Sustainability in the Cattle Industry

Sustainability and transparency are not just buzzwords in our industry today, it is an expected practice on behalf of all consumers in regard to our entire food system.  As a rancher this is a way of doing business that we all embrace.  We have nothing to hide and the more we educate the American consumer the better informed decisions they can make when it comes to their dietary choices.

A Nielson study shows that 64% of consumers buy sustainable products.  The general public as a whole wants to know more about their food and where it comes from, how the food is raised and what the animals are fed and how they are treated.  This is a good thing.  Knowledge is truth.  The misrepresentation of our industry hurts EVERYONE, including the consumer.  Millennial's in general demand sustainability and positive animal welfare and they hold incredible influence over our industry going forward. Transparency is vital to our success in an industry that is frequently the target of misinformation.

• To have a sustainable food system we need plants and animals working in tandem to create a healthy system.  This is not always understood by the general consumer.  Data can be skewed to support any viewpoint if you work hard enough.  The "real truth" takes research. Here's is an important "REAL TRUTH" about the cattle industry.
• Today we are producing the same amount of beef as we were in 1977 with one-third fewer cattle.
  
• This efficiency and sustainability creates a healthier environment and less impact.
• Cattle also convert low-value materials, inedible or unpalatable materials that humans wouldn't consume into something beneficial for consumption.
  

Fewer Cattle, Less Emissions.  Here is an emission breakdown:  Beef 2.0%, Landfill 2.2%, Transportation 25.3%, Electricity 29.7%, All other sources 40.9%
We have achieved more with less cattle by using increasingly better and more sophisticated Health and Welfare practices, Better animals nutrition and higher quality animal genetics.

In short, our industry is committed to the hard work and research required to constantly tweak our businesses in order to put out a quality food source with the least environmental impact possible.

Do Your homework and when in doubt, go to the source, an American Rancher.  We are committed to the truth!
God Bless,
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