Principles and Criteria For Global Sustainable Beef Production

When McDonald's announced on January 7, 2014 that it will begin purchasing verified sustainable beef in 2016, it wasn't just a gesture.  It was another step in a path the company has been following since 2009 when it engaged a team from the World Wildlife Federation to do a study identifying the top priorities for making a difference.  It was no surprise when beef, and making sure it was sustainably produced, was at the top of the list.  The problem was that there was no solid, globally useful definition for sustainability.  So, starting with a 2010 conference in Denver that included 350 participants from the planetary Who's Who of the global beef industry, including ranchers, feeders packers, processors, wholesalers, restaurateurs, and environmental organizations, they started trying to define sustainable practices.  The Global Roundtable for Sustainable Beef (GSRB) was created in 2012 to continue work on a definition, and in March of 2014, they released their draft Principles and Criteria for comment. Breaking New Ground by Working Together What's different about this effort is that it integrates the ideas and work of everyone who is a part of the beef supply chain as well as non-governmental organizations like the World Wildlife Fund, and the National Wildlife Federation.  Traditionally, the  players separate themselves into cattlemen's associations, cattle feeding a

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