just the edge in converting another restaurant to the Certified Angus Beef brand," Berlin notes.