GFM Network News


The sustainability pilot has generated a lot of interest with buyers of beef.

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

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



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

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.

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

News Roundup from the January 2016 issue of Canadian Cattlemen

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



cattle in a feedlot

Tight numbers a concern for livestock marketers

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

three men talking on a cattle pasture

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

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


Bale of hay in farm field

2015 Trends in the Canadian forage industry

Regional groups across Canada agree in the need for more recognition and research for forage and grassland

The Canadian forage industry is impacted by dynamics at home and around the globe, as is all of agriculture. In a changing world, producers continually evaluate and build strategies that will support successful business plans. Identifying trends is one way to clarify the picture and provide direction. The following is a look at several trends […] Read more

cattle in a feedlot

Sustainability is in sight

The world agrees on a definition

As we look ahead to 2015 I imagine most of you are anticipating, or hoping, for a repeat of 2014. We can’t always see what lies ahead, but in at least one small aspect I’m pretty confident that you are going to hear the word sustainability crop up in conversations a lot more in the […] Read more