Group honoured for sustainable beef effort

Group honoured for sustainable beef effort
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The organization that brought together producers, food retailers, conservation groups, and others to create a system for producing sustainable beef has been honoured by the Canadian Cattlemen’s Association.

The efforts by the founding council and members of the Canadian Roundtable for Sustainable Beef have resulted in “transformational change in the Canadian beef industry,” the cattle group said in handing out the 2019 Beef Industry Innovation & Sustainability Award.

Canada is recognized as a world leader in sustainable beef production thanks to the roundtable’s efforts to “build bridges” with a wide number of groups, said Bob Lowe, vice-president of the cattlemen’s association.

“For me, the relationships achieved with every new stakeholder, such as restaurants and conservation groups, is as good as it gets,” said Lowe, who was involved with the roundtable from its start.

“In my mind, when we have large-scale retailers and well-respected organizations like the World Wildlife Fund promoting Canadian beef as sustainable, there is no better way to build credibility and trust with consumers.”

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