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


Cameron Bruett of JBS-USA Addresses the Beef Industry's Problem with Perception vs. Reality

Mon, 03 Dec 2018 15:07:49 CST

Cameron Bruett of JBS-USA Addresses the Beef Industry's Problem with Perception vs. Reality Cameron Bruett is head of corporate affairs and sustainability at JBS-USA, a leading North American meat processor and the world’s largest cattle feeder. He spoke about the issue of sustainability in the beef industry as a keynote speaker during the 2018 American Angus Association Convention in Columbus, Ohio. According to him, one of the main issues at hand when it comes to sustainability, especially in regard to the consumer, is the difference between perception and reality.


At one point, according to Bruett, one of the main concerns consumers had about the beef industry was the amount of greenhouse gas emissions it produced. While the data that supported that claim - that the industry posed an environmental threat via gas emission - was incorrect, people still perceived that to be a problem. Since the report that launched those fears was first published, the conversation has continued to move on. As for now, Bruett says the new focus goes beyond greenhouse gases and more into an overall environmental scope about water and energy use as well as animal welfare.


But the problem that faces the beef industry and all of agriculture for that matter has stayed the same. While the industry is in fact doing a good job at producing quality protein and doing it quite sustainably, the public seems unconvinced with the reality of that situation.


“The modern-day consumer is bombarded with so much messaging by biased individuals that it is very difficult to break through all that noise,” Bruett said. “But the reality for our industry is demand is growing and the product continues to fly off the shelves. So, we’re doing something right.”


This begs that question of how the industry can continue to produce a high-quality product without compromising itself by yielding too much to consumer concerns and doing away with the very technologies that make our production system work so efficiently. Essentially, Bruett is searching for the right balance of conventional production and sustainable practices to make the most desirable product for the customer. This is a discussion that Bruett has engaged in with industry stakeholders as well as others outside the industry who represent the consumers’ concerns. These conversations have taken place within the Global Roundtable for Sustainable Beef. Bruett says it has been crucially important to be a proactive member of the roundtable, as a voice for the beef industry and its interests.


“It’s important for a number of reasons. The primary reason being, if we all sit in a room together and just talk to ourselves, I can tell you what the outcome of that meeting is going to be,” he said. “We’re all going to feel good about it and we’re not going to move the needle at all. In today’s modern age, you have to collaborate, not with your adversaries, but with people who you might not necessarily consider an ally.”


Bruett explains that by working with those who are open to finding common ground to accomplish a similar mission, then you can affectively strengthen your position by making them an advocate for your cause by establishing a shared goal and relationship. In addition, Bruett says that engaging with others outside your own industry forces you to challenge your own perceptions. Nothing that has come out of the GRSB, says Bruett, would fundamentally alter the way we produce beef in the US- but common ground has been established.


“There has been contention and a lot of heated discussion but at the end of the day we now have more advocates around the world for beef and beef sustainability than we ever did,” Bruett said.


Listen to the complete conversation between Bruett and Radio Oklahoma Ag Network Farm Director Ron Hays discussing the industry’s problem with perception versus reality, on today’s Beef Buzz.


The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is 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.



   



   

Hear Bruett and Hays' complete conversation discussing the industry's perception problem, tap below.
right-click to download mp3

 

WebReadyTM Powered by WireReady® NSI

 

