Page 23 - MWC 2-3-2022s

Sustainability: Here to Stay The Midwest Cattleman · February 3, 2022 · P23
Sustainability: Here to Stay

By Brandi Buzzard Frobose, Editor and Director of Communications
Few in the agriculture in- cured beef from sustainabili- process alter-
dustry would question U.S. ty programs that are aligned ations and are
cattlemen and women’s com- with the GRSB’s principles harbingers of a
mitment to conservation and and criteria. Additionally, solid consum-
environmental sustainabili- Tyson, JBS and Cargill have er demand for
ty. Long before it was a buzz- all committed to reducing sustainable beef
worthy topic, sustainability their GHG emissions in re- that is unlikely
was a top-of-mind issue for sponse to both consumer and to waver in the
ranchers as they have always investor concern about how
sought to produce more beef, beef is raised. These commit- continued on
using fewer resources, to im- ments involve top to bottom page 27
prove profitability and carry
the business forward for the
next generation. But over the
past 10 or so years, consum-
ers and retailers have start-
ed to take notice of cattle
country and raise concerns,
albeit misplaced, about the
way cattle are raised and
the potential impact they
have on the climate. Such
concerns launched the cre-
ation of several sustainabili-
ty-focused organizations and
programs such as the Global Privat Treat Gelbvie & Balance Sal
Roundtable for Sustainable
Beef and its U.S. partner, the
U.S. Roundtable for Sustain- Bull
able Beef, both of which were
founded to identify sustain-
ability indicators and mea-
surements which could be
calculated and communicat-
ed to a hungry, both physical-
ly and intellectually, consum-
er base.
Now that consumers, food- Hondo 227H | Reg: AMGV1514169 Smooth Domain 223H | Reg: AMGV1511596
service suppliers and grocers DOB: 9/24/20 | Sire: Brother C Astro 502D | POLLED DOB: 9/6/20 | Sire: 3SCC Domain A163 | POLLED
have asked for beef indus-
try sustainability metrics,
ranchers are supplying that
information by quantifying
practices that were already
in place on the ranch, such as
grazing management plans,
improved animal produc-
tivity and adoption of Beef High Octane 230H | Reg: AMGV1514173 Hammer 225H | Reg: AMGV1511595
Quality Assurance princi- DOB: 10/16/20 | Sire: HPR Chancellor 8038 | POLLED DOB: 9/11/20 | sire: HPR Chancellor 8038 | POLLED
ples. These indicators, in ad-
dition to many others, are
conveyed to consumers and
retailers that wish to know
the beef they are purchasing
is responsibly raised and “cli-
mate-friendly.”
Restaurants such as Mc-
Donald’s, Burger King and Female h608 | Reg: AMGV1510366 MS UNIQUE GEM - hbar 130h | Reg: AMGV1514165
Wendy’s, which, respectively, Sire: EGL Lifeline B101 | DOB: 6/06/20 sire: hpr Chancellor 8038 | DOB: 10/09/20
boasted the No. 1, 2 and 3,
highest sales figures for burg- available now!
er chains in the U.S, have all
made commitments to source
a significant amount, if not
all, of their beef from sustain-
able suppliers. In fact, 10 out contact: Hyatt Frobose - 419.308.9503 | Brandi Buzzard Frobose - 785.448.0239 | Greeley, KS
of 10 of McDonald’s top 10 HF
beef sourcing countries pro- creative marketing