Where Food Comes From (WFCF), a resource for independent, third-party verification of food production practices in North America, is announcing a collaboration with Pangea, a global supplier of premium automotive leather, as well as Prime Pursuits and Walmart. Together, all are committed to enhancing transparency within supply chains by introducing CARE Certified sustainable leather to automotive brands across the country while providing beef producers with an additional way to add value.

The joint initiative, Transparency in Motion, leverages data-driven, verifiable practices to confirm exactly how its materials are raised, cared for and processed. Leveraging sustainable practices and transparency throughout the beef supply chain through the CARE Certified program also provides ranchers with an opportunity to add value, while simultaneously communicating the sustainable practices that are implemented into their everyday lives. 

As the beef industry faces challenges, including declining hide values due to the rise of synthetic leather alternatives, WFCF continues to seek ways to add value for beef producers. By becoming CARE Certified, ranchers can not only enhance the value of their herds but also connect with consumers who increasingly prioritize sustainable practices and ethical sourcing. And now, WFCF is adding value to leather as well, not just a beef food product. 

“Beef producers are at the heart of this initiative,” said John Saunders, CEO of WFCF. “By supporting the CARE Certified program, ranchers can communicate to consumers that they are investing in leather produced from sustainably raised cattle on American ranches. This collaboration with Pangea, Prime Pursuits and Walmart allows us to transform what was once a lost opportunity into something meaningful. This will impact the entire supply chain, not just one piece of it.” 

“Pangea deserves commendation for pioneering this innovative approach to leather sourcing, marking the first of its kind in the US. This commitment not only elevates both the beef industry and the leather industry but also provides a significant opportunity for automotive manufacturers to lead in sustainable sourcing,” said Leann Saunders, president and COO of WFCF. “By incorporating CARE Certified leather into their vehicles, automotive companies can showcase their dedication to sustainability and to supporting American ranching families.”

By promoting the use of leather as a natural byproduct of the beef industry, this initiative aims to reduce waste and open new avenues for ranchers to market their cattle, while effectively communicating their established practices to consumers. 

“As an end-to-end supply chain, our goal is to transform the American beef industry through an increased focus on sustainability and transparency and tell a story about how it not only brings value to our ranch partners but also our end consumers,” said Grant Keenen, senior director, cattle management and procurement at Walmart. “As a natural byproduct of an animal already harvested for food, leather in and of itself is one of the most sustainable materials available. By utilizing what already exists to create materials to be used across various industries, we optimize the animal and create added value across the supply chain.” 

“Where Food Comes From is committed to partnering with every segment of the supply chain,” Saunders added. “We believe by driving innovation and transparency, we can create value for beef producers and supply chains that want to make a connection with consumers that want more information about sourcing practices. Our mission has always been to create connections between farmers and ranchers and consumers that purchase their products."

This program aligns the interests of ranchers, consumers and manufacturers in a shared vision for sustainability and quality.

Source: Where Food Comes From