Welcome back to the American Cattlemen Podcast. Just ahead, we have Gale McKinney, he's the owner of the American Cattlemen Media Group and he sits down with Genette Gottswiller and Sheila Patinkin to discuss Authentic Wagyu. 

Ginette describes her agricultural background and the path that led her to become a consultant for Authentic Wagyu. She outlines how the American Wagyu Association recognized the risk of brand dilution as the breed's popularity surged, prompting them to establish minimum quality standards to protect both the product’s integrity and consumer expectations. This led to the creation of the Authentic Wagyu Process Verified Program alongside a certified program, both designed to differentiate true Wagyu beef and set consistent benchmarks for quality—most notably a marbling score above 800, exceeding USDA Prime standards.

Ginette explains that the Process Verified Program requires source and breed verification, targeting full blood producers wanting to carry a premium label, while the Certified Program extends eligibility to producers purchasing Wagyu feeder calves, broadening market access. As the first farm certified through the program, Sheila Patinkin of Vermont Wagyu discusses the procedural hurdles such as legal form approvals and label design but notes that the enrollment was ultimately less daunting than anticipated. She observes a notable benefit: the authentic Wagyu label led to a surprising 20% sales increase and an influx of new customers appreciating the transparency and branding. Both Ginette Gottswiller and Sheila Patinkin emphasize the importance of education for retailers and consumers, envisioning a future where authentic Wagyu is recognizable and available widely. The conversation concludes with optimism about the association’s progress and the wider adoption of the program, underscoring the collaborative spirit and potential rewards for dedicated cattle producers.

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