idaho press club: public relations: media kit: agri-beef co

Idaho Press Club Awards-Best of 2014 Public Relations Division

Media Kit

Agri Beef Co. Media Kit

Submitted by: Red Sky: Justin Nyquist

Whiptail Graphics: Asa Nims

Situation(Agri Beef Co.’s international operations incorporate every step of the beef production process—from ranching, cattle feeding and nutrition to processing, distribution, sales and marketing. This comprehensive approach distinguishes Agri Beef from other competitors, but presents a challenge in communicating each of their brand’s goods and services to media outlets and inquiring organizations in one comprehensive, yet easily digestible document.

Approach(Red Sky recognized Agri Beef’s unique situation as an opportunity to tell and sell Agri Beef’s story through an engaging, visually appealing media kit.

Tactics(Red Sky and Whiptail Graphics closely collaborated with Agri Beef’s marketing leaders to concept the media kit, with Red Sky leading on content development and Whiptail Graphics performing graphic design duties.

Results((Agri Beef’s media kit is an impressive, 16-page document highlighting the company’s history, values, operations and leadership along with snapshots of each brand and its respective offering.

m e d i a k i t

Our Story Q U I C K F A C T S

R E S O U R C E S

P R E S S C O N T A C T : S E T H M O R T E N S E N – 2 0 8 . 3 3 8 . 2 6 4 5 – S E T H . M O R T E N S E N @ A G R I B E E F . C O M

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T I M E L I N E

1968 Purchased Snake River Cattle Co. and Agri Beef Co. was founded

1978 Established Corporate headquarters in Boise, ID / Purchased El Oro Cattle Co.

1988 Adopted first Wagyu cattle program (later to be named Snake River Farms)

1998 Agri Beef Co. receives Cattle Business of the Century award

2003Purchased beef processing facility in Toppenish, WA and St. Helens Beef brand

2007Purchased Double R Ranch in Loomis, WA, and launch of Double R Ranch brand

2008Launched Rancho El Oro branded beef

2010Co-founded Beef Counts program

2014Robert Rebholtz, Sr. inducted into the Southern Idaho Livestock Hall of Fame

Founded Animal Feeds Division (later named PerforMix Nutrition Systems)

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Our Global Reach

Our Northwest Roots

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Our STAR Commitment

S U S TA I N A B I L I T Y

RESPONSIBILITY

T O TA L QUA L I T Y

A N I M A L W E L L - B E I N G

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Our Beef Lifecycle


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BEEFPROCESSING

SALES &MARKETING

CUSTOMER

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Our Beef Lifecycle

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L O C A T I O N S

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Beef 101 b u y i n g & c o o k i n g g u i d e

beef cut basicsChuckThe chuck is one of the most versatile and economical cuts of beef. Chuck roasts are ideal for slow cooking methods like pot roasting or braising. The chuck complex also contains two of the most tender cuts of beef, the flat iron and the petite tender, which are perfectly suited for high heat cooking methods like grilling or pan searing.

BrisketThe brisket is a rich and flavorful cut that can be prepared using a variety of cooking methods. Slow smoking is one of the most popular cooking methods for the brisket, however they can also be slow cooked or oven roasted with great results. The brisket is another highly utilized muscle complex and is not recommended for high heat cooking methods.

RibThe rib offers a great balance of flavor and tenderness. Highly marbled cuts from the rib section are perfectly suited for high heat cooking methods like grilling and oven roasting. Short ribs and back ribs are great for slow cooking methods.

Plate/FlankCuts from the flank and plate sections are ideal for marinating. Some of the most popular dishes prepared from these sections are carne asada, skirt steak, and flank steak. These cuts will perform best when marinated and cooked over high heat. Be sure to slice against the grain for optimal performance.

LoinThe loin is very well suited for grilling applications. Muscles in the loin section generally don’t get a lot of use, which contributes to their tenderness. Some of the most popular steak cuts like the t-bone, porterhouse, tenderloin, and top loin come from the loin section.

SirloinThe sirloin is home to some of the most flavorful cuts of beef. The muscles in the sirloin section get a bit more use than the loin which contributes to a hearty lean beef flavor and a sirloin bite which is a little less tender than a cut from the loin or rib section. This makes cuts like the sirloin tri tip perfect for marinating. The top sirloin is the most tender cut from the sirloin and will perform well with or without a marinade.

SirloinThe sirloin is home to some of the most flavorful cuts of beef. The muscles in the sirloin section get a bit more use than the loin which contributes to a hearty lean beef flavor and a sirloin bite which is a little less tender than a cut from the loin or rib section. This makes cuts like the sirloin tri tip perfect for marinating. The top sirloin is the most tender cut from the sirloin and will perform well with or without a marinade.

