Jimmy Emmons Says Trust in Beef Initiative Accelerates Adoption of Regenerative Practices

Listen to Ron Hays talk with Jimmy Emmons about Trust In Beef.

Senior Farm and Ranch Broadcaster, Ron Hays, had the chance to catch up with nationally recognized no-till farmer, regenerative rancher and soil-health expert Jimmy Emmons about a new program led by Farm Journal, called Trust In BeefTM.

Trust in Beef is led by Farm Journal‘s social purpose initiative, Trust In Food, and its industry-leading beef brand, Drovers. Recently, Farm Journal welcomed Emmons as senior vice president of climate-smart programs. Emmons is leading Trust In Food’s Partnerships for Climate-Smart Commodities Connected Ag Project, America’s Conservation Ag Movement, and Trust In Beef, coalition-driven conservation programs developed to accelerate the adoption of conservation agriculture at scale.

Trust In Beef works across two program streams to secure a sustainable future for beef including empowerment of producers on their journey and connecting consumers to beef’s sustainable story.

“We want to get everybody up to speed to understand that it can be for you, and it can be extra ROI if you do this right,” Emmons said. “Part of the Trust In Beef initiative is to get that learning curve out there and to show producers the key things they need to be focused on.”

As consumers demand more traceability and sustainability in beef products, Emmons said there is room to add value to the beef product with methods such as record keeping, adopting grazing plans, becoming BQA (Beef Quality Assurance) certified, and more.

Regarding a focus on helping producers with grazing management concepts, Emmons said avoiding overgrazing can promote soil health, water filtration, and more.

“Being able to manage that and take advantage of that really is the key thing that we need to focus on,” Emmons said.

In 2024, Emmons said Trust In Beef will be unveiling a Sustainable Ranchers Tour featuring five events in Texas, Oklahoma, Nebraska, South Dakota, and North Dakota. Stay up to date by visiting https://www.trustinbeef.com/.

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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