Certified Angus Beef brand joins sustainable beef initiative
The Certified Angus Beef brand has become a member of the Global Roundtable for Sustainable Beef (GRSB) – a group focused on defining and sharing resources for sustainable beef production worldwide. Participation in this dialogue adds to the brand’s commitment to providing premium beef to consumers, strengthening the discussion of this complex topic throughout its dedicated network of ranchers, meat companies, retailers and chefs.
“As a leading brand of fresh beef, we believe it’s our responsibility to join the discussions on beef sustainability and contribute on behalf of our partners and our consumers,” says Mark McCully, the brand’s vice president of production. “We appreciate the GRSB’s initial progress and look forward to working with the greater beef community in their efforts to define global sustainability.”
The GRSB’s beef community, environmental and food business leaders share knowledge and resources that support sound, responsible and viable beef production. The group goes beyond reducing costs and maximizing production to focus on the environment, animal care and food quality.
“We are delighted to welcome Certified Angus Beef LLC as a member of our roundtable,” said Ruaraidh Petre, executive director of GRSB. “This not-for-profit of the American Angus Association understands the value and importance of sustainability to all segments of the value chain, and through their direct involvement with producers in North America, will serve as an important voice in our ever-growing roundtable. We welcome their membership and look forward to engaging with them in this important work.”
While global in nature, the GRSB outlines measurable actions at regional and local levels. Key strategies include providing forums for discussion and problem solving. GRSB is the only global forum dedicated to connecting local, regional and global initiatives.
“Sustainability is a common goal of the beef community,” McCully added. “Working together through the GRSB, we can bring all viewpoints to the conversation and help ensure the best possible care of the resources.”
The GRSB is a global, multi-stakeholder initiative developed to advance continuous improvement in sustainability of the global beef value chain through leadership, science and multi-stakeholder engagement and collaboration. The GRSB envisions a world in which all aspects of the beef value chain are environmentally sound, socially responsible and economically viable. For more information, visit www.grsbeef.org.
Source: Certified Angus Beef