Oklahoma Farm Report masthead graphic with wheat on the left and cattle on the right.
Howdy Neighbors!
Ron Hays, Director of Farm and Ranch Programming, Radio Oklahoma Ag Network  |  2401 Exchange Ave, Suite F, Oklahoma City, Ok 73108  |  (405) 601-9211

advertisements
   
   
   
   
   
   
   
   
   
   
   

Beef Buzz News


Sustainability Offers Platform for Tremendous Growth, McDonald's VP Says

Mon, 17 Feb 2014 14:46:51 CST

Sustainability Offers Platform for Tremendous Growth, McDonald's VP Says
Sustainability. What does it mean? Does it mean the same thing to beef consumers as it does to producers? What changes does it portend for the cattle industry?


Bob Langert, vice president of sustainability with McDonald’s, tackled those questions at the recent Cattle Industry Convention. After his presentation, he sat down with Radio Oklahoma Network Farm Director Ron Hays to further explain that word which seems to be causing more than a little consternation and confusion among beef producers.


“The way we’re looking at that nebulous term and trying to crystallize it and make it more clear for the McDonald’s system is really looking at sustainability being defined as not only making a positive difference for society, but helping it grow your business. So, we’re looking at those two concepts together so that sustainability is now a shared value: doing good for society, driving our businesses forward.”


Langert acknowledged McDonald’s caused quite stir within the cattle industry when it announced a couple of weeks ago it wanted to source a significant amount of its beef from sustainable production units by 2016. He said he hopes the announcement was viewed positively inside the beef industry.


“Part of my message to the beef community is to look at sustainability not as a problem, not as a burden, but as an opportunity to grow their business. At McDonald’s we see this as a great opportunity. Beef is one of our growth platforms. Customers are wanting changes in how we address sustainability and they’re willing to reward companies that do that. So, this is customer driven. This is where it emanates from. And we’re looking at this causing a stir of positive support and getting the cattle industry to not look at it as something that’s an albatross to carry, but as a way to advance their business as well.”


Langert says his company is merely following the lead of their customers. He says research shows their clientele has become more concerned over the last five or six years with the quality of their food, where it comes from and how it is grown and produced.


“They are having high expectations of companies and brands like ours and they are willing to reward us and punish us if we don’t meet those expectations. So, we had to change. Change is not easy, sometimes. Look at the way we’ve changed our menu over the last ten years to meet some of these needs. If we don’t change, our businesses are going to wither and we don’t want that to happen.”


When it comes to explaining to their customers how good their food products are, Langert says McDonald’s and the agriculture industry as a whole are not doing a good enough job at getting their message across.


“We need to build on the fact that we have a great system of affordable, safe, high-quality food. But now sustainability is a part of it and we need to be very transparent with that and provide more measurement. We’ve got to prove to the consumer. We can’t just say it.”


In his presentation at the CIC, Langert asked for assistance from the beef industry in helping to define what sustainability is.


“We don’t want a McDonald’s definition, by the way. We want it defined by those who actually produce beef. We’re a restaurant company, not raisers of cattle. So, we’re looking for the whole value chain of who produces beef and who sells it--even the NGOs and academics involved--to rally together to come up with this way of defining sustainable beef.”


Langert says his goal is a partnership with the beef industry. McDonald’s currently has five branded sandwiches on its menu, each with sales in the billions of dollars. He says his company wants to replicate that success story and sees sustainable beef as the platform for that growth and that that platform can carry sustainable beef producers.


“We have a lot of self interest in promoting and selling more beef. We see sustainability as absolutely critical in achieving that end, but we’re not going to do it without the entire supply chain getting on board and seeing this as an opportunity, not as a risk to be mitigated.”


Filling McDonald’s supply chain with sustainable beef is an enormous project, Langert says, and it will take some time. He expects a global definition of the term sustainable beef will be adopted by the end of this year. After that it will have to be examined in light of regional differences. Langert says many in the beef industry say their practices are already sustainable. He says the biggest challenge then will be in developing metrics to measure and prove to consumers that they are truly getting what they ask for.


The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network- but is also a regular audio feature found on this website as well. Click on the LISTEN BAR below for today's show- and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.



   
   



Ron Hays talks with Bob Langert about the opportunities inherent in sustainability for beef producers.
right-click to download mp3

 

WebReadyTM Powered by WireReady® NSI

 

