The sustainability conversation and youóWhy itís important

The sustainability issue is real and itís imperative that beef producers take control of the message.

 

Burt Rutherford, BEEF Magazine†

Feb 12, 2020

 

If we donít deal with the sustainability message, we could repeat 1980-2000. Thatís our biggest risk.

 

So said Randy Blach, CattleFax CEO, during the outfitís annual outlook session during the Cattle Industry Convention in San Antonio, Texas.

 

No doubt many of you remember those dark days during the last two decades of the 20th Century. And you no doubt have seen the graphs that show the gut-wrenching decline in beef demand that occurred because the beef business wasnít able to meet our consumers with the products they wanted.

 

Thatís now changed. We have a market that is better able to recognize and respond to consumer signals and much better genetics to produce the type of beef that our consumers demand. And we have a much better understanding of who are consumers are, thanks to the Beef Checkoff.

 

But Blachís impassioned plea for beef producers to own the sustainability message caught my attention.† BEEF has, both in the magazine and digitally, carried plenty of articles on sustainability over the past several years.†

 

It wonít be the last sustainability article youíll read from BEEF. As Blach says, itís that important.

 

Like many of you, I first thought the whole thing was just another angle that the anti-beef activists were cooking up to attack you and what you do. After all, if anybody knows about being sustainable, itís ranchers.

 

But the sustainability issue is real and itís imperative that beef producers take control of the message...

 

more, including links

https://www.beefmagazine.com/sustainability/sustainability-conversation-and-youwhy-its-important