If the 4.0 future is consumer-centralized, then what does the future of beef look like?

Beef economy 4.0

Straight from the hip with Brenda Schoepp

As we enter the fourth industrialized economy, known as 4.0, we must consider the role of the beef industry in the big picture. This includes asking the question of where beef sits with regard to the elements of 4.0, which are robotics, artificial intelligence, nano-technology, genomics, bioscience and the complexity of full digitalization and cyber […] Read more

Are consumers ready for non-meat burger lookalikes such as this, “Impossible Burger?"

Ditching the red meat diet

Straight from the hip with Brenda Schoepp

Changing social dynamics are pressuring food, retail and research companies to offer plant- or cellular-based non-meats. Driving the consumption is a host of beliefs: Cows are bad for the environment, red meat is unhealthy, big food companies cannot be trusted (based on the concerns of animal welfare) and finally, folks are simply curious as to […] Read more


Yo-Yo diet strategies

Yo-Yo diet strategies

Research on the Record with Reynold Bergen

Getting weaned calves on feed can be a challenge. This is often attributed to the change from a forage-based diet to unfamiliar feedlot rations and feed bunks, distress from recent weaning, illness, etc. To compensate for this, some feeders use a relatively high-energy receiving diet, the rationale being that if they’re not going to eat […] Read more

Thank you k.d. lang

Straight from the hip with Brenda Schoepp

When k.d. lang entered the world of the beef industry, she did so full on. A talented young girl from the little town of Consort, Alta., lang had grown up with cowboys, dust and the soothing voice of Patsy Cline. She originally played small gigs around Alberta and especially in Edmonton at the Sidetrack Café. […] Read more


What is land for?

What is land for?

Straight from the hip with Brenda Schoepp

It started as a potential narrative for agricultural peril with the question: “What is land for?” That got my attention and I was fostering the dismal thought of a counter defence. But the context of the question had deeper meaning. What will land be for? Throughout history land has been fought for, won and lost […] Read more

Famous prehistoric rock paintings of Tassili N'Ajjer, Algeria

Schoepp: The origin of all things

Straight from the hip with Brenda Schoepp

Early adopters in technology are keen to implement all they can afford for the precision of farming and the rearing of food animals. Producers can and will use every available platform at their disposal, be that a drone, robot, artificial intelligence, ultra-high frequency, autonomous machines, cloud-based sensors or a host of others. These are needed […] Read more


Canadian Centre for Food Integrity kicks off

Canadian Centre for Food Integrity kicks off

News Roundup from the May 2016 issue of Canadian Cattlemen

Farm & Food Care Canada (F&FC Canada) is on target with its year-one game plan culminating with the official kickoff of the Canadian Centre for Food Integrity (CFI) and a rundown on insights from Canada’s first public-trust research on farming and food during the Public Trust Summit at the end of this month in Ottawa. […] Read more

Marketing misperceptions on food safety

“We’re totally willing to throw up a little,” one couple said, explaining to the Washington Post how they would never give up their every-week Chipotle habit. There was no chance Chipotle was going to get me. They got on my “Do Not Patronize” list when I realized years ago that they were leaders of the […] Read more


Beef: A nutritious part of a sustainable diet

Beef: A nutritious part of a sustainable diet

Research on the Record with Reynold Bergen

In July 2014, a well-respected journal called Proceedings of the National Academy of Sciences published a report that criticized meat production in general, and beef production in general, on the basis of their environmental footprints (“Land, irrigation, water, greenhouse gas, and reactive nitrogen burdens of meat, eggs, and dairy production in the United States,” PNAS […] Read more