JBS's Kim Stackhouse-Lawson Shares her Thoughts with CAB about Sustainability and Helps Define SustainabilityWed, 15 May 2019 17:41:05 CDT
A Different Kind of Consumer
Sustainable beef production means ranchers are not only meeting consumer needs today but preparing to meet the needs of future generations.
Part of setting up the beef industry for a bright future lies in addressing the needs and concerns of consumers today, an initiative driven by the US Roundtable for Sustainable Beef.
“So the roundtable has worked on what we’re calling a sustainability framework," said, Kim Stackhouse-Lawson, Director of Sustainability for JBS-USA and past chair of U.S. Roundtable for Sustainable Beef. "Which is really just a set of resources to help define sustainability and to help advance it throughout the supply chain."
Watch a short video-clip featuring Kim Stackhouse-Lawson, Director of Suatainability for JBS-USA and past chair of U.S. Roundtable for Sustainable Beef, shares her thought on sustainability and helping define sustainability, by clicking or tapping the PLAYBOX in the window below.
"So consumers don’t use the word sustainability per se but they do talk about things like responsibility and stewardship and animal welfare and environment," she said. "And so we set up the framework to really address all of those key initiatives throughout the entire supply chain. So different than many roundtables, the beef roundtable also has metrics to advance beef sustainability for retail partners and for companies like mine. So that transparency really talks about doing the right thing through all stages of the beef value chain."
As the industry changes over time, so do the mindsets and values of consumers.
“The millennial consumer is different than any other consumer we’ve ever got to interact with as an industry and they are changing the marketplace," she stated. "The one thing millennials are belief buyers and millennials really value what’s authentic and truthful and in fact they have a tremendous ability to identify fact from fiction in how authentic this story is and they are ok with real life in general."
Sharing the story of the beef industry is more important today than it has ever been.
"I think that is tremendous opportunity for us to help them understand our day to day and the life of an animal on a ranch and the life of an animalin a feed yard and yes, that that animal is harvested and then put on their plate," she said. "And I think that we haven’t talked about that with previous generations because they didn’t want to know. There was this sort of I want to love beef and that’s it. But this generation wants to know and we have an awesome story to tell and we just need to figure out how to elevate that in a 30 second message for that new millennial consumer."
More information on the U.S. Roundtable for Sustainable Beef and its initiatives can be found at usrsb.org.
Source: Certified Angus Beef
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