ANALYSIS - Sustainability means different things to different people, but a world encompassing organisation is looking to define the term for beef.
A major step forward was taken last month in Brazil at the Global Roundtable for Sustainable Beef (GRSB) when the multi-stakeholder group clarified what sustainability is.
A major player in the process was the National Cattlemen's Beef Association, helping to give the US producer a voice as principles and criteria were ratified in Sao Paulo.
CEO of the Association, Forrest Roberts, explained that sustainability means different things to different countries.
Even within the US, neighbours can have a very different approach.
Explaining what the GRSB is about, he told TheCattleSite: "This is not about sending signals of mandates or production standards.
"What it is about is how we establish a common ground or a common framework to build on."
You can read more about beef sustainability by clicking here.
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