CAB is such a well known established campaign that it will be hard for anything else to gain traction and compete at the same scale.
Some people are learning that there is another breed out there besides Angus.
I don't know if it will catch on to that level of promotion but people are talking about Wagyu.
Angus have a numbers advantage they have more breeders and revenue in the programs to work with.
CAB and Angus in general had a situation of being at the right place right time, In the 80's -mid 90's Angus and Hereford both had fallen out of favor big time.
Large frame continental breeds were the trend and even some Angus and Hereford breeders tried to get in on that frame race.
People soon found out that extremes do t work and it became that moderate framed was the new buzzword. The continental cattle near instantly fell out of favor and Hereford just didn't have any momentum at that point, due to the old issues that stereotypes still haunt today.
Angus capitalized on the moderate frame and the CAB brand caught on around that time too,
It would be virtually impossible for any other breed to match the numbers and compete with there marketing budgets.
Although the current fiasco with AAA just might be a major problem that could cause a significant movement away from Angus or at least the AAA.
I believe competition is a good thing when an entity gets such a large part of market share.