By Trust In Food

Trust In Beef Joined By U.S. Roundtable for Sustainable Beef

December 14, 2021

U.S. Roundtable for Sustainable Beef and Trust In Food sign letter of agreement to collaborate through Trust In Beef Program to empower beef producers.

Lenexa, Kan., (Dec. 15, 2021) — The U.S. Roundtable for Sustainable Beef (USRSB) joins the Trust In BeefTM program as a Founding Partner and Technical Advisor. Trust In Beef is a new effort to empower beef producers to accelerate the adoption of their sustainability journey and provide consumers with real-life proof of the continuously improving environmental performance of American beef. The program is led by Farm Journal‘s social purpose division, Trust In Food, and its industry-leading beef brand, Drovers.  

“The time is right for beef producers to be seen as a meaningful part of the climate solution,” says Amy Skoczlas Cole, executive vice president of Trust In Food. “The U.S. Roundtable has paved the way to ranch-level sustainability progress with their science-based tools and frameworks. Trust In Beef will use these resources as a technical underpinning for our work to connect beef producers with the trusted guidance, similarly-situated peers, local resources and operational advice they need to unlock and showcase environmental benefits within their operations.” 

Trust In Beef launched in Fall 2021 and is supporting 200,000 beef producers in accelerating continuous improvement in environmental performance while ensuring that consumers see and hear real-life examples of producer environmental stewardship.

“We are honored to partner with Trust In Beef to help tell the industry’s sustainability story,” said Debbie Lyons-Blythe, chair-elect of the U.S. Roundtable for Sustainable Beef. “Our members are committed to continuous improvement, which makes this partnership a great fit. We look forward to working with the Trust In Beef team to share ongoing progress in the beef industry with consumers.”

For more information about Trust In Beef, go to www.trustinbeef.com.

About Farm Journal

Farm Journal is the nation’s leading business information and media company serving the agricultural market. Started 145 years ago with the preeminent Farm Journal magazine, the company serves the row crop, livestock, produce and retail sectors through branded websites, eNewsletters and phone apps; business magazines; live events including conferences, seminars and tradeshows; nationally broadcasted television and radio programs; a robust mobile-text-marketing business and an array of data-driven, paid information products. Farm Journal also is the majority shareholder of the online equipment marketplace, Machinery Pete LLC. In 2010, the company established the non-profit, public charity, Farm Journal Foundation, dedicated to sustaining agriculture’s ability to meet the vital needs of a growing population through education and empowerment.

About Trust In Food

Trust In Food is a purpose-driven division of Farm Journal dedicated to mainstreaming and accelerating the transition to more sustainable and regenerative ag practices, making every dollar invested in conservation agriculture more impactful. We bring business intelligence to agricultural production behavior change: helping farmers understand, want and feel capable of undertaking practice change through data science, social research and strategic communications deployed through the omnichannel Farm Journal platform in collaboration with our partners. Visit www.trustinfood.com to learn more.

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