Promoting the Industry As a Whole - JBS's Cameron Bruett Talks Grass-Fed and Conventional BeefFri, 27 May 2016 22:07:34 CDT
As consumer preference for grass-fed beef rises, Cameron Bruett, head of corporate affairs for JBS, says it’s important to promote the products without “vilifying the great work we’re doing in other areas of agriculture.”
“This is a great opportunity for us as an industry, don’t get me wrong. It’s a great marketing opportunity; it’s a great way to get premiums for certain types of products,” he says. “But we need to construct a narrative that that’s just basically a choice based on maybe taste or quality or things of that nature, but it’s not about good versus evil or bad versus good.”
Bruett says he does not believe in the notion that grass-fed beef is better than conventionally raised beef - and vice versa.
“I think anyone who is involved in American agriculture is producing wonderful products that people should enjoy,” he says. “And there should also be choices in the meat cases in the grocery store, whether that’s grass-fed or conventional.”
When it comes to sustainability, Bruett says it’s hard to make a blanket statement that grass-fed beef is better for the environment than conventional beef. Instead, it depends on a variety of factors specific to each operation.
“You have to look at the geographical region that you’re located in; the challenges of that particular ranch. You’ve got to look at the water table. I mean there is lot that goes into this,” he says. “It’s foolish to think that you can simply say one process is the solution to all of these challenges because it’s not - it’s individualized to that operation.”
Bruett talks more about grass-fed and conventional production methods during the latest 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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