Integrity Beef Sustainability Project Offers Opportunity to Test US Roundtable's New MetricsFri, 21 Apr 2017 13:15:21 CDT
John Butler of the Beef Marketing Group serves in a couple different roles, both aimed at increasing and promoting the level of sustainability within the US beef supply chain. As chairman of the US Roundtable for Sustainable Beef, Butler has led the charge to develop indicators and metrics designed to measure sustainability in beef production. At the same time, Butler also participates in the Integrity Beef Sustainability Pilot Project. He told Radio Oklahoma Ag Network Farm Director Ron Hays, that while these two programs are separate, there is an opportunity to overlap the independent work being done.
“We’re very excited to have the knowledge that the Roundtable has developed and begin to see if we can’t execute,” he said, “if we can’t actually put cattle in a system and ultimately get a product, that is focused on sustainability.”
By using the metrics and indicators developed by the USRSB during this two year pilot project, Butler says he looks forward to finding out if they actually work as intended while looking to identify opportunities to increase efficiency.
“I’m hoping that we can verify in fact that we can create efficiency by taking these cattle from the Integrity Beef program and actually capitalizing on the good work that has been done at the ranch level,” Butler said. “So, now McDonald’s has a product that sort of has a Good Housekeeping seal of approval inside and maybe then they can have more success enhancing the trust of our product with their consumers.”
Listen to Hays and Butler talk as he describes his hopes for the Integrity Beef Sustainability Project, 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.
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