Round/ShankThe round and shank sections are home to some of the most heavily used muscles, which contributes to their robust flavor. With the exception of the eye of round and ball tip, these cuts are not typically used for oven roasting and need to be slow cooked for optimum results. The eye of round and the ball tip are versatile cuts that are well suited for oven roasting, marinating, or slow cooking.


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),'(%M'220'#R.%4,*$4'%6*%.'#C'%K*872'%G%G-04,%'B428.$C'23%-6%,$.%#'.6-8#-06%#'(2'46.%/,-6%/'RC'%90*/0%-22%-2*0"%_%6,'#'%$.%0*%4*1<-#$.*0%6*%6,'%:8-2$63%-05%6-.6'%*(%*8#%<#'1$81%L*#6,/'.6%7''(+

Speaking about the ranching way of life in the Rose family, Jim says, “It is your life. You start out at age five or six trailing the cows.”

“The job is hard, but that’s fine with me. I love to work.” – P A N I P H E N G S A V A N H

– C A S S G E B B E R S

“Double R Ranch was hands down the best.”


– C H E F E R I C H E L L N E R

m e d i a k i t

Executive Biographies

&</2?A�&2/5<9AG��?�:.;.42@�.99�<3��4?6��223��<�.;1�16?20A@�A52�@A?.A2460�C6@6<;�.;1�4?<DA5�3<?�A52�4*1<-03%6,-6%,$.%(-6,'#%(*805'5+%M'%"#-58-6'5%(#*1%6,'%W0$C'#.$63%*(%;-06-%)2-#-%/$6,%-%&!%$0%H$0-04'%$0%=>@?%-05%#'4'$C'5%-0%X&!%(#*1%M-#C-#5%W0$C'#.$63%$0%=>>S+%G'7,*26E%$.%-%1'17'#%*(%6,'%!"#$%&''(%)*+%�<.?1�<3��6?20A<?@��!+��*2A2?6;.?F�'B==9F��<.?1�<3��6?20A<?@��.;1��2212?@��1C.;A.42� ��.@�D299�.@�A52�L-6$*0-2%)-662'1-0%&''(%!..*4$-6$*0R.%\*0"%G-0"'%J2-00$0"%)*11$66''+%M'%-2.*%.'#C'5%-.%6,'%J#'.$5'06%*(%6,'%L-6$*0-2%X'-6%!..*4$-6$*0+%M'%$.%-%1'17'#%*(%6,'%L-6$*0-2%)-662'1'0%&''(%!..*4$-6$*0%-05%6,'%2$C'.6*49%.@@<06.A6<;@�6;��1.5<��"2C.1.��+.@56;4A<;�.;1��.;@.@�

P,$2'%'C'#3%1'17'#%*(%6,'%G'7,*26E%,*8.',*25%6-9'.%68#0.%4**9$0"%.6'-9.A%6,'%*023%<#'Q"#$22%.'-.*0$0"%$.%.-26%�;<�@.B02��;<�5<D��3�52�D2?2�.�@A2.8��&</2?A�09.6:@�52L1�/2�.�?6/2F2�/20.B@2�52�5.@�J=92;AF�<3�:.?/96;4K%

Robert N. Rebholtz, Jr.CEO and President – Agri Beef Co.

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Kim StuartCFO – Agri Beef Co.

Bradley A. McDowellPresident – AB Foods LLC


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+.12�6@�A52�4?699:.@A2?�6;�56@�5<B@2�.;1�=?232?@�A<�@2.@<;�A52�@A2.8@�/23<?2�@.9A6;4�A52:��:6;BA2@�<#$*#%6*%4**9$0"+%D,*8",%,'%5*'.0R6%8.'%-03%.6'-9%.-84'A%,'%5*'.%.-3%6,-6%$(%,'%/-.%-%.6'-9%,'R5%7'%-%?6/2F2��A5<B45�52L@�J;<A�?2.99F�@B?2�D5FKWade Small

President – Agri Beef Co., Livestock Division

m e d i a k i t

Executive Biographies

�.F�(52692?�7<6;21��<6@2/.@21��4?6��223��<�.@�A52�!.?82A6;4��6?20A<?�<3�A52�0<:=.;FL@�';.82�&6C2?��.?:@�@B/@616.?F�6;� ��'6;02�A52;��52�5.@�2E=.;121�56@�?<92�3<?�.99�<3��4?6��223��<L@�:.?82A6;4�6;6A6.A6C2@��6;09B16;4�12C29<=:2;A�<3�;2D�/223�/?.;1@�.;1�C.9B2.1121�=?<1B0A@��.F�6@�0B??2;A9F�A52��E20BA6C2�%K$#'46*#%*(%X-#9'6$0"%(*#%6,'%'06$#'%4*1<-03+%X#+%D,'$2'#%"#-58-6'5%(#*1%;6-0(*#5%W0$C'#.$63%/$6,%-%%��6;��;A2?;.A6<;.9�&29.A6<;@�6;��

