GFM Network News


The newly unveiled Canadian sustainable beef logo.

Canadian sustainable beef logo now available

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

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

CBSA pilot shows steady third-quarter growth

Sustainability: News Roundup from the September 2018 issue of Canadian Cattlemen

Third-quarter results from the Canadian Beef Sustainability Acceleration (CBSA) pilot prove that this program is steadily increasing its supply of sustainably raised beef. Cargill recently announced that the CBSA pilot’s third quarter saw the production of more than one million pounds of beef sourced from certified sustainable producers. This is nearly double the initial volume […] Read more


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

Producer Bob Lowe says the Canadian beef industry needs to get behind producing verified sustainable beef.

Sustainable beef is within our grasp

McDonald’s Restaurant project set the tone for Canadian beef industry

Alberta cattleman Bob Lowe didn’t have to do any management back flips on his ranch to produce cattle that under a recently completed pilot project qualify as “verifiable sustainable beef.” He has always aimed to apply sound production and environmental practices with his 500-head commercial cow-calf operation and 7,000-head-capacity southern Alberta feedlot. He and family […] 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


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