Beef News

  • Burger King Reports Increased Sales of Conventional Beef Burgers Alongside Climbing Impossible Burger Sales  Fri, 20 Sep 2019 10:34:32 CDT
  • USMEF's Dan Halstrom on What Japan's Meat Trade Really Wants from the US Beef Cattle Industry  Thu, 19 Sep 2019 10:11:34 CDT
  • Formal Agreement with Japan Announced by White House Could Help Grow Island's Taste for Tongue  Wed, 18 Sep 2019 11:05:20 CDT
  • OSU's Janeen Salak-Johnson on Killing the Sacred Cows of the Beef Business, How Being Open to Doing Things Differently Can Save an Industry  Tue, 17 Sep 2019 10:34:24 CDT
  • OSU's Janeen Salak-Johnson Warns Beef Producers of the Coming Scrutiny from Animal Welfare Activists  Mon, 16 Sep 2019 11:07:53 CDT
  • Repeal of WOTUS Strikes Emotional Chord with OCA's Michael Kelsey, Reflecting on Action's Significance  Fri, 13 Sep 2019 11:36:52 CDT
  • American Angus Assoc. CEO Mark McCully Reflects on the Angus Breed's Role the Beef Industry Today  Thu, 12 Sep 2019 11:49:28 CDT
  • Fall Looking Like a Mixed Bag for Beef - Peel Advises Producers Pay Close Attention to Market Dynamics  Wed, 11 Sep 2019 10:06:31 CDT
  • Fall Looking Like a Mixed Bag for Beef - Peel Advises Producers Pay Close Attention to Market Dynamics  Wed, 11 Sep 2019 10:04:16 CDT
  • Cattle Markets Not Expected to Improve as Seasonal Demand Shifts into Lower Gear Heading into Fall  Tue, 10 Sep 2019 10:22:26 CDT
  • State Officials in Colorado Help Local Farmers, Ranchers Launch New "Better With Beef" Initiative  Mon, 09 Sep 2019 11:21:19 CDT
  • Beef Industry Soon to Launch New Campaign Leveraging Consumer Interest in the BQA Program  Fri, 06 Sep 2019 10:06:04 CDT
  • NCBA's Alisa Harrison Highlights the Tremendous Value Digital Marketing Adds to the Beef Checkoff  Thu, 05 Sep 2019 10:27:08 CDT
  • Beef Checkoff Funded Research Helping to Correct the Misconceptions Surrounding Alternative Meat Products  Wed, 04 Sep 2019 11:22:41 CDT
  • American Angus Association Rolls Out New Genomically Enhanced EPD Index Data Set  Tue, 03 Sep 2019 11:02:00 CDT
  • USDA Working on GIPSA Rules After Courts Mandate Rulemaking Process Move Forward  Fri, 30 Aug 2019 08:42:30 CDT
  • One Perspective on Animal ID and the Moving of the Cattle Industry Toward Electronic Ear Tags  Thu, 29 Aug 2019 06:16:32 CDT
  • Dr. Rosslyn Biggs Beef Buzzes About Vesicular Stomatitis with Ron Hays  Wed, 28 Aug 2019 14:20:06 CDT
  • US-Japan Trade Deal Announcement Called Huge News by USMEF CEO Dan Halstrom  Tue, 27 Aug 2019 13:50:40 CDT
  • Placements Surprise in Latest Cattlle on Feed Report- Derrell Peel Explains All  Mon, 26 Aug 2019 08:13:14 CDT
  • NCBA's Sustainability Guru Sara Place Shoots Down the Environmental Misconceptions About the US Beef Industry  Fri, 23 Aug 2019 10:29:14 CDT
  • American Angus Association Rolls Out New Genomically Enhanced EPD Index Data Set  Thu, 22 Aug 2019 10:49:14 CDT
  • K-State's Glynn Tonsor Breaks Down Cattle Market's Surprising Reaction to Tyson Packing Plant Fire  Wed, 21 Aug 2019 12:07:53 CDT
  • NCBA's Allison Rivera Holds USDA's Dragging Feet to the Fire on FMD Vaccine Bank's Implementation  Tue, 20 Aug 2019 10:12:11 CDT
  • USDA Program Designers Struggle to Balance Cost vs. Incentive in Promoting Traceability Participation  Mon, 19 Aug 2019 11:59:48 CDT
  • GIPSA Rule Resurfaces as DOJ Orders Formal Rulemaking Process – NCBA Fighting for Common Sense Solution  Fri, 16 Aug 2019 09:41:54 CDT
  • Have You Heard? Operating as a BQA Certified Producer can Command Up to $17/Head More for Your Cattle  Thu, 15 Aug 2019 11:48:16 CDT
  • Study Shows Cattle from Beef Quality Assurance Certified Producers Command Higher Premium at Auction  Wed, 14 Aug 2019 15:24:15 CDT
  • Tyson Packing Plant Fire Stirs Dramatic Industry Reaction and Speculation with Pronounced Uncertainty  Tue, 13 Aug 2019 10:20:31 CDT
  • USMEF's Dan Halstrom on the Strength of US Beef Exports to Japan Despite Its Tariff Disadvantage  Mon, 12 Aug 2019 12:25:23 CDT
  • Missouri's Meat Labeling Law Draws Backlash from Alternative Meat Proponents  Fri, 09 Aug 2019 14:16:29 CDT
  • Fall Calf Market Expected to be Driven by Higher Corn Prices with Limited Potential for Upside  Thu, 08 Aug 2019 10:01:27 CDT
  • Corn Conundrum Fuels Speculation About Future Profitability in the Cattle Markets  Wed, 07 Aug 2019 11:54:46 CDT
  • WOTUS War Nearly Won as Rule's Final Repeal Expected to be Made Official This August  Tue, 06 Aug 2019 12:11:32 CDT
  • Everything You Need to Know About Trump's Deal with the EU to Increase Market Access for US Beef  Mon, 05 Aug 2019 12:18:44 CDT

  •  

    Beef Buzz Archives

    Old Archives  |   2010  |   2011  |   2012  |   2013  |   2014  |   2015  |   2016  |   2017  |   2018  |   Jan 19  |   Feb 19  |   Mar 19  |   Apr 19  |   May 19  |   Jun 19  |   Jul 19  |   Aug 19  |   Sep 19  |   Oct 19  |   Nov 19  |   Dec 19
       

    Ron salutes our daily email sponsors!

    Oklahoma Ag Credit Oklahoma Farm Bureau National Livestock Credit P&K Equipment Tulsa Farm Show AFR Insurance Stillwater Milling KIS FUTURES, INC. Oklahoma Cattlemen's Association

    Our Road to Rural Prosperity sponsors!

    Banc First OPSRC ORWA

    Search OklahomaFarmReport.com


       
       
    © 2008-2019 Oklahoma Farm Report
    Email Ron   |   Newsletter Signup   |    Current Spots   |    Program Links

    WebReady powered by WireReady® Inc.