�.F�1<2@�.99�A52�0<<86;4��@2.@<;6;4�.;1�@.9A6;4�<3�A52�@A2.8@�.A�5<:2��[email protected]�.==9F6;4�A52�@.9A�7B@A�.�32D�:6;BA2@�/23<?2�A52F�.?2�0<<821�#;02�0<<821��@A2.8�@.B02�D<;LA�2C2?�/2�.==9621��.F�@.F@�52�D<B91�/2�.�-./BA<;�63�52�D2?2�.�@A2.8��/20.B@2�6A�6@�J<;2�<3�A52�:<@A�0?2.A6C2�0BA@K

Jay TheilerExecutive Director of Marketing –

Agri Beef Co.

D'##3%G'30*25.%$.%6,'%NB'486$C'%K$#'46*#%*(%;-2'.%(*#%!"#$%&''(%)*+%/,'#'%,'%'0V*3.%/*#9$0"%/$6,%-%530-1$4%6'-1%*(%.-2'.%<#*('..$*0-2.%-05%(*48.$0"%*0%,$.%<-..$*0%*(%<#*1*6$0"%L*#6,/'.6%7''(%-05%-"#$48268#'+%%J#$*#%A<�7<6;6;4��4?6��223�6;� ��52�D.@�2:=9<F21�D6A5�A52��.99<�+6;2?F�.;1�'F@0<��<<1�'2?C602@��(2??F�?2026C21�56@�124?22�3?<:�A52�);6C2?@6AF�<3��1.5<�

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�6:��2==2;�6@�A52�$?2@612;A�<3�$2?3<?!6E�"BA?6A6<;�'F@A2:@�/.@21�6;�".:=.��6@�?<92�6;09B12@�=?<C616;4�5$#'46$*0A%.6#-6'"$4%<2-00$0"A%'1<2*3''%5'C'2*<1'06A%48.6*1'#%-05%C'05*#%#'2-6$*0.A%78.$0'..%-0-23.$.%-05%($0-04$-2%?2C62D��2�/?6;4@�<C2?��F2.?@�<3�2E=2?62;02�6;�A52�3221�6;1B@A?F��6;09B16;4��F2.?@�.@��6?20A<?�<3�"<?A5��:2?60.�3<?��6.:<;1�*�!699@�.;1� ��F2.?@�D<?86;4�3<?�!<<?!.;��!.;;.�$?<��.;1��!�6;�C.?6<B@�0.=.06A62@%�6:�6@�6;�05.?42�<3�A52�@A2.8@�.A�56@�5<B@2�.;1�@2.@<;@�A52:�D6A5�!<;A?2.9�@A2.8�@2.@<;6;4�/23<?2�=BAA6;4�A52:�<;�A52�4?699��;<�@A2.8�@.B02�.99<D21��6:�@.F@�63�52�D2?2�.�0BA�<3�@A2.8��52�D<B91�/2�.�&6/2F2�/20.B@2�6AL@�J.�96AA92�3.A��/BA�C2?F�A.@AFK

�@�=?2@612;A�<3��4?6��223�&6@8�!.;.42:2;A��<�6;��<6@2��2C6;��B452@L�?2@=<;@6/696A62@�6;09B12�:.;.46;4�4-.,%7-.$.A%-"#$48268#'%(868#'.%-05%*<6$*0.%<*.$6$*0.+%I'C$0%"#-58-6'5%(#*1%6,'%W0$C'#.$63%*(%!#$E*0-%/$6,%-%&;%$0%!"#$48268#'%N4*0*1$4.+%

D,'%"*Q6*%"#$22$0"%-05%.'-.*0$0"%6'4,0$:8'%/,'0%I'C$0%4**9.%.6'-9%-6%,*1'%$.%6*%.'-.*0%6,'%.6'-9%/$6,%.-26%-05%<'<<'#%/,$2'%6,'%.6'-9%"'6.%7#*8",6%6*%#**1%6'1<'#-68#'%7'(*#'%7'$0"%6,#*/0%*0%6,'%"#$22+%M-C$0"%̂ 7''0%A5?<B45�A52�4?6;12?�K��2C6;�@.F@�52�D<B91�/2�5.:/B?42?�63�52�D2?2�.�0BA�<3�:2.A�

Terry ReynoldsExecutive Director of Sales –

Agri Beef Co.

Jim KeppenPresident – PerforMix

Kevin HughesPresident– Agri Beef Risk

Management Co.


idaho press club: public relations: media kit: agri-beef co

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