KANSAS CITY, Mo. — Ernie Davis Jr., was recently named Certified Hereford Beef® (CHB) president and CEO. He brings three decades of merchandising experience to his new role, across all animal proteins. Much of his experience revolves around developing premium branded opportunities to help producers add value to production and retrieve added value for their efforts. “I view Certified Hereford Beef as the best kept secret in the marketplace,” Davis says. “It is a great eating experience with great marbling and a great story behind it. I like selling a premium product with a producer-based story that resonates with consumers.” “We’re excited to welcome Ernie and his many years of value-added experience to the Hereford team,” says Jack Ward, executive vice president of the American Hereford Association (AHA). “We look forward to seeing his efforts help elevate CHB demand.” Certified Hereford Beef was established in 1995 and is owned by the ranching and farming members who comprise the AHA. Cattle qualifying for CHB must grade USDA Choice and higher. Cattle qualifying for Premium CHB must grade in the upper two thirds of Choice and Prime. “My experience has been that consumers of premium products will sacrifice in other areas of spending to remain in the premium category because it is important to them,” Davis says. “You see that demonstrated by long-time Certified Hereford Beef customers and the growing interest of consumers who have yet to enjoy the unique premium experience the brand offers.” Davis was most recently president and CEO of Capra Foods. “We are extremely excited about Ernie Davis joining the AHA team,” says Wyatt Agar, AHA president. “His relationships and experience within the industry will greatly aid the growth of CHB. His vision for the program and plan of execution will bring a breath of fresh air to the program.”