Sustainability Pilot Project Expected to Grow Efficiency, Cooperation, Trust Among Beef SegmentsMon, 27 Feb 2017 16:42:59 CST
It was announced last week that several groups including McDonald's USA, Tyson Foods, The Samuel Roberts Noble Foundation, Beef Marketing Group and Golden State Foods would be participating in a two-year pilot program designed to identify potential efficiencies within and between the different segments of the beef value chain. John Butler of the Beef Marketing Group and chairman of the US Roundtable for Sustainable Beef (USRTSB), spoke to Radio Oklahoma Ag Network Farm Director Ron Hays during the Texoma Cattlemen’s Conference last week about his organization’s involvement in this pilot project.
“First of all, we’re really excited that we have the chance to connect, to participate with the Integrity Beef Program,” Butler said. “We’ll learn about the genetic piece of it, but certainly from an animal health standpoint, those cattle come to us with some history, with some information that should allow us to do a better job in our piece of the supply chain managing those cattle through the feeding phase and making a more efficient product for the packer.”
Not only will this project serve as a catalyst for innovation in creating more sustainability in the beef supply chain through each individual segment, it will also develop stronger relationships, cooperation and trust between the segments, which have been known to have held some animosity, according to Butler.
“Traditionally, yeah, there has been,” Butler agreed “because they don’t see things with a common vision and I think what we’re seeing now is that changing to where we’re looking at this as partners and truly like a supply chain. This opportunity is driving some of these barriers to be broken down and allowing us to get more transparent and more trusting from segment to segment.”
As chairman of the USRTSB, Butler says he is excited because, while this project is completely separate from the Roundtable, the indicators and metrics used to measure sustainability that has been developed by the Roundtable, will be used as part of this project.
“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.”
Listen to the full conversation between Hays and Butler about the prospect of participating in the upcoming pilot program to research sustainability in the beef supply chain, by clicking or tapping on the LISTEN BAR below.
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