DAKOTA DUNES, SD. – Star Ranch Angus beef, a brand of Tyson Fresh Meats, has unveiled a new brand look for the first time in 12 years. 

The new logo offers an updated look, according to the company, which includes redesigned ground beef packaging that highlights the product’s lean-to-fat ratio.

“When we began the process of redesigning the Star Ranch Angus logo and packaging, we knew we needed an eye-catching design that held true to our Americana roots,” said Kent Harrison, vice president of marketing and premium programs at Tyson Fresh Meats. “Extensive research and consumer testing informed our design decisions, and we are proud to reintroduce the products into stores.”

Shoppers still associate branded programs with better quality, better value and more consistency, according to recent research from Tyson Fresh Meats. This is especially true with branded Angus programs: Angus beef is nearly universally recognized and is one of the most well-known options associated with high-quality beef, according to internal research conducted late last year by the company.  

Star Ranch Angus beef will continue being sourced from American beef and will remain a USDA Choice program.