Knowledge Sells Quality

Knowledge Sells Quality

Cattle graze in California. Cattle graze in California.
June 29, 2016

For all the need to produce beef consumers love, it’s just as important to have folks in the know when it’s time to sell that premium product into restaurants, grocery stores, and homes. 

Kevin Newman, who is a Center of the Plate Specialist for U.S. Foods, focuses on bringing quality beef to the consumer. He acknowledges that selling beef in urban California has its challenges. With beef prices on a high plateau, sales staff really need to ease consumer minds that they’re getting quality, sustainably produced beef, from cattle treated ethically. 

Newman explains, "It is incredibly valuable to be able to explain the production story. It is a lot of hard work and passion that goes into raising cattle – on behalf of the producers, the cow-calf producers, the ranchers, the farmers and feedlots, packing plants, value-added processors – and a lot of our customers don’t really understand all that goes into it. It is very important to be passionate and [to be] able to explain that story." 

Newman calls the story that he and his team share with their customers the “Gate to Plate Cycle.” “It’s a 760-day cycle from gate to plate, so the more knowledgeable we are in teaching our sales staff about how to explain it – that is where the real production story has to come from, the specialists."

Being the point of connection between producers and consumers is not a job that Newman and his team take lightly. 

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