Outside influences could be driving the sustainability conversation for beef

The incoming chairmen with the U.S Roundtable for Sustainable Beef says it isn’t just consumers who are sparking the sustainability conversation.

Debbie Lyons-Blythe says it’s also “It is activists and shareholders of a lot of those corporations.”

She tells Brownfield she’s concerned outside conversations will influence consumer demand. “We don’t have consumers going to the grocery store and saying “where is the sustainable beef? I want to find sustainable hamburger” not at this point, but they are going to start doing that because that conversation is being forced by those other groups.”

Lyons-Blythe says the cattle industry is working to share their sustainability story. “We’re impacting the retail level.  We’re showing them exactly why we are sustainable, so they are able to tell our story for us and they are doing it.”

She’s a cattle rancher from Kansas.

Debbie Lyons-Blythe, chairman of the U.S. Roundtable for Sustainable Beef:

  • “Well you know we don’t want our consumers coming in and requesting we act responsibly so that future generations may have a fighting chance at survival, who cares? I’ll be dead by then. Plus, we may actually have to try like all those other industries that are pressured every single day to be better. So, we had to find someone to help us craft these stories, publish them at large, make fancy websites, and go to conventions to spread OUR truth; we ultimately chose….ourselves! Yay!” – Ok Boomer. The cheesy smile is perfect.

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