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Tag Archives Canadian Roundtable for Sustainable Beef

The newly unveiled Canadian sustainable beef logo.
News, News Roundup

Canadian sustainable beef logo now available

Marketing: News Roundup from the Oct. 22 issue of Canadian Cattlemen

By
A new logo will help Canadian consumers identify a beef product produced under certified sustainable standards. The Canadian Roundtable for Sustainable Beef (CRSB) officially launched its certification marks and the accompanying Communications, Claims and Labelling Guide on September 20 at its annual general meeting in Calgary. The marks and claims will be used in the […] Read more
Beyond the burger, how is the beef industry going to embrace the consumer in their community?
Comment/Columns, Straight from the hip

Casting a wider net

Straight from the hip with Brenda Schoepp

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In the beef industries’ quest to align with “sustainable” I would question from a health and wellness perspective if delivering sustainable through a hamburger is considered socially responsible. Are we leading children towards obesity and a heavy reliance on carbohydrates through the promotion of fast food? Is the beef industry defying the consumers’ fear of […] Read more
The sustainability pilot has generated a lot of interest with buyers of beef.
Beef Cattle, News

Cattle producers can now take beef sustainability to the bank

Raising ‘certified sustainable’ beef earns producers a premium and McDonald’s is going all in

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Four years after McDonald’s chose Canada to launch its landmark sustainable beef initiative, some producers and feedlots are happily cashing cheques for participating in that effort. And while the amounts so far have been fairly small, it’s a big plus for producers, say participants. “We started on that journey because we thought it was important […] Read more
Beef Cattle, Features

VBP helps keep beef in the game

No one has to participate in the verified beef program, but consumers and the food industry are starting to call the shots

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Les Johnston figures if he wants to continue to sell beef, and hopefully tap into top or higher-value markets, he needs to be able to show buyers as well as consumers he is doing a good job. The southern Saskatchewan rancher is a believer in the Canadian Verified Beef Production (VBP) program. He was doing […] Read more
The Longview 4-H Beef Club organized a McDonald’s pilot verified sustainable beef workshop that attracted 190 participants on November 19 at Longview, Alta.
Livestock, News Roundup

McDonald’s Canadian Youth Beef Club video contest promotes sustainable beef

News Roundup from the January 2016 issue of Canadian Cattlemen

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What started as an impromptu conversation between organizers of McDonald’s Canada’s verified sustainable beef (VSB) pilot and leaders of the Longview 4-H Beef Club in Alberta has snowballed into a Canadian youth beef club video contest. Longview club leaders, Stephen Hughes, Alex Robertson and Ryan Cartwright, whose operations have gone through the VSB verification process, […] Read more
Beef Cattle, Livestock

Tight numbers a concern for livestock marketers

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The bloom may soon come off the rose for record-high cattle prices as economic indicators in the United States suggest a coming slowdown in consumer beef demand. That was the message from commodity market analyst Jerry Klassen to the Livestock Market Association of Canada’s annual convention in Winnipeg earlier this summer. A roaring bull market […] Read more
McDonald’s Corporation president and CEO Steve Easterbrook (centre) and McDonald’s Canada president and CEO John Betts talk to Graeme Finn (right) on a tour of his ranch near Crossfield on 
June 9.
Beef Cattle, News

McDonald’s ‘verified sustainable beef’ project steams ahead

Visit to Alberta from McDonald's global CEO signals a sea change in the Canadian beef industry

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It’s full speed ahead for McDonald’s “verified sustainable beef” project. The country’s largest buyer of beef is finishing up the first phase of its groundbreaking pilot project in Canada, and earlier this month the head of the global fast-food giant paid a visit to Alberta to get a first-hand look. Recently appointed CEO Steve Easterbrook […] Read more

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