Cohesion Between the Segments of Production Critical in the Sustainability of the Beef BusinessTue, 14 Feb 2017 15:28:12 CST
Radio Oklahoma Ag Network Farm Director Ron Hays spoke recently with John Butler of the Beef Marketing Group who also currently chairs the US Roundtable on Sustainable Beef. As one of the foremost authorities on sustainability in the industry, Butler shared his belief that tying together all segments of the beef business, from cow/calf producer to the end user, the industry will ultimately be able to provide a better eating experience for the consumer.
“Alignment is the future of protein,” Butler said. “We’re going to need to be more aligned with where the animals begin, all the way until they become in the meat case or on the menu and actually tie that promise.”
Butler contends this is a natural progression for the beef industry, basing his thoughts on extensive research conducted at the Beef Marketing Group, working to understand what consumers want from the beef products they purchase. He says through this research; the industry has been able to build upon a continual effort to improve the supply chain.
“As a result we think we’ve built a more sustainable model, from a business perspective,” Butler said, “and are able to extract additional value than just the normal commodity model that’s out there today.”
Butler is slated to appear as the keynote speaker at this year’s upcoming Texoma Cattlemen’s Conference being held on February 24th in Ardmore at the Samuel Roberts Noble Foundation, where the theme for the meeting covers all things sustainability.
“I’m really excited to be a part of the program and my hope is to just share from a producer’s perspective, because that’s what I am, the work that we’re doing and the good effort and the positive outcomes that we’re looking,” he said. “And that starts with understanding what we’re doing and being able to connect the dots from one segment to the next.”
For more information about this conference and how to register, click here.
You can listen to Hays’ entire conversation with Butler about his views on sustainability and traceability in the beef business, 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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