Beef News

  • Cattle Industry Claims Key Victories in New Farm Bill with Funding Provisions for FMD Bank and EQIP  Fri, 14 Dec 2018 10:36:58 CST
  • Pressure from Fundamentals, Nonstop Muddy Feedlot Conditions Finally Catches Up to the Markets  Thu, 13 Dec 2018 12:12:56 CST
  • Pressure from Fundamentals, Nonstop Muddy Feedlot Conditions Finally Catches Up to the Markets  Thu, 13 Dec 2018 12:04:02 CST
  • CattleFax Has a Wealth of Market Information on Tap for Producers at Upcoming Cattle Convention  Wed, 12 Dec 2018 11:23:51 CST
  • NCBA's Kevin Kester Lights Fire Under USTR to Get US - Japan Trade Deal Negotiations Underway  Tue, 11 Dec 2018 11:12:38 CST
  • OKC-Based Kirkpatrick Foundation Raises Eyebrows with Not-So-Subtle Pro-Vegan Messages  Mon, 10 Dec 2018 12:18:30 CST
  • The Angus Cow- Unsung Hero of Certified Angus Beef  Sat, 08 Dec 2018 16:03:01 CST
  • Today's Beef Cattle Doing Better at Providing a Great Eating Experience Every Time for Consumers  Thu, 06 Dec 2018 19:55:13 CST
  • USMEF Chair-Elect Cevin Jones Says There is a Great Story to Tell Right Now in the Export Business  Wed, 05 Dec 2018 09:54:57 CST
  • Cameron Bruett of JBS Says Traceability Should be an Industry Priority, But Shouldn't Be Rushed  Tue, 04 Dec 2018 10:00:17 CST
  • Cameron Bruett of JBS-USA Addresses the Beef Industry's Problem with Perception vs. Reality  Mon, 03 Dec 2018 15:15:11 CST
  • Angus Association's New Angus Link Program to Highlight Breed's Superior Genetic, Profit Potential  Fri, 30 Nov 2018 09:45:09 CST
  • Former Chair John Pfeiffer Recounts the Certified Angus Beef Success Story - 40 Years in the Making  Thu, 29 Nov 2018 11:31:59 CST
  • Chelsea Good of the Livestock Marketing Association Weighs in on the Cattle Traceability Debate  Wed, 28 Nov 2018 10:25:24 CST
  • Chairwoman Dawn Caldwell Rebukes Critics' Claims About State Beef Council Federation's Work  Tue, 27 Nov 2018 10:08:29 CST
  • Breaking Down the Dollars and Cents with Federation of State Beef Councils Chair Dawn Caldwell  Mon, 26 Nov 2018 10:38:52 CST
  • Favorable Numbers in Bullish Cattle on Feed Report Suggests Continued Currency in Beef Markets  Fri, 23 Nov 2018 11:07:02 CST
  • DOT Ready to Bend Its Hours of Service Rule for Livestock Haulers, Thanks to LMA Negotiations  Wed, 21 Nov 2018 10:20:47 CST
  • NCBA Sets Its Expectations Low for Congress as the Tide of Power Shifts to Democrats' Control  Tue, 20 Nov 2018 10:25:25 CST
  • Back to Work - NCBA's Colin Woodall Offers Fake Meat, WOTUS Brief as Dust Settles on Midterms  Mon, 19 Nov 2018 13:18:17 CST
  • CME's Efforts Starting to Pay Off as Benefits of Work to Improve Cattle Contracts Becomes Apparent  Fri, 16 Nov 2018 10:52:03 CST
  • NCBA's President-Elect Jennifer Houston Jumps into the Animal ID Disease Traceability Discussion  Thu, 15 Nov 2018 12:44:25 CST
  • Year-to-Date Slaughter Numbers Suggest a Rapid Deceleration in the US Beef Cow Herd Expansion  Wed, 14 Nov 2018 10:11:39 CST
  • Promising Pasture Conditions Spark Green Fever in Cattle Country as Producers Buy Up Stockers  Tue, 13 Nov 2018 10:46:44 CST
  • Animal Rights Activists Stoop to Exploiting Religious Beliefs and Manipulating Data to Further Cause  Mon, 12 Nov 2018 11:38:04 CST
  • Activists Succeed in Passing More Restrictions on Production Ag, Bringing Them Closer to Real Goal  Fri, 09 Nov 2018 11:37:42 CST
  • NCBA Lobbyist Colin Woodall Sees Action in the Lame Duck on the 2018 Farm Bill  Fri, 09 Nov 2018 05:14:18 CST
  • Ag Sec. Sonny Perdue Maintains USDA Authority Over 'Fake Meat,' But Says FDA will Have a Role  Wed, 07 Nov 2018 22:12:23 CST
  • Certified Angus Beef Faces Its Next Big Hurdle- Raising the Bar on Consumer Trust to the Next Level  Tue, 06 Nov 2018 11:30:16 CST
  • Certified Angus Beef's John Stika Says Brand's 40 Years of Success is Amazing, Continues to Grow  Mon, 05 Nov 2018 14:26:36 CST
  • Oklahoma Wheat Pastures Look Promising for Grazing this Winter - Just as Soon as They Dry Out  Fri, 02 Nov 2018 10:50:22 CDT
  • Zombie WOTUS Rises from the Dead in Carolina Court Case- NCBA Fighting to Return It to the Grave  Thu, 01 Nov 2018 10:01:25 CDT
  • USDA Undersecretary Greg Ibach Shares Vision for a National Beef Production Traceability System  Wed, 31 Oct 2018 09:50:35 CDT
  • Beef Demand Situation Looks Good by the Data, But Outside Threats Could Hinder Future Success  Tue, 30 Oct 2018 10:06:56 CDT
  • Consumers Sending Market Clear Message: They Want High-Quality Beef and are Willing to Pay for It  Mon, 29 Oct 2018 10:40:48 CDT

  •  

    Beef Buzz Archives

    Old Archives  |   2010  |   2011  |   2012  |   2013  |   2014  |   2015  |   2016  |   2017  |   Jan 18  |   Feb 18  |   Mar 18  |   Apr 18  |   May 18  |   Jun 18  |   Jul 18  |   Aug 18  |   Sep 18  |   Oct 18  |   Nov 18  |   Dec 18
       

    Ron salutes our daily email sponsors!

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

    Search OklahomaFarmReport.com

    Find more about Weather in Oklahoma City, OK

       
       
    © 2008-2018 Oklahoma Farm Report
    Email Ron   |   Newsletter Signup   |    Current Spots   |    Program Links

    WebReady powered by WireReady® Inc.