Roundtable for Sustainable Beef Working to Improve the Value Chain and Develop Consumer TrustWed, 12 Jul 2017 11:44:37 CDT
Just ahead of the National Cattlemen’s Beef Association summer business meeting in Denver this week, the US Roundtable for Sustainable Beef is in session, being held at the Denver Convention Center. Helping to organize the Roundtable, is NCBA’s Senior Director of Sustainability Ashley McDonald. She spoke with Ron Hays, Radio Oklahoma Ag Network farm director, this week on what the roundtable is really all about, and what it has become since it was formed nearly three years ago in 2015.
“It was started as an effort to have a multi-stakeholder collaboration,” McDonald said. “We have all segments of the supply chain together to have those discussions about how we can improve the sustainability of the beef industry.”
The members meet periodically to continue their mission of inspiring sustainable beef production practices throughout the entire US beef supply chain, but also hear from scientists with the latest research as well as producers from the field who offer vital feedback to the Roundtable on their efforts that have been implemented.
“When we come together, it’s really a great forum to discuss what consumers are talking about, what producers are doing on farms and ranches and feedlots across this country - and to share that knowledge between these different sectors,” she said. “We need that feedback so that collectively we can all move forward as a beef value chain to improve the sustainability of our industry and to develop trust with consumers.”
Listen to McDonald and Hays discuss the mission of the US Roundtable for Sustainable Beef and how its work is helping to grow consumer confidence in the beef industry, 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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