Sustainable U.S. Beef Future Will Depend On Rich Storytelling, Data And Diversified Supply Chains

The future of American beef will rest on at least three pillars including emotionally powerful storytelling, data-driven insights and values-driven, diversified supply chains. That approach runs counter to traditional beef and agricultural marketing more generally, which has depended on attempting to educate the public on granular aspects of farm and ranch production, says Kent Harrison, […]

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

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 […]

Preparing for Sustainable Beef: Two Conditioning Challenges Changemakers Face

One of the most important components of creating change is the psychological concept of “classical conditioning” . Put simply, the idea behind conditioning is to understand a person’s unconscious response to a concept, this concept explains why we react the way we do – whether physically or emotionally – to the world around us. Ensuring that this unconscious […]

Emerging Trends In Sustainable Beef

Three major takeaways from NCBA’s 2021 cattlemen’s convention.  Last week, the cattle industry gathered in Nashville for the annual NCBA Cattlemen’s Convention. The event draws thousands of cattle industry members from across the value chain – producer to retailer and every link in between – to discuss emerging trends in the industry as well as […]

Translating Pressure Into Progress For A Better Beef System

There is no doubt that every organization across the entire food system is under increasing pressure to improve the environmental footprint of its supply chains – and for good reason. The beef supply chain is no different. Often hailed as one of the largest environmental villains, beef is arguably one of the supply chains under […]

Sustainable Beef 101

Understanding the pillars that make beef production sustainable.  No matter what it is in reference to, the word “sustainable” almost always comes with some baggage attached to it. It is a polarizing term, defined and perceived differently by each individual. Helping ranchers understand what is meant by the term is key in advancing work towards […]

The American Rancher

How the old-school cowboy identity can adapt to a connected world and play the crucial role in the future of sustainable beef.  In a world with self-driving cars and smartphones, the weathered hands and dusty-chaps identity of American ranchers might feel like an aging caricature to some, or a painful reminder of American westward expansion […]