livestock trade

Beef Sustainability Campaign Reaches 96 Million Consumers

Dan Beef, Cattle, This Land of Ours

A Beef Checkoff-funded campaign called, “Rethink the Ranch,” was executed by Beef. It’s What’s For Dinner. It introduced the public to beef producers who make science-driven decisions to keep their herds, environment and businesses healthy enough to pass on to the next generation. The campaign increased consumer confidence in beef and beef production by inviting consumers to learn more about …

usda beef cattle

NCBA VP: “Why Sustainability?”

Dan Beef, Cattle, Industry News Release

By Ethan Lane, Vice President, Government Affairs, NCBA When the topic of sustainability comes up in conversation in cattle circles, it’s common to see heads shaking. It’s not a topic we like to discuss in our industry – primarily because it’s so often raised with bad intentions and worse information. We bristle because we’ve been doing things right in our …


U.S. Roundtable for Sustainable Beef Looks to the Future

Dan Beef, Cattle

This week, the U.S. Roundtable for Sustainable Beef (USRSB) concluded their fifth annual General Assembly meeting in Fresno, Calif. The event brought together more than 100 stakeholders including representatives from major food and retail companies, cattle producers, veterinarians, scientists, financial service representatives and non-governmental organizations. During the meeting, they adopted and launched the U.S. Beef Industry Sustainability Framework, the first-ever resource that …


Report Shows Improvements in Animal Welfare, Quality and Sustainability

Dan Cattle, Industry News Release

A new report released this week highlights producers’ commitment to animal welfare, beef quality, sustainability and community involvement by America’s cattlemen and women resulting in responsibly raised beef. The Cattlemen’s Stewardship Review, funded by the Beef Checkoff and completed in late 2017, compiles data collected from cattlemen and women across the country. The first survey, completed in 2010, set a …

florida beef

USRSB Releases Framework for Beef Sustainability

Dan Beef, Cattle, Industry News Release

Thursday, the U.S. Roundtable for Sustainable Beef (USRSB) released their first-ever National Framework for Beef Sustainability. It officially opens a 60-day public comment period on the group’s Sustainability Framework. National Cattlemen’s Beef Association (NCBA) Senior Director for Sustainability, Ashley McDonald, explains what this means. USRSB Releases Framework for Beef Sustainability The U.S. Roundtable for Sustainable Beef (USRSB) has opened a …