COSTS AND BENEFITS OF SUSTAINABILITY Multi-pronged issue is top of mind for consumers and producers by Bruce Derksen for the California Cattleman When checking the news feed or scrolling through agricultural podcast listings, headlines of environmental sustainability and animal welfare are often prominent. One might proclaim cattle should be allowed to run free eating only grass while another will question the validity of livestock’s role in feeding an extra 2 billion people by 2050. Most farmers and ranchers truly care about the welfare of their animals and the state of the environment, all while putting food on the table for their family, so those aspects aren’t often the issue. But, outside forces are playing a larger more impactful role than ever, attempting to influence what really happens on the ranch site. It’s no secret—beef industry sustainability in all its facets is multi-tiered and begs tough and complicated considerations.
THE SUSTAINABILITY GAMEPLAN
Ashley McDonald, Executive Director of the U.S. Roundtable for Sustainable Beef (USRSB) says, “The problem with the word sustainability is it technically means everything. It’s completely holistic across the 3 pillars, the environmental, social and economic states, in terms of the cattle industry.” Simply put, she believes if someone can’t make money in the beef industry, they’re clearly not sustainable. Plus, they also won’t advance practices that improve environmental outcomes, or support efforts in their local community on social characteristics. “It’s a balancing act,” she said. “Changing any one of those aspects either benefits another facet or brings a different pillar down. We must constantly perform a harmonizing effect.” McDonald urges producers not to think of attainment of sustainability as a ‘one size fits all’ approach. Marketing variations and production system methods illuminate opportunities in different localities and states. This hits directly at the heart of the economic pillar. She explains the USRSB has been shaping an industry framework in recent years. At its core, it asks operations to consider marketing as an essential practice. Could calves be promoted in a more direct manner? Is the business close enough to consumers to make direct to customers a viable option? Transitions such as these have made some 20 California Cattleman January 2022
enterprises more profitable than ever, but sometimes at the expense of devastating markets. “The journey of sustainability is constantly evaluating different ways of doing things, or whether new science is telling us something else,” McDonald stressed. “Driving improvements across the board measures as a sustainable approach. If this results in more choices at the grocery store, it’s not a bad thing. We must be cognizant of the fact the public wants alternatives and will pay for different options. It’s 100 percent what sustainability has become.”
COMMUNICATING ANIMAL WELFARE ADVANCES
USRSB research also continues to place animal welfare at the top of the consumer concerns list. Faced with a steak on their plate, it’s the first question many ask. McDonald warns all participants in the beef industry to take this fact seriously and be constantly watching for ways to improve care and handling. “It’s not just a consumer issue, because we as farmers care about our livestock as well. Without healthy and happy animals, the economic pillar is affected due to poor performance. No matter where on the spectrum we are, a first-generation cattleman, or someone who’s taken every stewardship class offered, there’s never a ceiling when it comes to learning. The sky’s the limit with the research happening and being published.” As a downstream effect of the ongoing effort to improve animal welfare, direct communication needs to outline its complexity. McDonald understands this is a massive challenge faced by the industry, to successfully convey that those with physical boots on the ground are constantly working. She describes the U.S. beef industry as the most sustainable production system in the world, continuing to improve across all environmental, social and economic factors. But this endeavour takes extreme effort, balancing, research, science and the potential of new technology not available today. “We can’t boil it down to say, ‘if we could just do X on 300 million acres, the problems would be solved’. That’s not the answer. Real sustainability won’t fit in a soundbite which makes it extra hard to get across. I believe there’s a bright future for our industry if society can truly understand the services we provide.”
