CERTIFIED Australian Angus Beef Pty Ltd (CAAB) has announced that recently retired CEO of Sanger Australia Pty Ltd, Richard Rains, is joining the board of Certified Australian Angus Beef Pty Ltd.
Mr Rains is replacing long time CAAB stalwart Brian Mobbs who has advised of his retirement from the board effective November 23.
CAAB Chairman Peter Trahar said it was a privilege to have a person of Mr Rains’ experience and standing join the board.
“Richard brings additional skills, networks and perspectives that will further assist CAAB’s brands to penetrate new markets and to grow, particularly in the international marketplace,” Mr Trahar said.
“We’re delighted that he has accepted our invitation to join the board,” he said.
Mr Rains was equally enthused about joining CAAB.
“I have long admired CAAB’s brands and the respect in which they are held in the market. I look forward to assisting with whatever I can contribute to their further development, and through them, the overall profile of the Angus breed,” Mr Rains said.
Mr Trahar also paid tribute to the dedication and service provided to the company by Mr Mobbs.
“Brian has been a Director of CAAB since the early days and has helped guide our brands from embryonic ideas through to the status they enjoy in the marketplace today,” Mr Trahar said.
“We could always rely on Brian to challenge us to do better, and I’m sure he’ll continue to do that. We are indebted to him for his contribution,” he said.
CAAB Pty Ltd was established by the Angus Society of Australia in 1996 and through its main brand ‘Certified Australian Angus Beef’ pioneered the development of the branded beef segment in Australia. The brand’s foundation has always been a strong commitment to quality. It was the first brand to be underpinned by Meat Standards Australia grading and continues to enjoy recognition and awards at national shows today.
More recently, CAAB has continued to pioneer. The launch of ‘Angus Pure’ was one of the first significant grass-fed natural beef brands in the market, and new breed verification services have been developed to encourage and support McDonalds and other product marketers in their own Angus branded initiatives.
CAAB’s own brands now generate annual cattle sales well in excess of $100m at farm gate value.
