Educating Consumers On Sustainability Of Beef

As a consumer have you ever heard a restaurant or supermarket promoting a beef product as originating from a sustainable source?  While Townsend Bailey of the McDonald's Corporation acknowledges more consumers desire to know where their food comes from; when it comes to defining sustainability, “sustainability is going to be different things and different steps in the value chain.”

So Bailey and other representatives all along the beef value chain through U.S. Roundtable for Sustainable Beef are attempting to support, communicate, and improve sustainability for their product.  Yet, he admits though, to reach understanding, perhaps even consensus, regarding sustainable practices within the beef sector from farm to plate.

“We know that to do that it's not any one after that's going to drive progress, but it's something that requires collective action. So that's why more efforts like the round table making sure that all different points of view have a seat at the table there are so important.”

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