By Jamie Sears Rawlings

Trust In Beef™ Deepens Expertise With New Partners 

December 12, 2023

Ducks Unlimited and ABS Global further the program’s capabilities to support ranchers in enacting climate-smart change with technical assistance and genetic innovation. 

Lenexa, Kan.,– For two years Trust In Beef has been working to empower beef producers on their sustainability journeys by leveraging the power of Farm Journal’s Trust In Food and Drovers brands with the ingenuity and innovation of private-sector and non-profit partners.

Trust In Beef is proud to welcome Ducks Unlimited and ABS Global to bolster the technical expertise provided by the coalition’s existing partners including Merck Animal Health, National Cattlemen’s Beef Association, Enogen/Syngenta, Tyson Foods and the U.S. Roundtable for Sustainable Beef. 

ABS Global, a pioneer in genetic innovations, has been leading beef production toward a more sustainable future for more than eight decades with its longstanding expertise in the field of genetics and reproductive management. 

Ducks Unlimited brings its legacy and expertise in implementing volunteer conservation practices to strengthen waterfowl and wildlife habitats by focusing on reinvigorating working grasslands, restoring grazing lands and supporting producers in succession planning.

“Since its inception, Trust In Beef has been working diligently to meet ranchers on their sustainability journey and provide them with resources and support that can help them accelerate adoption of climate-smart practices at a scale that allows them to remain profitable,” said Amy Skoczlas Cole, president of Trust In Food. “Through peer-to-peer learning and educational outreach, we are already seeing the impact the program will have in moving the industry toward a more resilient and sustainable beef system. The addition of ABS Global and Ducks Unlimited will further cement our value proposition as they significantly grow tools and resources we can bring to ranchers.” 

“Genetic improvement is key to a more sustainable food supply and ABS Global is excited to join Trust In Beef to help power production of climate-smart beef,” said Matthew Cleveland, senior director of Global Beef Sustainability and Product Development for ABS Global. “ABS has a long history of delivering innovative solutions to the beef value chain and we look forward to collaborating with program partners to leverage new innovation and ensure long-term profitability and sustainability of beef production.”

“Ducks Unlimited has stewarded vital landscapes since 1937, especially on agricultural and working lands with our farmer and rancher partners,” said Adam Putnam, CEO for Ducks Unlimited. “Our sustainability efforts rely on collaboration, and working with Trust In Beef allows for greater innovation, conservation and ultimately profitability. With programs designed to support biodiversity, enhance water quality and improve soil health, we work with landowners in ways that best meet their needs.”

Trust In Beef provides technical resources, insights, data analysis and support to help empower beef producers to understand, value and implement conservation practices while also connecting consumers to the industry’s accomplishments in climate-smart production. Foundational partners serve as technical advisors to those efforts. 

To learn more about Trust In Beef™ and its partners, visit

About Farm Journal

Farm Journal is the nation’s leading business information and media company serving the agricultural market. Started 147 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 to learn more.

About ABS Global 

Headquartered in DeForest, Wisconsin, ABS Global is the world-leading provider of bovine genetics, reproduction services, technologies and udder care products. Marketing in more than 70 countries around the globe, ABS has been at the forefront of animal genetics and technology since its founding in 1941. In bovine genetics, ABS serves more than 40,000 customers globally, including some of the world’s leading beef and dairy producers. ABS Global owns bull studs in Europe, North America, Latin America, and India, selling genetics to dairy and beef customers in North America, Latin America, Asia and Europe. ABS Global is a division of Genus plc. 

About Ducks Unlimited  

Ducks Unlimited Inc. is the world’s largest nonprofit organization dedicated to conserving North America’s continually disappearing wetlands, grasslands and other waterfowl habitats. Established in 1937, Ducks Unlimited has restored or protected more than 16 million acres thanks to contributions from more than a million supporters across the continent. Guided by science, DU’s projects benefit waterfowl, wildlife, and people in all 50 states. DU is growing its mission through a historic $3 billion Conservation For A Continent capital campaign, North America’s most extensive campaign dedicated to landscape conservation. Learn more at

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