Do you want to see Certified Hereford Beef in restaurants and grocery stores near you? Then it’s time to Demand the Brand. CHB® is rolling out a new campaign that puts the power in your hands.

As producers, consumers and brand ambassadors of the CHB program, it is important to be asking for and talking about the product at restaurants and grocery stores to create additional demand for the CHB brand.

CHB’s 2017 resolution is to increase producer involvement by allowing you, the producers, to take ownership of the brand that was created to help market your Hereford cattle and create more demand and value for the breed.

This is CHB’s challenge to you: every time you are in a restaurant or grocery store, simply ask if Certified Hereford Beef is served or sold. We are confident the consistent requests for the product will begin a conversation about the program and how retailers and foodservice providers can get the product to fill customer demands.

You are not only a producer, but a consumer as well! Today’s market is driven by consumer demands. With 7,000 strong consumer voices across the United States, we can Demand the Brand.

Informational handouts to take to restaurants and grocery stores can be found here. American Hereford Association members should be receiving a letter in the mail with more information about the program, as well as an informational handout.